# Effective Assets

> Effective Assets is an SEC-registered investment advisory firm in Berkeley, CA, registered since 2021, reporting $100 million to $500 million in regulatory assets under management in its Form ADV filing dated February 4, 2026.

- CRD: 285744
- Filed as: EFFECTIVE ASSETS
- Legal name: Effective Assets, Inc.
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Berkeley, CA
- Filing period: October 2026
- Form ADV filing dated: February 4, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/285744
- AdvisorCensus page: https://advisorcensus.com/firm/effective-assets-berkeley-ca-285744

## Quick answers

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

**Where is Effective Assets located?**
Effective Assets' principal office is in Berkeley, CA, according to its Form ADV.

**Is Effective Assets registered with the SEC or a state?**
Effective Assets is an SEC-registered investment advisory firm, registered since 2021. Status as filed: Approved. CRD 285744.

**How much does Effective Assets manage?**
Effective Assets reports $165,142,215 in regulatory assets under management in its Form ADV filing dated February 4, 2026 (97% discretionary).

**How have Effective Assets' assets and staff changed since 2021?**
In the Form ADV data for Effective Assets: Regulatory assets under management: $134,110,695 in the October 2021 data and $165,142,215 in the October 2026 data, up 23%. Total employees: 2 in October 2021 and 2 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does Effective Assets serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (83); high net worth individuals (41).

**Which custodians does Effective Assets use?**
Effective Assets' most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Charles Schwab & Co., Inc. as a custodian holding 10% or more of its separately managed account assets.

**Does Effective Assets 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/285744

**Does Effective Assets state an account minimum?**
Its Form ADV Part 2A brochure dated February 4, 2026 says: "Our minimum client household account size requirement is $1,000,000."

## 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 February 4, 2026)

- Account minimum: $1,000,000

> Our minimum client household account size requirement is $1,000,000.

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

### Custodians (Schedule D, Section 5.K(3))
- Charles Schwab & Co., Inc.

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: $165,142,215
- Discretionary: $159,977,283
- Non-discretionary: $5,164,932

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 83 | $32,763,018 |
| High net worth individuals | 41 | $121,068,110 |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | Fewer than 5 | $9,902,219 |
| Charitable organizations | Fewer than 5 | $1,408,868 |

### Advisory services (Item 5.G)
- Financial planning services
- Portfolio management for individuals and/or small businesses
- Portfolio management for businesses (other than small businesses) or institutional clients
- Selection of other advisers (including private fund managers)
- Publication of periodicals or newsletters

### Firm details
- Registered since: 2021 (5 years)
- Employees: 2 total, 1 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: CA, MI, TX
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Websites listed on Form ADV (Item 1.I)
- effectiveassets.com
- LinkedIn @justinmartello

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $134,110,695 | 2 | August 13, 2021 |
| October 2022 | $151,302,721 | 2 | January 11, 2022 |
| October 2023 | $126,857,020 | 2 | March 3, 2023 |
| October 2024 | $140,555,950 | 2 | January 23, 2024 |
| October 2025 | $151,283,010 | 2 | January 25, 2025 |
| October 2026 | $165,142,215 | 2 | February 4, 2026 |

Regulatory assets under management: $134,110,695 in the October 2021 data and $165,142,215 in the October 2026 data, up 23%.
Total employees: 2 in October 2021 and 2 in October 2026.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Effective Assets (CRD 285744): Form ADV filing data as of October 2026.