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Lionheart Financial Planning
Andy Gill established Lionheart Financial Planning in San Francisco in 2002, creating a fee-only registered investment advisor.
Lionheart Financial Planning
Andy Gill established Lionheart Financial Planning in San Francisco in 2002, creating a fee-only registered investment advisor. The firm operates under a fiduciary standard distinct from wirehouse and bank-affiliated advisors — it sells no proprietary products, collects no commissions, and does not custody client assets. This architecture roots the practice in financial planning before portfolio management. The firm deploys client capital across a mix of low-cost index funds and factor-tilted passive vehicles, with allocations to equities, fixed income, and real estate. Geographic focus is domestic US markets. Lionheart does not run pooled funds or participate in direct co-investments; it assembles asset-class exposure through publicly traded securities. In registered ADV filings, the firm has historically disclosed no disciplinary events. Lionheart operates as a lean boutique in Northern California, serving individual clients and small-to-midsize retirement plans. No separate trust company or philanthropic vehicle operates under the Lionheart brand. The firm's website domain remains active through ongoing registration, indicating continuous operations since founding. What distinguishes Lionheart structurally from most wealth managers is its refusal to scale through asset aggregation. The firm does not pursue institutional mandates, does not maintain a dedicated sales team, and does not seed proprietary funds — an architecture that make the individual planner's judgment the single binding constraint on growth.
General information
Firm type
Asset Manager
Year founded
2002
AUM
Undisclosed
Location
Region
North America
Country
United States
City
San Francisco
Corporate office
San Francisco, CA, United States
Principals
Andy Gill
Founder and CEO
Sector focus
Frequently asked questions
Who runs investment decisions at Lionheart Financial Planning?
Andy Gill serves as founder and CEO, maintaining final authority over the firm's investment methodology. Lionheart uses a passive, factor-oriented model built around low-cost index funds, which reduces the dependence on individual security selection. Day-to-day portfolio construction follows documented allocation targets rather than discretionary trading calls.
Is Lionheart Financial Planning a fiduciary?
Yes. As a registered investment advisor, the firm is legally bound to a fiduciary standard requiring it to place client interests ahead of its own. Unlike broker-dealers who operate under a suitability standard, Lionheart cannot recommend investments that generate higher compensation at the client's expense. This distinction was foundational to the firm's 2002 launch.
Does Lionheart run any proprietary funds or products?
No. The firm does not manufacture or seed mutual funds, ETFs, or separate account strategies. It constructs portfolios entirely from third-party, publicly available investment vehicles, primarily index funds and factor-tilted ETFs. This eliminates the structural incentive to fill client accounts with in-house products.
How does Lionheart charge for its services?
The firm operates on an asset-under-management fee model, billing clients a percentage of assets advised. As a fee-only practice, it accepts no commissions, referral fees, or revenue-sharing agreements from fund providers. ADV filings have historically shown a standard tiered schedule that declines at higher asset thresholds.
What types of clients does Lionheart typically serve?
The client base skews toward individuals and families in Northern California, along with small-to-midsize employer-sponsored retirement plans. The firm does not pursue institutional mandates from endowments, foundations, or pension funds. That focus keeps the client count manageable within a boutique structure.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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