# Lionheart Financial Planning

Lionheart Financial Planning is an Asset Manager based in San Francisco, United States.

## Overview

- **Organization type:** Asset Manager
- **Headquarters:** San Francisco, United States
- **Region:** North America
- **Address:** San Francisco, CA, United States
- **Founded:** 2002
- **Assets under management:** Undisclosed
- **Website:** lionheartfp.com
- **LinkedIn:** https://www.linkedin.com/company/richardsgardner

## Regulatory record

- **CRD number:** 134170
- **Registration status:** Registered
- **Reports private funds:** No
- **IAPD record:** https://adviserinfo.sec.gov/firm/summary/134170

## About

LIONHEART FINANCIAL PLANNING, INC. is a state-registered investment adviser with $14 million in regulatory assets under management. The firm manages $500,000 on a discretionary basis. It has 1 employee and 1 investment adviser.

## Sectors

- Wealth Management
- Financial Planning

## People

- Andy Gill — Founder and CEO

## 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.

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Last updated: 2026-06-03T20:00:00.000Z

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