HFH Planning provides financial planning, portfolio management for individuals and small businesses, selecting other managers, education planning, estate planning, insurance, tax planning, and tax preparation. Financial planning was provided to 101–250 clients last fiscal year.
HFH Planning reports 122 clients. They include 66 individual clients and 56 high-net-worth individuals. Of its assets, 0.0% ($0 across 0 accounts) are managed with discretion; $206M across 454 accounts are not. Of its clients, 1% are outside the U.S. It advised 1 client without assets under management last fiscal year.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 54% | 19% |
| High-net-worth individuals | 46% | 80% |
| Charitable organizations | Fewer than 5 | 1% |
Client shares use reported counts. Client types without a reported count are excluded from that total.
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 66 | $38.7M | 18.8% | $586K |
| High-net-worth individuals | 56 | $165M | 80.2% | $2.95M |
| Charitable organizations | Fewer than 5 | $2.1M | 1.0% | — |
| Total | 122 | $206M | 100% | — |
- Clients
- 66
- Regulatory AUM
- $38.7M
- AUM share
- 18.8%
- Avg. per client
- $586K
- Clients
- 56
- Regulatory AUM
- $165M
- AUM share
- 80.2%
- Avg. per client
- $2.95M
- Clients
- Fewer than 5
- Regulatory AUM
- $2.1M
- AUM share
- 1.0%
- Avg. per client
- —
Total
- Clients
- 122
- Regulatory AUM
- $206M
- AUM share
- 100%
- Avg. per client
- —
- Clients outside the U.S.
- 1%
- Clients advised without assets under management last fiscal year
- 1
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 101–250
HFH Planning charges 0.65%–1.00% a year for its Investment advisory fee schedule. Each asset band is charged at its own rate. The fee is negotiable. The brochure also prices 4 other services, listed under fee details.
| Asset band | Annual rate |
|---|---|
| $0–$500K | 1.00% |
| $500K–$1M | 0.90% |
| $1M and above | 0.65% |
Fee details and sources
Other fees
- Financial plan development
- Financial plans are billed at $360 an hour after an initial $1,080 payment for three hours, which is negotiable.
- Hourly planning engagements
- Limited-scope hourly planning services are billed at $360 an hour.
- Ongoing planning and advisory services
- Ongoing planning is charged as a percentage of combined net worth and gross income: 0.60% to $1 million, 0.50% on the next $1 million, 0.30% thereafter; minimum annual fee $4,800.
- Tax preparation
- Tax preparation is billed separately with a minimum fee of $400; eligible federal and state returns are filed electronically without an additional fee.
GM Poole Revocable Trust owns 50% to 75% of HFH Planning. The leadership team of HFH Planning includes President George Poole. It has 2 employees.
Staff
- 2 employees
- 2 in advisory functions
- 2 state-registered reps
- Owns 50% to 75% of HFH Planning Inc.
GM Poole Revocable Trust
Control person · since June 2025
George Poole
Shareholder / trustee · Control person · since June 2025
- Owns 25% to 50% of HFH Planning Inc.
Peter May
Control person · since March 2017
HFH Planning’s regulatory assets grew from $147M (May 2021) to $206M (April 2026); clients were 122 in both filings and employees fell from 3 to 2.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | StaffEmployees | Offices |
|---|---|---|---|---|
| Apr 2026April 2026 | $206M | 122 | 2 | 1 |
| Mar 2025March 2025 | $174M | 119 | 3 | 1 |
| Mar 2024March 2024 | $169M | 123 | 3 | 1 |
| Mar 2023March 2023 | $148M | 132 | 3 | 1 |
| Jul 2022July 2022 | $175M | 125 | 3 | 1 |
| May 2021May 2021 | $147M | 124 | 3 | 1 |
Besides its headquarters, HFH Planning has 0 offices, with 1 listed address with no US state reported.
Contact and registration details
- Legal name
- HFH Planning Inc.
- Headquarters
- Not reported
- Website
- hfhplanning.com
- Phone
- 212-402-5444
- @hfh-planning-inc.
- SEC file
- 801-62326
- Founded
- 1993
- Structure
- New York corporation
- Fiscal year end
- December
HFH Planning’s named custodians for separately managed accounts are Charles Schwab ($204M, 98%) and Tiaa-Cref Individual & Institutional Services ($4.42M, 2%). HFH Planning does not have custody of client assets.
The filed custodian amounts total more than regulatory assets under management. Each amount is shown as filed.
- Tiaa-Cref Individual & Institutional ServicesTiaa-Cref Individual & Institutional Services, LLC · New York, NY · $4.42M2%
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $204M98%
At year end, HFH Planning’s separately managed accounts were mostly in funds (88%).
What the accounts hold
- Stocks8%
- Funds88%
- Registered funds86%
- Pooled vehicles2%
- Cash4%
How many clients does HFH Planning have?
HFH Planning has 122 clients and manages $206 million for them, as of April 2026. They include 66 individual clients and 56 high-net-worth individuals.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 9 April 2026
What services does HFH Planning offer?
HFH Planning provides financial planning, portfolio management for individuals and small businesses, selecting other managers, education planning, estate planning, insurance, tax planning, and tax preparation.
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 HFH Planning charge?
HFH Planning charges 0.65%–1.00% a year for its Investment advisory fee schedule. Each asset band is charged at its own rate. The fee is negotiable.
Source: FORM ADV PART 2AB - FIRM BROCHURE, filed 20 February 2026
Which custodians does HFH Planning use?
HFH Planning’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $204M and Tiaa-Cref Individual & Institutional Services, LLC (New York, NY), with $4.42M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 9 April 2026
How many financial advisors does HFH Planning have?
HFH Planning has 2 investment adviser representatives registered with state securities authorities, out of 2 employees, and 2 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 HFH Planning invest in?
At the end of its last fiscal year, HFH Planning’s separately managed accounts held 86% registered funds (mutual funds, ETFs, BDCs), 8% exchange-traded equities, 4% cash and equivalents and 2% pooled vehicles (private funds and similar).
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns HFH Planning?
HFH Planning’s direct owners are Peter May (25% to 50%) and GM Poole Revocable Trust (50% to 75%).
Source: Form ADV Part 1A, Schedules A and B, filed 9 April 2026
How does HFH Planning get paid?
HFH Planning 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
How do I contact HFH Planning?
Its phone number is 212-402-5444. Its website is hfhplanning.com.
