DFX Intelligence

RIA Intelligence

Registered investment advisers, the advisors registered through them, the capital they report, the private vehicles they run and the people who own them, as a graph with a filing date behind every number. RAUM is what the adviser filed, a move is two registration dates, and a class is a rule you can read.

SEC-registered adviser

Simplicity Wealth

Wealth manager with institutional or fund businessSummit, New JerseyCRD 300572SEC 801-114798websiteIAPD
Legal name Simplicity Wealth LLC
Latest filing Jul 8, 2026
First filing on the tape Feb 6, 2019 · 83 filings
SEC status approved since Mar 11, 2019
RAUM
$4.3B
reported, Item 5.F
Discretionary
98%
of RAUM
Private clients
40%
$1.7B individuals and HNW
Advisors
204
registered through the firm on IAPD
RAUM per advisor
$20.9M
derived; firm RAUM over IAPD count
Employees
424
190 advisory (5.B.1)
Offices
52
beyond the principal office
Private funds
0
reported on Schedule D
History
83 filings and snapshots on the tape
RAUM$4.3B as of Jul 8, 2026
Mar 31, 2020$49.3M then
HNW client RAUM$635M as of Jul 8, 2026
Apr 1, 2021$16.7M then
State-registered IARs (5.B.3)143 as of Jul 8, 2026
Mar 31, 202041 then
Employees (5.A)424 as of Jul 8, 2026
Mar 31, 202041 then
Private funds: no history
RAUM +19% over the last fiscal year+177% a year over threeIARs 134 to 143
Practice profile
derived from the filing of Jul 8, 2026; every figure names its basis
Archetypes, each a printed rule
RAUM per advisor
$20.6MderivedRAUM over IAPD advisors; not a book size
Clients per advisor
41derivedindividual and HNW clients (5.D) over advisors
Average HNW client
$983,863derivedHNW RAUM over HNW clients
Average account
$304,097derivedRAUM over accounts (5.F.2.f)
Discretionary
98%derivedof RAUM
Institutional
0.0%derivedpensions, charities, corporations, government, insurance, banks, other advisers
Employees per advisor
2.0derivedItem 5.A over advisors
Advisors per office
3.9derived53 offices incl. principal (1.F.5)
RAUM growth, one year
+19%derivedbetween the last two annual amendments
Advisor growth, one year
+6.7%derivedItem 5.B.3 between annual amendments
Client growth, one year
+51%derived
Compensation
percentage of assets, hourly, fixed feesreportedItem 5.E
Advisory activities
financial planning, portfolio management for individuals, portfolio management for businesses and institutions, selection of other advisers, publications, educational seminarsreportedItem 5.G
Custody
$1.5B, 5,504 clientsreportedItem 9.A
Ownership
no PE, bank or public-company owner found on Schedule Aderived
Advisor book size
not public; not estimatedreported
Also answered yes on Form ADV
  • buys or sells securities as principal to or from clients (8.A.2)
  • has discretionary authority over which securities are bought or sold (8.C.1)
  • receives research or other products from a broker-dealer, soft dollars (8.E)
  • has custody of client cash or bank accounts (9.A.1.a)
  • marketing includes testimonials (5.L.1.c)
  • marketing includes hypothetical performance (5.L.3)
Where the RAUM sits
Form ADV Item 5.D, latest filing
  • Other investment advisers$2.5B59%
  • Individuals$1.1B25%
