Amplify Financial, LLC

Amplify Financial serves individuals, business entities, trusts, estates and charitable organizations, and also provides sub‑advisory and back‑office support to other registered investment advisers through its Amplify Platform. The firm offers discretionary investment management and a platform that lets Platform Members select independent third‑party managers while Amplify manages platform oversight; its ADV reports approximately $230.7 million in discretionary assets and a small advisory team supporting a large underlying client base.

The firm’s model emphasizes selecting, monitoring and implementing independent managers (including UMA and SMA options) on behalf of Platform Members, with day‑to‑day trading discretion generally vested in the chosen sub‑advisers. Amplify discloses that it charges a platform fee and may receive additional compensation from independent managers, and it states that it uses AI tools under a formal AI policy and maintains cybersecurity and privacy controls while not providing non‑investment implementation services such as estate, tax or insurance product sales.

What is distinctive relative to many supported peers is the set of affiliations and fee arrangements Amplify discloses: certain representatives also act as registered representatives of broker‑dealers, Amplify has an affiliated registered investment adviser (Ashton Thomas Private Wealth), and the platform documents fee‑sharing and marketing support arrangements with independent managers. The brochure identifies the conflicts those relationships can create (for example, incentives to recommend commissionable products or particular managers) and describes policies and disclosures intended to manage those conflicts while leaving primary suitability and client relationship responsibilities with Platform Members.