Firm profile

Banorte Asset Management, Inc..

HOUSTON, TXCRD 290555Registration Status: ApprovedEffective since March 25, 2019SEC # 801-114865Latest ADV May 19, 2026

Banorte Asset Management, Inc. is an SEC registered investment adviser organized as a corporation with a primary office location in Houston, TX. Its latest Form ADV filing, dated May 19, 2026, reports $661M in regulatory assets under management, 40 employees, 2 offices, and 869 accounts.

Assets Under Management
$661M
Employees
40
Offices
2 offices
Total Clients
869

Associated firm names

5 names listed
  • B.A.M. DIGITAL
  • BANORTE WEALTH MANAGEMENT
  • BANORTE WEALTH ADVISORS
  • BANORTE ASSET MANAGEMENT, INC.

Leadership

5 roles identified
CEOJose R. Rodriguez
CCOJuan F. Valdivieso
CFOJulio R. Hernandez

Advisory services offered

2 types reported
Portfolio management for individuals and small businesses
Selection of other advisers

Fee models offered

1 types reported
Asset based fees

Offices & Contact

Primary office

HOUSTON, Texas, United States

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Primary office regionOther reported regions

Shading shows states and countries with reported offices. Cities are listed below; shading does not indicate service coverage.

Texas

HOUSTONPrimary office · THE WOODLANDS

2 office records listed · 2 total offices reported. Counts can use different reporting dates. SEC filers may list only their largest 25 additional offices.

Contact and digital presence

ADV profile links

Regulatory Assets Under Management Breakdown

Total regulatory assets under management$661Mas of May 19, 2026
Discretionary78.2%
$517M
78% of total RAUM78.2%
Non-discretionary21.8%
$144M
22% of total RAUM21.8%
Regulatory assets under management are split between discretionary and non-discretionary assets.

Client Coverage Demographics

Top client segmentIndividuals represent 86.0% of total clients.
Top client categories% of clientsClients
1
Individuals
86.0%
747
2
HNWI
10.7%
93
3
Corporations
3.2%
28
4
Charitable
0.1%
1
Categories with <5 clients
Charitable Organizations<5 clients

Assets under management Growth by Quarter

Quarterly points use the latest ADV filing or SEC roster snapshot available in each quarter.

Total AUM$661M
Total Accounts869
10Y AUM Change+$661M

Private Funds

Private funds reported by Banorte Asset Management, Inc..

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Employee Growth by Quarter

Quarterly points use the latest ADV filing or SEC roster snapshot available in each quarter.

Total Employees40
Clients per Employee22:1
10Y Employee Change+20 (+100.0%)

Historical AUM and employee figures reflect available SEC Form ADV filings under this CRD. Filing gaps may reflect registration status changes, dormant periods, state registration periods, firm restructuring, or other reporting changes. Rialytix does not interpolate missing periods.


Ownership

Reported direct and indirect ownership ranges

Each range applies to a separate reported relationship and should not be added together.

Reported ownership ranges

Highlighted bands show the percentage range reported in Form ADV.

0%25%50%75%100%
BANORTE SECURITIES HOLDINGS INTERNATIONAL, INC.Direct owner · Schedule AInterest in BANORTE ASSET MANAGEMENT, INC.
75%+
CASA DE BOLSA BANORTE S.A. DE C.V.Indirect owner · Schedule BInterest in BANORTE SECURITIES HOLDINGS INTERNATIONAL, INC.
75%+
GRUPO FINANCIERO BANORTE S.A.B. DE C.V.Indirect owner · Schedule BInterest in CASA DE BOLSA BANORTE S.A. DE C.V.
75%+

Bars represent the reported range at that individual ownership step, not an estimated percentage of the advisory firm. Indirect relationships may refer to intermediate entities rather than directly to Banorte Asset Management, Inc...