  • High-net-worth individuals$635M15%
  • Banks and thrifts$44.1M1.0%
Individual clients
7,811reported
HNW clients
645reported
Pension plan clients
0reported
Charitable clients
0reported
Accounts
14,045reported
Financial planning clients
26-50reported
Wrap fee programs
noreported
Custody of client assets
$1.5B for 5,504 clientsreported
Compensation
% of AUM, fixed, hourlyreported
Class basis
private_client_share=0.4 fund_share=0.59 institutional_share=0.0 related_bd=true related_bank=false bd_reps=24.0derived
Advisors registered through the firm
202 on IAPD today, longest tenure first
NameBranchHere sinceIn industryPrior firms
August Henry VeltenSummit, Nj May 2, 201916 y2
Chad Emmerson BlantonSummit, Nj Jun 5, 201918 y1
Jeffrey Ian MccartySanta Clarita, Ca Jul 26, 201929 y2
David Jay VogelSummit, Nj Aug 7, 201944 y7
Rodney Dean JarrellCertified Financial PlannerSummit, Nj Aug 13, 201917 y3
Donald A SheltonSummit, Nj Oct 28, 201921 y2
Robert Thomas MurphyGlastonbury, Ct Mar 12, 202125 y4
Christopher Frediani GeistSummit, Nj May 28, 202119 y1
Nathaniel Paul BartonPhoenix, Az Aug 20, 202120 y4
Daniel Scott RhoadsPennsburg, Pa Sep 13, 202110 y0
Thomas John RozmanChartered Financial AnalystSummit, Nj Jan 19, 202239 y1
Elena M LarsonSummit, Nj Jul 14, 202226 y2
Justin Jay JonesSummit, Nj Sep 1, 202213 y0
Alan Dean CantrellFayetteville, Ar Sep 8, 202240 y4
Walter Gordon DecherdHouston, Tx Nov 16, 202218 y1
Matthew Frank KruegerHampshire, Il Dec 21, 202220 y1
David Bradley ForrestRadnor, Pa Feb 15, 202311 y1
Patrick ChevalierHouston, Tx Apr 13, 202317 y2
Mike NimmoCertified Financial PlannerSummit, Nj Apr 24, 202312 y1
Natalie Cantrell YarbroughFayetteville, Ar May 3, 202315 y1
Hoyt Scott RobeyChartered Financial ConsultantSummit, Nj May 16, 202335 y6
Robert CannonRiverside, Ct Jun 2, 202335 y1
Ted F HenleyColorado Springs, Co Jun 2, 202310 y0
Paula Jean ReynoldsSummit, Nj Jun 30, 202315 y0
William Boyd MillerSummit, Nj Jul 3, 202326 y1
Thomas Noel FaddenSummit, Nj Jul 11, 202316 y2
Mary BellofattoPine Brook, Nj Jul 11, 202313 y0
Nicholas KaiserCertified Financial PlannerSummit, Nj Aug 4, 202319 y2
Elizabeth Coble DonnerRaleigh, Nc Aug 8, 202327 y2
Jack MalarikChardon, Oh Sep 6, 202325 y5
Eduardo Walter Ortega-GhiglioneFort Lauderdale, Fl Sep 11, 202310 y1
Douglas Mac LangfordSummit, Nj Oct 6, 202325 y4
Richard Anthony ContelmoSummit, Nj Oct 9, 202313 y1
Ronald Scott TetleyAkron, Oh Oct 30, 202323 y3
Mark Christopher SpoonerCertified Financial PlannerSummit, NjNov 9, 202322 y3
Michael Kenneth HerrmannSummit, Nj Nov 13, 202330 y1
Gordon Ralph BakerGreenwood Village, Co Nov 21, 202319 y3
Michael Vincent MortellaroSummit, NjDec 5, 202334 y4
Michael James Smith TuckerSummit, Nj Dec 11, 202328 y4
Carlos Omar LopezMcallen, Tx Jan 17, 202422 y1
All 202 advisors at Simplicity Wealth
Advisor movement
16 left, 59 joined in 12 months
net +43 in 12 months1 left in 90 days17 joined in 90 daysdeparture rate 7.8% of current headcount42 left over 36 months
Left, latest
Joined, latest
Teams: two or more advisors moving together within fourteen days, from one state
Private funds
No private fund reported.
