SimplyRich

SimplyRich provides financial planning and discretionary investment management to individual and high‑net‑worth clients, generally requiring a minimum account size of $800,000. Portfolios are constructed to include individual equities, fixed income, mutual funds and ETFs, and where appropriate the firm may use options and commodities as part of client strategies.

The firm’s investment process is grounded in modern portfolio theory and emphasizes broad diversification and customized asset allocations tailored to each client’s goals, risk tolerance and time horizon. SimplyRich typically pursues a long‑term investment orientation but will implement shorter‑term trades for rebalancing or cash needs, monitoring accounts on a regular basis and managing client accounts on a discretionary basis subject to agreed restrictions.

Distinctive features include a relatively large level of assets under management for a small advisory team and the firm’s use of a third‑party administrator (Consider It Done, Inc.) to perform client contact and back‑office functions. Firm principals bring a background that includes CPA credentials and family‑office experience, and the firm operates as a fee‑only adviser without performance‑based or wrap fee programs.