{
  "crd_number": 281870,
  "slug": "true-link-financial-advisors-san-francisco-ca-281870",
  "primary_business_name": "TRUE LINK FINANCIAL ADVISORS",
  "legal_name": "TRUE LINK FINANCIAL ADVISORS, LLC",
  "dbas": [
    "TRUE LINK",
    "TRUE LINK FINANCIAL"
  ],
  "city": "San Francisco",
  "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": "2018-10-24",
  "years_registered": 7,
  "period": "2026-10-01",
  "filing_date": "2026-03-30",
  "carried_forward": false,
  "raum_total": 1886887606.0,
  "raum_discretionary": 1818785129.0,
  "raum_non_discretionary": 68102477.0,
  "raum_band": "1b_5b",
  "raum_band_label": "$1 billion to $5 billion",
  "total_employees": 7,
  "advisory_employees": 5,
  "client_count_bucket": null,
  "clients_by_type": {
    "other": {
      "raum": 0.0,
      "count": 0
    },
    "charitable": {
      "raum": 0.0,
      "count": 0
    },
    "individuals": {
      "raum": 296731141.0,
      "count": 1208
    },
    "banking_thrift": {
      "raum": 0.0,
      "count": 0
    },
    "state_municipal": {
      "raum": 0.0,
      "count": 0
    },
    "insurance_companies": {
      "raum": 0.0,
      "count": 0
    },
    "investment_companies": {
      "raum": 0.0,
      "count": 0
    },
    "pension_profit_sharing": {
      "raum": 0.0,
      "count": 0
    },
    "other_investment_advisers": {
      "raum": 0.0,
      "count": 0
    },
    "high_net_worth_individuals": {
      "raum": 116845015.0,
      "count": 34
    },
    "pooled_investment_vehicles": {
      "raum": 0.0,
      "count": 0
    },
    "corporations_other_businesses": {
      "raum": 1473311450.0,
      "count": 219
    },
    "business_development_companies": {
      "raum": 0.0,
      "count": 0
    },
    "sovereign_wealth_foreign_official": {
      "raum": 0.0,
      "count": 0
    }
  },
  "compensation_types": [
    "percentage_of_aum"
  ],
  "advisory_activities": [
    "portfolio_management_businesses_institutional",
    "portfolio_management_individuals"
  ],
  "wrap_fee_participant": false,
  "disclosure_yes_count": 3,
  "states_registered": [
    "AZ",
    "CA",
    "CO",
    "CT",
    "DE",
    "FL",
    "GA",
    "HI",
    "IL",
    "KS",
    "KY",
    "ME",
    "MI",
    "MN",
    "MO",
    "NC",
    "NJ",
    "NM",
    "NV",
    "NY",
    "OH",
    "PA",
    "VA",
    "WI"
  ],
  "websites": [
    "https://linkedin.com/COMPANY/TRUE-LINK-FINANCIAL",
    "https://truelinkfinancial.com/investment-management",
    "https://vimeo.com/truelinkfinancial"
  ],
  "iapd_url": "https://adviserinfo.sec.gov/firm/summary/281870",
  "disclosure_items": [
    {
      "item": "11.C(2)",
      "question": "Has the SEC or the CFTC ever found that the firm or an advisory affiliate was involved in a violation of SEC or CFTC regulations or statutes?"
    },
    {
      "item": "11.C(4)",
      "question": "Has the SEC or the CFTC ever entered an order against the firm or an advisory affiliate in connection with investment-related activity?"
    },
    {
      "item": "11.C(5)",
      "question": "Has the SEC or the CFTC ever imposed a civil money penalty on the firm or an advisory affiliate, or ordered the firm or an advisory affiliate to cease and desist from an activity?"
