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Robert Martin Cheney

Robert Martin Cheney

CFP®
DIVERSIFY ADVISORY SERVICES
Winnetka, IL
·CRD# 2825660·28 years experience

Professional Summary

Robert Martin Cheney, CFP®, who also goes by Rob Cheney, is a registered financial advisor currently at DIVERSIFY ADVISORY SERVICES, LLC located in Winnetka, Illinois and DFPG INVESTMENTS, LLC located in Winnetka, Illinois. Robert is registered as an IAR (Investment Advisor Representative) and RR (Registered Representative) and started their career in finance in 1996. Robert has worked at 11 firms and has passed the Series 63, Series 65, Series 99TO, SIE and Series 7 exams.

At a Glance

Advisory Accounts Only

Fiduciary Standard

Fee Structure

Account Minimum

Active Clients

Fiduciary Standard

Fee Structure

Account Minimum

Active Clients

Other Aliases

Rob Cheney

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Contact Information

This advisor has not claimed their profile yet, so there is no contact information to display at this time.

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Disclosures are events reported to regulators, such as customer disputes, regulatory actions, employment separations, or financial events. Some are resolved, denied, or contested — a disclosure is not a verdict. We recommend asking an advisor directly about any disclosure on their record.

Disclosures on record.

Disclosures can be potential red flags, including customer disputes, regulatory fines, employer terminations, bankruptcies, judgments, liens, or certain criminal activities. Check for any disclosures as part of your thorough research when choosing an advisor.

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Credentials

CFP®
Certified Financial PlannerSince 2006

Years of Experience

28 years in the financial services industry

Current & Past Employments

DIVERSIFY ADVISORY SERVICES, LLC·CRD# 326060
RIA
Winnetka, IL
December 19, 2023 - Present
DFPG INVESTMENTS, LLC·CRD# 155576
BD
Winnetka, IL
March 8, 2019 - Present
DFPG INVESTMENTS, LLC·CRD# 155576
RIA
Portola Valley, CA
March 8, 2019 - December 31, 2023
FIRST ALLIED ADVISORY SERVICES, INC.·CRD# 137888
RIA
Portola Valley, CA
July 28, 2010 - March 11, 2019
FIRST ALLIED SECURITIES, INC.·CRD# 32444
BD
Portola Valley, CA
October 27, 2006 - March 11, 2019
GREENBOOK SECURITIES, INC.·CRD# 121447
BD
San Diego, CA
July 28, 2006 - October 10, 2006
GREENBOOK INVESTMENT MANAGEMENT, INC.·CRD# 131563
RIA
Portola Valley, CA
October 7, 2004 - October 7, 2010
XELAN FINANCIAL PLANNING, INC.·CRD# 123794
RIA
Redwood City, CA
January 13, 2003 - December 31, 2004
XELAN INVESTMENT SERVICES, INC.·CRD# 111870
RIA
Menlo Park, CA
December 28, 2001 - January 15, 2003
PIPER SANDLER & CO.·CRD# 665
BD
Minneapolis, MN
August 10, 2000 - April 10, 2001
WELLS FARGO CLEARING SERVICES, LLC·CRD# 19616
BD
St. Louis, MO
March 23, 2000 - August 9, 2000
ROTH CAPITAL PARTNERS, LLC·CRD# 15407
BD
Newport Beach, CA
December 10, 1996 - October 23, 1998

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Current Firm

DA
DIVERSIFY ADVISORY SERVICES, LLC

ADVANCED WEALTH STRATEGIES GROUP | WESTRIDGE WEALTH STRATEGIES | WESTERMAN FINANCIAL | THS PRIVATE FAMILY OFFICE | THE CRESTWELL GROUP | SPARK FINANCIAL SERVICE | SERRATELLI FINANCIAL GROUP | ROCKY MOUNTAIN WEALTH ADVISORS | RIVER FINANCIAL GROUP | RESILIENT WEALTH MANAGEMENT | PROVIDENCE WEALTH ADVISORS | PLATINUM WEALTH GROUP | PATTERSON FINANCIAL SOLUTIONS | PARKVIEW WEALTH ADVISORS | NUCLEUS FINANCIAL GROUP | MINSKY FINANCIAL GROUP, LLC | MARCH FORWARD | LONGHORN FINANCIAL | LIVE OAK INVESTMENT PARTNERS | KLK CAPITAL MANAGEMENT, LLC | KEY ADVISORS WEALTH MANAGEMENT LLC | INVENTA WEALTH ADVISORS | INPAC WEALTH | ICONA WEALTH | HARDING FINANCIAL & INSURANCE | GROVE WEALTH ADVISORS | GRIFFIN WEALTH PARTNERS | GRADY CAPITAL GROUP | GOMEZ CORP | GLOBAL WEALTH PARTNERS, INC. | GLIDE FINANCIAL GROUP | GEN 1 FINANCIAL | FULCRUM INVESTMENT SERVICES | FIRST FINANCIAL CENTER OF DALLAS | FINANCIAL RESOURCES INC. | EVERGREEN ADVISOR GROUP | DIVERSIFY, INC. | DIVERSIFY ADVISORY SERVICES, LLC | DIVERSIFY ADVISOR NETWORK | DARK HORSE PRIVATE WEALTH | CITY CENTER WEALTH ADVISORS | CIPOLLA FINANCIAL ADVISORS | CAPATA FINANCIAL | BUTLER FINANCIAL ADVISORS | BRIDGE EQUITIES | BOSTON WEALTH ADVISOR GROUP | ASHLAND PACIFIC | ANIMAS CAPITAL MANAGEMENT LLC

CRD#: 326060 / SEC#: 801-128675
RIA
Registered Investment Advisory firm - SEC (8/31/2023 Approved)

Contact Information

Main Address

10876 S River Front Pkwy Suite 600, South Jordan, UT 84095

Phone Number

(801) 890-7577

# of Employees

206

SEC notice filing (51 States and Territories)

Registered to provide investment advisory services in 51 US states and territories.