Owners and control persons
Schedule A and B, latest filing
  • George Bruce Donaldson · Chief Executive Officer/Board Membercontrol
    since 01/2019 · owns less than 5%
  • Marc Mitchell Leidner · Cfo And Treasurer/Board Membercontrol
    since 09/2021 · owns less than 5%
  • Jared Margolies · Chief Compliance Officercontrol
    since 10/2023 · owns less than 5%
  • Bartlett Erin Mccann · Presidentcontrol
    since 01/2019 · owns less than 5%
  • Christina Parker · General Counselcontrol
    since 09/2021 · owns less than 5%
  • N Scott Raider · Chief Compliance Officercontrol
    since 02/2025 · owns less than 5%
  • John Thomas Rozman · Chief Investment Officercontrol
    since 12/2021 · owns less than 5%
  • Adam Paul Tinnirello · Executive Vice President
    since 10/2023 · owns less than 5%
  • David Sean Wickersham · Board Member
    since 08/2023 · owns less than 5%
Entity owners
  • Simplicity Financial Marketing · Owner
    direct · owns 75% or more
  • Simplicity Financial Marketing Holdings Inc. · Owner
    direct · owns 75% or more
  • Lee Equity Partners III Gp, LLC · General Partner
    indirect · owns F of Lep Simplicity Holdings, L.P.
  • Lep Pequod Gp, LLC · General Partner
    indirect · owns F of Lep Pequod Holdings LP
  • Lep Pequod Holdings LP · Stockholder
    indirect · owns 75% or more of Pequod Topco Inc.
  • Lep Simplicity Holdings, L.P. · Member
    indirect · owns 75% or more of Lep Pequod Holdings LP
  • Pequod Midco Inc · Stockholder
    indirect · owns 75% or more of Simplicity Financial Marketing Group Holdings Inc.
  • Pequod Topco Inc. · Stockholder
    indirect · owns 75% or more of Pequod Midco Inc
  • Simplicity Financial Marketing Group Holdings Inc. · Stockholder
    indirect · owns F of Simplicity Financial Marketing Holdings Inc.
Related persons
Schedule D 7.A
Advisers that list Simplicity Wealth as a related person
Office movement
IAPD branch city; joins and departures in 12 months
OfficeAdvisorsJoinedLeftTeams outForming
Summit, Nj · principal206809
San Diego, Ca1460
Lincolnshire, Il610
Scottsdale, Az530
Phoenix, Az510
Minneapolis, Mn410
Charlotte, Nc400
Santa Ana, Ca330
Logan, Ut320
Bloomington, Mn320
Nashua, Nh300
Ocala, Fl300
Grand Rapids, Mi310
Houston, Tx310
Clearwater, Fl320
Melbourne, Fl210
Berkeley Heights, Nj210
Cream Ridge, Nj200
Fayetteville, Ar200
Lafayette, La210
Offices
Schedule D 1.F, the 25 largest
  • Charlotte, NC3 employees
  • Phoenix, AZ3 employees
  • Pine Brook, NJ2 employees
  • Mcallen, TX2 employees
  • Fayetteville, AR2 employees
  • Bloomington, MN2 employees
  • Eden Prairie, MN1 employees
  • Flagstaff, AZ1 employees
  • Florence, KY1 employees
  • Fort Lauderdale, FL1 employees
  • Glastonbury, CT1 employees
  • Greenwood Village, CO1 employees
  • Hampshire, IL1 employees
  • Hoover, AL1 employees
  • Houston, TX1 employees
  • Houston, TX1 employees
  • Logan, UT1 employees
  • Mandeville, LA1 employees
  • Melbourne, FL1 employees
  • Memphis, TN1 employees
  • Miami, FL1 employees
  • Miami, FL1 employees
  • Old Hickory, TN1 employees
  • Orange Park, FL1 employees
  • Palm Harbor, FL1 employees
ADV anomalies
4 against comparable advisers; where to look, not conclusions
  • control person changedChange between filings · filing Jul 8, 2026
