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Baird Private Wealth Management Review

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Baird Private Wealth Management

Baird Private Wealth Management

Baird Private Wealth Management is a fee-based financial advisor firm with a staggering $132.48 billion in assets under management (AUM). It has more than 1,800 advisors on staff to work with its clients, who are primarily individual investors with and without a high net worth. The firm also serves a wide range of institutional clients. The firm is headquartered in Milwaukee, although it has branches throughout the U.S.

Baird Private Wealth Management Background

Baird Private Wealth Management is the financial planning and wealth management arm of Robert W. Baird & Co. Incorporated, a financial services company. Robert Wilson Baird established the brand in 1919, and by 1948, it had joined the New York Stock Exchange. Today, the company is led by chairman Paul Purcell and president and CEO Steven Booth.

Baird is partially employee-owned, which is unique for a firm with well over $100 billion in AUM. However, most of Baird’s shares ultimately belong to Baird Financial Group, Inc., the firm’s parent company.

What Types of Clients Does Baird Private Wealth Management Accept?

Baird Private Wealth Management works with almost 86,000 individual clients with and without a high net worth. However, its client base extends beyond individual investors. The firm also serves businesses, estates, trusts, charitable organizations, colleges, hospitals, government entities, registered investment companies, banks, pension plans, profit-sharing plans, insurance companies and pooled investment vehicles.

Baird Private Wealth Management Minimum Account Size

Baird Private Wealth Management has extremely varied minimum investment requirements for its extensive service offerings. The firm’s financial planning services require no minimum investment. Other account minimums are as low as $50,000 and range up to $100 million for institutional investment management.

Services Offered by Baird Private Wealth Management

Considering the size of Baird Private Wealth Management, it should come as no surprise that its service offerings are extensive. The firm offers the following:

  • Investment and portfolio management
    • Portfolios based on mutual funds, ETFs, equities and more
    • Alternative investment review
    • Strategy recommendations
    • Asset management
  • General financial planning
    • Retirement planning
      • Retirement income analysis
      • Long-term investment planning
    • Estate planning
      • Direct wealth and asset transfer
      • Charity and family foundation creation
      • Family limited partnerships
      • Revocable living, charitable remainder, life insurance, charitable lead, family, gift, annuity and qualified personal residence trusts
    • Tax planning
      • Tax advisors
      • Tax-efficient trust and estate planning
      • Deferred compensation programs
      • Executive stock options
      • Aid with selling off a business
    • Education cost planning
      • 529 plan review
      • Education savings bonds
      • Coverdell ESAs
      • Education IRAs
      • UTMA accounts
  • Cash management and lending
    • Banking services
      • Check writing, ATM and debit card access
      • Online bill pay
      • Direct deposit
  • Insurance analysis
    • Long-term care insurance
    • Annuities and other retirement income strategies
    • Business insurance protection
  • Corporate and executive services
    • Qualified and non-qualified retirement plan consulting
    • Rule 10b5-1 trading plans
    • Rule 144 stock sales
    • Stock options
  • Resources for women who invest
    • Formal financial planning for parents and other elderly family members
    • Educational opportunities for children regarding financial decision making
    • Re-entrance into the workforce following a long absence or a career change

Baird Private Wealth Management Investment Philosophy

In an effort to cater to each of its clients, Baird Private Wealth Management utilizes a questionnaire-based method to create its investment plans. The firm uses the questionnaire to determine each client’s risk tolerance, liquidity needs, required services and financial goals.

These variables are then paired with one of Baird’s five investment strategies: the equity securities asset category, the fixed income securities asset category, the alternative investment products category, the non-traditional assets category or cash. Each of these strategies focuses in on certain investment types, listed below:

  • Equity securities asset category - domestic and foreign large, mid and small cap equities and real estate investment trusts (REITs)
  • Fixed income securities asset category - short-term, intermediate-term and long-term bonds, high-yield fixed income securities, broad fixed income securities and foreign fixed income securities
  • Alternative investment products category - hedge funds, private equity funds and managed futures
  • Non-traditional assets category - commodities and commodity-linked instruments; currencies and currency-linked instruments
  • Cash

Fees Under Baird Private Wealth Management

Baird Wealth Management has a unique fee schedule for each of its programs, portfolio models and other services. The firm has more specific fee schedules for some offerings than for others. For the purposes of this review, SmartAsset's experts have chosen to highlight the costs associated with the most common individual-centric services at Baird Wealth Management.

For its financial planning services, Baird typically charges a fixed fee that ranges from $1,000 to $10,000, though even this estimate can vary. Exact rates largely depend on the client’s specific needs. Should you require additional planning services, you’ll need to pay a $125 to $10,000 flat fee.

For its asset management services, Baird charges fees based on a percentage of assets under management. New asset management clients will adhere to Baird's "Unified Advice Fee Arrangement" for either its base asset management or consulting services. Some clients will pay a portfolio fee as well. The corresponding rates for each portfolio vary by strategy and are provided as an annual fee range.

