Guided Wealth Portfolios and AUM Attribution Analysis

This report, prepared on April 9, 2026, examines the distribution and visibility of Guided Wealth Portfolios (GWP) under LPL’s advisory program. It highlights that GWP is widely distributed through numerous advisors and institutions, and is associated with the InVestra-branded portal, GuidedWealth.com. However, there is no definitive public evidence that GuidedWealth.com captures the majority of GWP clients or search traffic. The report utilizes scenario-based analysis to estimate assets under management (AUM) attributable to public search and GuidedWealth.com, suggesting that while GuidedWealth.com is a significant portal, it does not dominate the GWP ecosystem. For investors, understanding these dynamics is crucial for assessing the competitive landscape and distribution channels influencing GWP’s reach.