Areas of Focus
Financial Life Planning
Hi, I’m Dave Pedersen. I founded Hermosa Advisors and perform all of the financial planning work and client-facing tasks. As the world has evolved, my approach reflects this evolution. The financial services industry has its roots in stockbrokers, stock tips, high commissions or asset management fees, asymmetric information, and opaque insurance products. As the world has changed, many financial services firms have been slow to follow.
My evolved approach is rooted in training, technology and client education.
In addition to my UCLA Anderson MBA, I have taken extensive coursework in Personal Financial Planning and I continue to learn through a variety of continuing education programs. I am licensed by the State of California as a Series 65, which is an Investment Advisor designation and not a Sales designation. Advisement on investment and financial topics is central to my approach.
As an independent firm owner, I evaluate and choose the best software and technology products for financial insight and analysis. This partnership is critical to my approach, and I am able to select the best tools without using what “corporate” tells me to use. I then use this insight to tailor a plan for my clients.
My approach is an educational approach. I work to make sure that my clients understand the concepts and approach that best fits them. All questions are answered, and if I am working with a couple, I don’t move on from a topic unless both understand it.
Many clients have a significant part of their net worth tied up in their home, their current 401ks, and other assets. As well, they are very comfortable reviewing and updating their 401k allocation themselves with professional guidance. For them, an independent and educational approach works best!
My clients are able to gain clarity and actionable insight without being steered toward a particular in-house asset management program or financial product such as annuities. My patient and educational approach works especially well with those that are headed into “The Complicated Years”, where simpler online calculators or “Learn It Yourself” approaches are not enough.
Our ideal client profile includes a household income of $150,000 to $500,000+ with typical assets, but our habits-based approach will work for households of almost any income or net worth. There are not minimum asset amount or income levels in order to work with Hermosa Advisors. Financial planning should be available to everyone.
Licensed in California, we are able to help clients virtually throughout the US (except Texas and Louisiana due to their laws). If you have read this far, I suggest you schedule an exploratory call to see how we can best work together.
Fee Only Network
National Association of Personal Financial Advisors
Hermosa Beach, CA, USA
- Video Conference
One-time Financial Plan
What to expect in the first meeting
Click the 'Book Intro Call' button above to schedule a free 30-minute call. We'll get to know each other and I'll listen to understand your unique circumstances so we can determine the best way to proceed. I look forward to speaking with you.
About our Firm
Hermosa Advisors is dedicated to helping time-stressed professionals navigate “The Complicated Years”.
We use leading technology and professional insight to comprehensively integrate all of your assets into a financial plan. We'll work with you to build a plan that meets your retirement, education, and life goals. A plan that brings you confidence and peace.
Advice-Only Financial Planning is powerful. It’s free from commissions and asset management requirements.
✅ I listen to you and understand your life goals and dreams, how money supports them, and then work with you to arrange your financial life to maximize success.
✅ I operate as a fiduciary, have your best interests at heart and give you the same advice I would give to a family member.
✅ No sales of investment products or sales commissions. Our only compensation comes directly from you.
✅I don’t manage investment assets or insist that you move them. They might be fine just where they are.
Think of it as “Financial Planning Evolved”.
UCLA Anderson School of Management MBA, Operations Management/Finance
Hobbies and Interests
Who We Serve
Dual Income Family
Living in Retirement
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