Unified Advice Fee Arrangement for Asset Management Services
Value of Assets Annual Fee
$0 - $249,999 3.00%
$250,000 - $499,999 2.50%
$500,000 - $999,999 2.25%
$1,000,000 - $1,999,999 2.00%
$2,000,000 - $4,999,999 1.75%
$5,000,000 and above 1.50%


Unified Advice Fee Arrangement for Consulting Services
Value of Assets Annual Fee
Up to $10,000,000 0.50%
$10,000,000 - $25,000,000 0.45%
$25,000,001 - $50,000,000 0.35%
Above $50,000,000 negotiable


Portfolio Fees for Baird Asset Management Client Selected Managers
Strategy Annual Fee Range
Equity SMA Strategies 0.43% - 1.80%
Balanced SMA Strategies 0.10% - 1.70%
Fixed Income SMA Strategies 0.25% - 1.25%
Global/International SMA Strategies 0.48% - 1.70%
Alternative SMA Strategies 0.48% - 0.96%


Portfolio Fees for Baird Private Asset Management (PAM) Recommended Managers
Strategy Annual Fee Range
Equity SMA Strategies 0.35% - 0.70%
Balanced SMA Strategies 0.35% - 0.60%
Fixed Income SMA Strategies 0.25% - 0.35%
Global/International SMA Strategies 0.35% - 0.60%
Alternative SMA Strategies 0.35% - 0.60%

In most cases, Baird will charge clients on a quarterly basis. Note that the firm does not abide by this structure for some of its services, as it reserves the right to institute both hourly fees and fixed fees in certain situations. Fixed fees are paid either fully or in parts, and hourly fees may call for a retainer.

What to Watch Out For

Baird Private Wealth Management is a fee-based firm, which means that it earns compensation from more than just the fees its clients pay. Baird and some of its advisors may earn additional compensation from the sale of particular securities and insurance policies. This could create a potential conflict of interest. However, the firm is a fiduciary, so it’s bound to act in clients’ best interests at all times. To further mitigate any potential conflicts of interest, Baird will also allow clients to make purchases through brokers that are not affiliated with the firm.

Additionally, the firm lists a number of disclosures in its Form ADV, paperwork that Baird has filed with the SEC. You will find more information on these below.


Baird Private Wealth Management has nine disclosures in its past. While it’s not out of the ordinary for a firm of this size to have some disciplinary and legal issues on its record, clients must still take these issues into account.

The most notable of the firm’s disclosures occurred in 2015. In that instance, Robert W. Baird & Co. was accused of solicitation and unfair competition, and the Financial Industry Regulatory Authority (FINRA) later found these claims to be true. This resulted in a hefty $17.8 million fine that included $13 million for compensatory damages, $4.6 million in attorney and consulting fees and $50,000 plus interest in payments from five of Baird’s employees.

Opening an Account With Baird Private Wealth Management

On its website, Baird Private Wealth Management offers a financial advisor and branch office locator. Simply enter your name and address, and the firm will provide the contact information of advisors in your area. If you’d rather speak to a representative, you can reach Baird’s main phone line at (800) 792-2473.

Where Is Baird Private Wealth Management Located?

Baird Private Wealth Management is headquartered in Milwaukee, Wisconsin. Its office is located at 777 East Wisconsin Avenue, in the city’s East Town neighborhood. The firm also has branches in Colorado, Utah, Kansas, Nebraska, Iowa, South Dakota, Missouri, Arizona, Texas, Minnesota, Wisconsin, Illinois, California, Washington, Tennessee, Indiana, Oregon, Ohio, Georgia, Michigan, North Carolina, Virginia, South Carolina, Florida, Maryland, Pennsylvania, New Jersey and Maine.

Tips for Retirement Planning

  • Finding the right financial advisor that fits your needs doesn’t have to be hard. SmartAsset’s free tool matches you with financial advisors in your area in 5 minutes. If you’re ready to be matched with local advisors that will help you achieve your financial goals, get started now.
  • SmartAsset’s retirement calculator makes it easy to figure out how much you’ll need to save to make your retirement dreams come true. All you’ll need to provide is some personal details, your current place of residence, where you want to retire and your current income level, and the tool will take care of the rest.

How Long $1mm Lasts in Retirement

SmartAsset's interactive map highlights places where $1 million will last the longest in retirement. Zoom between states and the national map to see the top spots in each region. Also, scroll over any city to learn about the cost of living in retirement for that location.

Rank City Housing Expenses Food Expenses Healthcare Expenses Utilities Expenses Transportation Expenses

Methodology We analyzed data on average expenditures for seniors, cost of living and investment returns to determine how many years of retirement a $1 million nest egg would cover in cities across America.

First, we looked at data from the Bureau of Labor Statistics (BLS) on the average annual expenditures of seniors. We then applied cost of living data from the Council for Community and Economic Research to adjust those national average spending levels based on the costs of each expense category (housing, food, healthcare, utilities, transportation and other) in each city. Using this data, SmartAsset calculated the average cost of living for retirees in the largest U.S. cities.

We assumed the $1 million would grow at a real return (interest minus inflation) of 2%. Then, we divided $1 million by the sum of each of those annual numbers to determine how long $1 million would cover retirement expenses in each of the cities in our study. Cities where $1 million lasted the longest ranked the highest in the study.

Sources: Bureau of Labor Statistics (BLS), Council for Community and Economic Research