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Prentice Wealth Management LLC

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Client assets under management

$548,313,636

Clients

1,024

5% high-net worth

Advisors

6

of 14 employees

Firm type

Team

4-10 advisors or $500M+ in AUM

Clients per advisor

171

Very High

Average account size

$535,463

About

Prentice Wealth Management advises individuals (including high-net-worth clients), pension and profit-sharing plans, trusts, charitable organizations, small businesses, and other investment advisers. The firm offers discretionary investment management, model-subscription services under its Knightbridge Capital Management program, financial planning, pension consulting, insurance consulting through an unaffiliated platform, and divorce financial consulting.

PWM constructs personalized investment policies and typically manages accounts on a discretionary basis with ongoing monitoring and rebalancing, drawing on both fundamental and technical analysis. It sponsors a range of model offerings — including rules-based quantitative models, ESG‑filtered strategies, tax-aware equity models, separately managed accounts, and custom portfolios — and makes those models available to other advisers in a subscription format without providing custody.

Distinctive features include the firm’s business-to-business focus through its model subscription service for other advisers and its use of paid referral/Promoter arrangements, which the brochure discloses. PWM also provides specialized divorce and tax analysis services, partners with an insurance consultancy for implementation options, and discloses that some advisors are registered representatives able to offer commissionable products, creating additional implementation pathways and potential conflicts of interest.

Client services

Financial planning Portfolio management Pension consulting Selection of other advisers

Expertise

Divorce financial planning ESG / Sustainable investing

Occupation focus

Founder/Business Owner Retired

Fee options

Fixed

Financial planning flat fees from $195 to $25,000 depending on scope and complexity

Percentage

$0+: 0.30% to 1.60% (negotiable, depending on advisor, AUM, complexity, strategy) $5,000 - $5,000: 0.20% (Cash Management Portfolios, Portfolio Fee only, no standard asset management fee) $25,000 - $25,000: 0.35% - 0.75% (Allocation Model Portfolio Portfolio Fee) $50,000 - $200,000: 0.35% - 0.75% (Quantitative Model Portfolios Portfolio Fee, varies by aggression level) $50,000 - $200,000: 0.50% - 1.25% (SMA Portfolios Portfolio Fee, varies by aggression level) $150,000 - $300,000: 0.35% - 0.75% (Alpha ESG strategy Portfolio Fee, varies by aggression level) $300,000 - $600,000: 0.50% - 1.25% (Alpha Qualified and Alpha Tax strategies Portfolio Fee, varies by aggression level) $500,000+: Negotiable up to 2.20% (Custom Portfolios Portfolio Fee)

Commissions

Commission-based sales of securities and insurance products by firm representatives through LPL Financial

Project-based

Divorce consulting services charged at $300 per hour, fee may be waived or reduced at advisor discretion

Subscriptions

KbC Subscription Services fixed subscription fee not to exceed $2,500 per month, negotiable

Other

Fee-only: Financial planning fees ranging from $195 to $25,000 (flat fee)

Main office location

Prentice Wealth Management LLC

1150 Penfield Rd.

Rochester NY 14625, United States

Number of offices

3

Most active in

California · Colorado · Connecticut · Florida · Maryland · Massachusetts · New Hampshire · New York · North Carolina · Pennsylvania · Texas · Virginia

Disclosures

Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.

Business activities & affiliations

Advisors at this firm

user avatar

Michelle W

Series 63, Series 65

Rochester, NY

Prentice Wealth Management LLC

Michelle Werth is a financial advisor with Prentice Wealth Management LLC in Rochester, NY, holding Series 63 and Series 65 licenses and bringing 13 years of industry experience. Her prior work includes roles at LPL Financial, Cadaret, Grant & Co., Inc., and Putnam Investments. She is involved in fundraising activities for the Vera House Foundation. Prentice Wealth Management serves individuals, pension and profit-sharing plans, trusts, charitable organizations, and small businesses. The firm offers portfolio management, financial planning, and a range of specialized services, including model-subscription programs for other advisers, pension consulting, and divorce planning.

