# Simplifi, Inc.

> Simplifi, Inc. is an SEC-registered investment advisory firm in San Diego, CA, registered since 2013, reporting $100 million to $500 million in regulatory assets under management in its Form ADV filing dated March 24, 2026.

- CRD: 154900
- Filed as: SIMPLIFI, INC.
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: San Diego, CA
- Filing period: October 2026
- Form ADV filing dated: March 24, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/154900
- AdvisorCensus page: https://advisorcensus.com/firm/simplifi-inc-san-diego-ca-154900

## Quick answers

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

**Where is Simplifi, Inc. located?**
Simplifi, Inc.'s principal office is in San Diego, CA, according to its Form ADV.

**Is Simplifi, Inc. registered with the SEC or a state?**
Simplifi, Inc. is an SEC-registered investment advisory firm, registered since 2013. Status as filed: Approved. CRD 154900.

**How much does Simplifi, Inc. manage?**
Simplifi, Inc. reports $276,123,718 in regulatory assets under management in its Form ADV filing dated March 24, 2026 (100% discretionary).

**How have Simplifi, Inc.'s assets and staff changed since 2021?**
In the Form ADV data for Simplifi, Inc.: Regulatory assets under management: $230,963,649 in the October 2021 data and $276,123,718 in the October 2026 data, up 20%. Total employees: 5 in October 2021 and 5 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does Simplifi, Inc. serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (224); high net worth individuals (77).

**Which custodians does Simplifi, Inc. use?**
Simplifi, Inc.'s 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 Simplifi, Inc. 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/154900

**Does Simplifi, Inc. state an account minimum?**
Its Form ADV Part 2A brochure dated March 24, 2026 says: "No minimum is required to open and maintain an investment advisory account with our Firm." "We provide investment advice regarding investments and planning for individuals and high net-worth individuals. No minimum amount is required to open and maintain an investment advisory account."

## 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 March 24, 2026)

- Account minimum: None

> No minimum is required to open and maintain an investment advisory account with our Firm.

> We provide investment advice regarding investments and planning for individuals and high net-worth individuals. No minimum amount is required to open and maintain an investment advisory account.

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: $276,123,718
- Discretionary: $276,123,718
- Non-discretionary: $0

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 224 | $155,393,044 |
| High net worth individuals | 77 | $120,730,674 |

### Advisory services (Item 5.G)
- Financial planning services
- Portfolio management for individuals and/or small businesses

### Firm details
- Registered since: 2013 (12 years)
- Employees: 5 total, 1 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: AZ, CA, TX
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Websites listed on Form ADV (Item 1.I)
- retiremeasap.com
- LinkedIn @SIMPLIFI-RETIREMENT-PLANNING-

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $230,963,649 | 5 | March 25, 2021 |
| October 2022 | $245,019,686 | 4 | February 22, 2022 |
| October 2023 | $223,791,116 | 4 | March 6, 2023 |
| October 2024 | $240,182,982 | 4 | March 13, 2024 |
| October 2025 | $251,531,387 | 4 | June 25, 2025 |
| October 2026 | $276,123,718 | 5 | March 24, 2026 |

Regulatory assets under management: $230,963,649 in the October 2021 data and $276,123,718 in the October 2026 data, up 20%.
Total employees: 5 in October 2021 and 5 in October 2026.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Simplifi, Inc. (CRD 154900): Form ADV filing data as of October 2026.