Houlihan Lokey Advises Creative Planning

Houlihan Lokey is pleased to announce that Creative Planning, LLC, one of the nation’s largest registered investment advisors (RIAs) with $700+ billion in AUM/A, has acquired Baseline Wealth Management (Baseline), an established Swiss RIA with locations in Geneva and Zurich, managing more than $1 billion in AUM. This transaction marks Creative Planning’s first international acquisition.

“We’re absolutely thrilled to have Baseline join Creative Planning for our initial expansion into Europe,” said Creative Planning President and CEO Peter Mallouk. “We’ve long recognized the large international demand for Creative Planning’s unique financial planning model. In addition to Baseline’s extensive experience serving international and U.S. clients, they also share our core values of integrity, transparency, and a strong fiduciary responsibility to clients.”

Baseline is licensed by the Swiss Financial Market Supervisory Authority (FINMA) as a portfolio manager. It is also registered with the U.S. Securities and Exchange Commission (SEC) as an RIA, as well as by the Canadian Securities Administrators (CSA/ACVM). Baseline serves high-net-worth individuals worldwide, including entrepreneurs, professional athletes, and other established professionals. Baseline is also licensed to manage extra-mandatory Swiss retirement solutions for private clients.
Creative Planning’s rapid expansion of its international business began with the acquisition of Thun Financial Advisors, formerly owned by David Kuenzi (who is now Creative Planning’s Director of International Wealth Management).

“The Baseline team adds significant value to Creative Planning’s international wealth management business. The European market is currently dominated by proprietary product sales by banks with virtually no planning or fiduciary standard—and it can’t be fully served from the United States,” said Mr. Kuenzi. “Europeans want to work with Europeans, in their language and in their time zone. Thierry and Peter share a similar vision of bringing comprehensive wealth management to Europe and the rest of the world. I’ve been truly honored to work with Peter and Thierry to bring our teams together.”

Creative Planning is an independent wealth management firm that provides a financial-planning-led investment management approach, retirement planning, trust services, tax planning, and family office services for individuals as well as 401(k) and institutional clients. Creative Planning and its affiliates have approximately $700 billion in combined assets under management and advisement across all 50 states and 90 countries as of December 31, 2025.

Houlihan Lokey acted as the exclusive financial advisor to Creative Planning and assisted in sourcing, diligence, and negotiating the transaction.

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