Simplexity Investment Management

What Simplexity Investment Management does

Simplexity Investment Management, LLC is a Bethesda, Maryland-based registered investment advisor (RIA) founded in 2013 by Arturo M. Rodriguez, CFA. The firm offers a single product line, the Simplexity Two-ETF Lifecycle Strategies, which is a programmatic, target-date-style investment program constructed from just two Vanguard ETFs — one total stock market ETF and one total bond market ETF. The strategy automatically adjusts stock/bond allocations on a predetermined schedule over the investor's lifecycle, transitioning from growth-oriented to capital-preservation-oriented weights as the investor moves through contribution, transition, and distribution phases.

The firm's go-to-market is direct-to-consumer: prospective clients complete a new client questionnaire on the firm's website, electronically sign an investment advisory agreement and custodial account application, and fund their account. All client assets are custodied at Altruist Corp., which also provides the trading and account management infrastructure via the app.altruist.com platform. The firm manages portfolios on a discretionary basis and charges a single flat 0.2% annual portfolio management fee for clients that do not require additional advisory services.

The business model is a pure AUM-based subscription: revenue equals 0.2% of assets under management, with no disclosed revenue figures, no outside funding, and a headcount of 1-10 employees. The firm targets individual investors of all sizes — large, medium, and small — and across all lifecycle stages, positioning itself as a low-cost, disciplined, behaviorally-immune alternative to traditional advisory models. Core operational partners are Vanguard Group (ETF product provider) and Altruist Corp. (custodian/broker-dealer); the firm itself does not maintain proprietary trading technology beyond the lifecycle allocation methodology.

Name

Simplexity Investment Management

Legal name

Simplexity Investment Management, LLC

Website

https://simplexityim.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Simplexity Investment Management is a Bethesda-based RIA offering a single low-fee (0.2% AUM) lifecycle investment strategy built from two Vanguard ETFs, targeting individual investors of all sizes across all stages of the investment lifecycle.

Ownership category

akta.pro rank

Product category

Investment Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Discretionary Portfolio Management (Retail) (FSAAAAAH)

akta.pro secondary industry

Fee-Only Advisory (FSAEAAAL)

Keywords

• Investment management
• Lifecycle investing
• ETF portfolio management
• Wealth advisory
• Registered investment advisor

Headquarters

HQ city

Bethesda

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Portfolio Management Fees: The firm charges a 0.2% annual portfolio management fee for investment advisory services. This is an AUM-based fee model where the firm manages client portfolios on a discretionary basis using its Two-ETF Lifecycle Strategies.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Simplexity Investment Management provides discretionary investment advisory services through the Simplexity Two-ETF Lifecycle Strategies, a programmatic portfolio built on a single Vanguard total stock market ETF and a single Vanguard total bond market ETF. Allocation weights are adjusted on a planned schedule across the client's investment lifecycle (contribution, transition, and distribution phases) for a flat 0.2% annual portfolio management fee, with client assets custodied at Altruist.

Product overview

Simplexity Investment Management offers a single unified product: the Simplexity Two-ETF Lifecycle Strategies. These strategies are lifecycle (target-date) investment programs built on two Vanguard ETFs—one representing total stock market exposure and one representing total bond market exposure. The portfolio automatically adjusts stock/bond allocations over time according to a programmatic schedule, moving from aggressive (high stock, low bond) to conservative (low stock, high bond) as investors approach their distribution phase. The firm charges a 0.2% annual portfolio management fee and targets investors at all stages of the investment lifecycle: contribution, transition, and distribution phases.

Differentiator

Problem solved

Functional benefit

Brands

• Simplexity Two-ETF Lifecycle Strategies: The firm's primary investment strategy using two Vanguard ETFs (stock and bond total market ETFs) with lifecycle-based portfolio allocation adjustments.

Products and services

• Simplexity Two-ETF Lifecycle Strategies Discretionary, lifecycle-based investment advisory service built on two Vanguard ETFs (one total stock market ETF and one total bond market ETF) that adjusts stock/bond allocations on a planned schedule across the client's investment lifecycle (contribution, transition, and distribution phases), managed for a 0.2% annual portfolio management fee with assets custodied at Altruist.

Quantifiable outcome

• Disciplined strategies have shown greater requisite performance consistency than non-disciplined investment strategies

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• Vanguard GroupcoreTechnology or IntegrationVanguard Group is the manager and distributor of the ETF building blocks used in Simplexity's portfolios. They are described as the leading index fund manager that most meticulously manages and competitively prices their funds, always pursuing their investors' best interest first. Vanguard provides the core ETF products (total stock market and total bond market ETFs) that form the foundation of the Two-ETF Lifecycle Strategies.
• Altruist Corp.coreTechnology or IntegrationAltruist Corp. is the broker-dealer and custodian of Simplexity client accounts. Described as the leading fintech innovator in the RIA brokerage and custodial space, revolutionizing the technology that serves and connects investors and their investment managers. Provides the custodial platform (app.altruist.com) where client funds reside and trades are executed.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• Betterment: Pioneering robo-advisor offering automated, low-fee portfolio management with lifecycle/target-date style strategies. Directly competes with Simplexity in serving cost-conscious individual investors seeking disciplined passive strategies.
• Ellevest: Digital wealth platform offering goal-based, lifecycle-oriented portfolios with low advisory fees. Comparable on automated, low-fee portfolio management targeting individual investors across accumulation and distribution phases.
• Wealthfront: One of the largest robo-advisors offering low-fee, diversified, lifecycle-style portfolio management using passive ETFs. Highly comparable to Simplexity on product simplicity, low fees, and direct-to-consumer onboarding.
• Facet Wealth: Hybrid fintech RIA providing flat-fee financial planning combined with automated, low-cost portfolio management. Comparable as a small, fee-only advisory firm combining technology-driven portfolios with personalized service for mass-affluent clients.
• PWL Capital: Independent, fee-only Canadian RIA offering disciplined, evidence-based portfolio management using low-cost index funds. Comparable as a small, founder-led, fee-only advisory firm focused on passive index investing.
• M1 Finance: Automated investing platform offering customizable ETF portfolios with built-in rebalancing and a low-cost structure. Comparable on passive, programmatic, lifecycle-style investing aimed at self-directed retail clients.
• Empower Personal Dashboard (formerly Personal Capital): Hybrid robo-advisor offering automated ETF-based portfolio management with low fees plus optional human advisory. Comparable on low-fee, lifecycle-oriented portfolios serving mass-affluent and HNW clients.

Broad incumbents

• Schwab Intelligent Portfolios: Schwab's automated advisory platform offering diversified, low-cost ETF portfolios with no advisory fee on the base product. Broad incumbent with massive distribution that competes for the same cost-conscious retail investors.
• Fidelity Go: Fidelity's robo-advisor offering low-fee, diversified portfolios with periodic rebalancing and goal-based planning. Competes directly with Simplexity's automated, low-cost lifecycle-style strategy for retail investors.
• Vanguard Personal Advisor Services: Vanguard's hybrid advisory service combining robo-advice with human advisors using Vanguard's own low-cost funds (the same underlying ETFs Simplexity uses). A dominant incumbent competitor in the low-fee lifecycle advisory space.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/simplexity-investment-management

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Simplexity Investment Management