A Better 401(k) Built for You – Backed by Creative Planning
AB401k is part of Creative Planning*, one of the nation’s largest Registered Investment Advisers. That means every AB401k client benefits from the scale, experience and deep advisory bench of a firm built to deliver fully integrated wealth, tax, legal and business solutions.
Creative Planning’s size allows us to reduce costs, strengthen fiduciary support and deliver institutional-quality investment options — while our multidisciplinary expertise ensures that every financial decision is connected, intentional and working toward your long-term goals.
When you choose AB401k, you’re choosing more than a 401(k) provider. You’re choosing a partner backed by a national organization built to serve individuals, families, business owners and institutions with clarity, accountability and world-class advice.
Creative Planning
At a Glance
$710B+
Combined Assets Under Management and Advisement**
2,400+
Professionals
50
States Served — Plus International
625+
CFP® Professionals
Industry Recognition
Creative Planning is consistently recognized across the industry for excellence, leadership and culture.
Top RIA Firms (2019-2025)
Awarded each September, based on data from a 12-month period through June 30.
Best Wealth Management Firms 2026
Ranking released in February 2026, not based on a specific time period.
Top RIA Firms (2025)
Awarded each July, based on data from a 12-month period through December 31.
What Sets Us Apart
A Wealth of Services — All In-House
With in-house expertise across every major financial discipline, Creative Planning provides coordinated strategies that help ensure every element of your plan works together — more effectively and more efficiently.
*Creative Planning and American Trust are separate legal entities. Upon selection of AB401k plan sponsors are required to enter into separate agreements with Creative Planning and American Trust.
**$710 billion in combined assets under management and advisement by Creative Planning and its affiliates as of December 31, 2025. United Capital Financial Advisors, SageView Advisory Group and Baseline Wealth Management, Ltd. are affiliates of Creative Planning.