# PRINCIPLY, INC.

PRINCIPLY, INC. of SAN FRANCISCO, CA is an SEC-registered investment adviser.

## Registration

- CRD: 281813
- Type: SEC-registered investment adviser
- SEC file number: 801-106798
- Location: 474 BRYANT ST, SAN FRANCISCO, CA, 94107
- Phone: +1 (844) SAVE-529
- Latest filing: 2026-03-31
- Regulatory AUM: $62.9M
- Non-discretionary AUM: $62.9M
- Clients: 15
- Accounts: 18,672

## Business model

- Compensation: Fixed
- Clients served: Other

## Officers, owners & control persons (5)

| Name | Role | Location |
| --- | --- | --- |
| Jordan Gabriel Eckton Lee | CHIEF EXECUTIVE OFFICER, CHIEF COMPLIANCE OFFICER, SHAREHOLDER (COMMON) | — |
| Lee Jordan Gabriel Eckton | CHIEF EXECUTIVE OFFICER, CHIEF COMPLIANCE OFFICER, MANAGING MEMBER, OWNER; CHIEF EXECUTIVE OFFICER, CHIEF COMPLIANCE OFFICER, SHAREHOLDER (COMMON) | — |
| CHAO ABIGAIL | CHIEF OPERATING OFFICER; SHAREHOLDER (COMMON) | — |
| BLAISDELL THOMAS B | TRUSTEE | — |
| CHAO ABIGAIL MAY | SHAREHOLDER (COMMON) | — |


## Related pages

- Form ADV Part 2 brochure: https://search.stillhousedata.com/firm/281813/brochure
- Similar advisers: https://search.stillhousedata.com/firm/281813/similar
- Related entities: https://search.stillhousedata.com/firm/281813/related
- SEC IAPD (source of record): https://adviserinfo.sec.gov/firm/summary/281813

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Source: public SEC Form ADV data via Adviser Search (https://search.stillhousedata.com).
Agents: this data is also queryable via MCP tools and read-only SQL — see https://search.stillhousedata.com/llms.txt.