Grand Rapids, MI Office
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Simplicity wealth
Multi-team
Firm-wide stats for Simplicity wealth
About
Simplicity Wealth serves a broad mix of clients including individual and high‑net‑worth investors, defined contribution and defined benefit retirement plans, corporate and institutional investors, and other financial firms such as third‑party advisors, broker‑dealers, insurance companies, banks and trust companies. The firm provides advisory services ranging from financial planning and individual portfolio management to discretionary and non‑discretionary retirement plan services and a managed account platform (TAMP) for advisers.
The firm typically implements a “fund‑of‑funds” style using ETFs, mutual funds and, when appropriate, individual securities, and constructs model portfolios that are monitored and rebalanced on an ongoing basis; it also uses independent managers and offers optional overlays such as tax optimization, tax transition, customized investment screening, and index replication. Simplicity Wealth maintains discretionary authority over timing and execution for many models while coordinating with advisers and Model Managers, and it describes a formal due diligence and monitoring process for third‑party Model Managers.
Compared with many peers, Simplicity Wealth combines advisory services with technology and operational offerings for other advisers — including a private‑labelable asset management Software Program, data aggregation, and back‑office processing/billing — and operates a TAMP that makes multiple Model Managers available to advisers. The firm also discloses recent material amendments (filed March 25, 2026) that renamed its screening service, expanded risk disclosures to include crypto assets and insurance carrier risk, and added disclosures about conflicts of interest relating to arrangements with Fidelity and trade aggregation practices.
Based on Simplicity wealth
Expertise
Based on Simplicity wealth
Location
2610 Horizon Dr. SE Ste 110
Grand Rapids MI 49546
Advisors at this office
3
Advisors at this office
Curtis C
Series 65
Grand Rapids, MI
Simplicity wealth
Curtis Cottle is a financial advisor at Simplicity Wealth with 14 years of industry experience. He holds a Series 65 designation and has previously worked at IAMS Wealth Management, LLC, Compass Insurance Agency, Gradient Securities, LLC, and Gradient Advisors, LLC. Outside of his advisory role, he is involved in estate planning software services through Legacy Lock. Simplicity Wealth serves a diverse client base including individual and high-net-worth investors, retirement plans, corporate and institutional clients, and other financial firms. The firm employs a fund-of-funds investment approach using ETFs, mutual funds, and individual securities, and combines advisory services with technology and operational solutions for other advisers.
Benjamin S
Series 65
Grand Rapids, MI
Simplicity wealth
Benjamin Smith is a Series 65 licensed advisor at Simplicity Wealth with one year of experience in the financial industry. Prior to joining Simplicity Wealth, he worked at SBC Financial and held roles in construction equipment, catering, and rental businesses. Simplicity Wealth serves a diverse client base including individual and high-net-worth investors, retirement plans, corporate and institutional investors, and other financial firms. The firm employs a fund-of-funds investment approach primarily using ETFs and mutual funds, offering discretionary portfolio management and a managed account platform with various overlays and a formal due diligence process for third-party managers.
Ian G
Series 65
Grand Rapids, MI
Simplicity wealth
Ian Grohman is a Series 65-licensed advisor at Simplicity Wealth with two years of industry experience. He previously worked at IAMS Wealth Management and has been involved with Security Benefits Center since 2019. Outside of his advisory role, he is the owner and CEO of IJG, LLC, where he coaches soccer. Simplicity Wealth serves a diverse client base including individuals, retirement plans, corporate and institutional investors, and financial firms. The firm employs a fund-of-funds approach using ETFs, mutual funds, and individual securities, offering model portfolios with ongoing monitoring and optional overlays such as tax optimization.
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