Reported ownership and control details

Form ADV · Filing date 2026-05-19 · Schedules A and B

14 entries
#Owner / person & roleInterest in entityReported interestControl personTitle / status acquiredSource
1BANORTE SECURITIES HOLDINGS INTERNATIONAL, INC.SOLE SHAREHOLDER OF APPLICANTDomestic entityBANORTE ASSET MANAGEMENT, INC.75% or moreCode EYesSOLE SHAREHOLDER OF APPLICANT12/1999Schedule APDF page 29
2Juan Fernando ValdiviesoCHIEF COMPLIANCE OFFICERIndividualBANORTE ASSET MANAGEMENT, INC.Less than 5%Code NAYesCHIEF COMPLIANCE OFFICER04/2023Schedule APDF page 29
3Jose Ramon RodriguezCHIEF EXECUTIVE OFFICERIndividualBANORTE ASSET MANAGEMENT, INC.Less than 5%Code NAYesCHIEF EXECUTIVE OFFICER02/2024Schedule APDF page 29
4Miguel Angel Castellanos HernandezDIRECTOR OF HUMAN RESOURCESIndividualBANORTE ASSET MANAGEMENT, INC.Less than 5%Code NAYesDIRECTOR OF HUMAN RESOURCES03/2022Schedule APDF page 29
5Nephtali GomezDIRECTOR OF ITIndividualBANORTE ASSET MANAGEMENT, INC.Less than 5%Code NAYesDIRECTOR OF IT12/2021Schedule APDF page 29
6Ivan Dario Urriago FigueroaAML COIndividualBANORTE ASSET MANAGEMENT, INC.Less than 5%Code NAYesAML CO07/2024Schedule APDF page 29
7Jorge Antonio FigueroaCHIEF OPERATING OFFICERIndividualBANORTE ASSET MANAGEMENT, INC.Less than 5%Code NAYesCHIEF OPERATING OFFICER06/2025Schedule APDF page 29
8Julio Rene HernandezCHIEF FINANCIAL OFFICERIndividualBANORTE ASSET MANAGEMENT, INC.Less than 5%Code NAYesCHIEF FINANCIAL OFFICER06/2025Schedule APDF page 29
9MARIA GENOVEVA HERNANDEZDIRECTOR OF GROWTH STRATEGYIndividualBANORTE ASSET MANAGEMENT, INC.Less than 5%Code NAYesDIRECTOR OF GROWTH STRATEGY06/2025Schedule APDF page 29
10Joaquin Sanchez HernandezCHIEF INVESTMENT OFFICERIndividualBANORTE ASSET MANAGEMENT, INC.Less than 5%Code NAYesCHIEF INVESTMENT OFFICER05/2026Schedule APDF page 29
11MAYELA ORRANTIADIRECTOR OF COMPLIANCEIndividualBANORTE ASSET MANAGEMENT, INC.Less than 5%Code NAYesDIRECTOR OF COMPLIANCE05/2026Schedule APDF page 29
12Federico Adrian Huerta RiveraDIRECTOR OF QUALITY CONTROLIndividualBANORTE ASSET MANAGEMENT, INC.Less than 5%Code NAYesDIRECTOR OF QUALITY CONTROL04/2026Schedule APDF page 29
13CASA DE BOLSA BANORTE S.A. DE C.V.SOLE SHAREHOLDERS OF BANORTE SECURITIES HOLDINGS INTERNATIONAL, INC.Foreign entityBANORTE SECURITIES HOLDINGS INTERNATIONAL, INC.75% or moreCode EYesSOLE SHAREHOLDERS OF BANORTE SECURITIES HOLDINGS INTERNATIONAL, INC.12/1999Schedule BPDF page 30
14GRUPO FINANCIERO BANORTE S.A.B. DE C.V.SOLE SHAREHOLDERS OF CASA DE BOLSA BANORTEForeign entityCASA DE BOLSA BANORTE S.A. DE C.V.75% or moreCode EYesSOLE SHAREHOLDERS OF CASA DE BOLSA BANORTE12/1999Schedule BPDF page 30

Less than 5% may include zero. Code F identifies a role without specifying a percentage. Reported interests may overlap and may not include every owner. Total indirect ownership is not calculated.

