Principly, Inc. (San Francisco)

Name: Principly, Inc.
Address: 474 Bryant St, San Francisco, CA, 94107
Telephone: +1 (844) SAVE-529

Principly, Inc. is an internet adviser based in San Francisco. It manages $2.21 million of regulatory assets for 1,316 client accounts. It has been registered with the SEC as an adviser since 2015 and has operated in the jurisdictions of Arizona, Arkansas, California, and 32 other states.

Principly provides advice on investing in 529 plans. It doesn't provide financial planning services to its clients. On top of advisory services, the firm doesn't engage in other business activities.

Principly: assets under management

The assets under management (AUM) of Principly, Inc. is $2.21 million, all of which is managed in discretionary accounts. The firm's AUM has grown by 1475557% since the beginning of its operation, and the company doesn't manage any assets belonging to foreign clients.

The firm manages $2.21 million in discretionary accounts. On average, the discretionary accounts where all decisions are made on behalf of the client hold $1.68 thousand each.

Investments

The firm invests in investment and business development companies the most. They account for 100% of the total AUM.

What kind of clients Principly serves?

The only and largest group of clients of Principly is individuals with 1,013 clients and $2.21 million of assets under management. Among the 5 most similar advisory firms, Principly has the highest percentage of individuals out of all clients.

The amount of regulatory assets under management is $2.21 million for 1,013 clients that can include trusts, estates, and 401(k) plans and IRAs of individuals and their family members. None of the firm’s clients are foreign persons or businesses.

Principly doesn't advise any private funds.

Careers at Principly, Inc.

The company employs 6 people that are either part- or full-time employees. 33 percent of the employees work as investment advisers or researchers. 2 employees are registered as investment adviser representatives with the state securities authorities.

There isn’t anyone with the role of looking for and bringing in new clients on behalf of the firm. The firm doesn’t compensate employees in addition to the salary for bringing in new clients. Employees don’t receive compensation from other entities for client referrals.

Direct owners and executive officers

Name	Entity	Date acquired	Ownership	Employer ID
Jordan Gabriel Eckton Lee	Chief executive officer, chief compliance officer, managing member, owner	1 Mar 2015	75% - 100%	6569564
Abigail Chao	Chief operating officer	1 Nov 2016	25% - 50%	5945888

Based in San Francisco

The principal office where Principly, Inc. performs its advisory services is located at 474 Bryant St, San Francisco, CA 94107, which is also the mailing address of the firm. It doesn’t run an office outside of the United States.

You can reach the main office by calling the phone number +1 (844) SAVE-529. The normal business hours are 9:30 a.m. to 6:30 p.m. pacific time on Monday - Friday. You can find more information about the New York firm at collegebacker.com and its LinkedIn profile.