    }
  ],
  "city_as_filed": "SAN FRANCISCO",
  "url": "https://advisorcensus.com/firm/true-link-financial-advisors-san-francisco-ca-281870",
  "display_name": "True Link Financial Advisors",
  "summary": "True Link Financial Advisors is an SEC-registered investment advisory firm in San Francisco, CA, registered since 2018, reporting $1 billion to $5 billion in regulatory assets under management in its Form ADV filing dated March 30, 2026.",
  "citation": "AdvisorCensus. True Link Financial Advisors (CRD 281870): Form ADV filing data as of October 2026.",
  "registration_type_label": "SEC-registered investment adviser",
  "compensation_labels": [
    "A percentage of assets under your management"
  ],
  "advisory_activity_labels": [
    "Portfolio management for individuals and/or small businesses",
    "Portfolio management for businesses (other than small businesses) or institutional clients"
  ],
  "quick_answers": [
    {
      "q": "How is True Link Financial Advisors compensated?",
      "a": "On its Form ADV (Item 5.E, October 2026), True Link Financial Advisors reports these compensation arrangements: a percentage of assets under its management."
    },
    {
      "q": "What does True Link Financial Advisors' brochure say about its fees?",
      "a": "Its Form ADV Part 2A brochure dated March 30, 2026 states: Asset-based fee: 1% of assets a year. Fees can differ by service and may be negotiable; the brochure is the complete statement."
    },
    {
      "q": "Where is True Link Financial Advisors located?",
      "a": "True Link Financial Advisors' principal office is in San Francisco, CA, according to its Form ADV; the April 2026 filing also lists 1 other office (Schedule D, Section 1.F)."
    },
    {
      "q": "Is True Link Financial Advisors registered with the SEC or a state?",
      "a": "True Link Financial Advisors is an SEC-registered investment advisory firm, registered since 2018. Status as filed: Approved. CRD 281870."
    },
    {
      "q": "How much does True Link Financial Advisors manage?",
      "a": "True Link Financial Advisors reports $1,886,887,606 in regulatory assets under management in its Form ADV filing dated March 30, 2026 (96% discretionary)."
    },
    {
      "q": "How have True Link Financial Advisors' assets and staff changed since 2021?",
      "a": "In the Form ADV data for True Link Financial Advisors: Regulatory assets under management: $726,160,597 in the October 2021 data and $1,886,887,606 in the October 2026 data, up 160%. Total employees: 19 in October 2021 and 7 in October 2026. Assets under management move with markets as well as with clients coming and going."
    },
    {
      "q": "What types of clients does True Link Financial Advisors serve?",
      "a": "By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (1,208); corporations or other businesses not listed above (219); high net worth individuals (34)."
    },
    {
      "q": "Which custodians does True Link Financial Advisors use?",
      "a": "True Link Financial Advisors' 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."
    },
    {
      "q": "Does True Link Financial Advisors report any disciplinary disclosures?",
      "a": "Reports 3 disclosure items on Form ADV Item 11: yes answers to 11.C(2) (SEC or CFTC finding of a violation), 11.C(4) (SEC or CFTC order), and 11.C(5) (SEC or CFTC civil money penalty or cease-and-desist order). 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/281870"
    },
    {
      "q": "Does True Link Financial Advisors state an account minimum?",
      "a": "Its Form ADV Part 2A brochure dated March 30, 2026 says: \"There is no minimum account size or other specific requirements for opening and maintaining an account.\""
    },
    {
      "q": "What changed in True Link Financial Advisors' recent Form ADV filings?",
      "a": "In the April 2026 filing data: Regulatory assets under management went from $1,348,767,425 to $1,886,887,606 (+40%). Registered or notice-filed in KY, NV."