Compliance & Disclosures

Filing dated 5/19/2026 12:18:29 PM

Responses were selected by the RIA in its filing. Questions are shortened for readability; “you” refers to the reporting firm, and some questions also cover advisory affiliates.

RIA or supervised-person involvementThe RIA reported that none of the events below involve the firm or its supervised persons.RIA responseNo
AFelonies2 No

In the past ten years, have you or any advisory affiliate:

  • A1Been convicted of or pleaded guilty or no contest to a felony?No
  • A2Been charged with a felony?No
BMisdemeanors2 No

In the past ten years, have you or any advisory affiliate:

  • B1Been convicted of or pleaded guilty or no contest to a misdemeanor involving investments, an investment-related business, fraud, false statements or omissions, wrongful taking of property, bribery, perjury, forgery, counterfeiting, or extortion?No
  • B2Been charged with a misdemeanor of the kind listed above?No
CSEC or CFTC actions3 Yes2 No

Has the SEC or CFTC ever:

  • C1Found you or an advisory affiliate made a false statement or omission?No
  • C2Found you or an advisory affiliate violated SEC or CFTC regulations or statutes?Yes
  • C3Found you or an advisory affiliate caused an investment-related business to have its authorization to do business denied, suspended, revoked, or restricted?No
  • C4Entered an order against you or an advisory affiliate in connection with investment-related activity?Yes
  • C5Imposed a civil money penalty on you or an advisory affiliate, or ordered you or an advisory affiliate to cease and desist from any activity?Yes
DOther regulatory actions5 No

Has any other federal regulatory agency, state regulatory agency, or foreign financial regulatory authority ever:

  • D1Found you or an advisory affiliate made a false statement or omission, or was dishonest, unfair, or unethical?No
  • D2Found you or an advisory affiliate violated investment-related regulations or statutes?No
  • D3Found you or an advisory affiliate caused an investment-related business to have its authorization to do business denied, suspended, revoked, or restricted?No
  • D4In the past ten years, entered an order against you or an advisory affiliate in connection with investment-related activity?No
  • D5Denied, suspended, or revoked your or an advisory affiliate’s registration or license, or otherwise prevented association with an investment-related business or restricted activities?No
ESelf-regulatory organization actions4 No

Has a self-regulatory organization or commodities exchange ever:

  • E1Found you or an advisory affiliate made a false statement or omission?No
  • E2Found you or an advisory affiliate violated its rules, other than a violation designated as a minor rule violation under an SEC-approved plan?No
  • E3Found you or an advisory affiliate caused an investment-related business to have its authorization to do business denied, suspended, revoked, or restricted?No
  • E4Disciplined you or an advisory affiliate by expulsion, suspension, barring association with other members, or otherwise restricting activities?No
FProfessional authorizations1 No
  • FHas an authorization to act as an attorney, accountant, or federal contractor granted to you or an advisory affiliate ever been revoked or suspended?No
GPending regulatory proceedings1 No
  • GAre you or any advisory affiliate now the subject of a regulatory proceeding that could result in a “Yes” answer to any part of C, D, or E?No
HCivil judicial actions and proceedings4 No

(1) Court actions

Has a domestic or foreign court:

  • H(1)(a)In the past ten years, enjoined you or an advisory affiliate in connection with investment-related activity?No
  • H(1)(b)Found that you or an advisory affiliate violated investment-related statutes or regulations?No
  • H(1)(c)Dismissed, pursuant to a settlement agreement, an investment-related civil action brought against you or an advisory affiliate by a state or foreign financial regulatory authority?No

(2) Pending civil proceedings

  • H(2)Are you or any advisory affiliate now the subject of a civil proceeding that could result in a “Yes” answer to any part of H(1)?No
Additional DRP filings 1 source block

Verbatim excerpts from supporting DRP filings, which may concern the firm or advisory affiliates. Amounts retain their filed labels; no total or attribution is inferred.

