Principly, Inc.
- Regulatory AUM
- $62.9M
- Discretionary
- $0
- Clients
- 14,482
- Avg AUM / client
- $4.3K
- Accounts
- 18,672
- Employees
- 15
AUM over time
Annual snapshots from Form ADV filings · as of Mar 31, 2026
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 14,482 | $62.9M | 100.0% |
Retirement plan clients
Plans that reported this firm as an investment service provider on Form 5500 Schedule C.
People (1)
roster as of Jul 20, 2026| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| Jordan Gabriel Eckton Lee | Chief Executive Officer, Chief Compliance Officer, Shareholder (Common) | Mar 2015 (11y) | 25% – 50% |
Entity owners (Schedule A/B)
| Entity | Title / status | Since | Sch. | Ownership |
|---|---|---|---|---|
| Wh2 P Llc | Shareholder (Preferred) | Dec 2023 | A | 50% – 75% |
| Wndrco Holdings Ii Lp | Owner And Managing Member | Dec 2023 | B | ≈ 25% – 56.25% via Wh2 P Llc |
Undisclosed: 0% – 25% of the firm is not attributable from the filed Schedule A bands.
Estimated effective ownership (look-through of filed bands):
- Wndrco Holdings Ii Lp: 50% – 75% of Wh2 P Llc × 50% – 75% direct ≈ 25% – 56.25% of the firm
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.
Retirement plans served (19)
| Plan | Sponsor | Participants | Plan assets | As of |
|---|---|---|---|---|
| Viatech Publishing Solutions, Inc. Employee Stock Ownership Plan | Viatech Publishing Solutions, Inc. | 98 | $4.7M | 09/01/2024 |
| Employer Local No. 375 Pension Plan | Employer Local 375 Pension Plan C/O Beacon Administrators & Consultant | 0 | $21.3M | 08/01/2024 |
| Hawkeye Pension Plan | Hawkeye Insurance Association | 491 | $129M | 07/01/2024 |
| Seattle Symphony Players Pension Plan | Trustees Of The Seattle Symphony Players Pension Plan | 91 | $31.4M | 07/01/2024 |
| Mckee Foods Retirement Plan | Mckee Foods Corporation | 6,741 | $1.1B | 07/01/2024 |
| Plasterers' Local 8 Pension Fund | Trustees Of Plasterers' Local 8 Pension Fund | 87 | $29.8M | 05/01/2024 |
| Oce Employees' Cash Accumulation Plan | Cusa Acquisition Llc | 477 | $157M | 01/01/2024 |
| Silvus Technologies, Inc. 401(k) Plan | Silvus Technologies, Inc. | 212 | $8.7M | 01/01/2024 |
| Carmax, Inc. Pension Plan | Carmax, Inc. | 2,393 | $199M | 01/01/2024 |
| Kloeckner Metals Defined Benefit Plan | Kloeckner Metals Corporation | 375 | $184M | 01/01/2024 |
| Namasco Retirement Plan For The Dubuque Warehouse Employees Of The Steel Warehousing Division | Kloeckner Metals Corporation | 61 | $16.1M | 01/01/2024 |
| Southwire Company Hourly Pension Plan | Southwire Company, Llc | 4,873 | $145M | 01/01/2024 |
| Bridgeway Benefit Technologies, Llc 401(k) Retirement Savings Plan | Bridgeway Benefit Technologies, Llc | 358 | $77.9M | 01/01/2024 |
| Oapi Retirement Plan | Otsuka America Pharmaceutical, Inc. | 77 | $133M | 01/01/2024 |
| Blue Cross And Blue Shield Of Minnesota Pension Plan | Blue Cross & Blue Shield Of Minnesota | 2,994 | $232M | 01/01/2024 |
| Axel Johnson Inc. Retirement Plan | Axel Johnson Inc. | 87 | $78.7M | 01/01/2024 |
| The Employee Retirement Plan Of Group Health Plan, | Group Health Plan, Inc. | 1,513 | $819M | 01/01/2024 |
| Lti Technology Solutions Employee Stock Ownership Plan | Lti Technology Solutions | 111 | $10.3M | 01/01/2024 |
| Kuraray America Pension Plan | Kuraray America, Inc. | 813 | $57.0M | 01/01/2024 |
From Form 5500 service-provider disclosures.
Documents (1 archived)
| Form | Period | Size | |
|---|---|---|---|
| Form ADV (full filing) | 03/31/2026 | 892 KB | View · PDF · Source ↗ |
Archived copies of the firm's regulatory filings, versioned by content hash.
Disciplinary disclosures
No disciplinary events reported on the firm's latest Form ADV filing.
How they charge
- • Fixed fees
Services
- • Other services
Custody
Reported custodians
- My529 $459K (100% of AUM) Apr 2018
Amounts as reported in ADV Item 5.K.(3) (custodians holding 10%+ of SMA assets).
Firm reports it does not have 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: Mar 31, 2026.
View current Form ADV (SEC/IAPD) ↗