SEC-registered firm
Registration does not mean the SEC approves or recommends the firm, and it does not imply a certain level of skill or training.
Backer
San Francisco, CA
Principly, Inc., CRD 281813
Firm filing updated March 31, 2026 ·
- $62.9MAssets
- 14,482Clients
- 1Advisory staff
- 18,672Accounts
Fees and minimums
All fee types on the form
- Fixed feesYes
- Percentage of assets under managementNo
- Hourly chargesNo
- Subscription fees (for a newsletter or periodical)No
- CommissionsNo
- Performance-based feesNo
- OtherNo
Who the firm serves
- Individuals14,482
See the client table
| Client type | Approximate number of clients | Assets |
|---|---|---|
| Individuals (other than high net worth) | 14,482 | $62.9 million |
What the client labels mean
Here, "individuals" includes trusts, estates, and IRAs of individuals. A "high net worth individual" is a qualified client or qualified purchaser.
Services
- Other: "ADVICE ON INVESTING IN 529 PLANS"
- Other: "ADVICE ON INVESTING IN 529 PLANS"
Assets and accounts
- Regulatory assets$62.9 million
- Accounts18,672
People
- Employees15
- Advisory staff1
- Broker-dealer reps0
- Licensed insurance agents0
Registration details
- Legal name: Principly, Inc. SEC-registered investment advisor. CRD 281813, SEC file 801-106798.
- Registered with the SEC as an investment advisor (status date on record: October 16, 2015).
Is Backer a fiduciary?
Short answer: Backer is registered with the SEC as an investment advisor.
More detail
The SEC put it this way in 2019: 'Under federal law, an investment adviser is a fiduciary.'
The firm does not report commissions, a broker-dealer role, a related broker-dealer, or staff who are broker-dealer representatives.
The firm's Form CRS explains its services, fees and conflicts in plain language: Form CRS.
About this data
Informational only. Advisable Finance is not an investment advisor, does not give investment advice, and does not endorse any advisor.