Simplifi, Inc.

RIASEC RegisteredEst. 2013

Total AUM

$276M

Discretionary

$276M

100% of AUM

Avg account

$479K

Accounts

576

Employees

5

Advisory reps

2

Firm details

Headquarters: San Diego, California
CRD number: 154900
Registered since: December 2, 2013
Custodians: CHARLES SCHWAB & CO., INC.
Fee structure: Percentage of AUM, Hourly Charges, Fixed Fees
Client types: Individuals56.28%
HNWI43.72%
Services: Financial PlanningPortfolio Management for Individuals

Firm profile

FINTRX

Overview

Simplifi, Inc. is an independent registered investment adviser formed in 2013 and owned by an individual principal. The firm serves individual and family clients, providing financial planning and discretionary portfolio management tailored to individuals and small businesses. Its billing approach includes a combination of asset-based fees, hourly charges, and flat fees. Simplifi does not advertise itself as an active ESG investor, is not multi-state registered, and does not operate as a capital allocator or pension consultant.

Assets & Accounts

Public Holdings

Investments & Alternatives

Read the full firm profile in FINTRX →

Investment profile

Traditional investments used

Alternative investments used

Active ESG investor

Technology & operations

CRM & tech providers

TAMPs used

Clients

Client base

Client personas

Asset composition

Public Funds/Mutual Funds88%
Cash & Cash Equivalents11%
Exchange Traded Equities1%

Contacts

2 of 2

Lauren Torres
Compliance DirectorCRD 5518686
Eric Sigdestad
Financial AdvisorCRD 3140614

Wealth teams

Newly hired reps

Recent M&A activity

Recent filings

Awards

ETF holdings

1 of 51

Active vs passive

$339M in ETFs

Passive

84%

$286M

Active

8%

$52.9M

ETF	Provider	Style	Category	Value	Shares	% of portfolio
VANGUARD TOTAL BOND MARKET INDEX FUND (BND)	Vanguard	Passive	Intermediate Core Bond	$51.5M	702,115	15.21%

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Primary office

San Diego, CA

San Diego

Location

San Diego, CA

Headquartered in San Diego, CA, in the West of the United States.

Region: West
County: San Diego
Address: 9666 Businesspark Ave
Time zone: PT (UTC-8)
Office locations

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