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.
Simplifi, Inc.
San Diego, CA
CRD 154900
Firm filing updated March 24, 2026 ·
- $276.1MAssets
- 301Clients
- 1Advisory staff
- 576Accounts
Fees and minimums
- Hourly feesAsk the firm for the rate
All fee types on the form
- Percentage of assets under managementYes
- Hourly chargesYes
- Fixed feesYes
- Subscription fees (for a newsletter or periodical)No
- CommissionsNo
- Performance-based feesNo
- OtherNo
Who the firm serves
- Individuals224
- High net worth individuals77
See the client table
| Client type | Approximate number of clients | Assets |
|---|---|---|
| Individuals (other than high net worth) | 224 | $155.4 million |
| High net worth individuals | 77 | $120.7 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
- Financial planning services
- Portfolio management for individuals and/or small businesses
- Financial planning services
- Portfolio management for individuals and/or small businesses
Assets and accounts
- Regulatory assets$276.1 million
- Accounts576
- DiscretionaryAll accounts
People
- Employees5
- Advisory staff1
- Broker-dealer reps0
- Licensed insurance agents0
- Planning clients0
Registration details
- SEC-registered investment advisor. CRD 154900, SEC file 801-78839.
- Registered with the SEC as an investment advisor (status date on record: December 2, 2013).
Is Simplifi, Inc. a fiduciary?
Short answer: Simplifi, Inc. 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.