Simplicity Wealth Llc
SEC-registered
Investment Adviser · Mid-sized ($1B–$10B)
CRD 300572
· SEC file 801-114798
· Summit, NJ
· www.firstfruitsam.com
☆ Save with Pro
ADV data as of Jul 08, 2026
- Regulatory AUM
- $4.3B
- Discretionary
- $4.2B
- Clients
- 8,494
- Avg AUM / client
- $503K
- Accounts
- 14,045
- Employees
- 424
AUM over time
$0
$4.3B
Dec 2018
Jul 2026
Annual snapshots from Form ADV filings · as of Jul 08, 2026
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 7,811 | $1.1B | 25.3% |
| High net worth individuals | 645 | $635M | 14.9% |
| Banking or thrift institutions | 2 | $44.1M | 1.03% |
| Other investment advisers | 36 | $2.5B | 58.9% |
People (203)
roster as of Jul 20, 2026| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| Donaldson, Bruce, George | Chief Executive Officer/Board Member | Jan 2019 (8y) | Less than 5% | |
| Erin Bartlett Mc Cann | President | Jan 2019 (8y) | Less than 5% | |
| Leidner, Mitchell, Marc | Cfo And Treasurer/Board Member | Sep 2021 (5y) | Less than 5% | |
| Parker, Christina | General Counsel | Sep 2021 (5y) | Less than 5% | |
| Thomas John Rozman | Chief Investment Officer | CFA | Dec 2021 (5y) | Less than 5% |
| Sean David Wickersham | Board Member | Aug 2023 (3y) | Less than 5% | |
| Jared Margolies | Chief Compliance Officer | Oct 2023 (3y) | Less than 5% | |
| Paul Adam Tinnirello | Executive Vice President | Oct 2023 (3y) | Less than 5% | |
| August Henry Velten | Registered representative | May 2019 (7y) | ||
| Chad Emmerson Blanton | Registered representative | Jun 2019 (7y) | ||
| Parry James Ward | Registered representative | Jun 2019 (7y) | ||
| Jeffrey Ian Mccarty | Registered representative | Jul 2019 (7y) | ||
| David Jay Vogel | Registered representative | Aug 2019 (7y) | ||
| Rodney Dean Jarrell | Registered representative | CFP | Aug 2019 (7y) | |
| Donald A Shelton | Registered representative | Oct 2019 (7y) | ||
| Robert Thomas Murphy | Registered representative | Mar 2021 (5y) | ||
| Christopher Frediani Geist | Registered representative | May 2021 (5y) | ||
| Nathaniel Paul Barton | Registered representative | Aug 2021 (5y) | ||
| Daniel Scott Rhoads | Registered representative | Sep 2021 (5y) | ||
| Elena M Larson | Registered representative | Jul 2022 (4y) | ||
| Justin Jay Jones | Registered representative | Sep 2022 (4y) | ||
| Alan Dean Cantrell | Registered representative | Sep 2022 (4y) | ||
| Walter Gordon Decherd | Registered representative | Nov 2022 (4y) | ||
| Matthew Frank Krueger | Registered representative | Dec 2022 (4y) | ||
| David Bradley Forrest | Registered representative | Feb 2023 (3y) | ||
| Patrick Chevalier | Registered representative | Apr 2023 (3y) | ||
| Mike Nimmo | Registered representative | CFP | Apr 2023 (3y) | |
| Natalie Cantrell Yarbrough | Registered representative | May 2023 (3y) | ||
| Hoyt Scott Robey | Registered representative | Chartered Financial Consultant | May 2023 (3y) | |
| Robert Cannon | Registered representative | Jun 2023 (3y) | ||
| Ted F Henley | Registered representative | Jun 2023 (3y) | ||
| Paula Jean Reynolds | Registered representative | Jun 2023 (3y) | ||
| William Boyd Miller | Registered representative | Jul 2023 (3y) | ||
| Mary Bellofatto | Registered representative | Jul 2023 (3y) | ||
| Thomas Noel Fadden | Registered representative | Jul 2023 (3y) | ||
| Nicholas Kaiser | Registered representative | CFP | Aug 2023 (3y) | |
| Elizabeth Coble Donner | Registered representative | Aug 2023 (3y) | ||
| Jack Malarik | Registered representative | Sep 2023 (3y) | ||
| Eduardo Walter Ortega Ghiglione | Registered representative | Sep 2023 (3y) | ||
