Apricity Financial provides financial planning, portfolio management for individuals and small businesses, portfolio management for pooled vehicles, and pension consulting. Financial planning was provided to 1–10 clients last fiscal year. The firm advises 1 private fund.
Apricity Financial reports 78 clients. They include 34 individual clients, 33 high-net-worth individuals, and 11 pension and profit-sharing plans. Of its assets, 79.3% ($87.8M across 168 accounts) are managed with discretion; $23M across 14 accounts are not. Of its clients, 1% are outside the U.S.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 44% | 18% |
| High-net-worth individuals | 42% | 67% |
| Pension and profit-sharing plans | 14% | 15% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 34 | $20.2M | 18.3% | $595K |
| High-net-worth individuals | 33 | $74M | 66.8% | $2.24M |
| Pension and profit-sharing plans | 11 | $16.6M | 15.0% | $1.51M |
| Total | 78 | $111M | 100% | $1.42M |
- Clients
- 34
- Regulatory AUM
- $20.2M
- AUM share
- 18.3%
- Avg. per client
- $595K
- Clients
- 33
- Regulatory AUM
- $74M
- AUM share
- 66.8%
- Avg. per client
- $2.24M
- Clients
- 11
- Regulatory AUM
- $16.6M
- AUM share
- 15.0%
- Avg. per client
- $1.51M
Total
- Clients
- 78
- Regulatory AUM
- $111M
- AUM share
- 100%
- Avg. per client
- $1.42M
- Clients outside the U.S.
- 1%
- Clients advised without assets under management last fiscal year
- 0
- Private funds advised
- 1
- Financial planning clients last fiscal year
- 1–10
Apricity Financial charges 0.75%–1.50% a year for its Wealth Management Services. Each asset band is charged at its own rate. The fee is billed in arrears. The brochure also prices 3 other services, listed under fee details.
| Asset band | Annual rate |
|---|---|
| $0–$1M | 1.50% |
| $1M–$3M | 1.00% |
| $3M and above | 0.75% |
Fee details and sources
Other fees
- Ongoing Financial Planning
- For certain clients, an annual ongoing financial planning fee billed monthly at $500 to $5,000 per month; usually included in the wealth management fee.
- Retirement Plan Advisory Services
- Retirement plan advisory is an asset-based fee of up to 1.00% annually, negotiable, with total fees not to exceed 3.00% annually of plan assets.
- Standalone Financial Planning
- Standalone and ad hoc financial planning is a negotiable fixed engagement fee of up to $50,000 per engagement, up to 50% invoiced on signing.
Apricity Holding Company LLC owns 75% or more of Apricity Financial and is in turn owned by Michael Berry (75% or more). The leadership team of Apricity Financial includes President Lindsey Cruz. It has 6 employees, 4 of them in advisory roles.
Staff
- 6 employees
- 4 in advisory functions
- 4 state-registered reps
- 2 insurance agents
- Owns 75% or more of Apricity Financial, LLC
Apricity Holding Company LLC
Control person · since February 2024
- Owns 75% or more of Apricity Holding Company LLC
Michael Berry
Control person · since July 2011
Besides its headquarters, Apricity Financial has 3 offices (3 private residences, listed without an address), with 1 listed address with no US state reported.
Contact and registration details
- Legal name
- Apricity Financial, LLC
- Headquarters
- Not reported
- Website
- apricity-advisors.com
- Phone
- 855-449-7100
- @apricity-advisors
- SEC file
- 801-134856
- Structure
- Connecticut LLC
- Fiscal year end
- December
Apricity Financial’s named custodian for separately managed accounts is Charles Schwab ($111M). Apricity Financial does not have custody of client assets.
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $111M100%
At year end, Apricity Financial’s separately managed accounts were mostly in funds (79%) and stocks (11%).
What the accounts hold
- Stocks11%
- Funds79%
- Registered funds78%
- Pooled vehicles1%
- Bonds1%
- Cash9%
How many clients does Apricity Financial have?
Apricity Financial has 78 clients and manages $111 million for them, as of July 2026. They include 34 individual clients, 33 high-net-worth individuals, and 11 pension and profit-sharing plans.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 27 July 2026
What services does Apricity Financial offer?
Apricity Financial provides financial planning, portfolio management for individuals and small businesses, portfolio management for pooled vehicles, and pension consulting.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
How much does Apricity Financial charge?
Apricity Financial charges 0.75%–1.50% a year for its Wealth Management Services. Each asset band is charged at its own rate. The fee is billed in arrears.
Source: APRICITY FINANCIAL DISCLOSURE BROCHURE, filed 27 July 2026
Which custodians does Apricity Financial use?
Apricity Financial’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $111M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 27 July 2026
How many financial advisors does Apricity Financial have?
Apricity Financial has 4 investment adviser representatives registered with state securities authorities, out of 6 employees, and 4 perform investment advisory functions. 0 employees are registered representatives of a broker-dealer and 2 employees are licensed insurance agents.
Source: Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file
What does Apricity Financial invest in?
At the end of its last fiscal year, Apricity Financial’s separately managed accounts held 78% registered funds (mutual funds, ETFs, BDCs), 11% exchange-traded equities, 9% cash and equivalents, 1% state and local bonds and 1% pooled vehicles (private funds and similar). It advises 1 private fund.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Apricity Financial?
Apricity Financial is owned through a holding company by Michael Berry. Its direct owner is Apricity Holding Company LLC (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 27 July 2026
How does Apricity Financial get paid?
Apricity Financial is paid through a percentage of assets under management, fixed fees and performance-based fees. Its Form ADV lists no commissions among how it is paid.
Source: Form ADV Part 1A, Item 5.E, from the SEC's 2 October 2026 data file
How do I contact Apricity Financial?
Its phone number is 855-449-7100. Its website is apricity-advisors.com.