    Raider, Scott, N (CHIEF COMPLIANCE OFFICER) appeared on Schedule A between the filings of 2023-11-02 and 2026-07-08
    peers: independent wealth managers, $1B to $5B (1,360)
  • control person changedChange between filings · filing Jul 8, 2026
    Margolies, Jared (CHIEF COMPLIANCE OFFICER) left Schedule A between the filings of 2023-11-02 and 2026-07-08
    peers: independent wealth managers, $1B to $5B (1,360)
  • client count surgeChange between filings · filing Apr 8, 2026
    individual and HNW clients (Item 5.D) moved from 5,589.0 to 8,456.0 (+51.0%) between the annual amendments of 2025-03-26 and 2026-04-08; the peer median change was +5.0% (1132 comparable advisers, 96.0th percentile of changes)
    peers: independent wealth managers, $1B to $5B (1,132) · 96% percentile
  • employee count surgeChange between filings · filing Apr 8, 2026
    employees (Item 5.A) moved from 242.0 to 424.0 (+75.0%) between the annual amendments of 2025-03-26 and 2026-04-08; the peer median change was +4.0% (1050 comparable advisers, 98.0th percentile of changes)
    peers: independent wealth managers, $1B to $5B (1,050) · 98% percentile
What changed
consecutive filings, newest first
  • Accounts · 10,573 to 14,045
    Mar 26, 2025 to Mar 25, 2026
  • Advisory employees · 242 to 190
    Mar 26, 2025 to Mar 25, 2026
  • BD registered reps · 10 to 24
    Mar 26, 2025 to Mar 25, 2026
  • HNW clients · 32 to 645
    Mar 26, 2025 to Mar 25, 2026
  • Individual clients · 5,557 to 7,811
    Mar 26, 2025 to Mar 25, 2026
  • Assets in custody · $737M to $1.5B
    Mar 26, 2025 to Mar 25, 2026
  • Employees · 242 to 424
    Mar 26, 2025 to Mar 25, 2026
  • Insurance-licensed employees · 1 to 0
    Mar 26, 2025 to Mar 25, 2026
  • Financial planning clients · 1-10 to 26-50
    Mar 26, 2025 to Mar 25, 2026
  • State-registered IARs · 134 to 143
    Mar 26, 2025 to Mar 25, 2026
  • Discretionary RAUM · $3.5B to $4.2B
    Mar 26, 2025 to Mar 25, 2026
  • HNW RAUM · $385M to $635M
    Mar 26, 2025 to Mar 25, 2026
  • Individual RAUM · $651M to $1.1B
    Mar 26, 2025 to Mar 25, 2026
  • Non-discretionary RAUM · $82.2M to $82.6M
    Mar 26, 2025 to Mar 25, 2026
  • RAUM · $3.6B to $4.3B
    Mar 26, 2025 to Mar 25, 2026
  • Accounts · 6,188 to 10,573
    Jan 24, 2025 to Mar 26, 2025
  • Advisory employees · 159 to 242
    Jan 24, 2025 to Mar 26, 2025
  • BD registered reps · 5 to 10
    Jan 24, 2025 to Mar 26, 2025
  • HNW clients · 29 to 32
    Jan 24, 2025 to Mar 26, 2025
  • Individual clients · 1,830 to 5,557
    Jan 24, 2025 to Mar 26, 2025
  • Assets in custody · unset to 736997214.0
    Jan 24, 2025 to Mar 26, 2025
  • Custody of client assets · false to true
    Jan 24, 2025 to Mar 26, 2025
  • Employees · 159 to 242
    Jan 24, 2025 to Mar 26, 2025
  • Financial planning clients · 1-10 to 1-10
    Jan 24, 2025 to Mar 26, 2025
  • State-registered IARs · 73 to 134
    Jan 24, 2025 to Mar 26, 2025
  • Discretionary RAUM · $3.1B to $3.5B
    Jan 24, 2025 to Mar 26, 2025
  • HNW RAUM · $26.2M to $385M
    Jan 24, 2025 to Mar 26, 2025
  • Individual RAUM · $172M to $651M
    Jan 24, 2025 to Mar 26, 2025
  • Non-discretionary RAUM · $71.9M to $82.2M
    Jan 24, 2025 to Mar 26, 2025
  • RAUM · $3.2B to $3.6B
    Jan 24, 2025 to Mar 26, 2025