| Douglas Mac Langford | Registered representative | Oct 2023 (3y) | ||
| Richard Anthony Contelmo | Registered representative | Oct 2023 (3y) | ||
| Ronald Scott Tetley | Registered representative | Oct 2023 (3y) | ||
| Mark Christopher Spooner | Registered representative | CFP | Nov 2023 (3y) | |
| Michael Kenneth Herrmann | Registered representative | Nov 2023 (3y) | ||
| Gordon Ralph Baker | Registered representative | Nov 2023 (3y) | ||
| Michael Vincent Mortellaro | Registered representative | Dec 2023 (3y) | ||
| Michael James Smith Tucker | Registered representative | Dec 2023 (3y) | ||
| Carlos Omar Lopez | Registered representative | Jan 2024 (3y) | ||
| Marco Anthony Hernandez | Registered representative | Jan 2024 (3y) | ||
| Joseph Everette Roseman | Registered representative | Jan 2024 (3y) | ||
| Jason Louis Reed | Registered representative | Jan 2024 (3y) | ||
| Timothy Reid Underwood | Registered representative | Feb 2024 (2y) | ||
| Bryce Patterson Lee | Registered representative | Feb 2024 (2y) | ||
| Lenny Ray Martinez | Registered representative | Mar 2024 (2y) | ||
| Jared William Hillman | Registered representative | Apr 2024 (2y) | ||
| Jeffrey David Juniper | Registered representative | Apr 2024 (2y) | ||
| Mary Anne Ehlert | Registered representative | CFP | Apr 2024 (2y) | |
| Gary Ray Hurt | Registered representative | Apr 2024 (2y) | ||
| David Lawrence Wohlwend | Registered representative | Chartered Financial Consultant | May 2024 (2y) | |
| Marcus Todd Veillon | Registered representative | May 2024 (2y) | ||
| Randy Gerard Hux | Registered representative | Jun 2024 (2y) | ||
| Richard Kent Warfield | Registered representative | Jul 2024 (2y) | ||
| Mark Alan Merritt | Registered representative | Aug 2024 (2y) | ||
| Troy James Hines | Registered representative | Sep 2024 (2y) | ||
| Braden C Monahan | Registered representative | Sep 2024 (2y) | ||
| Kimberly Lynn Woodsum | Registered representative | Sep 2024 (2y) | ||
| Sean Timothy Bolen | Registered representative | Oct 2024 (2y) | ||
| Robert Andrew Reaburn | Registered representative | Dec 2024 (2y) | ||
| David Richard Cox | Registered representative | Dec 2024 (2y) | ||
| Jeremy Seth Joseph | Registered representative | CFP | Dec 2024 (2y) | |
| Joseph William Remson | Registered representative | Jan 2025 (2y) | ||
| Paul Quebec | Registered representative | Jan 2025 (2y) | ||
| Chase Aaron Klusman | Registered representative | Jan 2025 (2y) | ||
| James Russell Scott | Registered representative | CFP | Jan 2025 (2y) | |
| Joshua Allan Pick | Registered representative | Jan 2025 (2y) | ||
| Aleksandr Arturovich Melkumov | Registered representative | Feb 2025 (1y) | ||
| Charles Anderson Cumber | Registered representative | Feb 2025 (1y) | ||
| Brian Robert Manderscheid | Registered representative | Feb 2025 (1y) | ||
| Curtis Timothy Cottle | Registered representative | Feb 2025 (1y) | ||
| Catherine Pinkas | Registered representative | Feb 2025 (1y) | ||
| Christopher Alan Abrams | Registered representative | Feb 2025 (1y) | ||
| Devin Matthew Larkins | Registered representative | Feb 2025 (1y) | ||
| Douglas Scott Gahn | Registered representative | Feb 2025 (1y) | ||
| Ian Jacob Grohman | Registered representative | Feb 2025 (1y) | ||
| James Marks Bower | Registered representative | Feb 2025 (1y) | ||
| Jennifer Lee Jost | Registered representative | Feb 2025 (1y) | ||
| Juliet B. Cardona | Registered representative | Feb 2025 (1y) | ||
| Kevin Patrick Nuber | Registered representative | Feb 2025 (1y) | ||
| Mario Matthew Uyboco | Registered representative | Feb 2025 (1y) | ||
