The 7 San Diego Financial Advisors to Consider (2025 Updated)

In this article, I share seven San Diego Financial Advisors to consider in 2025.

I also provide dozens of free resources to help local retirement savers find a qualified professional.

So, if you need help finding a financial advisor in San Diego (who has the right expertise for your situation!), this guide is for you.

Finding a Financial Advisor in San Diego, California

There are over 10,000 financial advisors in San Diego! Finding a financial advisor specializing in the exact areas you need help can be difficult.

While I would love to help everyone, we aren’t always the best fit.

Perhaps a young physician needs help paying down student loan debt. Or, a tech entrepreneur sold their first business and has questions about the proceeds.

Those are very specific situations requiring a specialized financial advisor who can help.

Define Financial specializes in helping people over age 50 reduce taxes in retirement and optimize their investments for income. If we lack the expertise to help someone, I will suggest other financial advisors in San Diego for them to consider.

After all, you wouldn’t see a Neurosurgeon if you needed heart surgery!

Given that finding a financial advisor with the right expertise help is challenging, here is a list of San Diego financial advisors for you to consider.

Disclaimer: The following list of financial advisors is not intended to be exhaustive. It reflects my own personal opinion and should not be construed as a testimonial or endorsement of such financial advisors. The excerpted bios below each listed financial advisor were copied from each respective financial advisor’s public website on January 4, 2025, and were not independently supplied by such financial advisors. None of the listed financial advisors provided any direct or indirect compensation in consideration of their inclusion below.

The 7 San Diego Financial Advisors to Consider in 2025

1.) Steven Fox, Next Gen Financial Planning – North Park, San Diego, CA

We believe that financial planning is an ongoing and collaborative process that starts with a discussion of your values and goals, and results in concrete action steps that we work on together to help you align your finances with a life you love. Maybe your goals include starting a business, paying off your student loans, traveling worldwide to watch the Olympics every four years, climbing the highest peak on all seven continents, buying a beach house, opening a charity to help homeless dogs find families, or something else entirely. We’ll help you figure out what it takes to get to where you want to be, even if it’s a bit off the beaten path.”

2.) Mary Beth Storjohann, Abacus Wealth – San Diego, CA (and Los Angeles, CA)

“I utilize a fun and educational approach in working with professional and entrepreneurial women, young couples and families, and military families to help you organize, gain confidence, and build security in your financial life. When it comes to money and finances, education and compassion are key. I make sure to talk through any topics you don’t understand, organize information in a way that makes sense, always look out for your best interest, never judge, and, even when it’s tough, tell you the things you may need to hear.”

3.) Scott Frank, Stone Steps Financial – Encinitas, CA

“I’m passionate about helping clients understand their current financial situation and clarify their goals. Together, we create a plan to get them on their path and hold them accountable along the way. I founded Stone Steps to provide people like you and me with comprehensive financial planning designed to help you plan better and live better.”

4.) Cady North, North Financial Advisors – Downtown, San Diego, CA

“My parents were small business owners, and I learned to balance a business checkbook by age 13. I spent more than a decade advising high-level executives of Fortune 500 companies while working for industry giants such as Bloomberg and Financial Executives International. I then took the leap to start my own business, helping women and entrepreneurs plan for their futures.”

5.) Eric Rodriquez, WealthBuilders – San Diego, CA

“I earned my Personal Financial Planning Certificate from UCLA, became a CFP®, and founded WealthBuilders to help people protect and grow their wealth. Your high-earning years are crucial to building wealth. I can show you how to take control of your money + build wealth.

6.) Kevin Christensen, Aligned Financial Planning – San Diego, CA

“Kevin is a founder and financial planner at Aligned Financial Planning, focused on helping charitably inclined individuals, business owners, and donors of non-profits align their money with their personal values. With a caring heart and personal touch, he creates financial plans and strategies that support their business, retirement, and personal values and goals.”

7.) Justin Peek – Carlsbad, CA

“In 2022, Justin founded PEEK WEALTH out of an overwhelming desire to serve fewer clients more thoroughly and individually in an environment where national firms are more focused on one model for all clients. As a result, Justin founded a firm that provides a wide range of both established and cutting-edge resources for your life, investments, financial planning, and overall well-being.”

How Are We Different from Other Financial Planners in San Diego

Three things separate Define Financial from other firms you might be considering:

1. We exclusively provide retirement planning to individuals over the age of 50. We are retirement specialists helping our clients preserve wealth and create a reliable income stream.
2. We focus heavily on tax planning to help our clients lower taxes in retirement. Believe it or not, you could have a higher tax bill in retirement than as a working professional.
3. We intentionally limit the number of new clients we take on to deliver massive value and personalized service.

If our expertise matches your situation, consider getting a Free Retirement and Tax Analysis from our firm.

What to Look For When Hiring a San Diego Financial Advisor

The financial advisors above have different specializations, service models, and firm sizes.

However, they have three things in common that I believe are important:

1. They are fee-only. Remember, fee-only and fee-based are NOT the same.
2. They adhere to the Fiduciary Standard. Unfortunately, most financial advisors only adhere to the Fiduciary Standard some of the time.
3. They are CFP® Professionals (or candidates for the CFP® certification). CFP® Professionals must have a college degree, pass a rigorous exam, meet certain experience criteria, and more.

As mentioned, this list is not intended to be exhaustive. It’s critical that you continue to do your homework to identify a financial advisor in San Diego who is a good fit for you.

Free Resources For Finding a Financial Planner Near You

Need more help finding a financial advisor in San Diego? Here are two free resources I’ve personally created (no email address required):

1. The 7 Biggest Mistakes to Avoid When Hiring a Financial Advisor [PDF]
2. The Letter Your Broker Won’t Sign [PDF]

Additionally, the following are a few reputable directories to help you find a financial planner with the right expertise. My suggestion is to interview at least three financial planners in San Diego (or in other cities/states):

• National Association of Personal Financial Advisors (NAPFA)
• XY Planning Network
• Garrett Planning Network
• Fee-Only Network
• San Diego Financial Advisors Network
• Retirement Podcast Network

What If I Can’t Afford to Hire a Financial Planner?

Everyone deserves access to quality financial advice. So, consider pro bono financial planning if you don’t have the means to pay a professional,

Here are two good resources for pro bono financial planning:

1. Foundation for Financial Planning [National]
2. San Diego Financial Literacy Center [Local]

The CERTIFIED FINANCIAL PLANNER™ Professionals at Define Financial proudly support the San Diego Financial Literacy Center and their pro bono events.

We regularly give to charitable causes and have donated countless hours to help the local community improve its financial well-being.

Taylor Schulte, CFP® doing pro bono financial planning work at an SDFLC event.

Questions to Ask a Financial Advisor Before Hiring Them

Don’t have time to read through my nerdy resources? Here are my three favorite questions:

1. Are you a Fiduciary 100% of the time?
2. Who do you specialize in working with, and what value do you provide to them?
3. How are you compensated?

If these basic questions can’t be answered clearly and concisely, you might choose to end the meeting early.

Additionally, if you want more suggestions, here are 7 important questions to ask a financial advisor in 2025.

Finding a financial planner (and hiring one!) is a major life decision. So, be sure to ask good questions, interview multiple professionals, and take your time during the evaluation process to ensure you find the right advisor for you.