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Not all financial advisors are created equal.

financial planner fiduciary


Fi-du-ci-what!? It’s simple — we have structured our business so that we are personally liable if we give you bad advice. Sounds reasonable, right?

fee-only financial planner


No commissions and no hidden fees. The only compensation we receive comes from our clients directly.

certified financial planner

CFP® Professional

The CERTIFIED FINANCIAL PLANNER™ designation means we are on top of our game. Only 25% of all financial advisors* in the industry can claim this distinction.



Let the stories speak for themselves.

Case Study 1:

A Retiree


After dedicating 30 long years to his company, this client decided it was time to hang it up and start enjoying life. His retirement picture was complete with a pension, 401(k), and stock options. Needless to say, he was in need of a financial team to help design a plan that would protect his lifelong savings.

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Case Study 2:

A Foundation


A $20 million university endowment in Indiana asked us to consult on their foundation’s investment portfolio. Prior to working with us, the foundation’s board of directors had delegated investment management to an insourced Chief Investment Officer as the sole portfolio manager…

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Case Study 3:



High-Earner-Not-Rich-Yet. After working her way through the corporate world for 12 years, this client started to generate a healthy six figure income. For the first time in her life, she had money to invest in her future but didn’t have the time to do it herself. She did not meet the account minimums of the large brokerage…

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10 Biggest Mistakesto Avoid When Hiring a Financial Advisor

Are you on the hunt for the best Financial Advisor? Our latest comprehensive guide for consumers highlights the 10 BIGGEST mistakes people make and how they can be avoided.

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A fee-only financial advisor for individuals, businesses and institutions including:


Have peace of mind knowing your money stays with established institutions you can trust:


All of your financial accounts in one place!

A research group once described financial planning as feeling like a mix between a dental visit, math class, and marriage therapy. Making smart decisions with your money shouldn’t be painful – it should be rewarding! We have partnered with industry-leading technology partners to help make sure your experience with our firm is nothing like a trip to the dentist. Our goal is to help simplify your financial life and put together a plan that you can actually understand.

Available to our amazing clients at no extra charge.

san diego financial planner



You define your goals. We define a plan. Together, we define your future.


Define Financial is a fee-only financial planning firm headquartered in San Diego, CA. We specialize in financial planning and investment management services for busy professionals and retirees.

Do you think the next 30 years will look like the previous 30 years? We certainly don’t. Define was launched to provide a fresh, new perspective on the global financial markets and develop forward-looking solutions to ensure our clients can reach their goals.




Welcome! I’m a native San Diegan and I’ve spent over half of my career working for large wealth management firms. They spent more time talking about how to make the firm more money than how to make clients more money. I wanted to change that.

In 2014, I launched Define Financial. We are a team of industry-leading CFP® professionals working with our clients on the same side of the table. We help our clients keep more of their hard-earned money, solve complex financial planning issues, and achieve financial freedom.

Since launching Define Financial, I’ve been recognized as a 2015, 2016, and 2017 Five Star Wealth Manager in San Diego Magazine, a Top 40 Advisor Under 40 by InvestmentNews, and I was the recipient of the 2015 SD Metro Movers award by San Diego Metro Magazine. I’m also a regular contributor to Kiplinger and San Diego Downtown News.

I’m a proud graduate of the Eller College of Business at the University of Arizona and the Executive Financial Planner program at San Diego State University. In addition, I hold the CERTIFIED FINANCIAL PLANNER™ designation – exemplifying my commitment to the highest standards of integrity and professionalism in the industry.

When I’m not perfecting financial plans, you can find me traveling with my wife, searching for the next best carne asada burrito, or trying to master Adam Scott’s golf swing.


pet: French Bulldog, Paisley
The Frenchie is a mix of three different breeds – diversified, just like my investment portfolio.
can’t be interrupted when: The Wildcats are playing
Timing – important in sports, not investing
favorite hiking spot: Cowles Mountain
Life is worth the climb
best burrito in San Diego: Nico’s, Ocean Beach
May result in inflation —of the stomach
favorite date night: Azuki Sushi, Bankers Hill
This place doesn’t get enough credit
queued up on the driving playlist : Podcasts!
Low cost, high yield.
best happy hour: Jaynes Gastropub
Suitable for both bear and bull markets
favorite golf course: La Cumbre Country Club, Santa Barbara, CA
A great place to form bonds

From the Blog View All

The Right Way to Use Homeowners Insurance

The Best Way to Use Homeowners Insurance

Homeowners insurance is more than just another bill the mortgage company makes us pay every year! It’s the price we pay for peace of mind if our property is damaged in a fire or destroyed in certain natural disasters. Unfortunately, homeowners insurance isn’t cheap. And if you don’t take steps to mitigate the costs of this coverage, you could wind up paying way more than you need to. You May Be Paying Too Much for Home Owner’s Insurance We see this with our clients a…
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In the Press View All

Define Financial’s Jon Luskin, MBA, CFP® Named One of InvestmentNews’ 40 Under 40

  San Diego, June, 22nd, 2017— InvestmentNews recently named Jon Luskin as one of its 2017 40 Under 40. Based on accomplishments to date, contributions to the financial advisory industry, leadership and promise, Jon Luskin was chosen from more than 800 nominations. “It’s an honor to be included in this select group of professionals,” said Jon Luskin, MBA, CFP®, financial planner at Define Financial. “I look forward to doing more research – to find the best answers for the question of how to best manage…
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Contact Us

750 B St.
Suite 1750
San Diego, CA 92101
619 . 577 . 4002
619 . 573 . 4012