Simplifi, Inc.

SimpliFi, Inc. is a San Diego-based investment advisory firm founded in 2010, previously operating as Sigdestad Financial since 2005. The firm offers customized investment management and financial planning services to individuals and high-net-worth individuals, with a focus on mutual funds, ETFs, stocks, and bonds. Clients do not require a minimum investment to open or maintain an account. SimpliFi provides investment advisory services on a discretionary basis, allowing the firm to buy, sell, and trade securities within a client's account. The firm conducts an initial interview to determine a client's financial circumstances, goals, and risk tolerance before making investment recommendations. SimpliFi also offers financial planning services, charging $400 per hour, with fees due upon service delivery. The firm recently added Inherited IRA Assistance to its service offerings, providing two service options upon a client's death. SimpliFi does not act in a fiduciary capacity under Option A but offers full-service assistance under Option B for a fixed fee of $2,000. Clients' assets are managed on a continuous basis, with total assets under management reported as $251,531,387 as of December 31, 2024. SimpliFi charges management fees based on a tiered schedule, with rates ranging from 1.25% to 0.30% based on the assets under management. The firm does not charge performance-based fees and does not allow clients to direct specific broker-dealers for transactions. SimpliFi utilizes Charles Schwab & Co., Inc. as the qualified custodian and broker for client accounts. The firm does not vote on client securities and does not engage in principal transactions. SimpliFi's CEO, Eric Sigdestad, is a CERTIFIED FINANCIAL PLANNER™ practitioner and a CTEC Registered Tax Preparer. The firm does not compensate third parties for client referrals and does not share clients' personal information for marketing purposes. Clients can contact SimpliFi at (858) 695-6600 for more information.