Simplifi, Inc.
Updated today
Data sourced from SEC public records (and other sources when available). Refreshed weekly • Updated today.
Client assets under management
$276,123,718
Clients
301
26% high-net worth
Advisors
1
of 5 employees
Firm type
Supported
1-3 advisors or $200M+ in AUM
Fewer clients per advisor generally means more personalized, proactive service. Higher ratios may reflect streamlined models or lower minimums.
Clients per advisor
301
Very HighAverage account size
$917,355
About
The firm provides customized investment management and financial planning to individual and high‑net‑worth clients, delivering discretionary portfolio management, periodic rebalancing, and standalone financial planning engagements. It also manages certain non‑retirement custodial accounts (UTMA/UGMA and 529 plans) and offers a two‑option inherited‑IRA transition service (do‑it‑yourself or full‑service transition with limited consultations).
Investment decisions are guided by asset allocation and diversification, with use of ETFs, mutual funds, stocks, bonds and structured products; the firm relies on third‑party research (for example, Schwab and Morningstar), evaluates funds on multi‑period performance and manager tenure, and applies tactical tilts informed by macroeconomic inputs. The firm uses artificial intelligence for administrative automation, compliance monitoring, marketing support, and real‑time notetaking, while maintaining human oversight and not using AI to directly select investments.
Compared with peers in the supported category, the firm is unusual in operating at a large scale for a single‑advisor model — managing roughly $276 million across about 300 client relationships — resulting in elevated AUM and client counts per advisor. Other notable operational features include no account minimum, complimentary client seminars and communications, free management of certain custodial mutual‑fund platforms, and a fixed‑fee inherited‑IRA transition option.
Client services
Financial planning
Portfolio management
Expertise
General retirement planning
Wealth management
Fee options
Inherited IRA Assistance for a fixed fee of $2,000 (may be reduced or waived)
$0 - $1,000,000: 1.25% annually $1,000,001 - $3,000,000: 0.70% annually $3,000,001 - $5,000,000: 0.60% annually $5,000,001 - $10,000,000: 0.50% annually $10,000,001 - $20,000,000: 0.40% annually $20,000,001+: 0.30% annually
$400 per hour for financial planning services
Fee-only: Financial planning at $400 per hour; fixed/flat fees mutually agreed upon
Main office location
Simplifi, Inc.
9666 Businesspark Ave, Suite 111
San Diego CA 92131, United States
Number of offices
2
Most active in
Simplifi, Inc. has reported serving >5 clients in these states in the last 12 months.
Arizona · California · Texas
Disclosures
Firm disclosures are reported in Form ADV Part 1A, Item 11. They include criminal charges, regulatory actions, civil proceedings, and professional disciplinary events involving the firm or its advisory affiliates.
Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.
Business activities & affiliations
These affiliations may expand the services this firm offers and, in some cases, how they are compensated.
Is not active or affiliated with:
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Insurance agent
They sell insurance products and may earn commissions on those sales.
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Broker-dealer / trader
They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.
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Bank
They're affiliated with a bank that may offer its own financial products and services.
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Trust company
They provide trust and estate administration services, typically for separate fees.
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Fund sponsor
They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.
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Accountant / CPA / tax prep
They offer tax and accounting services, typically for separate fees.
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Lawyer
They provide legal services, typically billed separately.
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Real estate agent
They facilitate real estate transactions and may earn commissions.
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Other specialized services
They may provide services such as pension consulting or municipal advisory work, typically for separate fees.
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