Apple & Associates

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Client assets under management

$131,397,483

Clients

239

17% high-net-worth

Advisors

of 4 employees

Firm type

Supported

1-4 advisors or >$200M in AUM

Clients per advisor

High

Average account size

$549,780

About

Apple & Associates provides discretionary investment management and on-demand financial planning to individuals, trusts, pension plans and small businesses, covering topics such as investment, tax, estate, retirement and insurance planning. As of January 26, 2026 the firm reports about $137.7 million in discretionary assets under management, roughly 239 client relationships, and a three-advisor team operating from two offices.

The firm’s investment approach blends active and passive elements, using both fundamental and technical analysis to select individual stocks, bonds, mutual funds, ETFs and occasional variable annuities; positions are generally held long-term with periodic rebalancing and adjustments for changing market conditions and client objectives. Clients may impose reasonable restrictions on investments (including socially responsible exclusions) and the firm typically manages accounts on a discretionary basis.

Notable features in the brochure include a long-tenured principal working alongside substantially younger advisory staff, and a staff member who operates a direct-to-consumer financial planning software company and is disclosed to spend about 30 hours per month on that business. The brochure also discloses that several associated persons are licensed insurance agents with a third-party agency and may receive customary commissions if clients implement insurance recommendations, which the firm identifies as a potential conflict of interest.

Client services

Financial planning Portfolio management

Expertise

General tax planning General estate planning guidance General retirement planning Wealth management

Occupation focus

Retired

Fee options

Percentage

$0 - $500,000: 1.50% $500,001 - $999,999: 1.25% $1,000,000 - $4,999,999: 1.00% $5,000,000 - $6,999,999: 0.75% $7,000,000 - $9,999,999: 0.50% $10,000,000+: Negotiable

Commissions

Commissions received from insurance products implemented through associated insurance agents.

Project-based

Up to $150 per hour for financial planning services, negotiated based on scope and complexity.

Other

Account minimum: $100,000

Main office location

Apple & Associates

565 Brunswick Road, Suite 8

Grass Valley CA 95945, United States

Number of offices

Most active in

California · Idaho · Oregon · Texas

Disclosures

Business activities & affiliations

Is not active or affiliated with:

Insurance agent

They sell insurance products and may earn commissions on those sales.

Broker-dealer / trader

They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.

Bank

They're affiliated with a bank that may offer its own financial products and services.

Trust company

They provide trust and estate administration services, typically for separate fees.

Fund sponsor

They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.

Accountant / CPA / tax prep

They offer tax and accounting services, typically for separate fees.

Lawyer

They provide legal services, typically billed separately.

Real estate agent

They facilitate real estate transactions and may earn commissions.

Other specialized services

They may provide services such as pension consulting or municipal advisory work, typically for separate fees.

Forms ADV

Form ADV Part 2: Client Brochure Form ADV Part 3: Client Relationship

Quick links

LinkedIn Facebook Instagram Website (530)-272-1346

Advisors at this firm

Daniel A

CFP®, Series 63

Grass Valley, CA

Apple & Associates

Daniel Apple is a CFP® with 41 years of industry experience, currently serving at Apple & Associates since 2001. He previously worked at Foothill Securities, Inc. and has been involved with Asset Marketing Systems Insurance Services, LLC since 2002 as an insurance sales agent. Apple & Associates provides investment advisory and financial planning services to individuals, trusts, and pension plans, managing approximately $138.1 million in discretionary assets. The firm employs an active investment approach combining fundamental and technical analysis and serves both non-high-net-worth and high-net-worth clients.

General tax planning General estate planning guidance General retirement planning Wealth management Retired

Liam A

Series 65

Grass Valley, CA

Apple & Associates

Liam Apple is a financial advisor with Apple & Associates, holding a Series 65 license and three years of industry experience. Prior to joining Apple & Associates in 2022, he worked at Santa Barbara City College, Hometown Hydroponics, Sierra College, and Nevada Union High School. He is also licensed as an insurance sales agent with Asset Marketing Systems Insurance Services, LLC. Apple & Associates provides investment advisory and financial planning services to individuals, trusts, and pension plans, serving both non-high-net-worth and high-net-worth clients. The firm employs an active-versus-passive investment approach, combining fundamental and technical analysis, and manages approximately $138.1 million in discretionary assets.

General tax planning General estate planning guidance General retirement planning Wealth management Retired

Dean B

CFP®, Series 66

Bend, OR

Apple & Associates

Dean Bardon is a CFP® professional with eight years of industry experience, currently serving as an advisor at Apple & Associates. Prior to this role, he worked at Massachusetts Mutual Life Insurance Company and Mass Mutual Investors Services, and he is the CEO of Plan Your Life Out, Inc., a direct-to-consumer financial planning software company. Bardon holds the Series 66 designation and operates out of Bend, Oregon. Apple & Associates provides investment advisory and financial planning services to individuals, trusts, and pension plans, serving both non-high-net-worth and high-net-worth clients. The firm employs an active-versus-passive investment approach that combines fundamental and technical analysis across a range of securities, with a focus on long-term positions and periodic rebalancing.

General tax planning General estate planning guidance General retirement planning Wealth management Retired

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