| Michael Jerry Snasel | Registered representative | Feb 2025 (1y) | ||
| Parker Nelson Weimar | Registered representative | Feb 2025 (1y) | ||
| Ronnie Orville Caruthers | Registered representative | Feb 2025 (1y) | ||
| Linda A Hilton | Registered representative | CFP | Feb 2025 (1y) | |
| Abdullah Brian Safdari | Registered representative | Feb 2025 (1y) | ||
| David R Lester | Registered representative | Feb 2025 (1y) | ||
| Eric Michael Flaten | Registered representative | Feb 2025 (1y) | ||
| Jason Daniel Griffith | Registered representative | Feb 2025 (1y) | ||
| Jason Robert Parrish | Registered representative | Feb 2025 (1y) | ||
| Paul Douglas Reaburn | Registered representative | Feb 2025 (1y) | ||
| Jeffery Gene Musgrove | Registered representative | Feb 2025 (1y) | ||
| Michael Chase Gilbert | Registered representative | Feb 2025 (1y) | ||
| Joseph Francis Macmunn | Registered representative | Mar 2025 (1y) | ||
| Richard Bedford Spencer | Registered representative | Mar 2025 (1y) | ||
| Ifeanyi Andrew Anyafo | Registered representative | Mar 2025 (1y) | ||
| Nnamdi Obi Anyafo | Registered representative | Mar 2025 (1y) | ||
| Dennis Bernard Szymanski | Registered representative | Apr 2025 (1y) | ||
| Gary Henry Vogel | Registered representative | Apr 2025 (1y) | ||
| Ryan Joseph Hogan | Registered representative | Apr 2025 (1y) | ||
| Anne Williams Coupe | Registered representative | Apr 2025 (1y) | ||
| Derrick Richard Mims | Registered representative | Apr 2025 (1y) | ||
| Humberto Gonzalez | Registered representative | Apr 2025 (1y) | ||
| Robert Okumu Mc Carron | Registered representative | May 2025 (1y) | ||
| Robert Jeffery Green | Registered representative | May 2025 (1y) | ||
| Gabriel Hurt | Registered representative | May 2025 (1y) | ||
| Paul W Harding | Registered representative | May 2025 (1y) | ||
| Jeffrey Costello | Registered representative | May 2025 (1y) | ||
| Stephen Bene | Registered representative | May 2025 (1y) | ||
| Derek Jackson Draper | Registered representative | Jun 2025 (1y) | ||
| Mary E Heil | Registered representative | Jun 2025 (1y) | ||
| Shubert Cineus | Registered representative | Jun 2025 (1y) | ||
| Justin Bernard O'keefe | Registered representative | Chartered Financial Consultant | Jul 2025 (1y) | |
| Kevin Lee Arsham | Registered representative | Aug 2025 (1y) | ||
| Rishit Harishkumar Shah | Registered representative | Aug 2025 (1y) | ||
| Joey Sylvester Martin | Registered representative | Aug 2025 (1y) | ||
| Max Stewart | Registered representative | Aug 2025 (1y) | ||
| Shaymond Alan Janes | Registered representative | Aug 2025 (1y) | ||
| Brian Wakefield | Registered representative | Aug 2025 (1y) | ||
| Armen Riley | Registered representative | Aug 2025 (1y) | ||
| Corey Abood | Registered representative | Aug 2025 (1y) | ||
| Douglas Carlton Bryan | Registered representative | Aug 2025 (1y) | ||
| Katelyn Erchick | Registered representative | Aug 2025 (1y) | ||
| Michael David Riley | Registered representative | CFP Chartered Financial Consultant | Aug 2025 (1y) | |
| Christopher John Lester | Registered representative | Chartered Financial Consultant | Aug 2025 (1y) | |
| Daniel Joseph Harmeyer | Registered representative | CFP | Aug 2025 (1y) | |
| Keith Brandon Lester | Registered representative | Sep 2025 (1y) | ||
| Guillermo Alberto Silesky | Registered representative | Sep 2025 (1y) | ||
| John Robert Ressler | Registered representative | CFP Chartered Financial Consultant | Sep 2025 (1y) | |
| Susan Lee Wieneke | Registered representative | Sep 2025 (1y) | ||
| Zachary Williams | Registered representative | Oct 2025 (1y) | ||
