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.

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.

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.

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.

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.