UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549
FORM 13F

FORM 13F COVER PAGE
OMB APPROVAL
OMB Number:3235-0006
Expires:July 31, 2015
Estimated average burden
hours per response:23.8
Report for the Calendar Year or Quarter Ended:
09-30-2023
Check here if Amendment: ☐ Amendment Number:
This Amendment (Check only one.):☐ is a restatement.
☐ adds new holdings entries.

Institutional Investment Manager Filing this Report:

Name:
SimpliFi, Inc.
Address:
9666 BUSINESSPARK AVE
SUITE 111
SAN DIEGO, CA 92131
Form 13F File Number:
028-18284

The institutional investment manager filing this report and the person by whom it is signed hereby represent that the person signing the report is authorized to submit it, that all information contained herein is true, correct and complete, and that it is understood that all required items, statements, schedules, lists, and tables, are considered integral parts of this form.


Person Signing this Report on Behalf of Reporting Manager:
Name:
Lauren Torres
Title:
Sr. Portfolio Administrator
Phone:
858-695-6600


Signature, Place, and Date of Signing:

/s/ Lauren Torres
                         [Signature]
San Diego, CALIFORNIA
                 [City, State]
10-10-2023
                           [Date]
                          

Report Type (Check only one.):

☒ 13F HOLDINGS REPORT. (Check here if all holdings of this reporting manager are reported in this report.) 

☐ 13F NOTICE. (Check here if no holdings reported are in this report, and all holdings are reported by other reporting manager(s).) 

☐ 13F COMBINATION REPORT. (Check here if a portion of the holdings for this reporting manager are reported in this report and a portion are reported by other reporting manager(s).)


Form 13F Summary Page

Report Summary:

Number of Other Included Managers:
0
Form 13F Information table Entry Total:
33
Form 13F Information table Value Total:
202910930
          (thousands)

List of Other Included Managers:

Provide a numbered list of the name(s) and Form 13F file number(s) of all institutional investment managers with respect to which this report is filed, other than the manager filing this report.
[If there are no entries in this list, state "NONE" and omit the column headings and list entries.]

  
NONE


UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549
FORM 13F

FORM 13F INFORMATION TABLE
OMB APPROVAL
OMB Number:3235-0006
Expires:July 31, 2015
Estimated average burden
hours per response:23.8
COLUMN 1COLUMN 2COLUMN 3COLUMN 4COLUMN 5COLUMN 6COLUMN 7COLUMN 8
VALUESHRS ORSH/PUT/INVESTMENTOTHERVOTING AUTHORITY
NAME OF ISSUERTITLE OF CLASSCUSIP(x$1000)PRN AMTPRNCALLDISCRETIONMANAGERSOLESHAREDNONE
AMPLIFY ETF TRNAT RES DIVIDEND0321087302,094,21078,671SHSOLE 0 0 78,671
ARK ETF TRINNOVATION ETF00214Q104226,3035,705SHSOLE 0 0 5,705
ETF SER SOLUTIONSDISTILLATE US26922A32118,883,011423,007SHSOLE 0 0 423,007
FIRST TR EXCHNG TRADED FD VICBOE VEST US EQ33740F7559,725,861397,136SHSOLE 0 0 397,136
GRANITESHARES ETF TRHIPS US HIGH INC38747R306397,10232,914SHSOLE 0 0 32,914
INVESCO EXCH TRADED FD TR IICALIF AMT MUN46138E2061,525,34764,991SHSOLE 0 0 64,991
INVESCO EXCH TRADED FD TR IISR LN ETF46138G50817,726,187844,506SHSOLE 0 0 844,506
INVESCO EXCHANGE TRADED FD TINTL DIVI ACHI46137V548348,32720,845SHSOLE 0 0 20,845
INVESCO EXCHANGE TRADED FD TLARGE CAP VALUE46137V738517,93911,067SHSOLE 0 0 11,067
INVESCO QQQ TRUNIT SER 146090E103490,4521,369SHSOLE 0 0 1,369
ISHARES TR7-10 YR TRSY BD4642874401,112,51412,147SHSOLE 0 0 12,147
ISHARES TRAGGRES ALLOC ETF464289859538,2358,477SHSOLE 0 0 8,477
ISHARES TRCALIF MUN BD ETF4642883561,471,38726,831SHSOLE 0 0 26,831
ISHARES TRGRWT ALLOCAT ETF4642898671,073,82921,733SHSOLE 0 0 21,733
ISHARES TRIBOXX INV CP ETF46428724229,657,378290,702SHSOLE 0 0 290,702
ISHARES TRMODERT ALLOC ETF464289875425,89310,940SHSOLE 0 0 10,940
ISHARES TRMSCI EAFE ETF464287465919,31813,339SHSOLE 0 0 13,339
ISHARES TRRUSSELL 2000 ETF46428765512,053,95068,202SHSOLE 0 0 68,202
J P MORGAN EXCHANGE TRADED FEQUITY PREMIUM46641Q332369,0066,890SHSOLE 0 0 6,890
NORTHROP GRUMMAN CORPCOM666807102320,899729SHSOLE 0 0 729
SCHWAB STRATEGIC TREMRG MKTEQ ETF808524706224,0679,360SHSOLE 0 0 9,360
SEMPRACOM816851109213,8653,144SHSOLE 0 0 3,144
SPDR INDEX SHS FDSMSCI EAFE STRTGC78463X43420,788,223310,087SHSOLE 0 0 310,087
SPDR S&P 500 ETF TRTR UNIT78462F1038,679,67720,304SHSOLE 0 0 20,304
SPDR SER TRPORTFLI INTRMDIT78464A6726,912,127251,076SHSOLE 0 0 251,076
SPDR SER TRPRTFLO S&P500 HI78468R788368,06710,495SHSOLE 0 0 10,495
VANECK ETF TRUSTCEF MUNI INCOME92189F460604,52731,986SHSOLE 0 0 31,986
VANECK ETF TRUSTMRNGSTR WDE MOAT92189F6431,885,00324,855SHSOLE 0 0 24,855
VANGUARD INDEX FDSTOTAL STK MKT922908769823,3603,876SHSOLE 0 0 3,876
VANGUARD MALVERN FDSSTRM INFPROIDX9220208058,543,553180,701SHSOLE 0 0 180,701
VANGUARD SPECIALIZED FUNDSDIV APP ETF92190884417,180,893110,573SHSOLE 0 0 110,573
VERIZON COMMUNICATIONS INCCOM92343V104999,21430,830SHSOLE 0 0 30,830
WISDOMTREE TRYIELD ENHANCD US97717X51135,811,206862,713SHSOLE 0 0 862,713