| Kyle Williams | Registered representative | Oct 2025 (1y) | ||
| John Davis Baker | Registered representative | Oct 2025 (1y) | ||
| Aidan Neil Young | Registered representative | Nov 2025 (1y) | ||
| Robert A Prousalis | Registered representative | Nov 2025 (1y) | ||
| Robert M. Freeman | Registered representative | Nov 2025 (1y) | ||
| Hunt Stephens Taylor | Registered representative | Nov 2025 (1y) | ||
| Arcie Petty | Registered representative | Nov 2025 (1y) | ||
| Joseph Calvin Bean | Registered representative | Nov 2025 (1y) | ||
| Anthony John Rossi | Registered representative | Nov 2025 (1y) | ||
| Sherry Xin Hu | Registered representative | CFP | Nov 2025 (1y) | |
| Linda Rose Jensen | Registered representative | Chartered Financial Consultant | Dec 2025 (1y) | |
| Dylan Sunderland | Registered representative | Jan 2026 (1y) | ||
| Heather Nicole Ulz | Registered representative | Jan 2026 (1y) | ||
| David Joseph Julian | Registered representative | Jan 2026 (1y) | ||
| Derrick Salvador Avelar | Registered representative | CFP | Jan 2026 (1y) | |
| Timothy Tuschinski | Registered representative | Jan 2026 (1y) | ||
| Victoria Stout | Registered representative | Jan 2026 (1y) | ||
| Vincent Munno | Registered representative | CFP | Jan 2026 (1y) | |
| Benjamin Thomas Clark | Registered representative | CFP | Jan 2026 (1y) | |
| Leslie Kathryn Hollingsworth | Registered representative | Feb 2026 (0y) | ||
| Jeremy Aden Erisman | Registered representative | Feb 2026 (0y) | ||
| Richard Gustafson | Registered representative | Feb 2026 (0y) | ||
| Jeffrey Marc Sachs | Registered representative | Feb 2026 (0y) | ||
| Jared Bross | Registered representative | Mar 2026 (0y) | ||
| Jason Purvis | Registered representative | CFP | Mar 2026 (0y) | |
| Daniel Patrick Otoole | Registered representative | Mar 2026 (0y) | ||
| Jerry Marlin Toombs | Registered representative | Mar 2026 (0y) | ||
| Thomas Ralph Pitts | Registered representative | Mar 2026 (0y) | ||
| Michael Henry | Registered representative | Mar 2026 (0y) | ||
| Durendal Huynh | Registered representative | Mar 2026 (0y) | ||
| Hien Wu | Registered representative | Mar 2026 (0y) | ||
| Kevin Murray Smith | Registered representative | Chartered Financial Consultant | Mar 2026 (0y) | |
| Matthew Sanchez | Registered representative | Mar 2026 (0y) | ||
| Jose M Garza | Registered representative | CFP | Apr 2026 (0y) | |
| Levi Martin Earhart | Registered representative | CFP | Apr 2026 (0y) | |
| Dennis Patrick Maguire | Registered representative | Apr 2026 (0y) | ||
| Robert Joseph Sayre | Registered representative | CFP | Apr 2026 (0y) | |
| Gene Isao Watanabe | Registered representative | Chartered Financial Consultant | Apr 2026 (0y) | |
| Michael Patrick Kelly | Registered representative | Chartered Financial Consultant | Apr 2026 (0y) | |
| Timothy Michael Murphy | Registered representative | Apr 2026 (0y) | ||
| Edward Daniel Dropic | Registered representative | Apr 2026 (0y) | ||
| Herbert Gerry Wiebe | Registered representative | CFP | Apr 2026 (0y) | |
| Kevin Anthony Blanchard | Registered representative | Apr 2026 (0y) | ||
| Jeffrey Sean Crystal | Registered representative | May 2026 (0y) | ||
| Jason Matthew Peroni | Registered representative | CFP | May 2026 (0y) | |
| Kevin Aaron Krause | Registered representative | May 2026 (0y) | ||
| Ryan Jennestad Lovell | Registered representative | May 2026 (0y) | ||
| Sandeep Varma | Registered representative | May 2026 (0y) | ||
| Adam Sevier | Registered representative | Jun 2026 (0y) | ||
| Sergio Serrano | Registered representative | Jun 2026 (0y) | ||