regulatory · block 1PDF pages 30–32
Regulator name — filed text
SECURITIES EXCHANGE COMMISSION
Monetary/Fine Amount — filed text
$ 50,000.00
How was matter resolved — filed text
Settled

Action status / disposition — filed text

IN SEPTEMBER OF 2023, BANORTE ASSET MANAGEMENT, INC. AGREED TO THE ENTRY OF AN ORDER BY THE SEC AND TO A CEASE AND DESISR, CENSURE, AND FINE FOR THE ALLEGED VIOLATIONS OF THE MARKETING RULE. THE MATTER IS NOW CLOSED AND SETTLED FOR THE AMOUNT AND ON THE DATE STATED ABOVE. BANORTE ASSET MANAGEMENT, INC. HAD ADOPTED REVISED POLICIES AMD PROCEDURES RELATED TO MARKETING AND REMOVED HYPOTHETICAL PERFORMANCE ADVERTISING FROM THE FIRM'S WEBSITE
Other filed details

Description of allegations — filed text

THE SEC ALLEGED THAT BANORTE ASSET MANAGEMENT, INC. DID NOT HAVE POLICIES AND PROCEDURES REASONABLY DESIGNED TO ENSURE PERFORMANCE WAS RELEVANT TO THE INTENDED AUDIENCE WHEN DISSEMINATING ADVERTISEMENTS USING HYPOTHETICAL PERFORMANCE, IN VIOLATION OF THE APPLICABLE MARKETING RULE.

Sanction detail — filed text

$50,000 PAID IN FULL BY FIRM ON 9/14/2023
Full extracted filing text

Includes form instructions and options. Options shown in this text do not identify which boxes were selected.

GENERAL INSTRUCTIONS
This Disclosure Reporting Page (DRP ADV) is an 
INITIAL OR
AMENDED response used to report details for affirmative responses to Items 11.C., 11.D.,
11.E., 11.F. or 11.G. of Form ADV.
Regulatory Action
Check item(s) being responded to:
11.C(1)
11.C(2)
11.C(3)
11.C(4)
11.C(5)
11.D(1)
11.D(2)
11.D(3)
11.D(4)
11.D(5)
11.E(1)
11.E(2)
11.E(3)
11.E(4)
11.F.
11.G.
Use a separate DRP for each event or proceeding . The same event or proceeding may be reported for more than one person or entity using one DRP. File
with a completed Execution Page. 
One event may result in more than one affirmative answer to Items 11.C., 11.D., 11.E., 11.F. or 11.G. Use only one DRP to report details related to the
same event. If an event gives rise to actions by more than one regulator, provide details for each action on a separate DRP.

