Revised: July 2024

What Baird Does with Your Personal Information


Financial companies choose how they share your personal information. Federal and state laws give consumers the right to limit some but not all sharing. Federal law also requires us to tell you how we collect, share, and protect your personal information. Please read this notice carefully to understand what we do.


The types of personal information we collect and share depend on the product or service you have with us. This information can include:

  • Name, address and contact information
  • Social Security number and/or driver’s license, passport or other government ID number
  • Employment information, account balances, transaction history and credit history
  • Income and assets
  • Files and images/photos (In connection with your use of Baird Online Mobile Application Only)
  • Device ID and IP address, OS version and type, browser version and type, and how you interact with us (In connection with your use of Baird websites and mobile applications)


All financial companies need to share customers’ personal information to run their everyday business.  In the section below, we list the reasons financial companies can share their customers’ personal information; the reasons Robert W. Baird & Co. Incorporated and Baird Trust Company (“Baird”) choose to share; and whether you can limit this sharing.

Reasons We Can Share Your Personal Information

  Does Baird
Can you limit
this sharing?
For our everyday business purposes —
such as to process your transactions, maintain your account(s), respond to regulatory inquiries, court orders and legal investigations, or report to credit bureaus
Yes No
For our marketing purposes —
to offer our products and services to you
Yes No
For joint marketing with other financial companies Yes No
For our affiliates’ everyday business purposes —
information about your transactions and experiences
Yes No
For our affiliates’ everyday business purposes —
information about your creditworthiness
No N/A
For our affiliates to market to you No N/A
For nonaffiliates to market to you—only for financial advisors that leave Baird. Robert W. Baird & Co. Incorporated has signed the Protocol for Broker Recruiting (“Protocol”) which allows the financial advisor servicing your account to take certain limited information in the event he/she leaves Robert W. Baird & Co. Incorporated and joins another firm which has also signed the Protocol. The information your financial advisor can take is limited to your name, your address, your phone number, your email address, and the title of your account. If you choose to limit this sharing, Baird will notify your financial advisor of your decision to keep your personal information confidential and that you do not want your personal information shared by your financial advisor with his/her new firm. Yes Yes


To limit our sharing:

  • Call (toll free) 1-800-792-2473 or email

  • If you are a new customer, we can begin sharing your information 30 days from the date we sent this notice. When you are no longer our customer, we continue to share your information as described in this notice. However, you can contact us at any time to limit our sharing as described above.

Questions? Call (toll free) 1-800-792-2473 or go to

Who We Are

Who is providing this notice?

  • Robert W. Baird & Co. Incorporated and Baird Trust Company

What We Do

How does Baird protect my personal information?

To protect your personal information from unauthorized access and use, we use security measures that comply with federal law.  These measures include computer safeguards and secured files and buildings.

How does Baird collect my personal information?

We collect your personal information, for example, when you

  • open an account or seek advice about your investments
  • tell us about your investment or retirement portfolio or
  • tell us about your investment or retirement earnings
  • use Baird’s websites and/or mobile applications
  • give us your contact information
  • become a beneficiary of a trust or an estate

We also collect your personal information from others, such as credit bureaus, affiliates or other companies.

Why can’t I limit all sharing?

Federal law gives you the right to limit only

  • sharing for affiliates’ everyday business purposes—information about your creditworthiness
  • affiliates from using your information to market to you
  • sharing for nonaffiliates to market to you

State laws and individual companies may give you additional rights to limit sharing. See “Other Important Information” below for more on your rights under state law.

What happens when I limit sharing for an account I hold jointly with someone else?

  • Your choices will apply to everyone on your account unless you tell us otherwise. In other words, any account holder may express a privacy preference on behalf of the other joint account holders.



Companies related by common ownership or control. They can be financial and nonfinancial companies.

  • Our affiliates are Baird Financial Group, Inc., Baird Financial Corporation, Robert W. Baird Group Limited, Robert W. Baird GmbH, Baird Funds, Inc., Strategas Securities, LLC and Strategas Asset Management, LLC.


Companies not related by common ownership or control. They can be financial and nonfinancial companies.

  • Nonaffiliates with whom Baird shares your information for the reasons identified above include service providers that provide services on Baird’s behalf, including IT service providers; legal and other professional advisors and auditors; regulators and law enforcement agencies; the new firm of the financial advisor servicing your account.

Joint Marketing

A formal agreement between nonaffiliated financial companies that together market financial products or services to you.

  • Baird does not have any joint marketing partners.

For Nevada residents only. We are providing you this notice pursuant to state law. You may be placed on our internal Do Not Call List by following the directions in the “Can you limit this sharing” section by choosing to limit sharing “For our affiliates to market to you.” Nevada law requires that we also provide you with the following contact information: Bureau of Consumer Protection, Office of the Nevada Attorney General, 555 E. Washington Street, Suite 3900, Las Vegas, NV 89101; Phone number: (702) 486-3132; e-mail: Robert W. Baird & Co. Incorporated, 777 East Wisconsin Avenue, Milwaukee, WI 53202; Phone Number (800) 792-2473; e-mail: Click on “Contact Us” under the heading “About Us” in the top right corner at for our mailing address and business hours.

Vermont: In accordance with Vermont law, we will not share information we collect about Vermont residents with companies outside of our corporate family, except as permitted by law, such as with your consent, to service your accounts or to other financial institutions with which we have joint marketing agreements. We will not share information about your creditworthiness within our corporate family except with your authorization or consent, but we may share information about our transactions or experiences with you within our corporate family without your consent.

