Infinity Financial Services Advisory

• A percentage of assets under your management
• Hourly charges

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

See the firm's brochure (dated March 31, 2026) for its fees and any account minimum, on the SEC's IAPD site.

$173,954,611 as of October 2026, filing dated May 26, 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

A firm with no individual clients is an institutional manager even if it manages billions; the mix tells you whom the practice is built around.

• 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

Legal name

Gilbert Greg RIA, LLC

Also doing business as

GUIDANCE FINANCIAL, HOLADAY FINANCIAL, JONES CAPITAL MANAGEMENT, LGC FINANCIAL, LOVELL WEALTH MANAGEMENT, MEDINA PRIVATE WEALTH, MYZ FINANCIAL, SAOR FINANCIAL, SILVERLIGHT FINANCIAL, SMITH FINANCIAL GROUP, STERLING FIRST FINANCIAL, TRI VALLEY WEALTH MANAGEMENT

Registration

SEC-registered investment adviser. Status as filed: Approved.

Registered since

2019 (6 years)

Employees

Total: 35. Performing investment advisory functions: 35.

Wrap fee program participation

Yes.

Custodians (Schedule D, Section 5.K(3))

Charles Schwab & Co., Inc.RBC Capital Markets, 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.

Other offices (Schedule D, Section 1.F)

14 other offices, as of the June 2026 filing

Brookfield, WIChula Vista, CAEl Cajon, CAEl Monte, CAFairfield, CTHarrisburg, PAKingsport, TNLa Jolla, CAMadison, CTPalm Desert, CASacramento, CASan Francisco, CAWheeling, ILYucaipa, CA

States registered or notice-filed

46 states or jurisdictions

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SEC-registered investment advisers are examined by the SEC. SEC, state, and exempt registration

8 Reports 8 disclosure items on Form ADV Item 11. View on IAPD.

Questions answered yes on this filing

Criminal matters Items 11.A and 11.B

• 11.A(2) In the past ten years, has the firm or an advisory affiliate been charged with a felony?

Regulatory matters Items 11.C to 11.G

• 11.D(1) Has another federal regulator, a state regulator, or a foreign financial regulator ever found that the firm or an advisory affiliate made a false statement or omission, or was dishonest, unfair, or unethical?
• 11.D(2) Has another federal regulator, a state regulator, or a foreign financial regulator ever found that the firm or an advisory affiliate was involved in a violation of investment-related regulations or statutes?
• 11.D(4) In the past ten years, has another federal regulator, a state regulator, or a foreign financial regulator entered an order against the firm or an advisory affiliate in connection with investment-related activity?
• 11.D(5) Has another federal regulator, a state regulator, or a foreign financial regulator ever denied, suspended, or revoked the registration or license of the firm or an advisory affiliate, prevented either by order from associating with an investment-related business, or restricted either one's activity?
• 11.E(1) Has a self-regulatory organization (such as FINRA) or a commodities exchange ever found that the firm or an advisory affiliate made a false statement or omission?
• 11.E(2) Has a self-regulatory organization or a commodities exchange ever found that the firm or an advisory affiliate was involved in a violation of its rules, other than a minor rule violation under a plan the SEC approved?
• 11.E(4) Has a self-regulatory organization or a commodities exchange ever disciplined the firm or an advisory affiliate by expelling or suspending it from membership, barring or suspending it from association with other members, or otherwise restricting its activities?

Each question covers the firm and its advisory affiliates: its current employees other than clerical staff, its officers, partners, and directors, and anyone who controls the firm or is controlled by it. One event can produce yes answers to several questions. SEC-registered advisers and exempt reporting advisers may leave out events more than ten years old, and may answer 11.A(2) and 11.B(2) for pending charges only. What happened, and who was involved, is on the Disclosure Reporting Pages of the IAPD record. Reading a firm's disclosures

Regulatory assets under management: $140,000,000 in the October 2021 data and $173,954,611 in the October 2026 data, up 24%.

Total employees: 4 in October 2021 and 35 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.

1. June 2026
   • Registered or notice-filed in PR.
2. April 2026
   • Item 11 disclosure answers changed: 8 yes answers, previously 6 (now yes: 11.D(1), 11.E(1)).
   • Employees performing advisory functions went from 36 to 35.
   • Regulatory assets under management went from $150,097,662 to $173,954,611 (+16%).
   • Changed its office addresses in El Monte, CA.
   • Changed its office addresses in Fairfield, CT.
   • Added an office in Palm Desert, CA.

Compared month to month from the SEC's monthly adviser data and the state compilation feed. Owners and control persons are summarized, never named.