Morris Financial Concepts provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, pension consulting, education planning, estate planning, insurance, tax planning, and tax preparation. Financial planning was provided to 101–250 clients last fiscal year.
Morris Financial Concepts reports 294 clients. They include 176 individual clients, 117 high-net-worth individuals and 1 pension or profit-sharing plan. Of its assets, 96.8% ($521M across 911 accounts) are managed with discretion; $17M across 27 accounts are not. A wrap fee program the firm both sponsors and manages holds $380M.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 60% | 17% |
| High-net-worth individuals | 40% | 82% |
| Pension and profit-sharing plans | <1% | <1% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 176 | $92.6M | 17.2% | $526K |
| High-net-worth individuals | 117 | $441M | 81.9% | $3.77M |
| Pension and profit-sharing plans | Fewer than 5 | $4.9M | 0.9% | $4.9M |
| Total | 294 | $538M | 100% | — |
- Clients
- 176
- Regulatory AUM
- $92.6M
- AUM share
- 17.2%
- Avg. per client
- $526K
- Clients
- 117
- Regulatory AUM
- $441M
- AUM share
- 81.9%
- Avg. per client
- $3.77M
- Clients
- Fewer than 5
- Regulatory AUM
- $4.9M
- AUM share
- 0.9%
- Avg. per client
- $4.9M
Total
- Clients
- 294
- Regulatory AUM
- $538M
- 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
- 101–250
Morris Financial Concepts charges 0.40%–1.00% a year for its Investment Advisory Agreement. Each asset band is charged at its own rate. The fee is billed in advance and is negotiable. The brochure also prices one other service, listed under fee details.
| Asset band | Annual rate |
|---|---|
| $0–$1M | 1.00% |
| $1M–$5M | 0.80% |
| $5M–$10M | 0.60% |
| $10M and above | 0.40% |
Fee details and sources
Other fees
- Financial Planning
- Financial planning is priced by complexity; the one-year planning agreement has an $8,500 minimum fee. Hourly planning is typically $100 to $400 an hour.
Kyra Morris owns 75% or more of Morris Financial Concepts. The leadership team of Morris Financial Concepts includes President Kyra Morris and Chief Compliance Officer James Morris. It has 10 employees, 9 of them in advisory roles.
Leadership
- Kyra MorrisPresident
James MorrisChief Compliance Officer
Investment adviser representatives
1 representatives listed in the SEC register as of 9 October 2026.
Staff
- 10 employees
- 9 in advisory functions
- 9 state-registered reps
- Owns 75% or more of Morris Financial Concepts, Inc.
Kyra Morris
Control person · since January 2001
- Owns 10% to 25% of Morris Financial Concepts, Inc.
James Morris
Control person · since March 2014
Morris Financial Concepts’ regulatory assets grew 1.8× from $306M (March 2021) to $538M (March 2026); clients rose from 278 to 294 and employees fell from 11 to 10.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| March 2026 | $538M | 294 | 10 | 1 |
| March 2025 | $469M | 296 | 10 | 1 |
| February 2024 | $408M | 297 | 10 | 1 |
| March 2023 | $344M | 296 | 10 | 1 |
| March 2022 | $356M | 283 | 8 | 1 |
| March 2021 | $306M | 278 | 11 | 1 |
Besides its headquarters, Morris Financial Concepts has 0 offices, with 1 listed address in South Carolina.
South Carolina · 1 listed address
- 409 Coleman BLVD, Ste 100, Mount PleasantHQ
Contact and registration details
- Legal name
- Morris Financial Concepts, Inc.
- Headquarters
- 409 Coleman BLVD, Ste 100, Mount Pleasant, SC 29464-5318
- Website
- apellawealth.com
- Phone
- 843-884-6192
- @morris-financial-concepts
- SEC file
- 801-60830
- Founded
- 2001
- Structure
- South Carolina corporation
- Fiscal year end
- December
Morris Financial Concepts uses Charles Schwab ($268M, 52%) and Fidelity ($250M, 48%) as custodians for its separately managed accounts. Morris Financial Concepts has custody of $227M in client assets for 189 clients.
- FidelityFidelity Brokerage Services LLC · Mount Pleasant, SC · $250M48%
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $268M52%
At year end, Morris Financial Concepts’ separately managed accounts were mostly in funds (82%) and stocks (14%). Its reported 13F holdings for the quarter ended 30 June 2026 total $326M across 204 positions; the largest are iShares TR (13.8%), Schwab Strategic TR (12.8%) and iShares TR (6.1%).
What the accounts hold
- Stocks14%
- Funds82%
- Bonds1%
- Cash3%
Reported 13F holdings
- $326M
- Reported 13F value
- 204
- Positions
- 56.7%
- In the 10 largest
- +10.7%
- Value vs. prior quarter
- iShares TR · Core S&P500 ETF13.8%
- Schwab Strategic TR · US Lrg Cap ETF12.8%
- iShares TR · Core MSCI Eafe6.1%
- iShares TR · Core S&P Scp ETF5.6%
- Vanguard BD Index Fds · Short Trm Bond3.8%
- Schwab Strategic TR · US Sml Cap ETF3.4%
- iShares TR · 1 3 YR Treas BD3.2%
- iShares TR · Core 1 5 YR Usd2.8%
- Dimensional ETF Trust · US Cor Equ 2 ETF2.7%
- iShares TR · Trust Ishare 0-12.6%
Together, the ten largest are 56.7% of reported value.
How many clients does Morris Financial Concepts have?
Morris Financial Concepts has 294 clients and manages $538 million for them, as of March 2026. They include 176 individual clients, 117 high-net-worth individuals and 1 pension or profit-sharing plan.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 5 March 2026
What services does Morris Financial Concepts offer?
Morris Financial Concepts provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, pension consulting, 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 Morris Financial Concepts charge?
Morris Financial Concepts charges 0.40%–1.00% a year for its Investment Advisory Agreement. Each asset band is charged at its own rate. The fee is billed in advance and is negotiable.
Which custodians does Morris Financial Concepts use?
Morris Financial Concepts’ separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $268M and Fidelity Brokerage Services LLC (Mount Pleasant, SC), with $250M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 5 March 2026
How many financial advisors does Morris Financial Concepts have?
Morris Financial Concepts has 9 investment adviser representatives registered with state securities authorities, out of 10 employees, and 9 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 Morris Financial Concepts invest in?
At the end of its last fiscal year, Morris Financial Concepts’ separately managed accounts held 82% registered funds (mutual funds, ETFs, BDCs), 14% exchange-traded equities, 3% cash and equivalents and 1% investment grade corporate bonds.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Morris Financial Concepts?
Morris Financial Concepts’ direct owners are Kyra Morris (75% or more) and James Morris (10% to 25%).
Source: Form ADV Part 1A, Schedules A and B, filed 5 March 2026
How does Morris Financial Concepts get paid?
Morris Financial Concepts 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 Morris Financial Concepts registered with the SEC?
Yes, Morris Financial Concepts has been registered with the SEC as an investment adviser since 11 January 2002. Its CRD number is 114862 and its SEC file number is 801-60830.
Source: Form ADV Part 1A, Item 1, filed 5 March 2026; IAPD firm record
How do I contact Morris Financial Concepts?
Morris Financial Concepts’ main office is at 409 Coleman BLVD, Ste 100, Mount Pleasant, SC 29464-5318. Its phone number is 843-884-6192. Its website is apellawealth.com.