Dave Pedersen, Principal and Founder

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. I am rooted in my community as a long-time volunteer and community activist (and a proud Hermosa Beach Chamber of Commerce member) while also having deep connections with industry peers through NAPFA, FPA and other organizations.

 Licensed in California, we are able to help clients virtually throughout the US (except 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.