What does AssetMark do?
AssetMark is an advisor-led wrap-fee investment platform, not a direct-to-consumer robo-advisor. Investors access the service through an independent financial advisor, who reviews their financial situation, risk tolerance, and investment horizon, helps select an appropriate AssetMark strategy, and assists with the account on an ongoing basis.
It was founded in 1996 and serves more than 10,000 financial advisors and over 300,000 investor households. The Advisor Model Platform had $68.4 billion in assets under administration (AUM) as of December 31, 2024.
Clients may include individuals, high-net-worth individuals, retirement plans, corporations, partnerships, trusts, insurance companies, charitable organizations, and banks.
AssetMark combines advisor-led investment consulting, managed portfolio strategies, tax-management services, and platform technology and administrative support in one wealth-management framework.
The advisor recommends a strategy based on the client’s needs. That strategy is built from a selected solution type and a risk/return profile.
- Investment strategies: Core, Equity, Bond, Alternative, and Private Assets
- Six Risk/Return Profiles: Ranging from Conservative to Maximum Growth
- Solution types: Model Portfolios, Individually Managed Accounts (IMAs), and Individual Funds, including access to Private Markets Funds
Investment vehicles may include:
- Mutual funds
- ETFs
- Individual securities
- Alternative investments
AssetMark presents its investment approach as long-term and risk-aligned rather than built around one standard portfolio.
The platform uses six Risk/Return Profiles and five broad strategy categories and gives advisors access to both proprietary and third-party solutions.
Depending on the strategy, portfolios can use mutual funds, ETFs, fixed income, individual securities, alternatives, and, in some individually managed accounts, options.
What are the pros and cons of AssetMark?
AssetMark’s main strengths are breadth and flexibility. It gives independent advisors a large menu of portfolio structures, tax tools, and manager options. But clients should weigh the wrap fee structure and the indirect service model carefully before proceeding.
Here’s a summary of the key advantages and disadvantages to guide your choice.
Pros of AssetMark:
- Broad strategy menu: Clients can access model portfolios, Separately Managed Account (SMAs), IMAs, retirement-income solutions, private-markets exposure, and direct indexing through one platform.
- Advisor-led relationship: The independent advisor handles suitability, strategy recommendation, and ongoing client guidance instead of leaving the investor to manage the platform alone.
- Tax-aware features: Tax Management Services and direct indexing make the platform a better fit for taxable investors who want more than basic asset allocation.
- Diverse investment options: AssetMark gives advisors access to a wide mix of portfolio structures and underlying investments, including mutual funds, ETFs, SMAs, individual securities, alternatives, and private-markets exposure.
Cons of AssetMark:
- Strategy-specific minimums: Account minimums range from $10,000 to $1,000,000 depending on the strategy, so some AssetMark solutions are less accessible for smaller investors.
- Layered pricing: Clients typically pay both a Financial Advisor Fee and a Platform Fee, and investment fund expenses can sit on top of that.
- Extra charges still exist inside the wrap structure: Certain alternative, fixed-income, or trade-away situations can add costs beyond the stated platform fee.
AssetMark fees: How much does AssetMark cost?
AssetMark uses a two-part pricing structure. Clients generally pay a Financial Advisor Fee to the advisor’s firm and a Platform Fee to AssetMark. Fees are generally assessed quarterly in advance.
AssetMark fees:
| Fee item | Fee |
|---|---|
| Financial Advisor Fee | up to 1.95% annually, or negotiated |
| Platform Fee | It covers advisory services, administrative services, and most custodial and brokerage services |
| Supervisory Fee | up to 0.20% annually. |
| Management / Strategist Fee | up to 0.20% |
| Minimum Platform Fee | $350 annual minimum platform fee |
Selected official fee schedule：
| Strategy/service | Official fee range or flat fee |
|---|---|
| GuideMark strategies | 0.25% to 0.10% |
| Proprietary ETF / mutual fund strategies | 0.45% to 0.20% |
| Third-Party ETF / Institutional mutual fund | 0.50% to 0.10% |
| Active SMAs | 0.70% to 0.50% |
| Direct Indexing | 0.50% to 0.35% |
| Tax Management Services | Flat fee of 0.10%. |
What is AssetMark’s minimum account size?
AssetMark does not have a single account minimum across the platform. Its minimums range from $10,000 to $1,000,000, depending on the strategy, with lower entry points for simpler guided or fund-based solutions and higher thresholds for direct indexing and custom managed accounts.
| Strategy/service | Minimum account size |
|---|---|
| General range across AssetMark strategies | $10,000 to $1,000,000 |
| GPS Fund Strategies | $10,000 |
| Guided Income Solutions | $50,000 |
| GPS Select / GPS Select Access / Custom GPS Select | $50,000 to $250,000 |
| GuideMark strategies | $10,000 |
| Direct Indexing | $75,000 to $150,000 |
| Active SMAs | $50,000 to $100,000 |
| Custom individually managed accounts | $250,000 to $1,000,000 |
Who should choose AssetMark?
The AssetMark Platform is structured for investors who intend to work with an independent financial advisor and want professionally managed portfolio solutions with broad investment options.
Assetmark works well for:
- Investors seeking diversified managed solutions: The Platform covers a wide range of strategies from conservative mutual fund portfolios to high-net-worth custom accounts and private markets access.
- Investors who want advisor-led portfolio selection: The platform is built around the independent advisor relationship, not self-service investing.
- Taxable investors who want more customization: Tax Management Services and direct indexing add value for investors who care about tax efficiency and personalization.
- Near-retirees and retirees: Guided Income Solutions is specifically described as suitable for individuals near or in retirement who want a monthly income stream from part of their savings.
Who might not benefit as much:
- Self-directed investors: AssetMark requires working through a financial advisor and is not designed as a low-touch DIY platform.
- Highly fee-sensitive investors: Two-layer fees plus fund expenses can make the service expensive relative to simpler advisory setups.
- Investors with straightforward needs: The platform’s wide range of strategies and solution types may feel unnecessary for people who are only looking for a simple, standard managed portfolio.
AssetMark: Is it secure?
AssetMark is SEC-registered, uses qualified custodians, and says clients receive custodian statements at least quarterly. It also engages an independent public accountant for an annual surprise audit of client funds and securities.
It uses basic anti-fraud safeguards such as limiting clients to official domains and approved service channels, prohibiting requests for passwords, one-time passcodes, full Social Security numbers, or remote-access tools, and directing suspicious contacts to a dedicated reporting address.
AssetMark: Customer service
Customer service is mainly advisor-led.
Investors work through an independent financial advisor for account recommendations, ongoing guidance, and portfolio-related questions, while AssetMark also provides standard support channels such as phone and email for general inquiries.
Investors can also use eWealthManager to submit the application.
Clients in High Net Worth and IMA strategies can also have direct access to investment managers, while model-portfolio clients generally do not.
AssetMark: Mobile app
AssetMark has a dedicated client app called AssetMark Mobile, designed specifically for investors. AssetMark advisor App also exists for advisors.
. The app is geared toward ongoing account monitoring, rather than full-service financial planning or trading, with its main functions being portfolio tracking, portfolio visualizations, and mobile access to account information
Is AssetMark worth it?
AssetMark can make sense for investors who want an advisor-led platform with a broad range of portfolio options, tax-management features, and room for more tailored strategy selection.
Its main trade-offs are layered fees, strategy complexity, and a service model that is likely to feel more compelling for investors who value flexibility than for those who just want a simple, lower-cost managed portfolio.
Get expert financial advice
If you're seeking professional financial advice, Unbiased can match you with a financial advisor who will help you manage your money and maximize your investments.