Principled Advisors, Inc.

Overview

Principled Advisors, Inc. is a small, SEC-registered advisory firm that operates as an independent corporation focused on portfolio management for individuals, small businesses and pension consulting. The firm describes itself as a capital allocator and performs selection of other advisers as part of its service set, which signals a hybrid role of direct portfolio advice plus manager-sourcing for client-specific needs. Fee arrangements include both a percentage-of-AUM model and fixed-fee engagements. Principled Advisors, Inc. does not position itself as an active ESG investor. Investment activity centers on liquid, exchange-listed instruments. The firm’s stated preference is equities and exchange-traded products, and its advisory scope includes pension consulting work that can require manager searches and allocation recommendations for institutional or plan-level assets. Because the firm reports its managed assets as non-discretionary, its investment approach appears designed around client-directed or consultative implementations—favoring instruments that are easy to trade and monitor, such as ETFs and listed equities, and using mutual funds where appropriate.

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