SimplyRich is a registered investment advisor operating as a sole proprietorship based in California, founded in 2001 by Lester M. Antman. SimplyRich offers customized investment advisory and portfolio management services to individuals across several states. SimplyRich builds diversified portfolios using individual stocks, bonds, mutual funds, exchange-traded funds, options, and commodities, utilizing modern portfolio theory with a long-term investment focus. Clients can choose between two fee structures depending on their financial situation, and accounts are managed on a discretionary basis through independent custodians such as Charles Schwab. SimplyRich does not provide comprehensive standalone financial planning as part of its standard ongoing portfolio management service.
Fee Structure
Portfolio-Based Fees (Tiered)
| Portfolio Value | Annual Fee |
|---|---|
| Up to $1.0M | 0.50% |
| $1M+ | 0.20% |
SimplyRich offers two fee schedules. Schedule 1 (shown above) charges 0.50% on the first $1M and 0.20% above $1M. Schedule 2 charges a flat $3,000 plus 0.20% of assets under management. Fees are negotiable at the advisor's discretion.