Bright Financial Advisors provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, and insurance. Financial planning was provided to 516 clients last fiscal year.
Bright Financial Advisors reports 665 clients. They include 440 individual clients, 223 high-net-worth individuals and 2 charitable organizations. Of its assets, 100.0% ($725M across 3,619 accounts) are managed with discretion.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 66% | 22% |
| High-net-worth individuals | 34% | 78% |
| Charitable organizations | <1% | <1% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 440 | $161M | 22.1% | $365K |
| High-net-worth individuals | 223 | $565M | 77.8% | $2.53M |
| Charitable organizations | Fewer than 5 | $216K | 0.0% | $108K |
| Total | 665 | $725M | 100% | — |
- Clients
- 440
- Regulatory AUM
- $161M
- AUM share
- 22.1%
- Avg. per client
- $365K
- Clients
- 223
- Regulatory AUM
- $565M
- AUM share
- 77.8%
- Avg. per client
- $2.53M
- Clients
- Fewer than 5
- Regulatory AUM
- $216K
- AUM share
- 0.0%
- Avg. per client
- $108K
Total
- Clients
- 665
- Regulatory AUM
- $725M
- AUM share
- 100%
- Avg. per client
- —
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 0
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 516
Bright Financial Advisors charges 0.50%–1.00% a year for its Portfolio Management Services. The fee is billed in advance, is negotiable and has a $5,000 annual minimum. The brochure also prices 2 other services, listed under fee details.
Fee details and sources
Other fees
- Financial Planning
- Fixed fee for financial planning services, generally $500 to $5,000, negotiable and payable on completion of the contracted services.
- Modular Financial Planning and General Consulting
- Hourly rate of $100 to $200 per hour for modular planning or general consulting, negotiable and payable on completion.
Andrew Price owns 75% or more of Bright Financial Advisors. The leadership team of Bright Financial Advisors includes President Andrew Price. It has 12 employees, 2 of them in advisory roles.
Leadership
Andrew PriceChief Compliance Officer/President- Brookes WelcVice President
Investment adviser representatives
3 representatives listed in the SEC register as of 9 October 2026.
Staff
- 12 employees
- 2 in advisory functions
- 2 state-registered reps
- 1 insurance agent
- Owns 75% or more of Bright Financial Advisors, Inc.
Andrew Price
Control person · since January 2019
- Owns 10% to 25% of Bright Financial Advisors, Inc.
Brookes Welc
Control person · since January 2021
Bright Financial Advisors’ regulatory assets grew 2.1× from $347M (February 2021) to $725M (January 2026); clients rose from 517 to 665 and employees from 10 to 12.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| January 2026 | $725M | 665 | 12 | 1 |
| April 2025 | $570M | 642 | 12 | 1 |
| April 2024 | $489M | 626 | 13 | 1 |
| February 2023 | $399M | 609 | 12 | 1 |
| March 2022 | $413M | 555 | 11 | 1 |
| February 2021 | $347M | 517 | 10 | 1 |
Besides its headquarters, Bright Financial Advisors has 0 offices, with 1 listed address in Michigan.
Michigan · 1 listed address
- 450 W. Centre Avenue, Suite C, PortageHQ
Contact and registration details
- Legal name
- Bright Financial Advisors, Inc.
- Headquarters
- 450 W. Centre Avenue, Suite C, Portage, MI 49024
- Website
- brightfinancialadvisors.com
- Phone
- 269-373-2700
- SEC file
- 801-57192
- Founded
- 1996
- Structure
- Michigan corporation
- Fiscal year end
- December
Bright Financial Advisors uses Charles Schwab ($644M) as custodian for its separately managed accounts. Bright Financial Advisors has custody of client assets.
- Charles SchwabCharles Schwab & Co., Inc. · Westlake, TX · $644M100%
At year end, Bright Financial Advisors’ separately managed accounts were mostly in funds (86%). Its reported 13F holdings for the quarter ended 30 June 2026 total $239M across 72 positions; the largest are iShares TR (15.4%), Invesco Exchange Traded FD T (10.9%) and SPDR Gold TR (8.3%).
