BACKER

Legal name: PRINCIPLY, INC.

CRD 281813File 801-106798

APPROVED

Retail clients

Filing as of Mar 31, 2026

Feed vintage Aug 17, 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
Aug 12, 2026	Registration	—	APPROVED

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.