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Not all financial advisors are created equal.

financial planner fiduciary


As a Registered Investment Advisor (RIA), we are required by law to act in a fiduciary capacity when serving clients. Put simply, our clients’ interest must be ahead of ours at all times.

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 Second Opinion


Our client is a 45 year old entrepreneur in San Diego, CA. His family had been working with a Financial Advisor at a large brokerage firm for 10+ years. Their portfolio wasn’t doing well and the lack of contact from their Advisor was concerning. He reached out to our team to ensure his family’s financial…

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Case Study 2:

A Young Professional


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 develop a plan. She did not meet the account minimums of the large brokerage firms, so she set out to…

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Case Study 3:

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 4:

A Business Owner


When we first met this client, he was faced with the challenge of selling his medical practice and retiring. He was married with three adult children, and this was the biggest financial event of his life since starting his business 35 years ago. He had worked too hard to risk making any mistakes. Our first word of advice was…

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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:


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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.

financial planner san diego




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 Chargers are playing
Past performance IS a guarantee of future results
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
cued 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

Three Challenges to a Successful Early Retirement

3 challenges of early retirement

If your goal is retiring early, there are three main challenges you should know about. How you handle these challenges will determine whether you successfully retire early – or whether you try and fail. To enjoy a “successful” early retirement, you need to stash away enough cash so that you don’t run out of money before you die. And trust me, it really is all about math. Here are the three challenges you’ll face as you try to escape the rat race as quickly as you…
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In the Press View All

The Journal of Financial Planning – Jon Luskin, MBA, CFP® Academic Paper on Dollar-Cost Averaging

SAN DIEGO, January 01, 2017—Jon Luskin, MBA, CFP®, had his academic paper, “Dollar-Cost Averaging Using the CAPE Ratio: An Identifiable Trend Influencing Outperformance,” published in The Journal of Financial Planning.  The Journal goes to 45,000 financial planning professionals around the world. Its mission is to expand the body of knowledge of the financial planning profession. With monthly feature articles, interviews, columns, and peer-reviewed technical contributions, the Journal’s content is dynamic, innovative, thought-provoking, and directly beneficial to financial planners in their work. Luskin’s study explored the…
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Contact Us

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