Hugh Hefner's net worth upon his passing

Hugh Hefner passed away on Wednesday, September 27 at age 91, due to natural causes.

After founding ‘Playboy’ magazine in 1953, when he was just 27 years old, Hef amassed an incomprehensible fortune which included the magazine itself and the Playboy brand at large.

SEE ALSO: The Playboy Mansion officially sold for $100M, half of what it was listed for

But the dwindling sales and popularity of the magazine (which was making Hefner merely $100,000 a year) alongside the relatively small 35 percent of ownership he had over the Playboy brand begs one question — Just exactly how much was Hugh Hefner worth upon his passing?

According to the most recent public data, Hefner was worth about $43 million. 

This number became public record after Hefner divorced his second wife, Kimberly Conrad, in 2009.

It does not include the $105M sale of the infamous Playboy mansion to Darren Metropoulos in 2016.

A look inside the Playboy mansion:

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Playboy Mansion
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Playboy Mansion
LOS ANGELES, CA - MAY 11: The All-New 2017 Fiat 124 Spider at Playboy's 2016 Playmate of the Year Announcement at the Playboy Mansion on May 11, 2016 in Los Angeles, California. (Photo by Charley Gallay/Getty Images for Playboy)
A woman walks across a lawn at the Playboy Mansion in Holmby Hills, Los Angeles, California on May 11, 2016. / AFP / FREDERIC J. BROWN (Photo credit should read FREDERIC J. BROWN/AFP/Getty Images)
A peacock walks across the lawn at the Playboy Mansion in Holmby Hills, Los Angeles, California on May 11, 2016. / AFP / FREDERIC J. BROWN (Photo credit should read FREDERIC J. BROWN/AFP/Getty Images)
LOS ANGELES, CA - MAY 11: 2016 Playmate of the Year Eugena Washington poses for a portrait during Playboy's 2016 Playmate of the Year Announcement at the Playboy Mansion on May 11, 2016 in Los Angeles, California. (Photo by Charley Gallay/Getty Images for Playboy)
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In 2010, Hef attempted to make the company private by buying the remaining shares of the brand that he didn’t already own. 

The slow but steady failure of the magazine (which was selling upwards of 7 million copies for a single issue at its peak in the ‘70s) became a major financial strain for Hefner, especially when the magazine stopped printing nude photos in 2015 in an attempt to gain a more diverse portfolio of readers (a decision that was quickly retracted soon thereafter.)

Hugh Hefner and wife, Crystal Harris:

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Hugh Hefner and Crystal Harris together
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Hugh Hefner and Crystal Harris together
LAS VEGAS - APRIL 04: Crystal Harris and Hugh Hefner attend Hugh Hefner's 83rd birthday dinner at Nine Steakhouse at the Palms Resort & Casino on April 4, 2009 in Las Vegas, Nevada. (Photo by Denise Truscello/WireImage)
LAS VEGAS - MAY 02: 2009 Playmate of the Year Ida Ljungqvist, Hugh Hefner and Crystal Harris attend the Playboy Club at The palms Casino Resort on May 2, 2009 in Las Vegas, Nevada. (Photo by Denise Truscello/WireImage)
HOLLYWOOD - JUNE 13: Playboy founder Hugh Hefner (L) and girlfriend Crystal Harris attend the 31st annual Playboy Jazz Festival at the Hollywood Bowl on June 13, 2009 in Hollywood, California. (Photo by David Livingston/Getty Images)
LOS ANGELES, CA - AUGUST 27: Hugh Hefner and Crystal Harris arrive on the red carpet at the Celebrity Catwalk's 9th Annual Fashion Show on August 27, 2009 in Los Angeles, California. (Photo by Heather Holt/Getty Images)
LOS ANGELES, CA - NOVEMBER 19: Hugh Hefner and Crystal Harris attend the Los Angeles TASCHEN book launch party at Cross Roads Of The World on November 19, 2009 in Los Angeles, California. (Photo by Michael Caulfield/WireImage)
LOS ANGELES, CA - DECEMBER 10: Playboy founder Hugh Hefner and model Crystal Harris attend the Hugh Hefner Autographs Limited Edition Six-Volume Anthology Party by Taschen on December 10, 2009 in Los Angeles, California. (Photo by Michael Bezjian/WireImage)
HOLLYWOOD - APRIL 26: Hugh Hefner (L) and Crystal Harris arrive at the 'Iron Man 2' World Premiere at El Capitan Theatre on April 26, 2010 in Hollywood, California. (Photo by Jeff Vespa/WireImage)
Playboy owner Hugh Hefner arrives with Playmate and actress Crystal Harris at the world premiere of the restored 'A Star is born' during the opening Night Gala of the 2010 TCM Classic Film Festival in Hollywood, California, on April 23, 2010. AFP PHOTO / GABRIEL BOUYS (Photo credit should read GABRIEL BOUYS/AFP/Getty Images)
LAS VEGAS - OCTOBER 21: Hugh Hefner (L) and Crystal Harris attend Crazy Horse Paris at the MGM Resort & Casino on October 21, 2010 in Las Vegas, Nevada. (Photo by Denise Truscello/WireImage)
Hugh Hefner and Crystal Harris attend 20th annual Literary Awards Festival at Beverly Hills Hotel on November 17, 2010 in Beverly Hills, California. (Photo by Brian To/FilmMagic)
HOLLYWOOD, CA - APRIL 28: Playboy founder Hugh Hefner (L) and his fiancee Crystal Harris attend the TCM Classic Film Festival Opening Night Gala and World Premiere of the film 'An American In Paris' at Grauman's Chinese Theatre on April 28, 2011 in Hollywood, California. (Photo by Frederick M. Brown/Getty Images)
BEVERLY HILLS, CA - APRIL 30: Hugh Hefner and Crystal Harris attend the 55th Anniversary Thalians Gala Honoring Hugh Hefner at The Playboy Mansion on April 30, 2011 in Beverly Hills, California. (Photo by Craig Barritt/WireImage)
Hugh Hefner and Crystal Harris attend the opening of 'Playboy Club London' at playboy Club on June 4, 2011 in London, England.
BEVERLY HILLS, CA - AUGUST 07: Playboy founder Hugh Hefner (L) and TV personality Crystal Harris attend the Beverly Hills City Council and Playboy Enterprises, Inc.'s celebration of the return of Playboy headquarters to Beverly Hills on August 7, 2012 in Beverly Hills, California. (Photo by David Livingston/Getty Images)
HOLMBY HILLS, CA - MAY 09: Crystal Harris (L) and Hugh Hefner attend Playboy's 2013 Playmate Of The Year luncheon honoring Raquel Pomplun at The Playboy Mansion on May 9, 2013 in Holmby Hills, California. (Photo by Charley Gallay/Getty Images for Playboy)
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Hefner reportedly had $36 million tied up in stocks and bonds, $6 million in a joint account with an anonymous partner and the rest was (allegedly) in cash.

Pretty baller, if you ask us.

As for how his assets will be divided, there seems to be no clear answer.

Recent reports claim that his wife, Crystal Harris, signed an "iron-clad"prenup and was not added to his will.

Hefner is also survived by his four children -- Cooper, Marston, Christie and David.

RELATED: Playboy recreates iconic covers

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Playboy recreates iconic covers
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Playboy recreates iconic covers
Credit: Playboy
Credit: Playboy
Credit: Playboy
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