T. Rowe Price

T. Rowe Price

T. Rowe Price Advisory Services, Inc. (TRP Advisory Services) is a Maryland corporation founded in 2000 and a wholly owned subsidiary of T. Rowe Price Group, Inc. As an SEC-registered investment adviser under the Advisers Act, it provides discretionary and nondiscretionary investment advisory services primarily to individual investors and households (per Form ADV Part 2A brochure dated March 31, 2026). Key offerings include the ActivePlus Portfolios Program, an online discretionary service allocating client IRAs among proprietary T. Rowe Price mutual funds based on risk tolerance and time horizon questionnaires, and the Retirement Advisory Service, which combines nondiscretionary financial and retirement income planning with discretionary managed accounts invested in T. Rowe Price funds and ETFs (per related ADV brochure dated June 22, 2026). As of December 31, 2025, the firm managed approximately $5.886 billion in discretionary assets under management with no nondiscretionary assets reported (per Form ADV). Headquartered at 4515 Painters Mill Road, Owings Mills, Maryland, it operates within the broader T. Rowe Price organization—a global active investment manager founded in 1937 that reported firmwide assets under management of $1.89 trillion as of June 30, 2026 (per official Investor Relations profile and month-end AUM release). The firm upholds a fiduciary standard emphasizing client best interests, proprietary fundamental research, and diversified, risk-aware strategies.