BACKER

Legal name: PRINCIPLY, INC.

CRD 281813File 801-106798

APPROVED

Retail clients

Filing as of Mar 31, 2026

Feed vintage Oct 1, 2026

Regulatory AUM

$62.9M

Bottom 25% of cohort (national)

Discretionary AUM

Non-discretionary $62.9M

Clients

14,482

18,672 accounts

Employees

Bottom 25% of cohort in CA

Identity & registration

ADV Item 1

Organization form: Corporation
Firm type: Registered
SEC region: SFRO
Registration date: Oct 16, 2015
Principal office: 474 BRYANT ST, SAN FRANCISCO, CA, 94107
Phone: +1 (844) SAVE-529
Website: https://backer.com

Assets & accounts

ADV Item 5F

Total regulatory AUM: $62.9M
Discretionary AUM: $0
Non-discretionary AUM: $62.9M
Discretionary accounts: 0
Non-discretionary accounts: 18,672
Total accounts: 18,672
AUM per client: $4K

Clients by type

ADV Item 5D

Client type	Clients	AUM
Individuals (other than high net worth individuals)	14,482	$62.9M

Compensation & activities

ADV Items 5E, 5G

Compensation

Fixed fees

Advisory activities

Other advisory activities

Custody

ADV Item 9

Firm Custody Cash: No
Firm Custody Assets: No
Firm Custody Clients: No
Firm Custody Securities: No
Related Person Custody Cash: No
Related Person Custody Assets: No
Related Person Custody Clients: No
Related Person Custody Securities: No

Disclosure events

ADV Item 11

This firm answered no to every Item 11 disclosure question in this filing.

Filed changes

Date	Field	From	To	Change
Apr 1, 2026	Employees	20	15	decreased by5
Apr 1, 2026	Clients	11,885	14,482	increased by2,597
Apr 1, 2026	AUM	$47,538,155	$62,882,199	increased by$15,344,044
Apr 1, 2026	Accounts	11,885	18,672	increased by6,787
May 1, 2025 vs Oct 1, 2022	Employees	15	20	increased by5
May 1, 2025 vs Oct 1, 2022	Clients	10,323	11,885	increased by1,562
May 1, 2025 vs Oct 1, 2022	AUM	$26,064,267	$47,538,155	increased by$21,473,888
May 1, 2025 vs Oct 1, 2022	Accounts	10,323	11,885	increased by1,562
Apr 1, 2022	Employees	11	15	increased by4
Apr 1, 2022	Clients	9,526	10,323	increased by797
Apr 1, 2022	AUM	$19,336,062	$26,064,267	increased by$6,728,205
Apr 1, 2022	Accounts	9,526	10,323	increased by797
Jun 1, 2021	Clients	8,462	9,526	increased by1,064
Jun 1, 2021	AUM	$17,339,460	$19,336,062	increased by$1,996,602
Jun 1, 2021	Accounts	8,462	9,526	increased by1,064

On Form 5500, an adviser usually appears as a plan service provider (Schedule C), not the plan sponsor.

See plans that list “BACKER” as a service provider on 5500mcp →

Matched by name only — Form ADV and Form 5500 share no identifier, and names are searched loosely (“BACKER” may also match similarly-named firms). Confirm identity against each filing.

Every value above is reproduced from this firm's Form ADV filing. Fields the firm left blank are shown as “Not reported” rather than filled in from other sources.