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Who We AreAn independent firm that starts every plan with one question: why?

Who We Are
An independent firm that starts every plan with one question: why?

Since 2011, we've built Reef Wealth Management around a simple belief: you can't make a confident financial decision until you understand why you're making it. So every conversation we have comes back to cash flow—what's coming in, what's going out, and what each dollar is meant to do over time.

We're an established firm that has stayed intentionally small. We know our clients by name when they call. We explain things until they're crystal clear. And if something ever goes wrong, we handle it as if it happened to us. Our clients are friends first, and that's what makes this work a pleasure.

2011

Founded

Fiduciary

Always, by design

25+

Years in Financial Services

Events & EducationWorkshops, classes, and the answer of “why.”

Events & Education
Workshops, classes, and the answer of “why.”

John teaches retirement planning at local universities, and that same teacher's approach shows up in everything we share here. Browse articles, videos, and calculators—or join us for an upcoming workshop.

Portfolio Management

how we do it
Portfolio Management

Most people don't have an investment strategy. Instead, they have an allocation someone handed them and call it a plan.

We build and manage portfolios with institutional discipline and a clear job for every holding. Each piece has a defined risk tolerance and a target return over a specific period, so when markets get rough—and they will—you already know why you own what you own.

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Retirement Strategies

how we do it
Retirement Strategies

Our practice has one goal: helping our clients avoid running out of money in retirement. Everything else—investments, taxes, insurance, estate—serves that goal.

We structure your money into four purposes: income today, future income, long-term growth, and legacy. You know where your paycheck comes from once the paychecks stop, and how the rest keeps working for you.

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Cash Flow Analysis

how we do it
Cash Flow Analysis

You can have $10 million and still run out of money if you're spending $1 million a year. That's why every plan we build starts with cash flow, not a pie chart of assets.

We map what's coming in, what's going out, and what you'll need at every stage ahead—then assign each dollar a purpose, a time horizon, and a return target adjusted for inflation. You see the whole picture, and you understand it.

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Risk Management & Life Insurance

how we do it
Risk Management & Life Insurance

A good plan isn't only about growth. It's about identifying the gaps and the risks you haven't seen yet.

We look at what could derail your plan—an early death, a disability, a divorce, a long-term care need, a downturn at the wrong moment—and help you put the right protection in place, so a single event is far less likely to undo years of progress.

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Estate & Legacy Planning

how we do it
Estate & Legacy Planning

Legacy is one of the four purposes we assign to your money—not an afterthought once everything else is settled.

We help you clarify what you want to pass on, to whom, and how, then coordinate with your attorney and CPA so your estate strategy, beneficiary designations, and investments are all telling the same story.

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 Business Owner Services

how we do it
Business Owner Services

When your business is your biggest asset, your personal plan can't be separated from it.

We help owners think through retirement plans for themselves and their teams, key-person and succession considerations, and how business value becomes personal cash flow when the time comes—so the company that built your wealth also helps protect it.

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what we offer
How we coordinate our offerings,
to better manage your financial life.

Every dollar you have is assigned one of four purposes: income for today, income for tomorrow, long-term growth, or legacy. Each purpose gets its own risk tolerance, return target, and time horizon—adjusted for inflation—so you know exactly what each part of your money is doing and why.

That framework is what ties our services together. Planning, investing, protection, and estate strategy aren't separate products. They're coordinated pieces of one consistent plan, built to close the gaps and help you avoid the risks life can throw at you.

reef wealth logo

Business Owner

Financial planning for business owners. We help you build wealth outside your business, set up tax-advantaged retirement plans and prepare for a sale or succession on your terms.

Executive

Wealth management for executives with stock options, RSUs and deferred compensation. We help you diversify concentrated stock and manage taxes so your equity becomes lasting wealth.

Wealth Builder

Investment planning for high earners, from tech professionals with RSUs to physicians and attorneys growing their practices. We help you save, invest and manage taxes to build wealth over the next 10 to 20 years.

Pre-Retiree

Retirement planning for people five to ten years from retiring. We help you time Social Security, make pension and 401(k) decisions and turn your savings into reliable retirement income.

Retiree

The paychecks have stopped, and the plan has to work. We structure income for today and tomorrow so you can spend with confidence—and stop checking the market every morning.

Good Questions
Frequently asked questions

  • We believe you should understand exactly what you pay and why before you commit to anything. Our fees depend on the services you need, and we walk through them in plain language in our first meetings—no surprises later.

  • We're selective about who we work with, and the first thing we look for is fit. We only bring on a new client when we're confident we can add real value beyond what you're already doing—and when there's mutual trust, because we'll be on the same team through good markets and bad.

  • It starts with why. In an introductory phone call, we learn what you want help with and what you're hoping to accomplish. If we believe we can add value, we meet in person to go deeper: your cash flow, your goals, and what each dollar would be doing under our strategy for income, future income, long-term growth, and legacy. From there we follow up, set clear expectations, and implement—our team handles the paperwork through DocuSign. Then the ongoing work begins: managing your assets and adjusting the plan as your life changes.

  • Yes. Our job is to understand your entire financial picture, including accounts and relationships that stay where they are. We regularly coordinate with clients' CPAs and attorneys, and we're glad to weigh in on decisions that fall outside the assets we manage. If a life change comes up, call us—whether or not it involves an account under our care.

  • As often as you need—and more often at the start. New clients typically hear from us frequently in the first couple of quarters while the plan is being set up and explained. After that, we do most of the reaching out: proactive reviews, updates, and adjustments when markets or your circumstances change. And you can always pick up the phone. When you call, we know who you are.

  • No strict asset minimum. We work with a select group of individuals and families we expect to serve for decades, whether you’re building wealth, nearing retirement or planning your legacy. What matters most is fit.

Let’s look at your
options together.

Schedule a conversation to see where the gaps are and how a plan built around your cash flow could work for you.

Schedule a Call