Documents

Customer Relationship Summary (CRS / SEC)Latest Form ADV

Part 2 Brochures

DAS WRAP BROCHURE (3/18/2026)

Regulatory Assets Under Management

Total Number of Accounts

12,951

AUM (Assets Under Management)

$4,648,787,397

Accountant Surprise Examination Report

Filing DateForm ADV-E CoverForm ADV-E Report
01/09/2026Cover PageReport
09/25/2024Cover PageReport

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Other business activities

Outside business activity is any business or activity undertaken by an advisor that is outside the scope of their relationship with their firm (e.g., consulting services, real estate, freelance work, teaching, etc.). Investors should stay informed about these activities to ensure no conflicts of interest.

1. Westridge Wealth Strategies; Investment Related; Portola Valley, CA 94028; DBA; Wealth Advisor; 12/2004; 100% during business hours; Financial Planning, Investment management, Insurance. 2. Lowe Institute of Political Economy; Non-Investment Related; Los Angeles, CA; Non-Profit; Board of Governors; 01/2010; 2% during business hours; On the Board of Governors, unpaid volunteer position, to help guide this research institute.

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Primary Firm SEC Registration

This SEC-registered firm can serve clients nationwide. Some states may require the firm to submit a notice filing if the firm has more than 5 clients or a physical office there. You can view these state-level filings under the section titled "State Registrations and Notice Filings".
DA
DIVERSIFY ADVISORY SERVICES, LLC

ADVANCED WEALTH STRATEGIES GROUP | WESTRIDGE WEALTH STRATEGIES | WESTERMAN FINANCIAL | THS PRIVATE FAMILY OFFICE | THE CRESTWELL GROUP | SPARK FINANCIAL SERVICE | SERRATELLI FINANCIAL GROUP | ROCKY MOUNTAIN WEALTH ADVISORS | RIVER FINANCIAL GROUP | RESILIENT WEALTH MANAGEMENT | PROVIDENCE WEALTH ADVISORS | PLATINUM WEALTH GROUP | PATTERSON FINANCIAL SOLUTIONS | PARKVIEW WEALTH ADVISORS | NUCLEUS FINANCIAL GROUP | MINSKY FINANCIAL GROUP, LLC | MARCH FORWARD | LONGHORN FINANCIAL | LIVE OAK INVESTMENT PARTNERS | KLK CAPITAL MANAGEMENT, LLC | KEY ADVISORS WEALTH MANAGEMENT LLC | INVENTA WEALTH ADVISORS | INPAC WEALTH | ICONA WEALTH | HARDING FINANCIAL & INSURANCE | GROVE WEALTH ADVISORS | GRIFFIN WEALTH PARTNERS | GRADY CAPITAL GROUP | GOMEZ CORP | GLOBAL WEALTH PARTNERS, INC. | GLIDE FINANCIAL GROUP | GEN 1 FINANCIAL | FULCRUM INVESTMENT SERVICES | FIRST FINANCIAL CENTER OF DALLAS | FINANCIAL RESOURCES INC. | EVERGREEN ADVISOR GROUP | DIVERSIFY, INC. | DIVERSIFY ADVISORY SERVICES, LLC | DIVERSIFY ADVISOR NETWORK | DARK HORSE PRIVATE WEALTH | CITY CENTER WEALTH ADVISORS | CIPOLLA FINANCIAL ADVISORS | CAPATA FINANCIAL | BUTLER FINANCIAL ADVISORS | BRIDGE EQUITIES | BOSTON WEALTH ADVISOR GROUP | ASHLAND PACIFIC | ANIMAS CAPITAL MANAGEMENT LLC

CRD#: 326060 / SEC#: 801-128675
RIA
Registered Investment Advisory firm - SEC (8/31/2023 Approved)

State Registrations and Notice Filings

Listed states reflect where the advisor is authorized to serve clients under state regulations.
IAR
means the advisor is registered as an Investment Advisor Representative in this state and is authorized to provide investment advice to clients there.
RR
indicates the advisor is registered as a Registered Representative in this state, allowing securities offerings such as stocks, bonds, and mutual funds through a broker-dealer.
RR
California
(3/8/2019)
RR
Illinois
(3/8/2019)
IAR
Illinois
(12/19/2023)
RR
New Hampshire
(9/21/2020)
RR
New York
(7/27/2022)
RR
Utah
(10/13/2020)
RR
Wisconsin
(3/8/2019)

Don't see your state listed? The advisor may still be able to work with you under the federal De Minimis Rule, which allows up to five investment advisory clients in a state without registration. Some states, like TX, LA, NE, and NH, may still require registration or notice filing. Contact the advisor or their firm to confirm their investment advisory availability in your state.Note:This rule does not apply to broker-dealer activity.

Exams

Financial professionals may take different exams throughout their careers based on the types of services they provide and roles they perform.

Series 63 — Uniform Securities Agent State Law Examination

Passed Aug 2006About the Series 63 exam

Series 65 — Uniform Investment Adviser Law Examination

Passed Jul 2004About the Series 65 exam

Series 99TO — Operations Professional Examination

Passed Jan 2023About the Series 99TO exam

SIE — Securities Industry Essentials Examination

Passed Oct 2018About the SIE exam

Series 7 — General Securities Representative Examination

Passed Jul 2006About the Series 7 exam
FINRA
SRO Registrations

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CRS (Client Relationship Summary) - RIA

Click below to view Robert Martin Cheney's CRS (Customer Relationship Summary).

CRS (Customer Relationship Summary)

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