# Conceptual Financial Advisors, LLC

> Conceptual Financial Advisors, LLC is an SEC-registered investment advisory firm in Appleton, WI, registered since 2022, reporting $100 million to $500 million in regulatory assets under management in its Form ADV filing dated January 15, 2026.

- CRD: 167513
- Filed as: CONCEPTUAL FINANCIAL ADVISORS, LLC
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Appleton, WI
- Filing period: October 2026
- Form ADV filing dated: January 15, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/167513
- AdvisorCensus page: https://advisorcensus.com/firm/conceptual-financial-advisors-llc-appleton-wi-167513

## Quick answers

**How is Conceptual Financial Advisors, LLC compensated?**
On its Form ADV (Item 5.E, October 2026), Conceptual Financial Advisors, LLC reports these compensation arrangements: a percentage of assets under its management; hourly charges; fixed fees (other than subscription fees).

**Where is Conceptual Financial Advisors, LLC located?**
Conceptual Financial Advisors, LLC's principal office is in Appleton, WI, according to its Form ADV.

**Is Conceptual Financial Advisors, LLC registered with the SEC or a state?**
Conceptual Financial Advisors, LLC is an SEC-registered investment advisory firm, registered since 2022. Status as filed: Approved. CRD 167513.

**How much does Conceptual Financial Advisors, LLC manage?**
Conceptual Financial Advisors, LLC reports $189,909,772 in regulatory assets under management in its Form ADV filing dated January 15, 2026 (75% discretionary).

**How have Conceptual Financial Advisors, LLC's assets and staff changed since 2022?**
In the Form ADV data for Conceptual Financial Advisors, LLC: Regulatory assets under management: $120,097,455 in the October 2022 data and $189,909,772 in the October 2026 data, up 58%. Total employees: 1 in October 2022 and 4 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does Conceptual Financial Advisors, LLC serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (347); high net worth individuals (72); pension and profit sharing plans (but not the plan participants or government pension plans) (7).

**Which custodians does Conceptual Financial Advisors, LLC use?**
Conceptual Financial Advisors, LLC's most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Capital Bank & Trust and LPL Financial LLC as custodians holding 10% or more of its separately managed account assets.

**Does Conceptual Financial Advisors, LLC report any disciplinary disclosures?**
Reports no disclosure items on Form ADV Item 11. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/167513

**Does Conceptual Financial Advisors, LLC state an account minimum?**
Its Form ADV Part 2A brochure dated January 15, 2026 says: "There is no account minimum for any of CFA’s services."

**What changed in Conceptual Financial Advisors, LLC's recent Form ADV filings?**
In the February 2026 filing data: Employees performing advisory functions went from 3 to 1. Regulatory assets under management went from $163,575,190 to $189,909,772 (+16%). No longer lists an office in Greenbay, WI. No longer lists an office in St. Augustine, FL.

## From the Form ADV filing

### Compensation (Item 5.E)
- A percentage of assets under your management
- Hourly charges
- Fixed fees (other than subscription fees)

### Fees and minimums (Form ADV Part 2A brochure dated January 15, 2026)

- Account minimum: None

> There is no account minimum for any of CFA’s services.

As stated in the firm's brochure. Fees can differ by service and may be negotiable.

### Custodians (Schedule D, Section 5.K(3))
- Capital Bank & Trust
- LPL Financial LLC

Custodians holding 10% or more of the firm's separately managed account assets, as filed on Form ADV (Schedule D, Section 5.K(3)). A custodian holds client assets; it does not endorse or supervise the firm. AdvisorCensus has no relationship with any custodian.

### Regulatory assets under management (Item 5.F)
- Total: $189,909,772
- Discretionary: $143,158,726
- Non-discretionary: $46,751,046

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 347 | $58,708,411 |
| High net worth individuals | 72 | $106,089,853 |
| Banking or thrift institutions | 0 | $0 |
| Investment companies | 0 | $0 |
| Business development companies | 0 | $0 |
| Pooled investment vehicles (other than investment companies and business development companies) | 0 | $0 |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | 7 | $12,512,464 |
| Charitable organizations | 0 | $0 |
| State or municipal government entities (including government pension plans) | 0 | $0 |
| Other investment advisers | 0 | $0 |
| Insurance companies | 0 | $0 |
| Sovereign wealth funds and foreign official institutions | 0 | $0 |
| Corporations or other businesses not listed above | Fewer than 5 | $12,599,044 |
| Other | 0 | $0 |

### Advisory services (Item 5.G)
- Financial planning services
- Portfolio management for individuals and/or small businesses
- Pension consulting services
- Selection of other advisers (including private fund managers)
- Educational seminars/workshops

### Firm details
- Registered since: 2022 (4 years)
- Employees: 4 total, 1 performing advisory functions
- Wrap fee program participation: Yes
- States registered or notice-filed: FL, WI
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Websites listed on Form ADV (Item 1.I)
- ontrackadvisor.com
- Facebook @CFAStayOnTrack
- LinkedIn @conceptual-financial-planning-inc.
- X @CFAStayOnTrack
- YouTube @ConceptualAdvisors

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2022 | $120,097,455 | 1 | June 1, 2022 |
| October 2023 | $117,256,530 | 3 | September 28, 2023 |
| October 2024 | $138,282,143 | 5 | April 15, 2024 |
| October 2025 | $163,575,190 | 5 | January 13, 2025 |
| October 2026 | $189,909,772 | 4 | January 15, 2026 |

Regulatory assets under management: $120,097,455 in the October 2022 data and $189,909,772 in the October 2026 data, up 58%.
Total employees: 1 in October 2022 and 4 in October 2026.

## Changes in the filing (last 12 months)

### February 2026
- Employees performing advisory functions went from 3 to 1.
- Regulatory assets under management went from $163,575,190 to $189,909,772 (+16%).
- No longer lists an office in Greenbay, WI.
- No longer lists an office in St. Augustine, FL.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Conceptual Financial Advisors, LLC (CRD 167513): Form ADV filing data as of October 2026.