{
  "crd_number": 304981,
  "slug": "infinity-financial-services-advisory-oakland-ca-304981",
  "primary_business_name": "INFINITY FINANCIAL SERVICES ADVISORY",
  "legal_name": "GILBERT GREG RIA, LLC",
  "dbas": [
    "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"
  ],
  "city": "Oakland",
  "state": "CA",
  "country": "United States",
  "cbsa_code": "41860",
  "metro": {
    "cbsa_code": "41860",
    "common_name": "San Francisco",
    "msa_name": "San Francisco-Oakland-Fremont, CA",
    "path": "/advisors/ca/san-francisco"
  },
  "registration_type": "sec",
  "registration_status": "Approved",
  "registration_date": "2019-12-05",
  "years_registered": 6,
  "period": "2026-10-01",
  "filing_date": "2026-05-26",
  "carried_forward": false,
  "raum_total": 173954611.0,
  "raum_discretionary": 173954611.0,
  "raum_non_discretionary": 0.0,
  "raum_band": "100m_500m",
  "raum_band_label": "$100 million to $500 million",
  "total_employees": 35,
  "advisory_employees": 35,
  "client_count_bucket": "fewer_than_5_in_some_types",
  "clients_by_type": {
    "other": {
      "raum": 108.0,
      "count": null,
      "description": "SUB ACCOUNT FOR A PRIVATE PLACEMENT LIFE INSURANCE POLICY",
      "fewer_than_5": true
    },
    "individuals": {
      "raum": 115089515.0,
      "count": 612
    },
    "high_net_worth_individuals": {
      "raum": 52485291.0,
      "count": 30
    },
    "corporations_other_businesses": {
      "raum": 6379697.0,
      "count": 15
    }
  },
  "compensation_types": [
    "hourly",
    "percentage_of_aum"
  ],
  "advisory_activities": [
    "educational_seminars",
    "financial_planning",
    "pension_consulting",
    "portfolio_management_individuals",
    "selection_of_other_advisers"
  ],
  "wrap_fee_participant": true,
  "disclosure_yes_count": 8,
  "states_registered": [
    "AL",
    "AR",
    "AZ",
    "CA",
    "CO",
    "CT",
    "DC",
    "DE",
    "FL",
    "GA",
    "HI",
    "IA",
    "ID",
    "IL",
    "IN",
    "KS",
    "KY",
    "LA",
    "MA",
    "MD",
    "ME",
    "MI",
    "MN",
    "MO",
    "MS",
    "NC",
    "NE",
    "NH",
    "NJ",
    "NM",
    "NV",
    "NY",
    "OH",
    "OK",
    "OR",
    "PA",
    "PR",
    "RI",
    "SC",
    "TN",
    "TX",
    "UT",
    "VA",
    "VI",
    "WA",
    "WI"
  ],
  "websites": [
    "https://facebook.com/InfinityFinancialServices",
    "https://infinitysecurities.com",
    "https://linkedin.com/company/116610"
  ],
  "iapd_url": "https://adviserinfo.sec.gov/firm/summary/304981",
  "disclosure_items": [
    {
      "item": "11.A(2)",
      "question": "In the past ten years, has the firm or an advisory affiliate been charged with a felony?"
    },
    {
      "item": "11.D(1)",
      "question": "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?"
    },
    {
      "item": "11.D(2)",
      "question": "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?"
    },
    {
      "item": "11.D(4)",
      "question": "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?"
    },
    {
      "item": "11.D(5)",
      "question": "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?"
    },
    {
      "item": "11.E(1)",
      "question": "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?"
    },
    {
      "item": "11.E(2)",
      "question": "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?"
    },
    {
      "item": "11.E(4)",
      "question": "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?"
    }
  ],
  "city_as_filed": "OAKLAND",
  "url": "https://advisorcensus.com/firm/infinity-financial-services-advisory-oakland-ca-304981",
  "display_name": "Infinity Financial Services Advisory",
  "summary": "Infinity Financial Services Advisory is an SEC-registered investment advisory firm in Oakland, CA, registered since 2019, reporting $100 million to $500 million in regulatory assets under management in its Form ADV filing dated May 26, 2026.",
  "citation": "AdvisorCensus. Infinity Financial Services Advisory (CRD 304981): Form ADV filing data as of October 2026.",
  "registration_type_label": "SEC-registered investment adviser",
  "compensation_labels": [
    "A percentage of assets under your management",
    "Hourly charges"
  ],
  "advisory_activity_labels": [
    "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"
  ],
  "quick_answers": [
    {
      "q": "How is Infinity Financial Services Advisory compensated?",
      "a": "On its Form ADV (Item 5.E, October 2026), Infinity Financial Services Advisory reports these compensation arrangements: a percentage of assets under its management; hourly charges."
    },
    {
      "q": "Where is Infinity Financial Services Advisory located?",
      "a": "Infinity Financial Services Advisory's principal office is in Oakland, CA, according to its Form ADV; the June 2026 filing also lists 14 other offices (Schedule D, Section 1.F)."
