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Not all financial advisors are created equal.



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.



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


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 Professioal


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 Tips for Achieving a Better Investment Experience

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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.




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 and 2016 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

Dividend Investing: 5 Reasons To Stay Away

dividend investing

If you pay attention to financial pundits and money blogs, you have probably heard at least a handful of “experts” praise dividend investing. Let’s define dividend investing. Simply put, “dividend investing” involves investing in companies that offer cash distributions. Most dividend investors roll their distributions back into their investment to accumulate even more wealth over time. Obviously, this is genius! I mean, who wouldn’t want to earn cash dividends they can reinvest for a greater return? 5 Problems with Dividend Investing Unfortunately, the allure of…
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In the Press View All

Define Financial Expands Team; Adds Jon Luskin as Financial Planner

  SAN DIEGO—July 07, 2016—Define Financial, a San Diego-based fee-only financial planning firm, announced today it has added Jon Luskin to the team. In his new role as a Financial Planner, Luskin will be responsible for the development and analysis of financial plans, investment management modeling, and business development. Prior to joining Define Financial, Luskin worked as a financial planner at Wealth Analytics, where he was responsible for developing comprehensive financial plans, managing client relationships, and blogging on the firm’s website. His other work experience…
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Contact Us

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