X Advisors provides financial planning and portfolio management for individuals and small businesses.
X Advisors reports 659 clients. They include 608 individual clients and 51 high-net-worth individuals. Of its assets, 100.0% ($229M across 659 accounts) are managed with discretion. Of its clients, 1% are outside the U.S.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 92% | 41% |
| High-net-worth individuals | 8% | 59% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 608 | $94.3M | 41.3% | $155K |
| High-net-worth individuals | 51 | $134M | 58.7% | $2.63M |
| Total | 659 | $229M | 100% | $347K |
- Clients
- 608
- Regulatory AUM
- $94.3M
- AUM share
- 41.3%
- Avg. per client
- $155K
- Clients
- 51
- Regulatory AUM
- $134M
- AUM share
- 58.7%
- Avg. per client
- $2.63M
Total
- Clients
- 659
- Regulatory AUM
- $229M
- AUM share
- 100%
- Avg. per client
- $347K
- 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
X Advisors charges up to 2.50% a year for its Asset management services. The fee is billed in advance and is negotiable. The brochure also prices 3 other services, listed under fee details.
Fee details and sources
Other fees
- Consultation services
- Hourly rate of $400 to $500 per hour, or a flat fee agreed case by case.
- Defined contribution plan services
- Asset-based fee of .40% to .50% of plan assets annually, payable monthly in advance.
- Financial planning
- Flat fee for financial planning services that will not exceed $10,000.
Betsy Ginn owns 75% or more of X Advisors. The leadership team of X Advisors includes Chief Compliance Officer Robert Bull. It has 5 employees.
Leadership
- Robert BullChief Compliance Officer
- Betsy GinnFounder/Owner
- Alexander KouryManaging Member
Investment adviser representatives
6 representatives listed in the SEC register as of 9 October 2026.
Staff
- 5 employees
- 5 in advisory functions
- 5 state-registered reps
- 5 broker-dealer reps
- Owns 75% or more of X Advisors, LLC
Betsy Ginn
Control person · since June 2025
X Advisors’ regulatory assets grew from $190M (July 2025) to $229M (May 2026); clients rose from 275 to 659 and employees fell from 8 to 5.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | Employees | Offices |
|---|---|---|---|---|
| May 2026 | $229M | 659 | 5 | 5 |
| July 2025 | $190M | 275 | 8 | 5 |
Besides its headquarters, X Advisors has 4 offices, with 5 listed addresses in California, Colorado and Maryland.
California · 3 listed addresses
- 2646 Santa Maria Way, Suite 104, Santa MariaHQ
- 937 S Coast Hwy, Encinitas
- 6345 Balboa BLVD 1, Encino
Colorado · 1 listed address
- 600 S Cherry Street, Denver
Maryland · 1 listed address
- 8401 Connecticut Ave, Chevy Chase
Other business names
X Advisors has reported 1 other business name to the SEC.
- Advisor Associate Inc
Contact and registration details
- Legal name
- X Advisors, LLC
- Headquarters
- 2646 Santa Maria Way, Suite 104, Santa Maria, CA 93455
- Website
- Not reported
- Phone
- 805-465-9232
- SEC file
- 801-130931
- Structure
- California LLC
- Fiscal year end
- December
X Advisors uses Charles Schwab ($190M) as custodian for its separately managed accounts. X Advisors has custody of $229M in client assets for 659 clients.
- Charles SchwabCharles Schwab & Co., Inc. · San Francisco, CA · $190M100%
At year end, X Advisors’ separately managed accounts were largely in funds (45%) and stocks (40%). Its reported 13F holdings for the quarter ended 30 June 2026 total $37.6M across 36 positions; the largest are Apple Inc. (14.5%), Exxonmobil Hldgs Corp. (6.2%) and Cantor Fitzger 9.5 Pfdpfd Ser A (5.6%).
What the accounts hold
- Stocks40%
- Funds45%
- Bonds11%
- U.S. government and agency bonds5%
- State and local bonds5%
- Investment grade corporate bonds1%
- Cash2%
- Other2%
- Alternative investments2%
Reported 13F holdings
- $37.6M
- Reported 13F value
- 36
- Positions
- 56.4%
- In the 10 largest
- —
- Value vs. prior quarter
- Apple Inc.14.5%
- Exxonmobil Hldgs Corp.6.2%
- Cantor Fitzger 9.5 Pfdpfd Ser A · Pfd5.6%
- Nexpoint Real ES 9 Pfd · Pfd5.3%
- Redwood Trust 9.75 Pfdpfd Due 06/01/31 · Pfd5.2%
- Pacer Data And Digital Revolution ETFETF4.8%
- Robinhood Mkts Inc. Class A4.8%
- Intel Corp.3.4%
- Netflix Inc.3.3%
- Franklin Focused Growth ETFETF3.2%
Together, the ten largest are 56.4% of reported value.
How many clients does X Advisors have?
X Advisors has 659 clients and manages $229 million for them, as of May 2026. They include 608 individual clients and 51 high-net-worth individuals.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 18 May 2026
What services does X Advisors offer?
X Advisors 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 X Advisors charge?
X Advisors charges up to 2.50% a year for its Asset management services. The fee is billed in advance and is negotiable.
Which custodians does X Advisors use?
X Advisors’ separately managed account assets are held at Charles Schwab & Co., Inc. (San Francisco, CA), with $190M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 18 May 2026
How many financial advisors does X Advisors have?
X Advisors has 5 investment adviser representatives registered with state securities authorities, out of 5 employees, and 5 perform investment advisory functions. 5 employees are registered representatives of a broker-dealer and 0 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 X Advisors invest in?
At the end of its last fiscal year, X Advisors’ separately managed accounts held 45% registered funds (mutual funds, ETFs, BDCs), 40% exchange-traded equities, 5% U.S. government and agency bonds, 5% state and local bonds, 2% cash and equivalents, 2% other and 1% investment grade corporate bonds. The 2% other category is described as: Alternative Investments.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns X Advisors?
X Advisors’ direct owner is Betsy Ginn (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 18 May 2026
How does X Advisors get paid?
X Advisors 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
How do I contact X Advisors?
X Advisors’ main office is at 2646 Santa Maria Way, Suite 104, Santa Maria, CA 93455. Its phone number is 805-465-9232.