What Simplicity Wealth does

Simplicity Wealth, LLC is an SEC-registered investment adviser founded in 2018 and headquartered in Summit, New Jersey, operating as part of Simplicity Group Holdings, Inc. The firm delivers personalized financial planning and investment advisory services to individual investors and families, organized around a six-consideration framework (longevity, liquidity, inflation, market risk, mortality, taxes) and a five-pillar service offering spanning income planning, investing, taxes, healthcare, and estate planning. Net investable asset client segments are tiered from $100K-$250K through $1M+.

The firm's core technology consists of proprietary risk and portfolio management tooling: a Value at Risk (VaR) Analysis that produces a personalized risk tolerance score, the AssetLock portfolio monitoring system (a registered trademark), direct indexing and tax-loss harvesting capabilities, tax-optimized transition services, and a secure client portal. The firm curates and continuously monitors over 150 asset managers and 1,000+ strategies, with ESG/SRI overlay options available. The build is positioned as a holistic planning platform rather than a pure robo-advisor.

Commercially, the firm operates a sales-led, advisor-distributed model using a network of financial advisors organized by market/location, supported by content marketing, workshops, an e-newsletter, and a referral program. Fees are quote-based and tied to client asset levels and complexity, characteristic of an AUM-based advisory relationship. In August 2024, Simplicity Group Holdings received a majority investment from SkyKnight Capital, L.P. and Dragoneer Investment Group, and in October 2024 acquired Concourse Financial Group Agency from Protective Life Corporation, expanding insurance and financial product distribution. Revenue is not publicly disclosed; the firm remains privately held under an employee ownership framework.

Name

Simplicity Wealth

Legal name

Simplicity Wealth, LLC

Website

https://simplicitywealth.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Simplicity Wealth is an SEC-registered investment adviser in Summit, New Jersey that provides personalized financial planning and investment advisory services to individual investors and families through a network of location-based advisors, supported by proprietary risk and portfolio management tools.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Tax-Focused Wealth Management RIAs (FSAAACAD)

akta.pro secondary industries

Tax-Aware Investment Planning (FSAEAAAE), Automated Rebalancing, Tax-Loss Harvesting & Tax-Optimized Investing Tools (FSAGAEAE)

Keywords

• Wealth management services
• Investment advisory
• Financial planning
• Portfolio management
• Asset management

Headquarters

HQ city

Summit

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Investment Advisory Services: Fee-based investment advisory and financial planning services offered through Simplicity Wealth, LLC, an SEC-registered investment adviser. Revenue is generated through advisory fees, likely based on assets under management (AUM) or flat fees for planning services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Simplicity Wealth provides fee-based investment advisory and holistic financial planning services to individuals and families. Its core offering centers on personalized portfolio construction guided by a proprietary Value at Risk (VaR) Analysis and ongoing monitoring via the AssetLock system, supported by direct indexing with tax-loss harvesting, tax-optimized transition strategies, and ESG/SRI investment options.

Product overview

Simplicity Wealth is a financial advisory firm offering investment advisory and financial planning services through a platform of interconnected products. The core offering includes a proprietary Value at Risk (VaR) Analysis system for risk profiling, paired with AssetLock portfolio tracking software. The service portfolio includes Direct Indexing and Tax-Loss Harvesting for tax efficiency, Tax-Optimized Transition services for legacy position management, and ESG/SRI Investment Options for values-based investing. The firm operates under a five-pillar planning framework covering Income Planning, Investing, Taxes, Healthcare, and Estate and Legacy Planning.

Differentiator

Problem solved

Functional benefit

Products and services

• Value at Risk (VaR) Analysis Proprietary risk scoring methodology that quantifies an investor's specific tolerance for financial uncertainty, producing a personalized VaR Score indexed on a scale from conservative to aggressive. Used by Simplicity Wealth advisors to align portfolio strategy with individual risk tolerance.
• AssetLock Proprietary portfolio monitoring system that tracks the household portfolio value and communicates key changes to both the investor and financial advisor, helping capture portfolio gains and reduce potential losses by keeping the portfolio aligned with the investor's risk tolerance.
• Direct Indexing and Tax-Loss Harvesting Automated direct indexing service providing greater control within replicated index portfolios with strategic tax-loss harvesting to offset capital gains, designed for taxable investor accounts.
• Tax-Optimized Transition Transfer strategy that helps investors reduce or eliminate tax-burdened legacy positions through transfer-in-kind and multi-year transition strategies when moving portfolios to Simplicity Wealth.
• ESG and SRI Investment Options Environmental, Social, and Corporate Governance (ESG) and Socially Responsible Investing (SRI) overlay screens offering investment intelligence combined with social awareness for values-based investors.
• Investment Advisory and Financial Planning Services Comprehensive fee-based wealth management offering from Simplicity Wealth, LLC (SEC-registered investment adviser), covering income planning, investing, taxes, healthcare, and estate and legacy planning under a six-consideration holistic framework. Includes advisor-led strategy, ongoing portfolio adjustments, and access to the client portal.

Quantifiable outcome

• Vets, selects, and continuously monitors over 150 asset managers and 1,000 strategies

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Protective Life CorporationcoreStrategic or Co-development Partner · 8 October 2024Simplicity Group Holdings acquired Concourse Financial Group Agency from Protective Life Corporation. The transaction involves merging CFGA into Simplicity while retaining leadership and access to new sales and marketing programs, expanding Simplicity's distribution capabilities.

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/simplicitywealth-sgh

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Simplicity Wealth