DANA Financial Planning
is a financial consulting and coaching firm
based in Sunny San Diego, CA., serving clients nationwide.
We are CFP® professionals dedicated to helping individuals, especially first- and second-generation immigrants, build generational wealth for their families. Our ultimate goal is to provide you with the tools and insight to create the financial future you desire.
Our approach is backed by years of experience, research, and data, ensuring the best strategies are tailored to your needs with a focus on your family's future.
We Are Just Like You…
That's why we are here for you—to bridge the generational gap and ensure a secure financial future for all …
We Understand
the Challenges
of Balancing
Family and Finance.
We Navigate the Complexities of Planning in a Changing World.
We Know the Hurdles of Building Generational Wealth.
We Juggle
Busy Careers
While Striving for Financial Security.
We Trust in Research-Based & Data-Proven Financial Planning
More About Us
Our Unwavering Commitments
Fiduciary Sworn: We are a fiduciary, committed to putting your interests above all else. Every recommendation we make is because we believe it's what's best for you.
Fee-Only: Our fee-only model ensures full transparency, so you receive objective, unbiased advice. We don't earn commissions, referral fees, or kickbacks—our compensation comes solely from our clients. This structure aligns with our fiduciary duty to always act in your best interest.
Guidance-Only: Our guidance-only service show you the patch to financial clarity and success without managing your investments directly. We offer personalized advice, no matter where your investments are held, and never ask for control over them. Our goal is to help you make informed financial decisions.
Independent: We don’t represent any insurance or investment companies, so we’re never obligated to sell specific products. Our only focus is on serving you, Only You!
We do-it-together (DIT) before you do-it-yourself (DIY): We won’t let you do it alone! We offer hands-on guidance and expert guidance every step of the way as we put your financial plan into action, together.
Our Core Values
Trust: A successful financial plan is built on more than just numbers; it’s built on trust. Our goal is to create a strong, lasting relationship with each client, grounded in integrity, dependability, and mutual respect.
Transparency: We believe in clear and open communication, especially when it comes to fees and compensation. By providing full transparency, we empower our clients to make informed decisions. We also fully disclosed all unavoidable conflicts of interests
Talent: We focus on the talent and expertise of our financial advisors. With a commitment to delivering top-tier guidance and tailored solutions, we draw from our deep experience to meet the unique needs of every client.
Teaching: We co-create a financial plan with our clients. Our mission is to equip you with the knowledge, resources, and tools to take control of your financial future, leading to confident and informed decision-making.
Our Investment Philosophy
While we do not manage your investment portfolio, we encourage an investment approach that is centered around passive, low-cost strategies. As markets become more efficient and information more accessible, it's increasingly difficult for active managers to consistently outperform their benchmarks.
Time is an advantage. By investing steadily and patiently, they can harness the power of compounding. Investing doesn’t need to be complicated or costly.
We believe in long-term success through consistency, not frequent adjustments. Instead, we focus on what we can control—staying calm during market fluctuations, encouraging healthy financial habits, keeping fees low, and ensuring your goals are on track. Ultimately, the goal is for you to live the life you want, free from financial stress. If we achieve that, we've met our return objectives.
We use a globally diversified asset allocation and ensure assets are in tax-advantageous accounts. Portfolios are periodically rebalanced based on a disciplined, rules-based approach. For investors with specific values, we can integrate environmental, social, and governance (ESG) factors. Additionally, we can educate and advise accredited investors on alternative investments, such as private equity, real estate, and digital assets.
