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| Simplifi Inc
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| CRD # | 154900 |
| SEC # | 801-78839 |
| CIK # | 0001716983 |
| AUM | 276.1 M (2026-03-24) |
| Employees | 5 (20% Investors, 0% Brokers) |
| Fees | |
| Minimum | |
| Phone | 858-695-6600 |
| Address | 9666 Businesspark Ave San Diego, CA 92131 |
| Source | [IAPD] [EDGAR] [Website] [Facebook] [Instagram] |
| Total AUM ($M) |
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| Fees and Compensation — Form ADV Part 2A (3/24/2026) [Brochure] |
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ITEM 5: FEES AND COMPENSATION
Investment Advisory Services
Unless otherwise negotiated and memorialized in the client's Investment Advisory Agreement, our management fees are
charged quarterly and are based on the market value of the assets under management ("AUM") in the client's account(s),
including cash and cash equivalents, as of the close of business on the last business day of the previous calendar quarter
based on the following tiered schedule:
Assets Under Management Annual Advisory Fee
First $1,000,000 1.25%
$1,000,001 - $3,000,000 0.70%
$3,000,001 - $5,000,000 0.60%
$5,000,001 - $10,000,000 0.50%
$10,000,001 - $20,000,000 0.40%
$20,000,001 + 0.30%
Accordingly, the first $1,000,000 in the account will have management fees charged at 1.25% per year, the next
$2,000,000 in the account will be charged at 0.70% per year, and so on consistent with the table above. Effective March
28, 2025, we updated our fee schedule for new clients. However, existing clients will continue to pay fees based on the
previous fee schedule agreed upon at the time of their engagement with us. As a result, some clients are charged
different rates depending on when they entered an advisory agreement with us. We also manage some family and related
accounts with fees waived or at a reduced charge. We do not retroactively adjust client fees on an existing fee schedule
unless otherwise agreed upon in writing. For details on the fee arrangement, the client should review their investment
advisory agreement or contact us at (858) 695-6600.
Our management fees are calculated and charged quarterly in advance. Our management fees are automatically debited
from the client's account(s) held by the Custodian, as soon as practical following the last business day of each calendar
quarter. If investment advisory services begin in the middle of the billing period, the prorated management fee for the
initial billing period is billed in arrears at the same time as the next full billing period's fee is billed. If a deposit in excess of
$10,000 occurs during a billing period after the fee calculation, the fee for the billing period will be recalculated at the end
of the billing period and the Firm will bill the client a second fee pro-rata, in arrears, on the additional deposits. If a
withdrawal in excess of $10,000 occurs during a billing period after the fee calculation, the fee for that billing period will be
recalculated at the end of the billing period and the client will be refunded the pro-rata fee that was attributable to the
amount of the withdrawal. The Custodian will send client statements at least quarterly, showing all payouts from the
account, including the management fee, if deducted from the account.
We will household client Accounts to calculate breakpoints; we define a household as all individuals living at the same
residential address. Consequently, our management fees are calculated based on the breakpoint achieved (if any) based
on the combined assets of all client Accounts within a household. Each client account will typically be billed individually for
its respective share of fees owed to us unless instructed otherwise.
If our services are terminated mid-quarter, any paid, unearned management fees will be promptly refunded to the client.
The number of days the account was managed during the quarter until termination is used to determine the percentage of
the management fee earned.
Custodial Account Platform Management
We do not charge fees for the management of custodial account assets. However, clients should be aware that the
mutual fund sponsor will charge separate fees, including, but not limited to, initial setup fees and annual maintenance
fees. As the custodial accounts invest in mutual funds, clients will also pay the fund a management fee and sub-transfer
agency fee. We have no control over the level of these fees and do not receive any portion of these fees or charges.
To the extent the custodial account is a 529 plan account, Clients should also be aware that the tax considerations related
to purchasing a 529 plan can be complex. For example, if the client’s state of residence offers any tax benefit for
purchasing an in-state 529 plan, the client would be foregoing those tax benefits by purchasing an out-of-state 529 plan.
Please note that California does not currently offer any state tax benefits related to 529 plans. If a client is a resident of a
state other than California and realizes state tax benefits are important to the client, the client should consult with their tax
advisor or the 529 plan sponsor for additional information.
Financial Planning Services
We charge on an hourly basis for financial planning at a rate of $400 per hour. On certain occasions, we will also consult
with clients on a fixed/flat fee basis paid at a frequency and rate based on the scope and complexity of the services as
mutually agreed upon by us and the client. We generally provide an estimate of the number of hours anticipated for the
services requested and will remain in close consultation with the client should the number of estimated hours need to be
adjusted (e.g., for additional or reduced services requested during the engagement). The entire fee is due upon the
rendering of services.
We consider our financial planning services to be complete, and the agreement terminated upon delivery of the agreed
upon services. In the event that either the client or we wish to terminate the agreement before the completion of the
... |
| Account Minimums and Types of Clients — Form ADV Part 2A (3/24/2026) [Brochure] |
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ITEM 7: TYPES OF CLIENTS We provide investment advice regarding investments and planning for individuals and high net-worthindividuals. No minimum amount is required to open and maintain an investment advisory account. |
| Sector | Form 13F Holdings | Value ($M) | |
|---|---|---|---|
| Verizon Communications Inc | 1.5 | ||
| Holdings by Sector ($M) |
|---|
| AUM Breakdown | Accounts | AUM ($M) |
|---|---|---|
| By Client Type | ||
| (a) Individuals (other than high net worth individuals) | 224 | 155.4 |
| (b) Individuals (high net worth individuals) | 77 | 120.7 |
| (c) Banking or thrift institutions | 0 | 0.0 |
| (d) Investment companies | 0 | 0.0 |
| (e) Business development companies | 0 | 0.0 |
| (f) Pooled investment vehicles | 0 | 0.0 |
| (g) Pension and profit sharing plans | 0 | 0.0 |
| (h) Charitable organizations | 0 | 0.0 |
| (i) State or municipal government entities | 0 | 0.0 |
| (j) Other investment advisers | 0 | 0.0 |
| (k) Insurance companies | 0 | 0.0 |
| (l) Sovereign wealth funds and foreign official institutions | 0 | 0.0 |
| (m) Corporations or other businesses not listed above | 0 | 0.0 |
| (n) Other | 0 | 0.0 |
| Total | 576 | 276.1 |
| By Discretionary | ||
| Discretionary | 576 | 276.1 |
| Non-Discretionary | 0 | 0.0 |
| Total | 576 | 276.1 |
| By Non-United States Persons | ||
| Non-United States Persons | 0.0 | |
| United States Persons | 276.1 | |
| Total | 576 | 276.1 |
| EDGAR Form | CIK | 2011 - 2026 |
|---|---|---|
| 13F-HR | [0001716983] |
| Firm Profile (Form ADV) | |
|---|---|
| Discretionary AUM | $0.1B |
| Serves | Retail |
| Comparable Firms | State | AUM |
|---|---|---|
|
Friedlander Brenda S
✚
|
CA | 278.1 M |
|
Harbor Island Capital LLC
✚
|
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|
Dominion Portfolio Management Inc
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|
Wilmington Capital Securities LLC
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|
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|
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|
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|
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|
275.3 M | |
|
Charter Research & Investment Group Inc
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|
CT | 275.1 M |
|
Ouellette Wealth Advisory LLC
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|
MA | 274.4 M |