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APP

Updated today

Client assets under management

$10,900,000

Clients

76

0% high-net worth

Advisors

2

of 2 employees

Firm type

Supported

1-3 advisors or $200M+ in AUM

Clients per advisor

38

Low

Average account size

$143,421

About

Asset Planning and Protection LLC (APP) advises individual clients, including high‑net‑worth individuals, as well as pension and profit‑sharing plans, managing roughly $12.9 million across about 76 client relationships. The firm offers ongoing portfolio management with written Investment Policy Statements, pension consulting for employee benefit plans, one‑time financial planning, and advisory consulting services.

APP implements long‑term trading guided by a mix of analysis techniques—charting, fundamental, technical, cyclical, quantitative analysis, and modern portfolio theory—and typically seeks discretionary authority to execute the strategies outlined in each client’s Investment Policy Statement. The brochure also notes that some third‑party service providers APP uses incorporate artificial intelligence and machine learning, and the firm conducts periodic due diligence to address related data‑accuracy and security risks.

Notably, the firm’s principal is a licensed insurance agent and APP limits much of its advice to mutual funds and insurance products, including annuities, which creates potential commission conflicts that APP discloses and documents in client files. As a small, recently registered adviser, APP does not aggregate block trades and relies on institutional custody relationships (including Schwab Institutional) and associated services that may provide research or other soft‑dollar benefits.

Client services

Financial planning Portfolio management Pension consulting Consulting services

Expertise

Annuities

Fee options

Percentage

$0 - $1,000,000: 1.25% $1,000,001+: 1.00%

Commissions

Insurance product commissions received by licensed insurance agent Miho Hatori.

Project-based

Financial planning services hourly fee between $150 and $500.

Other

Fee-only: Portfolio management fees, Pension consulting fees, Financial planning hourly fees, Consulting fixed fees.

Main office location

APP

1900 S. Norfolk St., Ste 350

San Mateo CA 94403, United States

Number of offices

1

Most active in

California

Disclosures

Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.

Business activities & affiliations

Advisors at this firm

user avatar

Miho H

Series 63, Series 65

San Mateo, CA

APP

Miho Hatori is a financial advisor at Asset Planning and Protection LLC (APP) with 19 years of industry experience. She holds Series 63 and Series 65 licenses and previously worked at LPL Financial from 2013 to 2022. Hatori is also involved in non-variable insurance services through multiple insurance agencies. APP is a small independent registered investment adviser serving individual investors, including high-net-worth clients, and pension/profit-sharing plans. The firm provides portfolio management, financial planning, consulting, and pension plan services, employing a range of analytical methods and focusing on long-term investment strategies.

Annuities
user avatar

Noboru M

Series 66

San Mateo, CA

APP

Noboru Muto is a financial advisor at Asset Planning and Protection LLC (APP) with six years of industry experience. He holds a Series 66 designation and has previously worked at LPL Financial LLC, Cambridge Investment Research Advisors, Inc., and 1st Global Advisors, Inc. Outside of his advisory work, Muto has served as the general manager of Hilldale Golf Club since 1986. APP is an independent registered investment adviser managing approximately $8.57 million in assets for individual investors, including high-net-worth clients, and pension/profit-sharing plans. The firm provides portfolio management, financial planning, consulting, and pension plan services, employing a range of investment analyses and generally focusing on long-term strategies with mutual funds and insurance products.

Annuities
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