Creative Planning's Strategic Move into Europe: A Game Changer for Global Wealth Management

The global wealth management landscape is undergoing a seismic shift as U.S.-based firms expand their reach into underpenetrated markets. At the forefront of this transformation is Creative Planning, a leading independent wealth management firm, which has embarked on an ambitious strategy to establish a foothold in Europe. By leveraging its fiduciary-driven model, cross-border expertise, and strategic acquisitions, Creative Planning is positioning itself to capitalize on the untapped potential of European markets, where demand for comprehensive financial planning and high-touch service remains underserved.

A Fiduciary-Driven Model in a Fragmented Market

Europe's wealth management sector has long been dominated by traditional banks and product-centric advisors, with limited emphasis on holistic financial planning or fiduciary standards. This gap presents a unique opportunity for Creative Planning, whose client-centric approach-rooted in personalized wealth strategies and transparent fee structures-aligns with the growing demand for trust and accountability among high-net-worth individuals (HNWIs). As CEO Peter Mallouk noted, "The European market is largely product-driven, with few firms offering the comprehensive planning and fiduciary standards we provide."

Creative Planning's entry into Europe began in January 2026 with the acquisition of Baseline Wealth Management, a Swiss-regulated RIA with offices in Geneva and Zurich. This move not only provided immediate regulatory compliance through Baseline's FINMA licensing but also established a local partner with deep expertise in serving European entrepreneurs and professionals. The acquisition underscores Creative Planning's strategy of combining its U.S. infrastructure with local knowledge to deliver tailored solutions.

Navigating Regulatory Complexity: A Tailored Approach

Europe's regulatory landscape is notoriously fragmented, with distinct frameworks in the UK, Switzerland, and the EU. Creative Planning's approach to compliance reflects a nuanced understanding of these differences. For instance, in Switzerland, the firm must adhere to the Climate and Innovation Act (effective January 1, 2025), which mandates net-zero emissions targets and prohibits unsubstantiated climate claims. In the EU, the Corporate Sustainability Reporting Directive (CSRD) and Corporate Sustainability Due Diligence Directive (CSDDD) require firms to report on environmental and human rights risks, aligning with Creative Planning's emphasis on ESG integration.

The UK, meanwhile, presents its own challenges post-Brexit. Creative Planning is leveraging the U.S.-UK income tax treaty to assist expatriates with dual tax obligations and retirement planning. Additionally, the firm is aligning with MiFID II standards to ensure compliance in the UK's evolving regulatory environment. By establishing physical offices in each jurisdiction, Creative Planning aims to navigate these complexities while maintaining its fiduciary standards.

Cross-Border Expertise: A Competitive Edge

Creative Planning's experience in serving U.S. expatriates across 90 countries provides a critical advantage in its European expansion. The firm already manages over $5 billion in assets for non-U.S. clients, with a focus on cross-border tax optimization, multicurrency portfolios, and estate planning. This expertise is particularly valuable in Europe, where HNWIs often face complex tax treaties and currency risks. For example, Creative Planning's compliance with FATCA and FBAR requirements ensures that its European clients avoid U.S. tax penalties while optimizing their global wealth strategies.

The firm's recent acquisition of SageView Advisory Group in Q3 2025, which added $250 billion in assets under management, further strengthens its capacity to scale internationally. With total AUM now exceeding $640 billion, Creative Planning is well-positioned to replicate its U.S. success in Europe, where it aims to establish multiple physical presences by 2026.

Growth Metrics and Market Potential

While specific European client growth metrics remain undisclosed, Creative Planning's broader expansion strategy suggests significant momentum. The firm's international AUM has grown steadily, with recent acquisitions like Burt Wealth Advisors ($1 billion AUM) and Marshall Financial Group ($900 million AUM) contributing to its global footprint. Mallouk has emphasized that the UK, Switzerland, and the EU represent "the most demand for our services outside the U.S.", a sentiment reinforced by the strong performance of international developed markets in 2025, which saw 25.72% year-to-date returns.

A Game Changer for Global Wealth Management

Creative Planning's European expansion is more than a geographic diversification-it is a strategic redefinition of the wealth management value proposition. By combining its U.S. model of fiduciary-driven planning with localized regulatory expertise, the firm is addressing a critical gap in European markets. As the EU-Swiss economic deal introduces dynamic alignment mechanisms and the UK refines its post-Brexit regulatory framework, Creative Planning's proactive approach to compliance and client service positions it as a leader in the next phase of global wealth management.

For investors and industry observers, the firm's success in Europe could signal a broader shift toward cross-border RIAs that prioritize transparency, customization, and regulatory agility. In a world where wealth is increasingly global, Creative Planning's strategy may well set the standard for the future.