AdvisorCensus / Financial advisors / Florida / Orlando / Frankly Finances
Frankly Finances is an SEC-registered investment advisory firm in Winter Park, FL, registered since 2024, reporting $100 million to $500 million in regulatory assets under management in its Form ADV filing dated February 17, 2026.
Quick answers
From the filingHow is Frankly Finances compensated?
On its Form ADV (Item 5.E, October 2026), Frankly Finances reports these compensation arrangements: hourly charges; subscription fees (for a newsletter or periodical); fixed fees (other than subscription fees).
Where is Frankly Finances located?
Frankly Finances' principal office is in Winter Park, FL, according to its Form ADV.
Is Frankly Finances registered with the SEC or a state?
Frankly Finances is an SEC-registered investment advisory firm, registered since 2024. Status as filed: Approved. CRD 321270.
How much does Frankly Finances manage?
Frankly Finances reports $204,153,330 in regulatory assets under management in its Form ADV filing dated February 17, 2026 (100% discretionary).
How have Frankly Finances' assets and staff changed since 2024?
In the Form ADV data for Frankly Finances: Regulatory assets under management: $126,056,073 in the October 2024 data and $204,153,330 in the October 2026 data, up 62%. Total employees: 1 in October 2024 and 1 in October 2026. Assets under management move with markets as well as with clients coming and going.
What types of clients does Frankly Finances serve?
By number of clients on Form ADV Item 5.D: high net worth individuals (21); individuals (other than high net worth individuals) (4); pension and profit sharing plans (but not the plan participants or government pension plans) (3).
Which custodians does Frankly Finances use?
Frankly Finances' 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 Frankly Finances 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/321270
Does Frankly Finances state an account minimum?
Its Form ADV Part 2A brochure dated February 17, 2026 says: "We do not have any minimum asset requirements or minimum fees, but we do reserve the right to accept or reject any client."
What changed in Frankly Finances' recent Form ADV filings?
In the March 2026 filing data: Regulatory assets under management went from $160,199,740 to $204,153,330 (+27%).
From the Form ADV filing
Every figure below is as the firm filed it with regulators, as of October 2026.
How the firm is compensated
Item 5.E- Hourly charges
- Subscription fees (for a newsletter or periodical)
- Fixed fees (other than subscription fees)
Item 5.E lists how the firm is compensated for its advice; Items 5.B, 6.A, and 7.A show whether its people or related companies can also earn commissions. Percentage of assets, fixed, hourly, subscription, and performance-based fees come from clients (a performance-based fee depends on investment results); commissions come with a sale or a trade, often from the company behind the product. How fees, commissions, and other arrangements differ
Fees and minimums
Form ADV Part 2AAccount minimum: None
The brochure's wording
We do not have any minimum asset requirements or minimum fees, but we do reserve the right to accept or reject any client.
As stated in the firm's Form ADV Part 2A brochure dated February 17, 2026. Fees can differ by service and may be negotiable; the brochure is the complete statement. Read the brochure on the SEC's IAPD site
Regulatory assets under management
Item 5.F$204,153,330 as of October 2026, filing dated February 17, 2026.
A measure of scale, not skill or returns. Discretionary means the firm decides trades; non-discretionary means clients approve each one. What assets under management means
Who the firm serves
Item 5.DA firm with no individual clients is an institutional manager even if it manages billions; the mix tells you whom the practice is built around.
Advisory services
Item 5.G- Financial planning services
- Portfolio management for individuals and/or small businesses
- Pension consulting services
Registration and firm details
Items 1, 2, 5- Legal name
- Frankly Finances LLC
- Registration
- SEC-registered investment adviser. Status as filed: Approved.
- Registered since
- 2024 (2 years)
- Employees
- Total: 1. Performing investment advisory functions: 1.
- Wrap fee program participation
- No.
- Custodians (Schedule D, Section 5.K(3))
-
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.
- States registered or notice-filed
-
4 states or jurisdictions
SEC-registered investment advisers are examined by the SEC. SEC, state, and exempt registration
Disclosures
Item 11None Reports no disclosure items on Form ADV Item 11. View on IAPD.
Item 11 asks about criminal, regulatory, and civil events involving the firm and its advisory personnel. The detail of each yes answer is on the IAPD record. Reading a firm's disclosures
Assets and staff over time
Items 5.A, 5.F| Data period | Assets under management | Employees | Filing dated |
|---|---|---|---|
| October 2026 | $204,153,330 | 1 | February 17, 2026 |
| October 2025 | $160,199,740 | 1 | March 10, 2025 |
| October 2024 | $126,056,073 | 1 | August 20, 2024 |
Regulatory assets under management: $126,056,073 in the October 2024 data and $204,153,330 in the October 2026 data, up 62%.
Total employees: 1 in October 2024 and 1 in October 2026.
As filed in each year's data for the same month. Assets under management move with markets as well as with clients coming and going; they measure scale, not skill or returns. Most firms update these figures once a year.
Changes in the filing
Last 12 months- March 2026
- Regulatory assets under management went from $160,199,740 to $204,153,330 (+27%).
Compared month to month from the SEC's monthly adviser data and the state compilation feed. Owners and control persons are summarized, never named.
Websites listed on Form ADV
Item 1.ISource: Form ADV, as of October 2026. Values appear as filed; a value the firm did not report is shown as "Not reported."
Cite this page
AdvisorCensus. Frankly Finances (CRD 321270): Form ADV filing data as of October 2026. https://advisorcensus.com/firm/frankly-finances-winter-park-fl-321270