CFP®, the Gold standard for financial planning

As Certified Financial Planner® Professionals, we are required to put your interests first, even if it means less money for our business.

Our recommendations will always be based on what's best for your financial health.

Core Values

  • Human-Centered Finance

    Finances are more than just numbers—they’re tied to your dreams, values, and life goals. We approach money with empathy, compassion, and understanding, helping you build a healthier relationship with it.

  • Clarity & Simplicity

    Complexity doesn’t always equal effectiveness. We believe the simplest solutions are often the best ones. Our goal is to make financial planning straightforward, actionable, and easy to understand, so you can focus on what matters most.

  • Growth Mindset

    Financial success is a journey, not a destination. We believe in the power of incremental progress and setting achievable, realistic goals. A growth mindset—focused on continuous learning, resilience, and adaptability—sets us up for long-term success. In short: Stay curious, keep improving, and celebrate the small wins.

  • Make it Fun

    Finances don’t have to be dry or intimidating. We aim to make financial planning an enjoyable experience by bringing lightness, humor, and a sense of play into the process. Dad jokes are on the house (pun intended). 

  • Empowerment

    We’re here to help you take control of your financial future. Our role is to provide the knowledge, tools, and guidance you need to confidently make your own informed decisions. You are the driver of your financial journey; we ride shotgun to navigate. 

Meet the Founder

Mark Reyes, CFP®

Mark became a financial planner because of the lack of financial literacy in his community and he wanted to help change that.

With over 12 years of industry experience, Mark specializes in helping Gen X, Millennial and Gen Z adults with their money.

He supports people as they navigate their financial decisions, offering guidance that’s rooted in empathy and simplicity.

On a personal note

When he’s not working with clients, Mark’s at home with his wife, daughter (Casita), and two rescue dogs.

He’s passionate about DIY projects—home improvement, woodworking, crafting cocktails, and modifying cars.

Currently, he’s swapping the engine in a 1985 Pontiac Firebird, the car he drove in high school.

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