Creative Planning to Acquire MASECO LLP, Adding $5B in Assets

Why It Matters

The acquisition gives Creative Planning a foothold in the U.K. market, enhancing its ability to serve global clients and reinforcing its position as a leading, technology‑driven RIA.

Key Takeaways

• Adds $5B AUM and 123 staff to Creative Planning.
• Enhances cross‑border services for U.S. and UK clients.
• Second overseas acquisition after Swiss Baseline Wealth purchase.
• MASECO serves 1,300 high‑net‑worth families globally.
• Private‑equity backers TPG and General Atlantic support growth.

Pulse Analysis

Creative Planning, the Overland Park‑based registered investment advisor that now oversees roughly $700 billion in assets, has accelerated its growth strategy through inorganic expansion. After closing the Basel‑based Baseline Wealth Management deal in January, the firm announced the pending acquisition of London‑based MASECO LLP. The transaction, pending regulator sign‑off, will bring an additional $5 billion in assets under management and 123 professionals into Creative Planning’s platform. By bolstering its scale, the RIA can leverage its proprietary technology and centralized operations to serve a broader client base while preserving its client‑first culture.

MASECO, founded in 2008, specializes in cross‑border financial planning for U.S. citizens and international families, managing over $5 billion for more than 1,300 high‑net‑worth and ultra‑high‑net‑worth clients. Its expertise spans U.S., UK and offshore investment solutions, a niche that aligns tightly with Creative Planning’s ambition to become a global wealth‑management hub. The combined entity will offer seamless integration of tax, estate and investment services across jurisdictions, reducing friction for mobile families and enhancing advisory depth. Clients stand to benefit from a unified technology stack, broader product access, and the firm’s expanded global compliance infrastructure.

The deal reflects a wider trend of U.S.‑origin RIAs seeking footholds abroad to capture the growing demand for transnational wealth advice. Private‑equity backers such as TPG Capital and General Atlantic have supplied capital that enables rapid scaling, while advisors like Houlihan Lokey facilitate cross‑border M&A execution. As more high‑net‑worth individuals relocate or hold assets in multiple countries, firms that can marry domestic scale with international expertise will gain a competitive edge. Creative Planning’s London entry positions it among the early movers, potentially setting a benchmark for future RIA globalization.

Deal Summary

Creative Planning, a U.S. registered investment advisor with $700 billion in AUM, announced it will acquire London‑based MASECO LLP, bringing 123 employees and over $5 billion in assets under management into the firm, subject to regulatory approval. The deal expands Creative Planning’s cross‑border wealth‑management capabilities for high‑net‑worth families. M&A advisors Spencer House Partners and Houlihan Lokey advised the transaction.