    },
    {
      "q": "Is Infinity Financial Services Advisory registered with the SEC or a state?",
      "a": "Infinity Financial Services Advisory is an SEC-registered investment advisory firm, registered since 2019. Status as filed: Approved. CRD 304981."
    },
    {
      "q": "How much does Infinity Financial Services Advisory manage?",
      "a": "Infinity Financial Services Advisory reports $173,954,611 in regulatory assets under management in its Form ADV filing dated May 26, 2026 (100% discretionary)."
    },
    {
      "q": "How have Infinity Financial Services Advisory's assets and staff changed since 2021?",
      "a": "In the Form ADV data for Infinity Financial Services Advisory: 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. Assets under management move with markets as well as with clients coming and going."
    },
    {
      "q": "What types of clients does Infinity Financial Services Advisory serve?",
      "a": "By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (612); high net worth individuals (30); corporations or other businesses not listed above (15)."
    },
    {
      "q": "Which custodians does Infinity Financial Services Advisory use?",
      "a": "Infinity Financial Services Advisory's most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Charles Schwab & Co., Inc. and RBC Capital Markets, LLC as custodians holding 10% or more of its separately managed account assets."
    },
    {
      "q": "Does Infinity Financial Services Advisory report any disciplinary disclosures?",
      "a": "Reports 8 disclosure items on Form ADV Item 11: yes answers to 1 question about criminal matters and 7 questions about regulatory matters (11.A(2), 11.D(1), 11.D(2), 11.D(4), 11.D(5), 11.E(1), 11.E(2), 11.E(4)). Each question covers the firm and its advisory affiliates, and one event can produce several yes answers. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/304981"
    },
    {
      "q": "What changed in Infinity Financial Services Advisory's recent Form ADV filings?",
      "a": "In the June 2026 filing data: Registered or notice-filed in PR."
    }
  ],
  "filing_history": [
    {
      "period": "2021-10-01",
      "regulatory_assets_under_management": 140000000.0,
      "total_employees": 4,
      "filing_date": "2021-04-14"
    },
    {
      "period": "2022-10-01",
      "regulatory_assets_under_management": 107797959.0,
      "total_employees": 36,
      "filing_date": "2022-06-10"
    },
    {
      "period": "2023-10-01",
      "regulatory_assets_under_management": 118129861.0,
      "total_employees": 36,
      "filing_date": "2023-03-29"
    },
    {
      "period": "2024-10-01",
      "regulatory_assets_under_management": 145046777.0,
      "total_employees": 37,
      "filing_date": "2024-03-28"
    },
    {
      "period": "2025-10-01",
      "regulatory_assets_under_management": 150097662.0,
      "total_employees": 36,
      "filing_date": "2025-03-28"
    },
    {
      "period": "2026-10-01",
      "regulatory_assets_under_management": 173954611.0,
      "total_employees": 35,
      "filing_date": "2026-05-26"
    }
  ],
  "recent_changes": [
    {
      "period": "2026-06-01",
      "period_label": "June 2026",
      "notes": [
        "Registered or notice-filed in PR."
      ]
    },
    {
      "period": "2026-04-01",
      "period_label": "April 2026",
      "notes": [
        "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."
      ]
    }
  ],
  "fees_from_brochure": null,
  "custodians": [
    {
      "name": "Charles Schwab & Co., Inc.",
      "name_as_filed": "CHARLES SCHWAB & CO., INC.",
      "affiliated": false
    },
    {
      "name": "RBC Capital Markets, LLC",
      "name_as_filed": "RBC CAPITAL MARKETS, LLC",
      "affiliated": false
    }
  ],
  "custodians_note": "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.",
  "markdown_url": "https://advisorcensus.com/firm/infinity-financial-services-advisory-oakland-ca-304981.md",
  "clients": [
    {
      "type": "individuals",
      "label": "Individuals (other than high net worth individuals)",
      "count": 612,
      "fewer_than_5": false,
      "raum": 115089515.0
    },
    {
      "type": "high_net_worth_individuals",
      "label": "High net worth individuals",
      "count": 30,
      "fewer_than_5": false,
      "raum": 52485291.0
    },
    {
      "type": "corporations_other_businesses",
      "label": "Corporations or other businesses not listed above",
      "count": 15,
      "fewer_than_5": false,
      "raum": 6379697.0
    },
    {
      "type": "other",
      "label": "Other",
      "count": null,
      "fewer_than_5": true,
      "raum": 108.0
    }
  ],
  "disclosure_line": "Reports 8 disclosure items on Form ADV Item 11.",
  "indexable": true,
  "suppressed": false,
  "claimed": false,
  "enhanced": false,
  "provided_by_the_firm": null,
  "source": {
    "name": "Form ADV",
    "as_of": "2026-10-01",
    "iapd_url": "https://adviserinfo.sec.gov/firm/summary/304981",
    "operator": "BH Monitor Services, LLC",
    "license": "https://creativecommons.org/licenses/by/4.0/",
    "credit": "AdvisorCensus (advisorcensus.com), from SEC Form ADV data"
  }
}