Divorce financial planning ESG / Sustainable investing Founder/Business Owner Retired
user avatar

William P

CFP®, Series 63, Series 66

Rochester, NY

Prentice Wealth Management LLC

William Prentice II is a CFP® professional with 26 years of industry experience, currently affiliated with LPL Financial. He has been involved with Prentice Wealth Management, LLC since 2008 and has prior experience at Cadaret, Grant & Co., Inc. Among his other business activities, he is the owner of Alpine Thread, LLC. LPL Financial provides advisory and brokerage services to a diverse client base, including individual investors, retirement plan sponsors, institutions, charities, and high-net-worth households. The firm offers a range of investment solutions supported by an in-house research team and combines large-scale advisory operations with non-advisory product activities.

Divorce financial planning ESG / Sustainable investing Founder/Business Owner Retired
user avatar

Umbereen M

Series 65

Rochester, NY

Prentice Wealth Management LLC

Umbereen Mustafa is a financial advisor at Prentice Wealth Management LLC in Rochester, NY, holding a Series 65 designation with one year of industry experience. Prior to joining Prentice Wealth Management, Mustafa worked at Article Group and the Pinckney Hugo Group, and has experience in entrepreneurial and operational roles at Brandtatorship, LLC and AirFlow Catalyst Systems, Inc. Prentice Wealth Management serves individuals, including high-net-worth clients, as well as pension and profit-sharing plans, trusts, charitable organizations, and small businesses. The firm offers portfolio management, financial planning, and a distinctive model-subscription service aimed at other advisers, employing discretionary account management with a variety of specialized investment programs.

Divorce financial planning ESG / Sustainable investing Founder/Business Owner Retired
user avatar

Anthony V

CFP®, Series 65, Series 66

Rochester, NY

Prentice Wealth Management LLC

Anthony Vaccaro is a CFP®-certified financial advisor with 17 years of industry experience. He is affiliated with Prentice Wealth Management LLC in Rochester, NY, and has previously worked at LPL Financial and Cadaret Grant & Co. Inc. Vaccaro provides investment advisory services through Prentice Wealth Management, an independent registered investment advisor. Prentice Wealth Management serves individuals, pension and profit-sharing plans, trusts, charitable organizations, and small businesses. The firm offers portfolio management, financial planning, model-subscription services, pension consulting, divorce planning, and insurance consulting, with a focus on discretionary account management and structured model portfolios.

Divorce financial planning ESG / Sustainable investing Founder/Business Owner Retired
user avatar

Andrew S

CFP®, Series 63, Series 65

Rochester, NY

Prentice Wealth Management LLC

Andrew Schuler is a CFP® professional at Sage, Rutty & Co., Inc. in Rochester, NY, with six years of industry experience. He has held positions at Manning & Napier Investor Services, Inc. and NorthLanding Financial Partners, LLC. Outside of finance, he was involved with Black Button Distilling for one year. Sage, Rutty & Co., Inc. serves a diverse client base of individuals and institutions, offering portfolio management, financial planning, and various advisory platforms. The firm combines salaried financial planners and advisory representatives to deliver customized investment recommendations and manages over $3 billion in assets across roughly 7,700 accounts.

Divorce financial planning ESG / Sustainable investing Founder/Business Owner Retired
user avatar

Shawn T

Series 63, Series 65

Westborough, MA

Prentice Wealth Management LLC

Shawn Tesoro is a financial advisor with Prentice Wealth Management LLC, holding Series 63 and Series 65 licenses and six years of industry experience. He has been with Prentice Wealth Management since 2013. Prentice Wealth Management serves individuals, pension and profit-sharing plans, trusts, charitable organizations, and small businesses. The firm offers portfolio management, financial planning, and model-subscription services, including pension consulting, divorce planning, and insurance consulting, with a focus on discretionary account management and structured model portfolios.

Divorce financial planning ESG / Sustainable investing Founder/Business Owner Retired
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