Frequently Asked Questions

What is financial planning?
Financial planning is the process of evaluating how a person’s financial landscape aligns with their goals, objectives, and aspirations. Financial planning includes discovery and goal setting, analysis, building scenarios and projections, making recommendations and implementing resulting action items.

Some folks may want to approach financial planning on a project basis, which means working with a planner for a set period of time. Other people prefer to have an ongoing relationship with a planner so all aspects of a financial plan are monitored and adjusted as needed. There is no “best” way to engage with a financial planner - it is a personal choice based on your needs and goals.

Why do I need a financial planner?
Candidly, you may not. If you are motivated to make sure you have a great risk management plan (evaluating all your insurance coverage, including your employer benefits) annually, you enjoy investment planning and are confident in your knowledge of the markets, and you stay on top of tax law changes (just to name a few aspects), then you may not need a planner. I have worked with clients who were incredibly skilled DIY’ers, but often even they wanted to have an extra pair of eyes on things - you know, like a second opinion.

Comprehensive financial planning includes:

  • Business Planning

  • Cash Flow and Debt Planning

  • Education Planning

  • Employee Benefits Planning

  • Estate Planning

  • Insurance Planning

  • Investment Planning

  • Retirement Planning

  • Tax Planning

If you aren’t inclined to spend the time needed to understand all aspects of financial planning, then you may want to engage with a financial planning professional.

How much does a financial planner cost?
A financial planner can set fees in any way that suits them, but generally there are three primary means of compensating a planner:

Asset based fee / assets under management (“AUM”) - planners who charge an AUM fee generally charge between 0.25% - 1.50% on your investments as a fee. To calculate the fee, multiply your investment portfolio by the percentage the planner charges. I do not offer investment management services so I do not charge an AUM fee.

Hourly fee - planners charge a fee based on the number of hours they work on a client’s planning. I do have an hourly rate. I charge $300/hour for a client who wishes to pay hourly.

Retainer / Subscription fee - some planners charge a fee for planning that is based on the level of planning and service provided. This can be paid monthly, quarterly or annually. I offer flat-free pricing for project based planning, ongoing planning, and for coaching services. 

Depending on the engagement, you can pay anywhere from hundreds to thousands of dollars per year for financial planning services. I customize pricing for my clients - more information on pricing at Brava can be found in the ADV.

Do you offer a free consultation?
Engaging with Brava includes a 30 minute complimentary session to accomplish three things: 1) understand your financial landscape, concerns, and goals; 2) determine if we are a good fit; and 3) decide if you want a planning proposal. During this meeting you are welcome to ask any questions you wish, but I cannot provide any specific planning recommendations during this meeting. I do not make recommendations without having a full understanding of you and your financial picture.


What type of experience and training do you have?
I have worked in the financial services industry for thirty years. I obtained my Certified Financial Planner designation in 2003, and graduated Summa Cum Laude from law school in 2018. Although I passed the California Bar in 2019, I am not admitted to practice law.

Prior to founding Brava, I held the following FINRA licenses: 6, 63, 65, 7 and 24. I no longer maintain my FINRA licenses because I do not sell financial products and I do not charge ongoing investment management fees. My sole source of compensation is a fee for advice.


Are you licensed and registered to work as a financial advisor?
Brava Financial, LLC is a California Registered Investment Adviser firm. Because I give advice to clients about investments, even though I do not manage investments for clients, Brava is required to be registered either with the Securities and Exchange Commission (“SEC”) or a state. I am an Investment Advisor Representative (“IAR”) of Brava Financial, LLC.

What is a Registered Investment Advisor?
A registered investment adviser, or RIA, is a financial firm that provides investment advice to clients. RIAs and their advisor representatives are fiduciaries who are legally bound to act in the best interests of clients.

What questions do I need to ask a financial planner?
Before you hire a financial planner, there are some areas you should understand clearly:

  • How does the planner get paid?

  • Does the planner sell financial products?

  • Does the planner require you to open an investment account to be managed with the planner?

  • Is the planner a fiduciary?

  • What is the planner’s background, education, and experience?

  • What is the planner’s process? How does the relationship work?

  • Do you feel comfortable with the planner?

It’s also important to understand what you are seeking from a financial planning relationship.