# Theory Financial

> Theory Financial is an SEC-registered investment advisory firm in Fort Collins, CO, registered since 2021, reporting $100 million to $500 million in regulatory assets under management in its Form ADV filing dated March 4, 2026.

- CRD: 304084
- Filed as: THEORY FINANCIAL
- Legal name: Theory Financial LLC
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Fort Collins, CO
- Filing period: October 2026
- Form ADV filing dated: March 4, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/304084
- AdvisorCensus page: https://advisorcensus.com/firm/theory-financial-fort-collins-co-304084

## Quick answers

**How is Theory Financial compensated?**
On its Form ADV (Item 5.E, October 2026), Theory Financial reports these compensation arrangements: a percentage of assets under its management.

**How much does Theory Financial charge?**
Its Form ADV Part 2A brochure dated March 4, 2026 states: Hourly rate: $200 an hour (financial planning). Fees can differ by service and may be negotiable; the brochure is the complete statement.

**Where is Theory Financial located?**
Theory Financial's principal office is in Fort Collins, CO, according to its Form ADV; the April 2026 filing also lists 1 other office (Schedule D, Section 1.F).

**Is Theory Financial registered with the SEC or a state?**
Theory Financial is an SEC-registered investment advisory firm, registered since 2021. Status as filed: Approved. CRD 304084.

**How much does Theory Financial manage?**
Theory Financial reports $319,240,651 in regulatory assets under management in its Form ADV filing dated March 4, 2026 (99% discretionary).

**How have Theory Financial's assets and staff changed since 2021?**
In the Form ADV data for Theory Financial: Regulatory assets under management: $142,675,634 in the October 2021 data and $319,240,651 in the October 2026 data, up 124%. Total employees: 4 in October 2021 and 3 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does Theory Financial serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (146); high net worth individuals (106).

**Which custodians does Theory Financial use?**
Theory Financial'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 Theory Financial 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/304084

**Does Theory Financial state an account minimum?**
Its Form ADV Part 2A brochure dated March 4, 2026 says: "Theory does not have an account minimum."

**What changed in Theory Financial's recent Form ADV filings?**
In the April 2026 filing data: Regulatory assets under management went from $282,840,843 to $319,240,651 (+13%).

## From the Form ADV filing

### Compensation (Item 5.E)
- A percentage of assets under your management

### Fees and minimums (Form ADV Part 2A brochure dated March 4, 2026)

- Account minimum: None

> Theory does not have an account minimum.

- Hourly rate: $200 an hour (financial planning)

> Fees for stand-alone services (when a client does not use Theory ’s investment management services for complimentary financial planning) are charged on an hourly basis. The hourly rate for financial planning is $200.

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: $319,240,651
- Discretionary: $315,370,952
- Non-discretionary: $3,869,699

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 146 | $63,810,384 |
| High net worth individuals | 106 | $255,430,267 |
| Banking or thrift institutions | 0 | Not reported |
| Investment companies | 0 | Not reported |
| Business development companies | 0 | Not reported |
| Pooled investment vehicles (other than investment companies and business development companies) | 0 | Not reported |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | 0 | Not reported |
| Charitable organizations | 0 | Not reported |
| State or municipal government entities (including government pension plans) | 0 | Not reported |
| Other investment advisers | 0 | Not reported |
| Insurance companies | 0 | Not reported |
| Sovereign wealth funds and foreign official institutions | 0 | Not reported |
| Corporations or other businesses not listed above | 0 | Not reported |
| Other | 0 | Not reported |

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

### Firm details
- Registered since: 2021 (5 years)
- Employees: 3 total, 3 performing advisory functions
- Wrap fee program participation: No
- States registered or notice-filed: CO, TX, WY
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Other offices (Schedule D, Section 1.F), as of the April 2026 filing
- Lakewood, CO

### Websites listed on Form ADV (Item 1.I)
- theoryfinance.com
- LinkedIn @theory-financial

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $142,675,634 | 4 | August 23, 2021 |
| October 2022 | $181,758,228 | 4 | March 7, 2022 |
| October 2023 | $177,140,372 | 3 | March 8, 2023 |
| October 2024 | $212,374,282 | 3 | February 13, 2024 |
| October 2025 | $282,840,843 | 3 | March 3, 2025 |
| October 2026 | $319,240,651 | 3 | March 4, 2026 |

Regulatory assets under management: $142,675,634 in the October 2021 data and $319,240,651 in the October 2026 data, up 124%.
Total employees: 4 in October 2021 and 3 in October 2026.

## Changes in the filing (last 12 months)

### April 2026
- Regulatory assets under management went from $282,840,843 to $319,240,651 (+13%).

### February 2026
- Updated its list of owners and control persons (Schedule A).

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Theory Financial (CRD 304084): Form ADV filing data as of October 2026.