Firm profile

AFFINITY INVESTMENT ADVISORS, LLC

NEWPORT BEACH, CACRD 108278Latest ADV March 27, 2026

Affinity Investment Advisors, LLC is an SEC registered investment adviser organized as a limited liability company with a primary office location in Newport Beach, CA. Its latest Form ADV filing, dated March 27, 2026, reports $1.2B in regulatory assets under management, 6 employees, and 69 accounts.

Assets Under Management
$1.2B
Employees
6
Offices
--
Total Clients
69
Primary office
NEWPORT BEACH, CA
5140 BIRCH STREET, SUITE 300, NEWPORT BEACH, CA, United States
ADV Item 1F location record

Contact and digital presence

ADV profile links

Leadership

2 roles identified
CEOGregory R. Lai
CCOJoshua N. Katz

Advisory services offered

5 types reported
Other advisory services
Portfolio management for businesses
Portfolio management for individuals and small businesses

Fee models offered

2 types reported
Asset based fees
Fixed fees
Sources checked May 13, 2026

Client Coverage Demographics

Top client segmentIndividuals represent 60.9% of total clients.
Top client categories% of clientsClients
1
Individuals
60.9%
42
2
HNWI
13.0%
9
3
Pension Plans
8.7%
6
4
Charitable
7.2%
5
5
Corporations
5.8%
4
Categories with <5 clients
Other investment advisers<5 clients
State or municipal government entities (including govt. pension plans)<5 clients

Regulatory Assets Under Management Breakdown

Total regulatory assets under management$1.2Bas of March 27, 2026
Discretionary99.7%
$1.2B
100% of total RAUM99.7%
Non-discretionary0.3%
$3M
0% of total RAUM0.3%
Regulatory assets under management are split between discretionary and non-discretionary assets.

Assets under management Growth by Quarter

Quarterly points use the latest ADV filing or SEC roster snapshot available in each quarter.

Latest AUM$1.2B
Total Accounts69
10Y AUM Change$-91M (-7.3%)

Employee Growth by Quarter

Quarterly points use the latest ADV filing or SEC roster snapshot available in each quarter.

Total Employees6
Clients per Employee12:1
10Y Employee Change-12 (-66.7%)

* Metrics are based on the latest available data, including Form ADV filings, brochures, and relationship summaries pulled from the SEC IAPD, and may be subject to change. Learn what is included in the Rialytix data. Please refer to the firm's official disclosures for the most accurate information using their CRD number. This is not investment advice.