Siimpl

SIIMPL provides investment management and sub‑advisory services exclusively to other registered investment advisers, implementing personalized target‑date strategies for RIAs’ clients through pooled mutual funds and charging fees as a percentage of assets under management, a common model for firms in this category. Serving only RIAs rather than individual retail clients is an uncommon focus for an investment manager, and the firm establishes separate accounts for each RIA client while routing all communications through the RIA.

The firm operates on a non‑discretionary basis: RIAs set client parameters (timing and number of payouts, payout sleeves, and risk tolerance) and SIIMPL implements those instructions by allocating assets across sleeves and transitioning allocations toward lower‑volatility investments as liquidation dates approach. Implementation is limited to a suite of affiliated “Evaluator” mutual funds and relies on a proprietary analytics system that evaluates underlying funds using multiple quantitative criteria and Morningstar data.

Noteworthy aspects include the firm’s contractual requirement that assets be invested in its affiliated Evaluator Funds and its operational ties to both the manager of those funds and the provider of the selection software, which the brochure discloses as potential conflicts of interest; the firm also discloses a preferential fee arrangement for an affiliated adviser. SIIMPL has not yet commenced investment operations and has built its service around configurable deposit allocation methods (pro rata or manual phase allocations) and firm‑level default controls that RIAs can tailor for each client.