Simpli-FI ALPHA

INVESTMENT STEWARDSHIP, FOR LEGACY BUILDING.

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Why?

We both started this journey separately but with a similar need: to make the most of our time and resources. Coming from humble beginnings, we both learned the hard way how to handle money effectively.

Life was busy for us, with families growing up too fast and parents heading into retirement without much financial security.

We missed out on a lot of family time, which hit hard. We yearned to pass on our sense of adventure to the next generation, but time and financial constraints were taking their toll.

We found common ground in the values of God, family, hard work, living within our means, and smart investing. Time wasn't on our side, though.

Our investments were growing, but not fast enough to make a substantial difference. We wanted to make sure we could enjoy life with our families while we all had the chance.

So, we rolled up our sleeves and got to work. We dove into the stock market, knowing full well its risks and rewards.

We spent hours studying, building models, testing out different strategies, and learning what it felt like to lose a substantial amount of our own money.

But we didn't give up. Eventually, after honing our practices, our hard work paid off, and after seeing solid results across two market cycles, we felt confident enough to manage our parents' investments, with great success.

Our backgrounds in service taught us the value of helping others and gave us both the nagging conviction to always help when we can.

Once we saw the difference we could make in the lives of our own families, we knew we had to open our doors to anyone looking to make the most of their time and money. That's what we're here for.

Our Story

2009

• Friendship

2022

• Personally Tested Trading Strategies

2023

  • Family Tested
  • First full year of returns with family funds

2024

  • Paused trading refinement/improvements to focus on learning the business of RIAS/Funds
  • Initiated the business formation process
  • Strategy refinement
  • Accepted first non-family client

2025

• RIA Launch

Our Goal

To deliver consistent outsized returns that endure across generations.

We aim to enable our partners to transition their focus from necessary endeavors to what they find truly valuable.

Meet The Team

Founder

Colby Ivey

Colby's grandmother used to say, "work ethic is a form of worship".

That ethos and a conviction to serve people has led him to be a middle school math teacher/coach, pastor of a local church, and a Captain/Paramedic in the Fire Department. The same ethic has now led him to become a Co-Founder and Managing Partner of a Registered Investment Advisor and Fund that helps people live financially free.

Colby Ivey and Hunter Lott

Founder

Hunter Lott

Hunter has a track record of leadership:

Captain with the United States Marine Corps, financial advisor, Executive Assistant with a Real Estate Investment Fund, Captain with The Denton Fire Department, and board member for the DFD Pension Fund. He now desires to leverage his expertise to serve others by stewarding their financial assets regardless of market trends.

Thank You!

We appreciate your time and interest in Simpli-FI Alpha LLC. Please feel free to reach out with any questions.

Colby Ivey

Founder & Managing Partner

Colby.Ivey@simpli-fi-alpha.com

Hunter Lott

Founder & Managing Partner

Hunter.Lott@simpli-fi-alpha.com