A. Amplify Financial, LLC (“Amplify Financial”) is a limited liability company formed on May 1,
2023, in the state of Delaware. Amplify Financial became registered as an Investment Adviser Firm
in June 2023. Amplify Financial is owned by Amplify Ventures Group, LLC.
AMPLIFY PLATFORM
Amplify Financial sponsors the Amplify Platform through which investment adviser firms and
investment professionals may engage Amplify Financial to provide back-office operational support
services and/or gain access to and select from independent third-party managers available through
the Amplify Platform.
Upon executing the Platform Agreement, the investment adviser firm or investment professional
shall be considered a Platform Member. Platform Members may choose to receive certain back-
office services, such as administrative, trading, and reporting services, and/or to select independent
third-party managers to manage underlying client assets on a sub-advisory basis. Platform Members
on a discretionary basis may choose to allocate all or a portion of their underlying client’s assets
among the different independent investment managers available through the Amplify.
Platform Members shall have a direct contractual relationship with each of their underlying clients
and obtain, through such agreements, the authority to engage Amplify Financial for services
rendered through the Platform.
Amplify Financial engages investment advisers to service Platform Members as sub-advisers. Sub-
advisers available through the Amplify Platform perform discretionary investment management
services and shall manage, invest and reinvest the Platform Member’s underlying client assets. As
such, a selected manager(s) shall be authorized, without prior consultation with the Platform
Member or the underlying client, to buy, sell trade or allocate the underlying client’s assets in
accordance with the underlying client’s investment objectives and to deliver instructions in
furtherance this responsibility to the underlying client’s broker-dealer and or custodian.
Platform Members retain responsibility for the underlying client relationship, including the initial
and ongoing suitability determination. Platform Members shall also retain the responsibility for
implementing client investment recommendations in accordance with the Platform Member’s
fiduciary duty to the underlying client. Platform Members are responsible for obtaining and
furnishing information pertaining to sub-advisor selection and underlying client account guidelines
along with any reasonable account restrictions.
INVESTMENT MANAGEMENT
Amplify Financial provides discretionary investment management services on a fee basis. The
services offered under, and the corresponding terms and conditions pertaining to Amplify
Financial’s services are discussed in the investment management agreement.
ADDITIONAL DISCLOSURES
No Financial Planning or Non-Investment Consulting/Implementation Services. Amplify
Financial does not provide financial planning and related consulting services regarding non-
investment related matters, such as estate planning, tax planning, insurance, etc.
Amplify Financial does not serve as an attorney, accountant, or insurance agency, and no portion of
our services should be construed as legal, accounting, or insurance implementation services.
Accordingly, Amplify Financial does not prepare estate planning documents, tax returns or sell
insurance products.
Independent Managers. Amplify Financial undertakes to select, monitor and replace Independent
Managers available on the Amplify Platform. Platform Members may select Independent Managers
as part of Amplify Financial’s sub-advisory services. In such situations, the Independent Manager(s)
will have day-to-day responsibility for the active discretionary management of the allocated assets.
The investment management fees charged by the designated Independent Manager(s) are exclusive
of, and in addition to, Amplify Financial’s platform fee.
Certain Independent Manager[s] may offer their services as a Unified Managed Account (UMA)
platform or as a Separately Managed Account (SMA) platform, or both.
Within a UMA platform environment, the Independent Manager makes available a menu of
investment models and strategies
maintained by Third-Party Money Managers (TPMMs). The
TPMMs maintain model portfolios and provide allocation and trade instructions/signals to the
Independent Manager of the UMA platform. The Independent Manager then implements the
allocation or trade instruction/signal within the client’s UMA platform accounts for those clients
subscribed to such TPMM’s model portfolios. At no time does a TPMM on the UMA platform
have any advisory relationship with the client or have control or discretion of client assets. Trade
discretion lies with the Independent Manager, whose authority is derived from the advisory
agreement in place between the client and Amplify Financial. In addition, the Independent
Manager has the authority to substitute any security recommended by TPMM for a security which
the Independent Manager has determined is more suitable for the model and/or the individual client
account.
Within an SMA platform environment, the Independent Manager makes available a menu of
Portfolio Managers offered through separate accounts and managed by the Portfolio Manager.
Portfolio Managers do have authority and discretion of the assets in the separately managed
accounts and effect trades in such accounts in accordance with the intended objectives of their
stated investment strategy. Trade discretion lies with the Portfolio Manager, whose authority is
derived from the advisory agreement in place between the client and Amplify Financial.
The Independent Manager[s] may offer a platform which includes both UMA and SMA services.
Independent Manager[s] may provide other back-office and administrative services for Amplify
Financial. Independent Manager[s] firm disclosure brochure will be made available to you, at no
charge, upon request. You may opt for Amplify Financial to receive any Independent Manager[s]
firm disclosure brochure on your behalf, if you so choose.
Platform Manager Obligations. In performing its services, Amplify Financial shall not be required
to verify any information received from the Platform Member and is expressly authorized to rely
thereon. Moreover, each Platform Member is advised that it remains their responsibility to promptly
notify Amplify Financial if there is ever any change in their registration status or authority over
underlying client assets.
Cybersecurity Risk. The information technology systems and networks Amplify Financial and its
third-party service providers use to provide services to Amplify Financial’s clients employ various
controls, which are designed to prevent cybersecurity incidents stemming from intentional or
unintentional actions that could cause significant interruptions in Amplify Financial’s operations
and result in the unauthorized acquisition or use of clients’ confidential or non-public personal
information. Clients and Amplify Financial are nonetheless subject to the risk of cybersecurity
incidents that could ultimately cause them to incur losses, including for example: financial losses,
cost and reputational damage to respond to regulatory obligations, other costs associated with
corrective measures, and loss from damage or interruption to systems. Although Amplify Financial
has established its systems to reduce the risk of cybersecurity incidents from coming to fruition,
there is no guarantee that these efforts will always be successful, especially considering that Amplify
Financial does not directly control the cybersecurity measures and policies employed by third-party
service providers. Clients could incur similar adverse consequences resulting from cybersecurity
incidents that more directly affect issuers of securities in which those clients invest, broker-dealers,
qualified custodians, governmental and other regulatory authorities, exchange and other financial
market operators, or other financial institutions.
Disclosure Statement. A copy of Amplify Financial’s written Brochure, as set forth in Part 2A of
Form ADV, shall be provided to each client prior to the execution of any new advisory agreement.
B. Reasonable restrictions may be imposed, in writing, on Amplify Financial’s services at any time.
C. Amplify Financial does not sponsor a wrap fee program.
D. As of December 31, 2023, Amplify Financial had $0 in assets under management on a discretionary
basis.