
By Christopher Tobe, CFA, CAIA
Creative Planning announced on September 15 that it plans to acquire RVK, one of the largest institutional investment consultants in the country. The press release calls this an expansion of Creative Planning’s institutional consulting capabilities. I call it another flashing warning light for public pension trustees.
RVK says its mission is to provide “unbiased investment advice.” It has also described itself as independent and employee-owned. That independence is now being sold to a financial conglomerate backed by two private-equity firms—TPG Capital and General Atlantic.
The ownership conflict itself is material, foreseeable and avoidable. Every RVK public-pension client should address it before the transaction closes.
$4.3 trillion of influence changes hands
According to the acquisition announcement, RVK advises just over 200 institutional clients with approximately $4.3 trillion in assets. Its clients include public and private retirement plans, endowments, foundations, insurers and health systems. The deal is expected to close in January, subject to regulatory approval, and its financial terms were not disclosed.
Those numbers require an important distinction. Assets under advisement are not the same as assets managed by RVK or Creative Planning. But that does not make the influence less important. Consultants often help pension boards set asset allocations, develop investment policy, select managers, conduct due diligence and measure performance. RVK’s own manager-research page identifies dedicated coverage of private equity, venture capital, infrastructure, private debt, opportunistic credit, hedge funds and real estate.
That is the gateway through which billions of dollars enter private funds.
Among RVK’s publicly identifiable clients are the Teachers’ Retirement System of Illinois, the Pennsylvania State Employees’ Retirement System, Los Angeles Fire and Police Pensions, the City of Jacksonville retirement system, and government retirement or benefit programs in Texas and Vermont. These are not wealthy families choosing an adviser with their own money. These are fiduciaries spending workers’ deferred compensation and taxpayer dollars.
RVK’s “independent” label no longer fits
Before this deal, RVK promoted itself as an independent, employee-owned consultant. After the closing, it will be owned by Creative Planning. Creative Planning, in turn, received a substantial minority investment from TPG Capital in 2024, while General Atlantic—another private-equity investor—retained its minority stake. Peter Mallouk remained Creative Planning’s majority owner. Reuters reported that TPG’s prospective investment was approximately $2 billion at a valuation above $15 billion; the final financial terms were not disclosed. (Reuters; TPG announcement)
Minority ownership is still ownership. TPG and General Atlantic did not invest billions and millions to preserve a museum exhibit called “independent consulting.” They invested for growth and profit.
Creative Planning has been assembling a retirement and consulting empire. It acquired Lockton Retirement Services in 2021 and Mesirow’s corporate retirement advisory business in 2023. In 2025 it agreed to acquire SageView. Before that SageView deal, Creative Planning said it already oversaw $202 billion in institutional retirement-plan assets. The combined SageView transaction was described as covering more than 11,800 plans and $640 billion in total client assets. (Creative Planning; PLANADVISER)
Now it is buying a consultant with $4.3 trillion under advisement.
This is not simply scale. It is vertical influence: private-equity capital helps finance the acquisition of the consultant that helps public pension boards decide how much to allocate to private equity, which managers get considered, which risks are emphasized, which benchmarks are used and whether disappointing results are presented as temporary “J-curve” effects rather than failure.
Creative Planning is already selling the private-markets story
Creative Planning openly markets access to “institutional-quality private markets and alternative investment strategies” to wealthy clients. Its January 2026 discussion of alternatives said private equity, private credit, infrastructure and real estate can diversify portfolios, reduce volatility and enhance returns—while also acknowledging less transparency, lighter regulation, complexity and illiquidity. (Creative Planning alternative-investments page; Creative Planning alternatives commentary)
RVK has the institutional research operation. Creative Planning has the expanding wealth, retirement and business-services platform. TPG and General Atlantic supply private-equity capital and have their own enormous economic interests in private markets.
Even if strict information barriers are erected, the incentives do not disappear. Does the new parent want pension clients to reduce expensive, illiquid alternatives and move into transparent public securities? Or does an expanding alternatives ecosystem produce more opportunities, relationships, data, referrals and enterprise value?
That is the conflict trustees must examine. A glossy disclosure stating that an affiliate “may” have an interest is not a cure.
