ASSOCIATION FINANCIAL SERVICES INC.
Legal name: TRUENORTH WEALTH
CRD #142205 SEC #801-68446 SALT LAKE CITY, UT 801-274-1820
SEC Registered
Total AUM
$1.1B
Discretionary
$138.8M
Employees
17
Clients
--
Accounts
2,635
AUM Over Time
| Date | Total AUM | Discretionary | Non-Disc. | Employees | Clients |
|---|---|---|---|---|---|
| Mar 2025 | $1.1B | $138.8M | $935.7M | 17 | 18 |
| Mar 2024 | $1B | $0 | $1B | 17 | 14 |
| Nov 2023 | $879.9M | $0 | $879.9M | 17 | 0 |
| Jun 2023 | $879.9M | $0 | $879.9M | 17 | 0 |
| Mar 2023 | $879.9M | $0 | $879.9M | 17 | 0 |
| Jan 2023 | $652.6M | $0 | $652.6M | 17 | 101 |
| Nov 2022 | $652.6M | $0 | $652.6M | 17 | 101 |
| Mar 2022 | $652.6M | $0 | $652.6M | 19 | 101 |
| Apr 2021 | $493.4M | $0 | $493.4M | 13 | 77 |
| Mar 2021 | $493.4M | $0 | $493.4M | 13 | 77 |
| Jul 2020 | $459.3M | $0 | $459.3M | 11 | 51 |
| Jun 2020 | $459.3M | $0 | $459.3M | 11 | 51 |
| Mar 2020 | $459.3M | $0 | $459.3M | 11 | 51 |
| Jan 2020 | $484.8M | $484.8M | $0 | 9 | 2 |
| Jan 2020 | $484.8M | $484.8M | $0 | 9 | 2 |
| Mar 2019 | $401.8M | $67.2M | $334.6M | 7 | 2 |
| Jun 2018 | $414M | $0 | $414M | 13 | 535 |
| Feb 2018 | $414M | $0 | $414M | 13 | 535 |
| Sep 2017 | $360M | $0 | $360M | 8 | 270 |
| Jul 2017 | $360M | $0 | $360M | 8 | 270 |
| Mar 2017 | $360M | $0 | $360M | 8 | 270 |
| Feb 2016 | $355M | $0 | $355M | 6 | 250 |
| Jan 2015 | $350M | $0 | $350M | 6 | 250 |
| Mar 2014 | $300M | $0 | $300M | 4 | 200 |
| Mar 2013 | $160M | $0 | $160M | 3 | 200 |
| Apr 2012 | $157M | $0 | $157M | 1 | 200 |
| Apr 2012 | $157M | $0 | $157M | 1 | 200 |
| Apr 2011 | $140M | $0 | $140M | 5 | -- |
| May 2009 | $3.4B | $3.4B | $0 | 5 | -- |
| Mar 2008 | $27.5M | $27.5M | $0 | 5 | -- |
| Oct 2007 | $29.5M | $22.5M | $7M | 5 | -- |
| Oct 2007 | $29.5M | $22.5M | $7M | 5 | -- |
DateMar 2025
Total AUM$1.1B
Discretionary$138.8M
Non-Disc.$935.7M
Employees17
Clients18
DateMar 2024
Total AUM$1B
Discretionary$0
Non-Disc.$1B
Employees17
Clients14
DateNov 2023
Total AUM$879.9M
Discretionary$0
Non-Disc.$879.9M
Employees17
Clients0
DateJun 2023
Total AUM$879.9M
Discretionary$0
Non-Disc.$879.9M
Employees17
Clients0
DateMar 2023
Total AUM$879.9M
Discretionary$0
Non-Disc.$879.9M
Employees17
Clients0
DateJan 2023
Total AUM$652.6M
Discretionary$0
Non-Disc.$652.6M
Employees17
Clients101
DateNov 2022
Total AUM$652.6M
Discretionary$0
Non-Disc.$652.6M
Employees17
Clients101
DateMar 2022
Total AUM$652.6M
Discretionary$0
Non-Disc.$652.6M
Employees19
Clients101
DateApr 2021
Total AUM$493.4M
Discretionary$0
Non-Disc.$493.4M
Employees13
Clients77
DateMar 2021
Total AUM$493.4M
Discretionary$0
Non-Disc.$493.4M
Employees13
Clients77
DateJul 2020
Total AUM$459.3M
Discretionary$0
Non-Disc.$459.3M
Employees11
Clients51
DateJun 2020
Total AUM$459.3M
Discretionary$0
Non-Disc.$459.3M
Employees11
Clients51
DateMar 2020
Total AUM$459.3M
Discretionary$0
Non-Disc.$459.3M
Employees11
Clients51
DateJan 2020
Total AUM$484.8M
Discretionary$484.8M
Non-Disc.$0
Employees9
Clients2
DateJan 2020
Total AUM$484.8M
Discretionary$484.8M
Non-Disc.$0
Employees9
Clients2
DateMar 2019
Total AUM$401.8M
Discretionary$67.2M
Non-Disc.$334.6M
Employees7
Clients2
DateJun 2018
Total AUM$414M
Discretionary$0
Non-Disc.$414M
Employees13
Clients535
DateFeb 2018
Total AUM$414M
Discretionary$0
Non-Disc.$414M
Employees13
Clients535
DateSep 2017
Total AUM$360M
Discretionary$0
Non-Disc.$360M
Employees8
Clients270
DateJul 2017
Total AUM$360M
Discretionary$0
Non-Disc.$360M
Employees8
Clients270
DateMar 2017
Total AUM$360M
Discretionary$0
Non-Disc.$360M
Employees8
Clients270
DateFeb 2016
Total AUM$355M
Discretionary$0
Non-Disc.$355M
Employees6
Clients250
DateJan 2015
Total AUM$350M
Discretionary$0
Non-Disc.$350M
Employees6
Clients250
DateMar 2014
Total AUM$300M
Discretionary$0
Non-Disc.$300M
Employees4
Clients200
DateMar 2013
Total AUM$160M
Discretionary$0
Non-Disc.$160M
Employees3
Clients200
DateApr 2012
Total AUM$157M
Discretionary$0
Non-Disc.$157M
Employees1
Clients200
DateApr 2012
Total AUM$157M
Discretionary$0
Non-Disc.$157M
Employees1
Clients200
DateApr 2011
Total AUM$140M
Discretionary$0
Non-Disc.$140M
Employees5
Clients--
DateMay 2009
Total AUM$3.4B
Discretionary$3.4B
Non-Disc.$0
Employees5
Clients--
DateMar 2008
Total AUM$27.5M
Discretionary$27.5M
Non-Disc.$0
Employees5
Clients--
DateOct 2007
Total AUM$29.5M
Discretionary$22.5M
Non-Disc.$7M
Employees5
Clients--
DateOct 2007
Total AUM$29.5M
Discretionary$22.5M
Non-Disc.$7M
Employees5
Clients--