Frisco Financial Planning provides financial planning, portfolio management for individuals and small businesses, and publishing newsletters. Financial planning was provided to 1–10 clients last fiscal year.
Frisco Financial Planning reports 50 clients. They include 43 high-net-worth individuals and 7 individual clients. Of its assets, 100.0% ($131M across 222 accounts) are managed with discretion. It advised 1 client without assets under management last fiscal year.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 14% | 3% |
| High-net-worth individuals | 86% | 97% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 7 | $4.24M | 3.2% | $606K |
| High-net-worth individuals | 43 | $127M | 96.8% | $2.95M |
| Total | 50 | $131M | 100% | $2.62M |
- Clients
- 7
- Regulatory AUM
- $4.24M
- AUM share
- 3.2%
- Avg. per client
- $606K
- Clients
- 43
- Regulatory AUM
- $127M
- AUM share
- 96.8%
- Avg. per client
- $2.95M
Total
- Clients
- 50
- Regulatory AUM
- $131M
- AUM share
- 100%
- Avg. per client
- $2.62M
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 1
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 1–10
Frisco Financial Planning charges 0.55%–1.00% a year for its Asset management fee. Each asset band is charged at its own rate. The fee is billed in arrears. The brochure also prices one other service, listed under fee details.
| Asset band | Annual rate |
|---|---|
| $0–$1M | 1.00% |
| $1M–$3M | 0.85% |
| $3M–$6M | 0.70% |
| $6M and above | 0.55% |
Fee details and sources
Other fees
- Project planning and consulting
- Project fees are quoted in advance, charged pay as you go and based on the project's complexity, accounts and time required.
John Gay owns 75% or more of Frisco Financial Planning. The leadership team of Frisco Financial Planning includes President John Gay. It has 1 employee.
Leadership
- John GayPresident/CCO
Investment adviser representatives
1 representatives listed in the SEC register as of 9 October 2026.
Staff
- 1 employee
- 1 in advisory functions
- 1 state-registered rep
- Owns 75% or more of Frisco Financial Planning LLC
John Gay
Control person · since August 2004
Frisco Financial Planning’s regulatory assets grew from $110M (March 2025) to $131M (July 2026); clients rose from 47 to 50 and employees were 1 in both filings.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| July 2026 | $131M | 50 | 1 | 1 |
| March 2025 | $110M | 47 | 1 | 1 |
Besides its headquarters, Frisco Financial Planning has 0 offices, with 1 listed address with no US state reported.
Contact and registration details
- Legal name
- Frisco Financial Planning LLC
- Headquarters
- Not reported
- Website
- friscofinancialplanning.com
- Phone
- 469-248-6237
- SEC file
- 801-130915
- Structure
- Texas LLC
- Fiscal year end
- December
Frisco Financial Planning uses Charles Schwab ($131M) as custodian for its separately managed accounts. Frisco Financial Planning does not have custody of client assets.
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $131M100%
At year end, Frisco Financial Planning’s separately managed accounts were mostly in stocks (99%). Its reported 13F holdings for the quarter ended 30 June 2026 total $133M across 29 positions; the largest are Vanguard Small-cap ETF (12.2%), Vanguard Tax-exempt Bond ETF (11.7%) and Vanguard FTSE Developed Markets ETF (10.8%).
What the accounts hold
- Stocks99%
- Cash1%
Reported 13F holdings
- $133M
- Reported 13F value
- 29
- Positions
- 84.5%
- In the 10 largest
- +9.5%
- Value vs. prior quarter
- Vanguard Small-cap ETF · Exchange Traded Fund12.2%
- Vanguard Tax-exempt Bond ETF · Exchange Traded Fund11.7%
- Vanguard FTSE Developed Markets ETF · Exchange Traded Fund10.8%
- Schwab US Large-cap ETF · Exchange Traded Fund9.6%
- Vanguard Short-term Infl-prot Secs ETF · Exchange Traded Fund8.3%
- Vanguard Interm-term Corp. Bd ETF · Exchange Traded Fund7.8%
- SPDR S&P 500 ETF Trust · Exchange Traded Fund7.7%
- iShares Core US Aggregate Bond ETF · Exchange Traded Fund7.0%
- iShares Core MSCI Emerging Markets ETF · Exchange Traded Fund5.3%
- Vanguard Total International Bond ETF · Exchange Traded Fund4.2%
Together, the ten largest are 84.5% of reported value.
How many clients does Frisco Financial Planning have?
Frisco Financial Planning has 50 clients and manages $131 million for them, as of July 2026. They include 43 high-net-worth individuals and 7 individual clients.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 14 July 2026
What services does Frisco Financial Planning offer?
Frisco Financial Planning provides financial planning, portfolio management for individuals and small businesses, and publishing newsletters.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
How much does Frisco Financial Planning charge?
Frisco Financial Planning charges 0.55%–1.00% a year for its Asset management fee. Each asset band is charged at its own rate. The fee is billed in arrears.
Which custodians does Frisco Financial Planning use?
Frisco Financial Planning’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $131M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 14 July 2026
How many financial advisors does Frisco Financial Planning have?
Frisco Financial Planning has 1 investment adviser representative registered with state securities authorities, out of 1 employees, and 1 perform investment advisory functions. None are registered representatives of a broker-dealer or 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 Frisco Financial Planning invest in?
At the end of its last fiscal year, Frisco Financial Planning’s separately managed accounts held 99% exchange-traded equities and 1% cash and equivalents.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Frisco Financial Planning?
Frisco Financial Planning’s direct owner is John Gay (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 14 July 2026
How does Frisco Financial Planning get paid?
Frisco Financial Planning is paid through a percentage of assets under management 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
How do I contact Frisco Financial Planning?
Its phone number is 469-248-6237. Its website is friscofinancialplanning.com.