Consultant capture has already cost pensions dearly
I have been warning that the large pension consultants have become the distribution arm for private equity. They do not have to receive a traditional sales commission to drive the system. Their capital-market assumptions can justify a larger alternatives allocation. Their databases and approved lists can determine which managers reach the boardroom. Their pacing studies can turn annual private-equity commitments into an automatic program. Their performance reports can lean on stale appraisals, custom benchmarks and IRRs that make private funds look steadier and better than they really are.
Academic evidence gives trustees no reason for blind faith. Research on pension consultants has found that their recommendations influence manager flows but do not reliably predict superior future performance. A study of specialized consultants found that pensions using them were more likely to enter oversubscribed private-equity funds, while consultant use did not improve performance. (Choosing Pension Fund Investment Consultants; Jenkinson, Jones and Martinez, The Journal of Finance)
The SEC recognized the problem more than twenty years ago. Its pension-consultant examination found that conflicts and business relationships could compromise the objectivity of advice and that pension fiduciaries must understand and monitor those conflicts. (SEC, “Conflicts of Interest in Pension Consulting”)
The labels and corporate structures have changed. The basic danger has not.
RVK also does not enter this transaction without history. It advised Kentucky Retirement Systems during the period when that severely underfunded system moved roughly $1.5 billion into complex hedge-fund strategies that later became the subject of years of litigation. The allegations are not the same as a judicial finding, and the Kentucky Supreme Court dismissed the beneficiaries’ case for lack of standing—not after a trial establishing that the investments or advice were prudent. That history is a reason for scrutiny, not a shortcut to a verdict.
Every RVK public client should demand answers now
Public pension boards should not accept “the RVK team will remain in place” as an answer. The people may remain, but their owner, incentives, reporting lines and potential conflicts will change.
Before consenting to any assignment or change of control, every public client should demand written answers to at least these questions:
- Who will own RVK after closing? Disclose Creative Planning’s complete ownership and governance structure, including TPG, General Atlantic, management owners and any board, veto, information or consent rights.
- Will RVK recommend or monitor any TPG, General Atlantic or affiliated fund? If so, identify every current exposure and prohibit the combined company from participating in its evaluation.
- Will any employee’s compensation depend on Creative Planning’s growth, cross-selling, referrals, alternatives revenue or enterprise value? “No transaction-based compensation” is too narrow.
- What information barriers will exist? Pension portfolio data, manager research, fee terms and planned searches are commercially valuable.
- Will RVK remain free to recommend reducing private equity and private credit? Put that protection in the contract, along with a ban on retaliation against consultants who make such recommendations.
- Are there new affiliate services or referral opportunities? Creative Planning spans wealth management, retirement plans, insurance-related services, tax, legal, trust, lending and business consulting. Each connection must be disclosed in dollars, not buried in boilerplate.
- Does the acquisition trigger a termination, assignment or rebidding clause? A board that hired an independent, employee-owned RVK did not hire the same organization that will exist after closing.
At minimum, public plans should require a contractual ban on RVK recommending TPG, General Atlantic or their controlled affiliates; an independent annual conflict audit; disclosure of all direct and indirect economic relationships with every recommended manager; preservation of all investment-committee and manager-research records; and a termination right without penalty.
Boards should also disclose the full consultant contract, fees, change-of-control provisions and conflict plan to participants and taxpayers. If the safeguards cannot survive public disclosure, they are not safeguards.
The “independent consultant” is disappearing
The industry will portray this as good news: more resources, more research, broader capabilities and continuity of leadership. Those may be real benefits. They are also the standard language of consolidation.
What is disappearing is just as real. An employee-owned consultant whose brand was based on independence is becoming one component of a giant financial-services company backed by the very private-equity industry it helps pension clients evaluate.
The public-pension consultant is supposed to be the skeptical gatekeeper. It is supposed to challenge fee claims, valuation assumptions, liquidity promises and manager marketing. It cannot credibly perform that role when trustees do not know whose economic interests sit behind the gatekeeper.
The question is not whether Creative Planning, TPG, General Atlantic or RVK promises to behave ethically. The question is whether public pension boards will impose a structure that protects workers and taxpayers when corporate incentives pull in the other direction.
If they simply approve the assignment and continue business as usual, they will have converted a known conflict into a governance failure.
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