Effective Assets, Inc.

SEC-registered Wealth Manager · Small ($100M–$1B) CRD 285744 · SEC file 801-120391 · · effectiveassets.com

☆ Save with Pro ADV data as of Feb 04, 2026

Regulatory AUM: $165M
Discretionary: $160M
Clients: 124
Avg AUM / client: $1.3M
Accounts: 410
Employees: 2

AUM over time

$127M $165M

Jan 27, 2021 Feb 4, 2026

Reported AUM from Form ADV filings, plotted by filing date · as of Feb 04, 2026

Who they serve

Client type	Clients	AUM	% of AUM
Individuals (non-high net worth)	83	$32.8M	19.8%
High net worth individuals	41	$121M	73.3%
Pension and profit sharing plans	Fewer than 5 clients	$9.9M	6.0%
Charitable organizations	Fewer than 5 clients	$1.4M	0.85%

People (1)

roster as of Jul 20, 2026

Name	Role / title	Credentials	With firm since	Ownership
Justin Everett Martello	Cfp And Cco	CFP	Oct 2016 (10y)	75% or more

Undisclosed: 0% – 25% of the firm is not attributable from the filed Schedule A bands.

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.

Documents (1 archived)

Form	Period	Size
Form ADV (full filing)	02/04/2026	954 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

• Percentage of assets under management
• Hourly charges
• Fixed fees

Services

• Financial planning services
• Portfolio management for individuals/small businesses
• Portfolio management for businesses/institutional clients
• Selection of other advisers
• Publication of periodicals or newsletters

Custody

Reported custodians

Charles Schwab & Co. $160M (97% of AUM) Feb 2026

Amounts as reported in ADV Item 5.K.(3) (custodians holding 10%+ of SMA assets).

Firm reports having 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: Feb 04, 2026.

View current Form ADV (SEC/IAPD) ↗