California: In accordance with California law (to the extent applicable), we will not disclose information we collect about you with companies outside of Baird, unless the law allows. For example, we may disclose information, to service your accounts, or to provide rewards or benefits you are entitled to or to provide you with targeted advertising (to the extent you have not opted out of such advertising). We will limit disclosing information among our companies to the extent required by California law. We collect personally identifiable information from online customers when those customers use Baird’s websites and/or online services (including mobile applications). This information includes, but is not limited to, customer names, e-mail and mailing addresses, phone numbers, and social security numbers. Baird also does not Share (as defined by the California Consumer Privacy Act of 2018 (“CCPA”)) personally identifiable information with third-party persons or entities in the event the customer opt-out of such Sharing unless authorized by applicable law. Baird has implemented Global Privacy Control to honor opt-out requests of California residents that do not want their personal information ”Shared”. If Baird’s online customers wish to change the contents of the personally identifiable information previously supplied to Baird, those customers may do so by contacting their local Baird entity branch office and requesting the change. Alternatively, some websites and online services offered by Baird permit customers to change the contents of their personally identifiable information online. Baird cannot guarantee protection from web-based criminal conduct that could result in the collection of an online customer’s personally identifiable information by an outside party. Please refer to for additional information specific to CCPA, as amended.

For EU and UK Customers only. Under certain circumstances, you have the right to i) ask for us to correct inaccurate personal information, and to have any incomplete information completed and for us to pass this on to other recipients of your personal information; ii) request erasure of your personal information and for us to pass this on to other recipients of your personal information; iii) request the restriction of processing and for us to pass this on to other recipients of your personal information; iv) obtain from us confirmation as to whether or not your personal information is being processed and where that is the case, access your personal information and details regarding the processing of that information; v) not to be subject to a decision based solely on automated processing, including profiling, which produces legal effects concerning you or similarly significantly affects you; vi) where the processing is based on your consent, object to processing and/or withdraw your consent without affecting the lawfulness of processing based on consent before its withdrawal; and vii) request us to transfer your information to another party. You may make a complaint if you believe that we have not complied with our data protection obligations. We hope that you will be able to resolve this issue with us directly by contacting us via telephone at 1-800-792-2473 or by email at  However, you also have the right to complain to the Information Commissioner’s Office. We may request that you prove your identity by providing us with a copy of a valid means of identification in order for us to comply with our security obligations and to prevent unauthorized disclosure of information. We reserve the right to charge you a reasonable administrative fee for any manifestly unfounded or excessive requests concerning your access to your information, and for any additional copies of the personal information you request from us. We endeavor to respond to any requests or complaints within a month or less, although we reserve the right to extend this period for complex requests.

For Insurance Customers in AZ, CA, CT, GA, IL, ME, MA, MN, MT, NV, NJ, NC, OH, OR, and VA only. The term “Information” in this part means customer information obtained in an insurance transaction. We may give your Information to state insurance officials, law enforcement, group policy holders about claims experience, or auditors as the law allows or requires. We may give your Information to insurance support companies that may keep it or give it to others. We may share medical Information so we can learn if you qualify for coverage, process claims, or prevent fraud or if you say we can. To see your Information, contact the employee who services your account by mail or telephone. You must state your full name, address, the insurance company, policy number (if relevant), and the Information you want. We will tell you what Information we have. You may see and copy the Information (unless privileged) at our office or ask that we mail you a copy for a fee. If you think any Information is wrong, you must write us. We will let you know what actions we take. If you do not agree with our actions, you may send us a statement.

For MA Insurance Customers only. You may ask in writing the specific reasons for an adverse underwriting decision. An adverse underwriting decision is where we decline your application for insurance, offer to insure you at a higher than standard rate, or terminate your coverage.

Baird may change this privacy notice at any time, and any changes or updates will be effective immediately on the date of posting. For a current version, please visit

Baird allows our advertising partners to place cookies or other tracking technologies on our website that may collect information about your online activities over time and across different websites or applications to ensure we can advertise our products and tailor our advertisements. We may participate in interest-based advertising using similar technology. This means that you may see advertising on Baird websites tailored to how you browse or shop, or you may see advertising for Baird on other websites based on your browsing behavior across websites. Some websites where we may advertise belong to ad networks that use your web browsing history to choose which ads to display on their network websites; these ads include advertising for Baird. Other websites where you see our ads may use interest preferences that you have chosen on those sites, as well as registration and other information about you, to choose which ads to display to you. Some internet browsers, websites and mobile devices offer opt-outs for interest-based advertising. Please refer to the website that you are visiting, your browser and/or your device settings for additional information.

You can opt-out of receiving interest-based ads from third parties who follow the Digital Advertising Alliance’s (DAA) Self-Regulatory Principles for Online Behavioral Advertising by visiting the opt-out page on the DAA website. You may also click on the AdChoices icon on these advertisements to opt out of receiving future interest-based ads from these third-party companies. Please note that opting out does not prevent you from receiving other Baird advertising that is not targeted or interest based. Additionally, the collection of data for the purposes of serving interest-based advertisements and recording your opt-out preferences is implemented at the browser level using cookies. If you clear cookies or use a different browser or computer, your preferences may not be transferred or retained.

Baird uses a first party cookie to collect information about visitor website visitors (non-identifiable demographic information) and their behavior on our website. The information is then stored by Google Analytics for use in analyzing this site visitor demographics and behavior. Information that is collected includes; age, gender, location, the pages you visit, how long you are on the site, how you arrive at the site and links that you click on.  This information is not personally identifiable. Learn more about Baird’s use of cookies on our sites.