Data / Investment advisers / California / Backer
Backer, San Francisco, CA: $62.9 million AUM, SEC registered investment adviser
Backer is an SEC registered investment adviser with its main office in San Francisco, California and reports $62.9 million in regulatory assets under management in its Form ADV filed March 31, 2026. Its clients include individuals. It is paid through fixed fees.
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- Registration
- SEC registered investment adviser
- CRD number
- 281813
- SEC file number
- 801-106798
- SEC status
- Approved, effective October 16, 2015
- Legal name
- Principly, Inc.
- Main office
- 474 Bryant St, San Francisco, CA 94107
- Website
- backer.com
- Regulatory AUM
- $62,882,199 in the Form ADV filed March 31, 2026
- Non discretionary AUM
- $62,882,199
- Accounts
- 18,672
- Employees
- 15, of which 1 give investment advice
- Form of organization
- Corporation
- Paid through
- fixed fees
- Form ADV Item 11 disclosures
- None reported
- Latest Form ADV filing
- March 31, 2026
- SEC record
- Investment Adviser Public Disclosure
Clients
Client types the adviser reports in Form ADV item 5.D, with the AUM it attributes to each.
| Client type | Clients | AUM |
|---|---|---|
| Individuals (other than high net worth individuals) | 14,482 | $62.9 million |
AUM in the SEC's monthly files
Each change in the AUM the adviser reported across the monthly SEC files held here, with the first file that shows the new value.
| First in the file of | AUM | Form ADV filed |
|---|---|---|
| April 1, 2026 | $62.9 million | March 31, 2026 |
| December 1, 2025 | $47.5 million | April 2, 2025 |
Other advisers in San Francisco
| Adviser | City | AUM | Private funds | Source |
|---|---|---|---|---|
| Green Ocean Global Advisors LLC | San Francisco | $114.8 million | Not listed | adviserinfo.sec.gov |
| Coburn Barrett, LLC | San Francisco | $112.7 million | 1 | adviserinfo.sec.gov |
| Cardinal Point Capital LLC | San Francisco | $100 million | 3 | adviserinfo.sec.gov |
| Saxon Securities LLC | San Francisco | $94.6 million | Not listed | adviserinfo.sec.gov |
| Black Hill Capital Partners, LLC | San Francisco | $67.7 million | Not listed | adviserinfo.sec.gov |
| Vauban Advisers LLC | San Francisco | Not listed | 327 | adviserinfo.sec.gov |
| Fundersclub Inc. | San Francisco | Not listed | 179 | adviserinfo.sec.gov |
| Wefunder | San Francisco | Not listed | 121 | adviserinfo.sec.gov |
Also on SpecStream
- Investment advisers in San Francisco, CA
- Investment advisers in California
- Advisers with $50 million to $100 million in AUM
- Advisers serving individuals
- Backer on the SEC's adviser search
Updated November 7, 2026. Read from the SEC's Form ADV data files for investment advisers. Public data published by the US Securities and Exchange Commission (US government work). Advisers report these values themselves in Form ADV, and neither the SEC nor the states approve or guarantee them. AUM is regulatory assets under management as the adviser reported it in Form ADV item 5.F, which can differ from the AUM a firm quotes elsewhere. Exempt reporting advisers do not report AUM. Office address, phone and website are the adviser's main office as filed; a firm that files its main office as a private residence shows no street address or phone. An Item 11 disclosure is a reported event, not a finding about the firm today. Details for each firm are on the SEC's Investment Adviser Public Disclosure site. This page uses SEC data and is not endorsed or certified by the SEC. Free to reuse with credit to SpecStream under CC BY 4.0. Spot a wrong value? Write to [email protected] with the link to this page.