Simplify Financial Planning
Data sourced from SEC public records (and other sources when available). Refreshed weekly • Updated today.
About
Simplify Financial Planning serves individual and high‑net‑worth clients, providing comprehensive financial planning services such as cash‑flow analysis, retirement planning, education funding, estate planning, and investment allocation analysis. The firm delivers customized financial plans and periodic reviews but does not function as an ongoing portfolio manager or custodian for client assets.
The firm’s investment approach emphasizes a passive, diversified ETF‑focused allocation and a long‑term, buy‑and‑hold strategy with periodic rebalancing intended to achieve market‑equivalent returns for a given level of risk. Research draws on a blend of fundamental, technical and cyclical analyses, and clients are expected to implement trades on a self‑directed basis rather than placing accounts under the firm’s discretionary management.
Distinctive elements include the firm’s use of third‑party ratings and client testimonials in its advertising, and its provision of educational seminars and workshops—practices that are uncommon among independent peers. It also operates on a non‑AUM planning model and emphasizes client‑led implementation, which differentiates it from many independent advisors that offer discretionary portfolio management or charge percentage‑of‑assets fees.
Client services
Expertise
Fee options
Fee-only: Fixed fee ranging from $1,250 to $3,000 per financial plan, fee due upon plan delivery, non-negotiable
Main office
San Francisco CA
Advisors at this office
1
Most active in
California
Also doing business as
Behr, Sarah Shivers · Simplify Financial Planning · Simplify Financial Planning LLC
Disclosures
Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.
Business activities & affiliations
Is not active or affiliated with:
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Insurance agent
They sell insurance products and may earn commissions on those sales.
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Broker-dealer / trader
They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.
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Bank
They're affiliated with a bank that may offer its own financial products and services.
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Trust company
They provide trust and estate administration services, typically for separate fees.
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Fund sponsor
They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.
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Accountant / CPA / tax prep
They offer tax and accounting services, typically for separate fees.
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Lawyer
They provide legal services, typically billed separately.
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Real estate agent
They facilitate real estate transactions and may earn commissions.
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Other specialized services
They may provide services such as pension consulting or municipal advisory work, typically for separate fees.
Forms ADV
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