Think Different Financial Planning provides financial planning, portfolio management for individuals and small businesses, and selecting other managers. Financial planning was provided to 26–50 clients last fiscal year.
Think Different Financial Planning reports 45 clients. They include 41 high-net-worth individuals and 4 individual clients. Of its assets, 100.0% ($142M across 202 accounts) are managed with discretion. It advised 1 client without assets under management last fiscal year.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 9% | 2% |
| High-net-worth individuals | 91% | 98% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | Fewer than 5 | $2.26M | 1.6% | $564K |
| High-net-worth individuals | 41 | $139M | 98.4% | $3.4M |
| Total | 45 | $142M | 100% | — |
- Clients
- Fewer than 5
- Regulatory AUM
- $2.26M
- AUM share
- 1.6%
- Avg. per client
- $564K
- Clients
- 41
- Regulatory AUM
- $139M
- AUM share
- 98.4%
- Avg. per client
- $3.4M
Total
- Clients
- 45
- Regulatory AUM
- $142M
- AUM share
- 100%
- Avg. per client
- —
- 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
- 26–50
Think Different Financial Planning is paid through hourly charges and fixed fees (other than subscription fees). The reviewed brochures do not disclose an asset-based fee rate. Read the SEC-filed brochure. The brochure also prices 2 other services, listed under fee details.
Fee details and sources
Other fees
- Ongoing Comprehensive Financial Planning
- Ongoing comprehensive financial planning is a flat annual fee of $16,500, paid quarterly in advance.
- Project-Based Financial Planning
- Project-based financial planning is billed hourly at $325 per hour, with half the estimated fee due at signing.
William Steinberger owns 75% or more of Think Different Financial Planning. It has 2 employees, 1 of them in advisory roles.
Leadership
William SteinbergerFounder, CEO, CCO
Investment adviser representatives
1 representatives listed in the SEC register as of 9 October 2026.
Staff
- 2 employees
- 1 in advisory functions
- 1 state-registered rep
- Owns 75% or more of Think Different Financial Planning LLC
William Steinberger
Control person · since January 2021
Besides its headquarters, Think Different Financial Planning has 1 office, with 2 listed addresses in California.
California · 1 listed address
- 101 Jefferson Drive, Menlo Park
Contact and registration details
- Legal name
- Think Different Financial Planning LLC
- Headquarters
- Not reported
- Website
- thinkdifferentfp.com
- Phone
- 650-387-0533
- SEC file
- 801-135763
- Structure
- California LLC
- Fiscal year end
- December
Think Different Financial Planning uses Charles Schwab ($142M) as custodian for its separately managed accounts. Think Different Financial Planning does not have custody of client assets.
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $142M100%
At year end, Think Different Financial Planning’s separately managed accounts were mostly in funds (70%) and stocks (28%).
What the accounts hold
- Stocks28%
- Funds70%
- Cash2%
How many clients does Think Different Financial Planning have?
Think Different Financial Planning has 45 clients and manages $142 million for them, as of September 2026. They include 41 high-net-worth individuals and 4 individual clients.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 11 September 2026
What services does Think Different Financial Planning offer?
Think Different Financial Planning provides financial planning, portfolio management for individuals and small businesses, and selecting other managers.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
Which custodians does Think Different Financial Planning use?
Think Different Financial Planning’s separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $142M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 11 September 2026
How many financial advisors does Think Different Financial Planning have?
Think Different Financial Planning has 1 investment adviser representative registered with state securities authorities, out of 2 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 Think Different Financial Planning invest in?
At the end of its last fiscal year, Think Different Financial Planning’s separately managed accounts held 70% registered funds (mutual funds, ETFs, BDCs), 28% exchange-traded equities 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 Think Different Financial Planning?
Think Different Financial Planning’s direct owner is William Steinberger (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 11 September 2026
How does Think Different Financial Planning get paid?
Think Different Financial Planning is paid through 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 Think Different Financial Planning?
Its phone number is 650-387-0533. Its website is thinkdifferentfp.com.