[7] In 1999, Peter Mallouk began working as an estate planner for the firm[8] and performing other consulting functions in his capacity as an attorney.

[11] By 2007, Creative Planning's assets under management had expanded to $591 million and Barron's identified Mallouk as one of the country's top independent financial advisers.

[15] The Kansas City Business Journal noted that Creative Planning's growth "occurred without making any acquisitions or having an affiliation with a trust company or bank.

[21] In February 2019, Creative Planning acquired The Johnston Group, a Minneapolis-based RIA that oversaw $500 million.

[22] The deal was Creative Planning's first acquisition and represented a pivot from its strictly organic growth strategy.

[23] In a statement, Mallouk said that other wealth management firms could "fit right into our model as we continue bringing fiduciary advice to Americans from coast to coast.”[11] Two more acquisitions followed that same year—America’s Best 401k in September[24] and the McLean, Virginia-based OptiFour in November.

[35] In June 2023, Creative Planning acquired BerganKDV, an accounting and wealth management firm with $2.5 billion in AUM.

[36] Barron's noted that the deal "broadened the firm’s capabilities" with tax, auditing, and business advisory services.