  • Accounts · 2,342 to 6,188
    Dec 12, 2023 to Mar 27, 2024
  • Advisory employees · 132 to 159
    Dec 12, 2023 to Mar 27, 2024
  • Advisory activities · 5 to 6
    Dec 12, 2023 to Mar 27, 2024
  • BD registered reps · 7 to 5
    Dec 12, 2023 to Mar 27, 2024
  • HNW clients · 20 to 29
    Dec 12, 2023 to Mar 27, 2024
  • Individual clients · 2,322 to 1,830
    Dec 12, 2023 to Mar 27, 2024
  • Employees · 132 to 159
    Dec 12, 2023 to Mar 27, 2024
  • Insurance-licensed employees · 3 to 1
    Dec 12, 2023 to Mar 27, 2024
  • Financial planning clients · 0 to 1-10
    Dec 12, 2023 to Mar 27, 2024
  • State-registered IARs · 65 to 73
    Dec 12, 2023 to Mar 27, 2024
Signals
60 dated events
  • Edward James Mercier registered as an investment adviser representative at Simplicity Wealth
    Sep 15, 2026 · Advisor registered · fact
  • Matthew Mccormack registered as an investment adviser representative at Simplicity Wealth
    Sep 15, 2026 · Advisor registered · fact
  • Jason Siebert registered as an investment adviser representative at Simplicity Wealth
    Sep 14, 2026 · Advisor registered · fact
  • Troy James Hines left Simplicity Wealth for Virtue Capital Management, Llc (registered 2026-08-11)
    Jul 20, 2026 · Advisor changed firm · fact
  • 2 advisors left Mobile Bay Wealth Management, LLC (Mobile, AL) for Simplicity Wealth on the same day
    Jul 14, 2026 · Team lift-out · derived
  • 2 advisors left Aptus Wealth Management, LLC (Lewis Center, OH) for Simplicity Wealth within 2 days
    Jun 29, 2026 · Team lift-out · derived
  • Doran Joseph O'Brien left Simplicity Wealth for Trajan Wealth, L.L.C. (registered 2026-07-13)
    Jun 18, 2026 · Advisor changed firm · fact
  • Anthony Edwin Echang left Simplicity Wealth for Wells Fargo Advisors (registered 2026-06-16)
    May 22, 2026 · Advisor changed firm · fact
  • Nathan David Smith left Simplicity Wealth for Foundations Investment Advisors Llc (registered 2026-06-01)
    May 18, 2026 · Advisor changed firm · fact
  • James R Newman left Simplicity Wealth for Portside Wealth Group, Llc (registered 2026-05-27)
    May 15, 2026 · Advisor changed firm · fact
  • Chad Patrick Budy left Simplicity Wealth for Brookstone Capital Management Llc (registered 2026-05-19)
    May 11, 2026 · Advisor changed firm · fact
  • David Morgan left Simplicity Wealth for Cambridge Investment Research Advisors, Inc. (registered 2026-09-02)
    Apr 15, 2026 · Advisor changed firm · fact
  • 2 advisors left Connect Financial Advisors (Logan, UT) for Simplicity Wealth within 3 days
    Mar 17, 2026 · Team lift-out · derived
  • James Paul Ball left Simplicity Wealth for Virtue Capital Management, Llc (registered 2026-02-12)
    Feb 3, 2026 · Advisor changed firm · fact
  • Hilary Zaragoza left Simplicity Wealth for Aegis Wealth Management, Inc. (registered 2026-02-18)
    Jan 30, 2026 · Advisor changed firm · fact
  • 4 advisors left Cetera Investment Advisers LLC (San Diego, CA) for Simplicity Wealth on the same day
    Jan 21, 2026 · Team lift-out · derived
  • Billie Carter Miles left Simplicity Wealth for Signal Advisors Wealth, Llc (registered 2026-07-22)
    Jan 6, 2026 · Advisor changed firm · fact
  • Tilden Lester Sowdon left Simplicity Wealth for Tlg Advisors, Inc. (registered 2025-12-12)