PART I
A.  The person(s) or entity(ies) for whom this DRP is being filed is (are):
You (the advisory firm)
You and one or more of your advisory affiliates
One or more of your advisory affiliates
If this DRP is being filed for an advisory affiliate, give the full name of the advisory affiliate below (for individuals, Last name, First name, Middle name). 
If the advisory affiliate has a CRD number, provide that number. If not, indicate "non-registered" by checking the appropriate box.
ADV DRP - ADVISORY AFFILIATE
No Information Filed
This DRP should be removed from the ADV record because the advisory affiliate(s) is no longer associated with the adviser.
This DRP should be removed from the ADV record because: (1) the event or proceeding occurred more than ten years ago or (2) the adviser is
registered or applying for registration with the SEC or reporting as an exempt reporting adviser with the SEC and the event was resolved in the
adviser's or advisory affiliate's favor.
If you are registered or registering with a state securities authority , you may remove a DRP for an event you reported only in response to Item
11.D(4), and only if that event occurred more than ten years ago. If you are registered or registering with the SEC, you may remove a DRP for any
event listed in Item 11 that occurred more than ten years ago.
This DRP should be removed from the ADV record because it was filed in error, such as due to a clerical or data-entry mistake. Explain the
circumstances: 
B.
If the advisory affiliate is registered through the IARD system or CRD system, has the advisory affiliate submitted a DRP (with Form ADV, BD or U-4) to
the IARD or CRD for the event? If the answer is "Yes," no other information on this DRP must be provided.
 Yes
 No
NOTE: The completion of this form does not relieve the advisory affiliate of its obligation to update its IARD or CRD records.
PART II
1.  Regulatory Action initiated by:
SEC   
Other Federal   
State   
SRO
Foreign
(Full name of regulator, foreign financial regulatory authority, federal, state, or SRO) 
SECURITIES EXCHANGE COMMISSION
2.
Principal Sanction:
Cease and Desist
Other Sanctions: 
CENSURE CIVIL AND ADMINISTRATIVE PENALTY / FINE
3.
Date Initiated (MM/DD/YYYY): 
09/11/2023
 Exact
 Explanation
If not exact, provide explanation:
4.
Docket/Case Number:
3-21636
5.
Advisory Affiliate Employing Firm when activity occurred which led to the regulatory action (if applicable):
6.
Principal Product Type:
No Product
Other Product Types: 
7.
Describe the allegations related to this regulatory action (your response must fit within the space provided):
THE SEC ALLEGED THAT BANORTE ASSET MANAGEMENT, INC. DID NOT HAVE POLICIES AND PROCEDURES REASONABLY DESIGNED TO ENSURE
PERFORMANCE WAS RELEVANT TO THE INTENDED AUDIENCE WHEN DISSEMINATING ADVERTISEMENTS USING HYPOTHETICAL PERFORMANCE, IN
VIOLATION OF THE APPLICABLE MARKETING RULE.
8.
Current Status?      
 Pending
 On Appeal
 Final
9.
If on appeal, regulatory action appealed to (SEC, SRO, Federal or State Court) and Date Appeal Filed:

If Final or On Appeal, complete all items below. For Pending Actions, complete Item 13 only.
10. How was matter resolved:
Settled
11. Resolution Date (MM/DD/YYYY):
09/11/2023
 Exact
 Explanation
If not exact, provide explanation:
12. Resolution Detail:
A.  Were any of the following Sanctions Ordered (check all appropriate items)?
 Monetary/Fine Amount: $ 50,000.00
 Revocation/Expulsion/Denial
 Disgorgement/Restitution
 Censure
 Cease and Desist/Injunction
 Bar
 Suspension
B.
Other Sanctions Ordered:
Sanction detail: if suspended, enjoined or barred, provide duration including start date and capacities affected (General Securities Principal,
Financial Operations Principal, etc.). If requalification by exam/retraining was a condition of the sanction, provide length of time given to
requalify/retrain, type of exam required and whether condition has been satisfied. If disposition resulted in a fine, penalty, restitution,
disgorgement or monetary compensation, provide total amount, portion levied against you or an advisory affiliate, date paid and if any portion
of penalty was waived: 
$50,000 PAID IN FULL BY FIRM ON 9/14/2023
13. Provide a brief summary of details related to the action status and (or) disposition and include relevant terms, conditions and dates (your response
must fit within the space provided).
IN SEPTEMBER OF 2023, BANORTE ASSET MANAGEMENT, INC. AGREED TO THE ENTRY OF AN ORDER BY THE SEC AND TO A CEASE AND DESISR,
CENSURE, AND FINE FOR THE ALLEGED VIOLATIONS OF THE MARKETING RULE. THE MATTER IS NOW CLOSED AND SETTLED FOR THE AMOUNT AND ON
THE DATE STATED ABOVE. BANORTE ASSET MANAGEMENT, INC. HAD ADOPTED REVISED POLICIES AMD PROCEDURES RELATED TO MARKETING AND
REMOVED HYPOTHETICAL PERFORMANCE ADVERTISING FROM THE FIRM'S WEBSITE

* Metrics are based on the latest available data, including Form ADV filings, brochures, and relationship summaries pulled from the SEC IAPD, and may be subject to change. Learn what is included in the Rialytix data. Please refer to the firm's official disclosures for the most accurate information using their CRD number. This is not investment advice.