Creative Planning acquires MASECO Private Wealth

Creative Planning, a major U.S. wealth management firm, has announced its acquisition of London-based MASECO LLP, a registered investment advisor that specializes in serving U.S. citizens and globally mobile families. This acquisition, valued at $5 billion in assets under management, is a strategic move to bolster Creative Planning’s international presence and to enhance its capabilities in cross-border financial advisory services. The deal, which awaits regulatory approval, underscores Creative Planning's commitment to expanding its global reach after its recent acquisition of Switzerland-based Baseline Wealth Management Ltd.

The acquisition of MASECO will augment Creative Planning’s platform by adding a team of 123 employees along with the firm's significant asset base. MASECO’s expertise in tax-efficient investment strategies tailored for clients navigating the complexities of cross-border financial landscapes promises to dovetail effectively with Creative Planning’s existing services. Founded in 2008, MASECO has built a reputation for designing bespoke financial solutions that address the needs of high-net-worth individuals residing abroad, particularly U.S. citizens based in the U.K.

Creative Planning is known for providing a holistic suite of wealth management services, including financial planning, investment management, retirement and estate planning, as well as tax advisory and family office solutions. With approximately $700 billion in assets under management or advisement at the close of 2025, the firm is one of the largest U.S.-based registered investment advisors. This acquisition aims to integrate MASECO’s niche with Creative Planning’s technological infrastructure and service breadth, extending their reach to more clients in the international arena.

This transaction is indicative of broader trends in the wealth management sector, where firms are increasingly seeking global expansion to tap into the growing needs of cross-border clients. As the competition intensifies, firms are focusing on incorporating sophisticated tax strategies and tailored financial solutions to attract a discerning clientele. Creative Planning’s move to strengthen its foothold in key international markets is likely to prompt peers in the sector to explore similar expansion strategies or potential partnerships.

Pending regulatory clearances, the completion of the acquisition will be a pivotal milestone for Creative Planning as it seeks to elevate the level of service delivered to U.S. citizens overseas. The integration process will involve aligning MASECO’s workforce and operational practices with Creative Planning’s systems, an undertaking that will be closely monitored by stakeholders. The successful consolidation of these entities could set a precedent in the wealth management domain, emphasizing the value of scalability combined with expert market-specific knowledge.