| Phylip Charles Simmons | Registered representative | Jun 2026 (0y) | ||
| Trent Michael Hart | Registered representative | Jun 2026 (0y) | ||
| Robert Vance Burnette | Registered representative | Jul 2026 (0y) | ||
| Steven Musser | Registered representative | Jul 2026 (0y) | ||
| Antonio Michael Filippone | Registered representative | Jul 2026 (0y) | ||
| Benjamin John Smith | Registered representative | Jul 2026 (0y) | ||
| Antonino M Filippone | Registered representative | Jul 2026 (0y) | ||
| Ryan Michael Bridges | Registered representative | Jul 2026 (0y) | ||
| Clinton Spradley | Registered representative | Jul 2026 (0y) | ||
| Christopher Lee Wholehan | Registered representative | Jul 2026 (0y) | ||
| David Andrew Harry | Registered representative | Jul 2026 (0y) | ||
| Lacy Geil Mulroy | Registered representative | Jul 2026 (0y) | ||
| Virginia Mcneil O'brien | Registered representative | Jul 2026 (0y) | ||
| Joel Steven Rieck | Registered representative | Jul 2026 (0y) |
Entity owners (Schedule A/B)
| Entity | Title / status | Since | Sch. | Ownership |
|---|---|---|---|---|
| Simplicity Financial Marketing Holdings Inc. | Owner | Jan 2019 | A | 75% or more |
| Pequod Midco Inc | Stockholder | Dec 2020 | B | 75% or more of Simplicity Financial Marketing Group Holdings Inc. (indirect) |
| Pequod Topco Inc. | Stockholder | Dec 2020 | B | 75% or more of Pequod Midco Inc (indirect) |
| Lep Pequod Holdings Lp | Stockholder | Dec 2020 | B | 75% or more of Pequod Topco Inc. (indirect) |
| Lep Simplicity Holdings, L.P. | Member | Dec 2020 | B | 75% or more of Lep Pequod Holdings Lp (indirect) |
| Simplicity Financial Marketing Group Holdings Inc. | Stockholder | Feb 2018 | B | GP / trustee / elected manager of Simplicity Financial Marketing Holdings Inc. (indirect) |
| Lep Pequod Gp, Llc | General Partner | Dec 2020 | B | GP / trustee / elected manager of Lep Pequod Holdings Lp (indirect) |
| Lee Equity Partners Iii Gp, Llc | General Partner | Dec 2020 | B | GP / trustee / elected manager of Lep Simplicity Holdings, L.P. (indirect) |
Undisclosed: 0% – 25% of the firm is not attributable from the filed Schedule A bands.
Roster from the IAPD representatives feed; ownership and acquisition dates from Form ADV Schedule A/B. "Since" is the earliest filed registration or acquisition date.
Documents (1 archived)
| Form | Period | Size | |
|---|---|---|---|
| Form ADV (full filing) | 07/08/2026 | 2.46 MB | View · PDF · Source ↗ |
Archived copies of the firm's regulatory filings, versioned by content hash.
Disciplinary disclosures
This firm answered "yes" to a disciplinary item on its latest filing. Detailed disclosure pages for this filing have not been imported yet — see the source filing below.
How they charge
- • Percentage of assets under management
- • Hourly charges
- • Fixed fees
Services
- • Financial planning services
- • Portfolio management for individuals/small businesses
- • Portfolio management for businesses/institutional clients
- • Selection of other advisers
- • Publication of periodicals or newsletters
- • Educational seminars/workshops
Custody
Reported custodians
- Charles Schwab & Co. $2.7B (64% of AUM) Jul 2026
- Principal Financial $742M (17% of AUM) Jul 2026
- Truist, Inc. $444M (10% of AUM) Jul 2026
- Fidelity Brokerage Services $37.3M (19% of AUM) Dec 2023
Amounts as reported in ADV Item 5.K.(3) (custodians holding 10%+ of SMA assets).
Firm reports having custody of client funds or securities (Item 9.A).
Source
All data on this page comes from this firm's Form ADV filings, reproduced without modification. Latest filing: Jul 08, 2026.
View current Form ADV (SEC/IAPD) ↗