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WaterRock Wealth Management

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Client assets under management

$153,546,474

Clients

289

13% high-net worth

Advisors

5

of 5 employees

Firm type

Team

4-10 advisors or $500M+ in AUM

Clients per advisor

58

Typical

Average account size

$531,303

About

Prien Asset Management d/b/a WaterRock Wealth Management provides discretionary investment management and related financial planning and basic estate-planning services to individuals and high‑net‑worth clients, overseeing roughly $153.7 million in client assets. The firm also serves as a sub‑adviser and offers a separately managed dividend strategy on a major custodial platform, in addition to assisting other advisors and managing accounts held away from its custody.

The firm constructs customized, primarily long‑term portfolios that typically emphasize low‑cost mutual funds and ETFs but may include individual stocks, bonds, and options, and it uses fundamental, technical, cyclical and charting analysis in portfolio decisions. WaterRock conducts ongoing portfolio monitoring, may recommend independent managers when appropriate, and uses tools such as an order‑management system for tax‑efficient allocation and rebalancing in accounts it does not custody (for example, 401(k)s and HSAs).

Distinctive features disclosed in the brochure include business affiliations outside of traditional advisory services: firm principals are involved with a separate insurance business and have an administrative role with an affiliated real‑estate firm (the advisory firm states it does not provide realty services), and the firm participates in solicitor/referral arrangements with a bank/credit‑union that include revenue‑sharing and co‑sponsorship of referral rewards. The brochure also discloses that the firm engages third‑party promoters under de minimis arrangements and is available on an institutional marketplace as a sub‑adviser—relationships and referral practices the firm discloses as potential conflicts of interest.

Client services

Financial planning Portfolio management Selection of other advisers

Expertise

Income planning Retirement income strategy Tax-loss harvesting

Fee options

Fixed

Financial planning fixed fees ranging from $250 to $1,000; Basic estate planning flat fees from $1,500 to $2,000 plus $250 per property/entity added

Percentage

$0.00 - $50,000.00: 1.4% $50,000.01 - $100,000.00: 1.4% $100,000.01 - $500,000.00: 1.4% $500,000.01 - $749,999: 1.25% $750,000 - $999,999: 1.0% $1,000,000.00 - $5,000,000.00: 0.75% Over $5,000,000.00+: 0.50%

Commissions

Insurance commissions earned by licensed insurance professionals associated with the firm, separate from advisory fees

Project-based

Up to $250 per hour for financial planning services

Other

Fee-only: Hourly fees up to $250 per hour; Fixed fees from $250 to $1,000 for financial planning engagements; Flat fees from $1,500 to $2,000 for basic estate planning plus $250 per property/entity added

Main office location

WaterRock Wealth Management

6565 Americas Parkway Ne, Ste 200

Albuquerque NM 87110, United States

Number of offices

4

Most active in

Arizona · California · Colorado · New Mexico · Texas

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

Christopher P

Series 63, Series 66

Albuquerque, NM

WaterRock Wealth Management

Christopher Prien is a financial advisor with WaterRock Wealth Management in Albuquerque, NM, holding Series 63 and Series 66 licenses and over 29 years of industry experience. He serves as CEO of Prien Insurance Solutions, LLC, which provides fixed and indexed annuities, life insurance, and disability insurance through a network of licensed agents. His prior roles include positions at Questar Asset Management and LPL Financial. WaterRock Wealth Management serves individual and high-net-worth clients with discretionary investment management, financial planning, and estate planning services. The firm constructs customized, primarily long-term portfolios using low-cost mutual funds and ETFs, managing accounts on a fiduciary, discretionary basis with tax-aware strategies and continuous monitoring.

Income planning Retirement income strategy Tax-loss harvesting
user avatar

Gifford D

Series 65

Albuquerque, NM

WaterRock Wealth Management

Gifford Davis is a financial advisor at WaterRock Wealth Management in Albuquerque, NM, holding a Series 65 credential with two years of industry experience. He previously worked at US Bank for nine years before joining WaterRock and Prien Asset Management. WaterRock Wealth Management serves individual and high-net-worth clients by providing discretionary investment management, financial planning, and basic estate-planning services. The firm constructs customized, primarily long-term portfolios using low-cost mutual funds and ETFs, with an emphasis on tax-aware asset location and opportunistic rebalancing.

Income planning Retirement income strategy Tax-loss harvesting
user avatar

Diana A

ChFC®, Series 63

Lincoln, CA

WaterRock Wealth Management

Diana Atha is a financial advisor at WaterRock Wealth Management with eight years of industry experience. She holds the ChFC® and Series 63 designations and has worked at Prien Asset Management since 2023. In addition to her advisory role, she has been an independent insurance broker since 1984, specializing in life, disability, and long-term care insurance, as well as fixed and fixed equity index annuities. WaterRock Wealth Management serves individual and high-net-worth clients by providing discretionary investment management alongside financial and basic estate planning services. The firm constructs customized, primarily long-term portfolios using low-cost mutual funds and ETFs, continuously monitors accounts, and typically manages them on a discretionary basis with tax-aware strategies.

Income planning Retirement income strategy Tax-loss harvesting
user avatar

Richard A

Series 63, Series 65

Lincoln, CA

WaterRock Wealth Management

Richard Atha is a financial advisor with WaterRock Wealth Management, holding Series 63 and Series 65 licenses and bringing 11 years of industry experience. His background includes roles at Prien Asset Management, Center Street Advisors, and service in the U.S. Coast Guard. In addition to his advisory work, he operates Atha Consulting, where he teaches debt management techniques and sells fixed insurance products. WaterRock Wealth Management serves individual and high-net-worth clients with discretionary investment management, financial planning, and estate-planning services. The firm constructs customized, primarily long-term portfolios using low-cost mutual funds and ETFs, managing accounts on a discretionary basis with a focus on tax-aware strategies and continuous monitoring.

Income planning Retirement income strategy Tax-loss harvesting
user avatar

Patrick N

Series 63, Series 65

Albuquerque, NM

WaterRock Wealth Management

Patrick Nevins is a financial advisor at WaterRock Wealth Management in Albuquerque, NM, with five years of industry experience. He holds Series 63 and Series 65 licenses and has worked at firms including Prien Asset Management, Toews Asset Management, and Columbia Threadneedle. In addition to his advisory role, he works as a salesperson for a technology company, earning commissions based on sales. WaterRock Wealth Management serves individual and high-net-worth clients by providing discretionary investment management, financial planning, and basic estate-planning services. The firm constructs customized, primarily long-term portfolios using low-cost mutual funds and ETFs, with continuous monitoring and annual reviews, and acts as a fiduciary managing accounts typically on a discretionary basis.

Income planning Retirement income strategy Tax-loss harvesting
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