    }
  ],
  "filing_history": [
    {
      "period": "2021-10-01",
      "regulatory_assets_under_management": 726160597.0,
      "total_employees": 19,
      "filing_date": "2021-03-31"
    },
    {
      "period": "2022-10-01",
      "regulatory_assets_under_management": 996492959.0,
      "total_employees": 8,
      "filing_date": "2022-05-31"
    },
    {
      "period": "2023-10-01",
      "regulatory_assets_under_management": 1032917403.0,
      "total_employees": 8,
      "filing_date": "2023-03-31"
    },
    {
      "period": "2024-10-01",
      "regulatory_assets_under_management": 1140865453.0,
      "total_employees": 8,
      "filing_date": "2024-03-29"
    },
    {
      "period": "2025-10-01",
      "regulatory_assets_under_management": 1348767425.0,
      "total_employees": 7,
      "filing_date": "2025-03-18"
    },
    {
      "period": "2026-10-01",
      "regulatory_assets_under_management": 1886887606.0,
      "total_employees": 7,
      "filing_date": "2026-03-30"
    }
  ],
  "recent_changes": [
    {
      "period": "2026-04-01",
      "period_label": "April 2026",
      "notes": [
        "Regulatory assets under management went from $1,348,767,425 to $1,886,887,606 (+40%).",
        "Registered or notice-filed in KY, NV."
      ]
    }
  ],
  "fees_from_brochure": {
    "source": "Form ADV Part 2A brochure dated March 30, 2026",
    "tiers": [],
    "flat_rate": "1% of assets a year",
    "stated_range": null,
    "stated_maximum": null,
    "account_minimum": "None",
    "account_minimum_may_be_waived": false,
    "minimum_annual_fee": null,
    "figures": [
      {
        "label": "Asset-based fee",
        "statements": [
          "Asset-based fee: 1% of assets a year"
        ],
        "quotes": [
          "The Firm generally charges advisory fees at a rate 1% of the client’s assets managed by the Firm or such other rate as negotiated with the client."
        ]
      },
      {
        "label": "Account minimum",
        "statements": [
          "Account minimum: None"
        ],
        "quotes": [
          "There is no minimum account size or other specific requirements for opening and maintaining an account."
        ]
      }
    ],
    "quotes": [
      "The Firm generally charges advisory fees at a rate 1% of the client’s assets managed by the Firm or such other rate as negotiated with the client.",
      "There is no minimum account size or other specific requirements for opening and maintaining an account."
    ],
    "note": "As stated in the firm's brochure; fees can differ by service and may be negotiable."
  },
  "custodians": [
    {
      "name": "Charles Schwab & Co., Inc.",
      "name_as_filed": "CHARLES SCHWAB & CO., INC.",
      "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/true-link-financial-advisors-san-francisco-ca-281870.md",
  "clients": [
    {
      "type": "individuals",
      "label": "Individuals (other than high net worth individuals)",
      "count": 1208,
      "fewer_than_5": false,
      "raum": 296731141.0
    },
    {
      "type": "high_net_worth_individuals",
      "label": "High net worth individuals",
      "count": 34,
      "fewer_than_5": false,
      "raum": 116845015.0
    },
    {
      "type": "banking_thrift",
      "label": "Banking or thrift institutions",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "investment_companies",
      "label": "Investment companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "business_development_companies",
      "label": "Business development companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "pooled_investment_vehicles",
      "label": "Pooled investment vehicles (other than investment companies and business development companies)",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "pension_profit_sharing",
      "label": "Pension and profit sharing plans (but not the plan participants or government pension plans)",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "charitable",
      "label": "Charitable organizations",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "state_municipal",
      "label": "State or municipal government entities (including government pension plans)",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "other_investment_advisers",
      "label": "Other investment advisers",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "insurance_companies",
      "label": "Insurance companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "sovereign_wealth_foreign_official",
      "label": "Sovereign wealth funds and foreign official institutions",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "corporations_other_businesses",
      "label": "Corporations or other businesses not listed above",
      "count": 219,
      "fewer_than_5": false,
      "raum": 1473311450.0
    },
    {
      "type": "other",
      "label": "Other",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    }
  ],
  "disclosure_line": "Reports 3 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/281870",
    "operator": "BH Monitor Services, LLC",
    "license": "https://creativecommons.org/licenses/by/4.0/",
    "credit": "AdvisorCensus (advisorcensus.com), from SEC Form ADV data"
  }
}