# Applied Advisor

Applied Advisor is an Asset Manager based in San Francisco.

## Overview

- **Organization type:** Asset Manager
- **Headquarters:** San Francisco
- **Founded:** 2003
- **Assets under management:** Undisclosed
- **Website:** https://appliedadvisor.com

## Regulatory record

- **CRD number:** 126725
- **Registration status:** Registered
- **Reports private funds:** No
- **IAPD record:** https://adviserinfo.sec.gov/firm/summary/126725

## About

Applied Advisor is a fee-only financial planning practice offering retirement planning, investment selection, asset allocation, tax preparation and planning, and related guidance. It serves clients who want professional feedback while remaining hands-on with their money, including those early in wealth accumulation or dealing with sudden money. Appointments are remote only and services are directed to people in California.

## People

- Kathy Hentges

## Questions

### Is Applied Advisor bound by a fiduciary duty to its clients?

Yes. As a firm registered solely as an investment advisor with the SEC, Applied Advisor owes a fiduciary duty of care and loyalty to every client, according to public filings. This means the firm must act in the client's best interest, disclose conflicts, and seek best execution. The regulatory obligation is distinct from the suitability standard that applies to broker-dealers.

### What investment vehicles does Applied Advisor use to construct portfolios?

Public regulatory filings indicate the firm constructs client portfolios using mutual funds, exchange-traded funds, individual equities, and fixed-income instruments. The firm does not market proprietary investment products, which limits embedded product conflicts common at broker-dealer affiliates. Portfolio construction relies on third-party research and public-market instruments.

### What size institution does Applied Advisor serve?

The firm serves both individual and institutional clients, but its regulatory assets under management fall below $1 billion, according to the most recent public filings. The client advisory book skews toward individual portfolio management rather than large institutional separate accounts. The firm has not publicly disclosed major endowment, foundation, or pension fund relationships.

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Last updated: 2026-08-11T15:06:04.815Z

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