Data / Investment advisers / California / Simplifi, Inc.
Simplifi, Inc., San Diego, CA: $276 million AUM, SEC registered investment adviser
Simplifi, Inc. is an SEC registered investment adviser with its main office in San Diego, California and reports $276 million in regulatory assets under management in its Form ADV filed March 24, 2026. Its clients include individuals and high net worth individuals. It is paid through a percentage of assets under management, hourly charges and fixed fees.
SpecStream is the live web data engine for teams and agents. It reads the SEC's Form ADV files every month, and this page is that reading, keyed on the CRD number. Ask for the advisers you track by state, city, size, client type or private funds, and new registrations and filings arrive in your sheet, CRM, Slack or agent as the SEC publishes them.
- Registration
- SEC registered investment adviser
- CRD number
- 154900
- SEC file number
- 801-78839
- SEC status
- Approved, effective December 2, 2013
- Main office
- 9666 Businesspark Ave Suite 111, San Diego, CA 92131
- Phone
- (858) 695-6600
- Regulatory AUM
- $276,123,718 in the Form ADV filed March 24, 2026
- Discretionary AUM
- $276,123,718
- Accounts
- 576
- Employees
- 5, of which 1 give investment advice
- Form of organization
- Corporation
- Paid through
- a percentage of assets under management, hourly charges, fixed fees
- Other offices
- 1
- Form ADV Item 11 disclosures
- None reported
- Latest Form ADV filing
- March 24, 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) | 224 | $155.4 million |
| High net worth individuals | 77 | $120.7 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 | $276.1 million | March 24, 2026 |
| December 1, 2025 | $251.5 million | June 25, 2025 |
Other advisers in San Diego
| Adviser | City | AUM | Private funds | Source |
|---|---|---|---|---|
| Wealth Analytics Partners, LLC | San Diego | $316 million | Not listed | adviserinfo.sec.gov |
| Define Financial, LLC | San Diego | $314.6 million | Not listed | adviserinfo.sec.gov |
| Kachkovsky & Fisher, Inc. | San Diego | $305.1 million | Not listed | adviserinfo.sec.gov |
| McNaughton Wealth Management, LLC | San Diego | $291.6 million | Not listed | adviserinfo.sec.gov |
| Silvia McColl Wealth Management, LLC | San Diego | $283.4 million | Not listed | adviserinfo.sec.gov |
| Mission Hills Financial Advisory LLC | San Diego | $274.1 million | Not listed | adviserinfo.sec.gov |
| Healthpointcapital Management, LLC | San Diego | $271.3 million | 3 | adviserinfo.sec.gov |
| Chokshi & Queen Wealth Advisors | San Diego | $263.3 million | Not listed | adviserinfo.sec.gov |
Also on SpecStream
- Investment advisers in San Diego, CA
- Investment advisers in California
- Advisers with $100 million to $500 million in AUM
- Advisers serving individuals
- Advisers serving high net worth individuals
- Simplifi, Inc. 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.