Private Portfolios provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, educational seminars, divorce planning, estate planning, insurance, and tax planning. Financial planning was provided to 11–25 clients last fiscal year.
Private Portfolios reports 267 clients. They include 175 individual clients, 84 high-net-worth individuals, and 8 pension and profit-sharing plans. Of its assets, 100.0% ($293M across 454 accounts) are managed with discretion. A wrap fee program the firm both sponsors and manages holds $293M.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 66% | 37% |
| High-net-worth individuals | 31% | 62% |
| Pension and profit-sharing plans | 3% | <1% |
| 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) | 175 | $109M | 37.2% | $625K |
| High-net-worth individuals | 84 | $181M | 61.6% | $2.15M |
| Pension and profit-sharing plans | 8 | $2.74M | 0.9% | $343K |
| Charitable organizations | Fewer than 5 | $593K | 0.2% | — |
| Total | 267 | $293M | 100% | — |
- Clients
- 175
- Regulatory AUM
- $109M
- AUM share
- 37.2%
- Avg. per client
- $625K
- Clients
- 84
- Regulatory AUM
- $181M
- AUM share
- 61.6%
- Avg. per client
- $2.15M
- Clients
- 8
- Regulatory AUM
- $2.74M
- AUM share
- 0.9%
- Avg. per client
- $343K
- Clients
- Fewer than 5
- Regulatory AUM
- $593K
- AUM share
- 0.2%
- Avg. per client
- —
Total
- Clients
- 267
- Regulatory AUM
- $293M
- 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
- 11–25
Private Portfolios charges 0.45%–1.18% a year for its Wealth Management Platform. 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 | 1.18% |
| $1M–$2M | 0.90% |
| $2M–$5M | 0.55% |
| $5M and above | 0.45% |
Fee details and sources
Other fees
- Financial planning and consultation
- Financial planning and consultation are billed at $325 an hour, subject to a $650 minimum fee, with the time estimated and a maximum fee set before work begins.
Daniel Binn owns 75% or more of Private Portfolios. The leadership team of Private Portfolios includes President Daniel Binn. It has 3 employees, 2 of them in advisory roles.
Leadership
- Daniel BinnPresident
- Daniel BinnChief Compliance Officer
Investment adviser representatives
2 representatives listed in the SEC register as of 9 October 2026.
- Daniel Brian Binn
- Mark Tracy Flowers
Staff
- 3 employees
- 2 in advisory functions
- 2 state-registered reps
- 2 broker-dealer reps
- 2 insurance agents
- Owns 75% or more of Private Portfolios, Inc.
Daniel Binn
Control person · since February 2002
Private Portfolios’ regulatory assets grew from $201M (February 2021) to $293M (September 2026); clients were 267 in both filings and employees fell from 4 to 3.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| September 2026 | $293M | 267 | 3 | 1 |
| February 2025 | $276M | 275 | 4 | 1 |
| June 2024 | $237M | 299 | 4 | 1 |
| January 2023 | $221M | 263 | 4 | 1 |
| June 2022 | $230M | 264 | 4 | 1 |
| February 2021 | $201M | 275 | 4 | 1 |
Besides its headquarters, Private Portfolios has 0 offices, with 1 listed address in California.
California · 1 listed address
- 424 North San Mateo Drive, Suite 200, San MateoHQ
Contact and registration details
- Legal name
- Private Portfolios, Inc.
- Headquarters
- 424 North San Mateo Drive, Suite 200, San Mateo, CA 94401-2491
- Website
- privateportfolios.com
- Phone
- 650-548-9800
- SEC file
- 801-110209
- Structure
- California corporation
- Fiscal year end
- December
Private Portfolios uses Fidelity ($293M) as custodian for its separately managed accounts. Private Portfolios does not have custody of client assets.
- FidelityNational Financial Services LLC · Boston, MA · $293M100%
At year end, Private Portfolios’ separately managed accounts were mostly in funds (91%).
What the accounts hold
- Stocks2%
- Funds91%
- Bonds3%
- U.S. government and agency bonds2%
- State and local bonds1%
- Cash4%
How many clients does Private Portfolios have?
Private Portfolios has 267 clients and manages $293 million for them, as of September 2026. They include 175 individual clients, 84 high-net-worth individuals, and 8 pension and profit-sharing plans.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 2 September 2026
What services does Private Portfolios offer?
Private Portfolios provides financial planning, portfolio management for individuals and small businesses, portfolio management for institutions, educational seminars, divorce planning, estate planning, insurance, and tax planning.
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 Private Portfolios charge?
Private Portfolios charges 0.45%–1.18% a year for its Wealth Management Platform. Each asset band is charged at its own rate. The fee is billed in advance and is negotiable.
Which custodians does Private Portfolios use?
Private Portfolios’ separately managed account assets are held at National Financial Services LLC (Boston, MA), with $293M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 2 September 2026
How many financial advisors does Private Portfolios have?
Private Portfolios has 2 investment adviser representatives registered with state securities authorities, out of 3 employees, and 2 perform investment advisory functions. 2 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 Private Portfolios invest in?
At the end of its last fiscal year, Private Portfolios’ separately managed accounts held 91% registered funds (mutual funds, ETFs, BDCs), 4% cash and equivalents, 2% exchange-traded equities, 2% U.S. government and agency bonds 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 Private Portfolios?
Private Portfolios’ direct owner is Daniel Binn (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 2 September 2026
How does Private Portfolios get paid?
Private Portfolios 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 Private Portfolios registered with the SEC?
Yes, Private Portfolios has been registered with the SEC as an investment adviser since 3 April 2017. Its CRD number is 111905 and its SEC file number is 801-110209.
Source: Form ADV Part 1A, Item 1, filed 2 September 2026; IAPD firm record
How do I contact Private Portfolios?
Private Portfolios’ main office is at 424 North San Mateo Drive, Suite 200, San Mateo, CA 94401-2491. Its phone number is 650-548-9800. Its website is privateportfolios.com.