# NorthRock Partners

> NorthRock Partners is a Minneapolis-based registered investment adviser that packages investment management, tax strategy, estate planning, insurance, cash-flow oversight and philanthropy into a coordinated Personal Office model. Founded by Rob Nelson and formed as an SEC-registered adviser in 2013, it serves executives, entrepreneurs, physicians, attorneys, athletes, entertainers and multigenerational families whose financial lives have outgrown a collection of disconnected specialists.

- **Founded:** 2013
- **Headquarters:** Minneapolis, United States
- **Founders:** Rob Nelson (CEO & Founder)
- **Team size:** Approximately 260 employees; LinkedIn lists 201-500 and a March 2026 regulatory-data service reported 233 employees.
- **Products:** Personal Office, Financial Advice & Planning, Investment Management, Tax Advice & Preparation, Trust & Estate Planning
- **Notable:** Grew from about $1.5 billion in AUM in 2019 to more than $12 billion by April 2026., Recognized on Barron's 2025 Top 100 RIA Firms list, according to NorthRock's disclosure., Launched NorthRock X in 2022 with more than 140 athlete, executive and entertainer clients at launch.

## Products & services

- **Personal Office** — A coordinated advice model that surrounds each client with an adviser and specialists across investments, tax, insurance, estate, cash flow and philanthropy.
- **Financial Advice & Planning** — Ongoing, bespoke planning across goals, compensation, benefits, business ownership, retirement and family decisions.
- **Investment Management** — Customized portfolios aligned with goals, risk, timing, values and other assets, integrated with tax and estate decisions.
- **Tax Advice & Preparation** — Year-round tax planning, returns, multi-state filings and business-owner support delivered alongside the advisory team.
- **Trust & Estate Planning** — In-house design and ongoing management for wills, trusts, wealth transfer, charitable structures and business succession.
- **Insurance Protection** — Review and coordination of life, disability, health, liability and property coverage with the broader financial plan.
- **Cash Flow Management** — Optional central-account oversight, automated savings and payments, bill support and alerts tied to the financial plan.
- **NorthRock X** — Financial and lifestyle advice for professional athletes, entertainers, entrepreneurs and executives, launched as a dedicated division with Tony Parker as a founding partner.
- **Foundation X** — Philanthropic planning and support for charitable vehicles, foundation administration, governance, grant-making and legacy strategy.
- **My Personal Office** — Online portal and mobile app for account activity, allocation, performance and transaction visibility.

## Achievements

- Grew from about $1.5 billion in AUM in 2019 to more than $12 billion by April 2026.
- Recognized on Barron's 2025 Top 100 RIA Firms list, according to NorthRock's disclosure.
- Launched NorthRock X in 2022 with more than 140 athlete, executive and entertainer clients at launch.
- Expanded nationally through offices and acquisitions in California, Illinois, the Midwest and other markets.
- Reported approximately $12.19 billion in regulatory AUM as of December 31, 2025 in its July 2026 advisory brochure.
- Earned a Twin Cities Business Journal Best Places to Work recognition in 2020.

## Latest updates

- **2026-07** — Kowalski Financial joined NorthRock, bringing more than $200 million in AUM and five team members to its Minneapolis presence.
- **2026-04** — Vantage Financial Partners joined with approximately $950 million in AUM and 19 team members, taking NorthRock above $12 billion in AUM.
- **2026-03** — A regulatory filing data service reported 18 offices, 233 employees, 24,014 accounts and approximately $12.2 billion in regulatory AUM.
- **2025-10** — WGG Wealth Partners joined, adding 15 advisers and approximately $2.7 billion in AUM across California.
- **2025-07** — NorthRock acquired Parkside Advisors, adding approximately $800 million in AUM and strengthening its Bay Area presence.
- **2025-04** — Tony Pondel's advisory practice joined NorthRock's Chicago operation.
- **2023-12** — NorthRock sold a majority interest to Sammons Financial Group; Rob Nelson and Todd Moser retained minority stakes.

## Links

- Website: https://northrockpartners.com
- LinkedIn: https://www.linkedin.com/company/northrockpartners
- YouTube: https://www.youtube.com/@NorthRockPartners
- Instagram: https://www.instagram.com/northrockpartners/
- Facebook: https://www.facebook.com/profile.php?id=100080818425879

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Profile page: https://yespress.io/northrock-partners
Published by YesPress — https://yespress.io
Last updated: 2026-08-22