To Top

Meet Jeffrey Edwards of Atlas Financial Planning in Orange County

Today we’d like to introduce you to Jeffrey Edwards.

Jeffrey, please share your story with us. How did you get to where you are today?
My career in the financial services industry started in 2000 with an entry-level position in trading at a top brokerage firm. However, my personal experience with financial planning, or non-planning, actually started while in college. My mother, a single working parent, lost her longtime employment with a major utility company in Southern California. At 56 years old, this was not supposed to happen. In fact, people of her generation bet their entire careers on utility companies and their “safe” paths to retirement. In a matter of months, she lost her job, her house and most everything we owned.

It wasn’t until I was well into my own career that I understood it wasn’t the company that failed her; it was her blinded faith in assuming someone else would take care of her. In this case, that safe utility company wasn’t necessarily a safe bet. The circumstances hit us hard but was exacerbated by her failure to plan for the unexpected.

After nearly two decades, my role grew beyond that of a financial advisor. I realized I had become an educator. The greatest satisfaction I have as a Certified Financial Planner is witnessing that “aha” moment when a client is presented their first financial plan. It’s truly a magical moment when someone can visualize their personal balance sheet because it solidifies their personal and professional development up to this point.

Fifteen years after my mother’s unemployment, after she recovered from the losses, she eventually ended on a career high. She found employment that took her well beyond what she had with that utility company. At 65 she was ready for retirement. It wasn’t my duty to be her financial planner, it was my honor. I will never forget that “aha” moment when she realized she was worth more than she ever thought possible. She’s no millionaire but her retirement is just fine and she now has the comfort in knowing she has a plan and planner to remind her of that.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Starting your own business is never a smooth road and you should always expect struggles along the way. The key to succeeding has been my willingness to roll with the punches and keep an open mind to what others have to offer. Asking and listening to your peers is critical in validating your decisions as you continue to grow. Seek coaches whenever you can because their guidance can be critical but their accountability is their true value.

It’s also important to have and maintain balance in your personal and professional lives. Even more so as a business owner. You need to separate yourself from work every once in a while for clarity and perspective. “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.”

Finally, I could not be where I am at today without my fiance Corey. She’s been my strongest supporter, my biggest cheerleader and my toughest critic. She has made me a better advisor, a smarter business owner and a grateful man.

Atlas Financial Planning – what should we know? What do you guys do best? What sets you apart from the competition?
First and foremost, I am a financial advisor. As a Certified Financial Planner it’s my role to coach and guide my clients through some of the biggest decisions they make in life. Whether it’s balancing your budget, purchasing a home or planning for retirement, we specialize in helping clients identify their goals, quantify the process and simplify the implementation. And that’s what distinguishes our approach: simplifying a complex and sometimes complicated situation into a manageable decision process that clients can confidently make. We solidify that trust by working with a client’s other advisors, such as their attorney or CPA, so they know we are all in agreement or at least on the same page.

What is “success” or “successful” for you?
Success can be so many different things to different people in different situations. I’d say you really can’t determine your success without first establishing a goal. There are always quantifiable numbers that must be met in order to see profitability. However, there is a qualitative measure as well. In my practice, success is driven by developing great relationships with clients and other advisors. When a client is confident in your abilities and refers a friend or family member that’s when you know you’ve succeeded in helping that client.


  • Fee-based financial planning starts at $1,500 for an initial plan depending on complexity. Annual updates start at $500.

Contact Info:

Image Credit:

Joshua Park

Suggest a story: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.

Leave a Reply

Your email address will not be published. Required fields are marked *

More in

  • Hidden Gems: Local Businesses & Creatives You Should Know

    Every day we have a choice. We can support an up and coming podcaster, try a new family-run restaurant, join a...

    Local StoriesSeptember 15, 2021
  • Portraits of the Valley

    It’s more important to understand someone than to judge them. We think the first step to understanding someone is asking them...

    Local StoriesSeptember 2, 2021
  • Portraits of Hollywood

    It’s more important to understand someone than to judge them. We think the first step to understanding someone is asking them...

    Local StoriesSeptember 2, 2021
  • Heart to Heart with Whitley: Episode 4

    You are going to love our next episode where Whitley interviews the incredibly successful, articulate and inspiring Monica Stockhausen. If you...

    Whitley PorterSeptember 1, 2021
  • Introverted Entrepreneur Success Stories: Episode 3

    We are thrilled to present Introverted Entrepreneur Success Stories, a show we’ve launched with sales and marketing expert Aleasha Bahr. Aleasha...

    Local StoriesAugust 25, 2021
  • LA’s Most Inspiring Stories

    Every neighborhood in LA has its own vibe, style, culture and history, but what consistently amazes us is not what differentiates...

    Local StoriesAugust 13, 2021
  • Introverted Entrepreneur Success Stories: Episode 2

    We are thrilled to present Introverted Entrepreneur Success Stories, a show we’ve launched with sales and marketing expert Aleasha Bahr. Aleasha...

    Aleasha BahrJuly 21, 2021
  • Heart to Heart with Whitley: Episode 3

    During Women’s Month I had the honor of having a heart to heart with two powerful women in the creative space....

    Whitley PorterJune 26, 2021
  • Check Out the Newly Launched ART SQUAT Magazine

    One of our goals at Voyage is to encourage others to start independent, non-corporate, non-VC backed media publications.  We think the...

    Local StoriesMay 20, 2021