T.r.u.e. Coastal Capital provides financial planning and portfolio management for individuals and small businesses.
T.r.u.e. Coastal Capital reports 156 clients. They include 106 individual clients and 50 high-net-worth individuals. Of its assets, 100.0% ($124M across 416 accounts) are managed with discretion. Of its clients, 1% are outside the U.S.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 68% | 42% |
| High-net-worth individuals | 32% | 58% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 106 | $51.7M | 41.7% | $488K |
| High-net-worth individuals | 50 | $72.4M | 58.3% | $1.45M |
| Total | 156 | $124M | 100% | $796K |
- Clients
- 106
- Regulatory AUM
- $51.7M
- AUM share
- 41.7%
- Avg. per client
- $488K
- Clients
- 50
- Regulatory AUM
- $72.4M
- AUM share
- 58.3%
- Avg. per client
- $1.45M
Total
- Clients
- 156
- Regulatory AUM
- $124M
- AUM share
- 100%
- Avg. per client
- $796K
- Clients outside the U.S.
- 1%
- Clients advised without assets under management last fiscal year
- 0
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 0
T.r.u.e. Coastal Capital charges 0.90%–1.15% a year for its Portfolio Management Services. Each asset band is charged at its own rate. The fee is billed in arrears and is negotiable. The brochure also prices one other service, listed under fee details.
| Asset band | Annual rate |
|---|---|
| $0–$500K | 1.15% |
| $500K–$1M | 1.00% |
| $1M and above | 0.90% |
Fee details and sources
Other fees
- Financial Planning and Consultation Services
- Hourly planning is billed at no more than $400 an hour with a one-hour minimum; basic plans cost $1,750 to $2,750 and advanced plans $2,750 to $25,000 or more, by net worth.
Salt Marsh Capital, LLC owns 50% to 75% of T.r.u.e. Coastal Capital and is in turn owned by Samuel Hubbard (75% or more). Samuel Hubbard is CEO; the leadership team includes Chief Investment Officer Michael Ross. It has 4 employees, 2 of them in advisory roles.
Leadership
Samuel HubbardChief Executive Officer/Chief Compliance Officer
Michael RossChief Financial Officer/Chief Investment Officer
Investment adviser representatives
2 representatives listed in the SEC register as of 9 October 2026.
Staff
- 4 employees
- 2 in advisory functions
- 2 state-registered reps
- 1 broker-dealer rep
- 2 insurance agents
- Owns 50% to 75% of T.r.u.e. Coastal Capital, LLC
Salt Marsh Capital, LLC
Control person · since October 2023
- Owns 75% or more of Salt Marsh Capital, LLC
Samuel Hubbard
Control person · since August 2023
- Owns 50% to 75% of T.r.u.e. Coastal Capital, LLC
T.r.u.e. Financial Guides, Inc.
Control person · since October 2023
- Owns 75% or more of T.r.u.e. Financial Guides, Inc.
Michael Ross
Control person · since August 2016
T.r.u.e. Coastal Capital’s regulatory assets grew from $109M (March 2025) to $124M (March 2026); clients fell from 176 to 156 and employees were 4 in both filings.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| March 2026 | $124M | 156 | 4 | 2 |
| March 2025 | $109M | 176 | 4 | 2 |
Besides its headquarters, T.r.u.e. Coastal Capital has 1 office, with 2 listed addresses in Georgia and New York.
Georgia · 1 listed address
- 21 East York Street, SavannahHQ
New York · 1 listed address
- 160 Linden Oaks, Rochester
Other business names
T.r.u.e. Coastal Capital has reported 1 other business name to the SEC.
- Coastal Capital Management, LLC
Contact and registration details
- Legal name
- T.r.u.e. Coastal Capital, LLC
- Headquarters
- 21 East York Street, Savannah, GA 31401
- Website
- Not reported
- Phone
- 912-234-3657
- SEC file
- 801-134913
- Structure
- Georgia LLC
- Fiscal year end
- December
T.r.u.e. Coastal Capital uses Fidelity ($90.4M, 76%) and Charles Schwab ($28.1M, 24%) as custodians for its separately managed accounts. T.r.u.e. Coastal Capital has custody of $20.3M in client assets for 55 clients.
- Charles SchwabCharles Schwab & Co., Inc. · Westlake, TX · $28.1M24%
- FidelityFidelity Brokerage Services LLC · Smithfield, RI · $90.4M76%
At year end, T.r.u.e. Coastal Capital’s separately managed accounts were mostly in stocks (60%) and funds (38%).
What the accounts hold
- Stocks60%
- Funds38%
- Cash2%
How many clients does T.r.u.e. Coastal Capital have?
T.r.u.e. Coastal Capital has 156 clients and manages $124 million for them, as of March 2026. They include 106 individual clients and 50 high-net-worth individuals.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 25 March 2026
What services does T.r.u.e. Coastal Capital offer?
T.r.u.e. Coastal Capital provides financial planning and portfolio management for individuals and small businesses.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
How much does T.r.u.e. Coastal Capital charge?
T.r.u.e. Coastal Capital charges 0.90%–1.15% a year for its Portfolio Management Services. Each asset band is charged at its own rate. The fee is billed in arrears and is negotiable.
Which custodians does T.r.u.e. Coastal Capital use?
T.r.u.e. Coastal Capital’s separately managed account assets are held at Fidelity Brokerage Services LLC (Smithfield, RI), with $90.4M and Charles Schwab & Co., Inc. (Westlake, TX), with $28.1M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 25 March 2026
How many financial advisors does T.r.u.e. Coastal Capital have?
T.r.u.e. Coastal Capital has 2 investment adviser representatives registered with state securities authorities, out of 4 employees, and 2 perform investment advisory functions. 1 employee is a registered representative 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 T.r.u.e. Coastal Capital invest in?
At the end of its last fiscal year, T.r.u.e. Coastal Capital’s separately managed accounts held 60% exchange-traded equities, 38% registered funds (mutual funds, ETFs, BDCs) and 2% 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 T.r.u.e. Coastal Capital?
T.r.u.e. Coastal Capital is owned through holding companies by Samuel Hubbard and Michael Ross. Its direct owners are Salt Marsh Capital, LLC (50% to 75%) and T.r.u.e. Financial Guides, Inc. (50% to 75%).
Source: Form ADV Part 1A, Schedules A and B, filed 25 March 2026
How does T.r.u.e. Coastal Capital get paid?
T.r.u.e. Coastal Capital is paid through a percentage of assets under management. 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 T.r.u.e. Coastal Capital registered with the SEC?
Yes, T.r.u.e. Coastal Capital has been registered with the SEC as an investment adviser since 29 April 2025. Its CRD number is 281556 and its SEC file number is 801-134913.
Source: Form ADV Part 1A, Item 1, filed 25 March 2026; IAPD firm record
How do I contact T.r.u.e. Coastal Capital?
T.r.u.e. Coastal Capital’s main office is at 21 East York Street, Savannah, GA 31401. Its phone number is 912-234-3657.