Baseline Wealth Management

What Baseline Wealth Management does

Baseline Wealth Management is a Swiss private registered investment advisor founded in 2010, operating from Geneva and Zurich to deliver bespoke investment management, financial planning, and family-office services to a global high-net-worth client base. The firm is led by Chairman & CEO Thierry Grin and has grown to a team of approximately 11–50 professionals (with 14 individuals reported as part of the team that transitioned in the 2026 transaction), overseeing more than $1 billion in client assets. The business model is asset-based fee billing typical of private wealth managers, monetizing AUM via management and advisory charges on discretionary and advisory mandates for UHNW individuals and families, with cross-border service delivery across Swiss financial centers.

In January 2026, Baseline Wealth Management was acquired by Creative Planning, a U.S.-based RIA consolidator, marking Creative Planning's first international (European) office and coinciding with a planned United Kingdom presence. Under the deal, the firm's professionals joined Creative Planning, extending the firm's reach into UK distribution and the acquirer's broader U.S. RIA platform, while retaining its Swiss regulatory and client-advisory footprint in Geneva and Zurich. No public technology stack, AI capabilities, or product-level fee schedules are disclosed.

Name

Baseline Wealth Management

Legal name

Baseline Wealth Management Ltd

Website

https://baselinewealth.com/

Company type

Private

Founded year

2010

Operating status

Acquired

Headcount range

11–50 employees

Short description

Baseline Wealth Management is a Swiss private RIA founded in 2010, operating from Geneva and Zurich to provide bespoke investment, planning, and family-office services to global high-net-worth clients; acquired by Creative Planning in January 2026.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Private Banking & UHNW Wealth Advisory (FSAEABAC)

akta.pro secondary industries

Private Banking Advisory & Discretionary Portfolio Management (FSABADAD), Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)

Keywords

• Wealth management services
• Investment advisory
• Family office services
• Financial planning
• Private wealth management

Headquarters

HQ city

Geneva

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Core offering

Baseline Wealth Management is an independent Swiss wealth manager that delivers bespoke investment management, financial planning, and family-office services to global high-net-worth clients. The firm combines discretionary and advisory investment solutions with cross-border planning expertise, operating from Geneva and Zurich and managing over $1 billion in client assets.

Differentiator

Problem solved

Functional benefit

Products and services

• Investment Management Discretionary and advisory investment management services for global high-net-worth clients, covering portfolio construction, asset allocation, and ongoing portfolio oversight across Swiss and international markets.
• Financial Planning Bespoke financial planning services for high-net-worth individuals and families, addressing wealth structuring, tax considerations, and long-term financial goals.
• Family Office Services Integrated family-office services for wealthy families, consolidating investment oversight, reporting, governance, succession, and administrative coordination under a single trusted mandate.

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Creative PlanningcoreStrategic or Co-development Partner · 13 January 2026Creative Planning acquired Baseline Wealth Management, marking Creative Planning's first international expansion into Europe. The acquisition adds 14 employees and over $1 billion in assets under management to Creative Planning. The deal enables Creative Planning to offer Swiss wealth management solutions while providing Baseline clients access to Creative Planning's comprehensive suite of services.

Scale indicators2 records

Recent moves3 records

Expansion highlights3 records

Direct peers

• Bordier & Cie: Bordier & Cie is an independent Swiss private bank providing tailored wealth management and family-office services to HNW clients. Closely comparable to Baseline as a Geneva-based, independent-style boutique Swiss wealth manager serving HNW families.
• EFG Bank: EFG is a Swiss private bank specializing in wealth management for HNW and UHNW clients with international footprints. Comparable to Baseline on Swiss base, international HNW clientele, and advisory-led discretionary offerings.
• Piguet Galland & Cie: Piguet Galland is a Geneva-based private bank offering wealth management and family-office services to Swiss and international HNW clients. Highly comparable to Baseline on size, geography (Geneva), and bespoke HNW/family-office positioning.
• Mirabaud: Mirabaud is a Swiss private bank offering wealth management, asset management, and related services to private and institutional clients. Comparable to Baseline as an independent-style Swiss wealth manager with a Geneva heritage serving HNW families.
• Vontobel Wealth Management: Vontobel's wealth management division serves HNW and UHNW clients globally with bespoke advisory and discretionary mandates from a Swiss base. Comparable to Baseline as a Swiss-headquartered, mid-sized wealth manager competing for international HNW clients.

Broad incumbents

• Julius Baer: Julius Baer is a major Swiss wealth manager focused on HNW/UHNW advisory and discretionary portfolio management. Comparable to Baseline on target client segment, Swiss private banking core, and bespoke advisory model.
• Lombard Odier: Lombard Odier is a leading Swiss private bank providing discretionary and advisory wealth management, plus family-office-style services for HNW and UHNW clients across Europe and beyond. Comparable to Baseline on Swiss heritage, bespoke HNW positioning, and family-office orientation.
• Creative Planning: Creative Planning is a large US-based RIA that acquired Baseline Wealth Management in January 2026 to enter Europe. Comparable as the parent platform combining US RIA scale with international HNW advisory capabilities.
• Pictet Group: Pictet is a large Swiss private bank and wealth manager offering bespoke investment management, advisory, and family-office services to HNW and UHNW clients globally. It is comparable to Baseline as a Swiss-rooted, independent-style wealth platform serving international HNW families.

Emerging players

• Hywin Wealth Management: Hywin is a Chinese-rooted wealth manager expanding internationally with HNW advisory and family-office offerings. Comparable to Baseline as an emerging cross-border wealth manager pursuing global HNW families with bespoke service models.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Baseline Wealth Management