    Dec 16, 2025 · Advisor changed firm · fact
  • Amy Marie Roberts left Simplicity Wealth for Creativeone Wealth, Llc (registered 2025-12-10)
    Dec 8, 2025 · Advisor changed firm · fact
  • Santoria Simone Texidor left Simplicity Wealth for J.P. Morgan Securities Llc (registered 2026-01-22)
    Nov 24, 2025 · Advisor changed firm · fact
  • Denver William Nowicz left Simplicity Wealth for Wealth For Life, Llc (registered 2025-10-15)
    Oct 20, 2025 · Advisor changed firm · fact
  • Ronald T Swanick left Simplicity Wealth for Independent Wealth Network, Inc. (registered 2025-10-21)
    Oct 17, 2025 · Advisor changed firm · fact
  • Kenneth D. Greene left Simplicity Wealth for Ae Wealth Management, Llc (registered 2025-10-07)
    Oct 16, 2025 · Advisor changed firm · fact
  • Matthew Glen Oaks left Simplicity Wealth for Ae Wealth Management, Llc (registered 2025-09-02)
    Sep 10, 2025 · Advisor changed firm · fact
  • 2 advisors left Brookstone Wealth Advisors, LLC (Cream Ridge, NJ) for Simplicity Wealth on the same day
    Aug 15, 2025 · Team lift-out · derived
  • 2 advisors left Mutual Trust Asset Mgmt., Inc. (Tampa, FL) for Simplicity Wealth on the same day
    Aug 8, 2025 · Team lift-out · derived
  • Daniel Aurelian Nicolaescu left Simplicity Wealth for Lasting Mark Retirement Group Llc (registered 2025-08-11)
    Jul 23, 2025 · Advisor changed firm · fact
  • Randy Dominic Jaramillo left Simplicity Wealth for Foundations Investment Advisors Llc (registered 2025-07-23)
    Jul 22, 2025 · Advisor changed firm · fact
  • Stephen Scott Harper left Simplicity Wealth for Advisor Share Wealth Management, Llc (registered 2025-07-02)
    Jul 2, 2025 · Advisor changed firm · fact
  • Emile Paul Dufrene left Simplicity Wealth for Foundations Investment Advisors Llc (registered 2025-06-20)
    Jun 16, 2025 · Advisor changed firm · fact
Across DFX
shared identifiers only, never a name match
No identifier-backed link to the venture, private equity, family office or sponsor graphs.
How to reach
public business contact points only, each with its source
Business email
s.benavides@simplicityufc.comreportedpublished by the firm, firm site, Sep 15, 2026
Business phone
303-854-9128reportedpublished by the firm, firm site, Sep 15, 2026
Business phone
727-219-9342reportedpublished by the firm, firm site, Sep 15, 2026
Business phone
727-230-8050reportedpublished by the firm, firm site, Sep 15, 2026
Firm profile
linkedin.com/company/retirement-onlyreportedpublic record, Form ADV, Sep 17, 2026
Firm profile
linkedin.com/company/mswealthmgtreportedpublic record, Form ADV, Sep 17, 2026
Website
simplicityufc.comreportedpublic record, Form ADV, Sep 17, 2026
Principal office phone
844-220-8326reportedpublic record, Form ADV, Jul 8, 2026
Team page
simplicityufc.com/our-teamreportedpublished by the firm, firm site, Sep 15, 2026
Provenance
Form ADV
SEC filing data 2011 to 2024 and the monthly roster 2025 onreportedadviserinfo.sec.gov
Advisors
IAPD individual compilation feed, dailyreportedadviserinfo.sec.gov
Class
Wealth manager with institutional or fund businessderiveda rule over Items 5.D and 7.A
RAUM per advisor
$20.9Mderivedfirm RAUM over the IAPD count; not a book size
Loaded
Sep 14, 2026