What the accounts hold
- Stocks7%
- Exchange-traded equities6%
- Non-exchange-traded equities1%
- Funds86%
- Bonds5%
- U.S. government and agency bonds2%
- Investment grade corporate bonds2%
- State and local bonds1%
- Cash2%
Reported 13F holdings
- $239M
- Reported 13F value
- 72
- Positions
- 64.7%
- In the 10 largest
- +9.4%
- Value vs. prior quarter
- iShares TR · Core US Aggbd ET15.4%
- Invesco Exchange Traded FD T · S&P500 Eql Wgt10.9%
- SPDR Gold TR · Gold Shs8.3%
- iShares TR · Core S&P500 ETF6.7%
- iShares TR · Core S&P Scp ETF5.9%
- Ssga Active ETF TR · ST Str Globa ETF3.8%
- Nvidia Corporation3.7%
- iShares TR · Core S&P Mcp ETF3.7%
- First TR Exchange Traded FD · Smid Risng ETF3.3%
- Stryker Corporation3.1%
Together, the ten largest are 64.7% of reported value.
How many clients does Bright Financial Advisors have?
Bright Financial Advisors has 665 clients and manages $725 million for them, as of January 2026. They include 440 individual clients, 223 high-net-worth individuals and 2 charitable organizations.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 23 January 2026
What services does Bright Financial Advisors offer?
Bright Financial Advisors provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, and insurance.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file; Part 2A brochure, Item 4
How much does Bright Financial Advisors charge?
Bright Financial Advisors charges 0.50%–1.00% a year for its Portfolio Management Services. The fee is billed in advance, is negotiable and has a $5,000 annual minimum.
Source: BRIGHT FINANCIAL ADVISORS, INC. ADV BROCHURE, filed 23 January 2026
Which custodians does Bright Financial Advisors use?
Bright Financial Advisors’ separately managed account assets are held at Charles Schwab & Co., Inc. (Westlake, TX), with $644M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 23 January 2026
How many financial advisors does Bright Financial Advisors have?
Bright Financial Advisors has 2 investment adviser representatives registered with state securities authorities, out of 12 employees, and 2 perform investment advisory functions. 0 employees are registered representatives of a broker-dealer and 1 employee is a licensed insurance agent.
Source: Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file
What does Bright Financial Advisors invest in?
At the end of its last fiscal year, Bright Financial Advisors’ separately managed accounts held 86% registered funds (mutual funds, ETFs, BDCs), 6% exchange-traded equities, 2% U.S. government and agency bonds, 2% investment grade corporate bonds, 2% cash and equivalents, 1% non-exchange-traded equities and 1% state and local bonds.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Bright Financial Advisors?
Bright Financial Advisors’ direct owners are Andrew Price (75% or more) and Brookes Welc (10% to 25%).
Source: Form ADV Part 1A, Schedules A and B, filed 23 January 2026
How does Bright Financial Advisors get paid?
Bright Financial Advisors is paid through a percentage of assets under management, hourly charges and fixed fees. Its Form ADV lists no commissions or performance-based fees among how it is paid.
Source: Form ADV Part 1A, Item 5.E, from the SEC's 2 October 2026 data file
Is Bright Financial Advisors registered with the SEC?
Yes, Bright Financial Advisors has been registered with the SEC as an investment adviser since 20 January 2000. Its CRD number is 107931 and its SEC file number is 801-57192.
Source: Form ADV Part 1A, Item 1, filed 23 January 2026; IAPD firm record
How do I contact Bright Financial Advisors?
Bright Financial Advisors’ main office is at 450 W. Centre Avenue, Suite C, Portage, MI 49024. Its phone number is 269-373-2700. Its website is brightfinancialadvisors.com.