Ranked #1 in Santa Cruz
Based in Campbell, 23 mi away
68/100RFA Score
Ranked #1 because of its Google rating and specialty focus: 4.8★ from 110 Google reviews, listed on Google as “Financial planner”.
Financial Planners in Santa Cruz, CA: 2026 rankings
59 financial planners ranked by RFA ScoreUpdated 0 paid placements in this rankingHow we rank →
The short answer
- 1
Highest RFA Score in Santa Cruz: Paramount Tax & Accounting Silicon Valley Central, RFA Score 68/100; 4.8★ from 110 Google reviews.
- 36
Most-reviewed: Bank of America Financial Center, 152 Google reviews at 2.3★, the most of 59 ranked; ranked #36.
Rankings can't be bought. Financial advisors can't pay to change their rank or score. How we rank
59 Santa Cruz financial planners are ranked here by RFA Score, from eight published factors. 10 open Saturdays and 2 open Sundays, based on posted hours. The median Google rating is 4.3★ across 59 rated firms.
Top 10 financial planners in Santa Cruz at a glance
Ranked by RFA Score from public data such as Google reviews, not by investment performance; sponsored listings are paid, shown separately and never change rank.
| Rank | Business | RFA Score | Google rating | Based in | Hours | Notable for |
|---|---|---|---|---|---|---|
| 1 | Paramount Tax & Accounting Silicon Valley Central | 68 | 4.8★ (110) | Campbell, 23 mi away | — | Top score |
| 2 | Carpe Diem Financial Services | 66 | 5.0★ (31) | Live Oak, 8 mi away | — | — |
| 3 | Earthrise Financial - Raymond James | 63 | 5.0★ (16) | Scotts Valley, 6 mi away | — | — |
| 4 | Tuition Solutions Now. Stephen Shapiro CFP | 62 | 5.0★ (13) | Capitola, 4 mi away | — | — |
| 5 | Wealth Cairn, LLC - An Investor Coaching Company | 62 | 4.9★ (32) | Campbell, 23 mi away | — | — |
| 6 | HarborLight Investments | 61 | 5.0★ (8) | Santa Cruz | — | — |
| 7 | Alam One Stop Tax and Accounting Services | 61 | 4.7★ (35) | Alum Rock, 25 mi away | Sat · Sun · Evenings | — |
| 8 | ClearBridge Financial LLC/ Larysa Prytula, CFP, CDFA | 61 | 5.0★ (25) | Campbell, 22 mi away | — | — |
| 9 | BMO Bank N.A Branches | 60 | 2.7★ (21) | Santa Cruz | Sat | — |
| 10 | Natural Bridges Financial Advisors | 60 | 5.0★ (6) | Santa Cruz | — | — |
All 59 financial planners in Santa Cruz, in rank order
Ordered by RFA Score, a 0–100 score from eight published factors. Paid placement never changes the order.
Ranked by RFA Score from public data such as Google reviews, not by investment performance; sponsored listings are paid, shown separately and never change rank.
Scores below: based on 6 of 8 factors; registration and recency not yet collected. Hatched segments mark factors we don't have yet.
Based in Live Oak, 8 mi away
66/100RFA ScoreRanked #2 because of its Google rating and specialty focus: 5.0★ from 31 Google reviews, listed on Google as “Financial planner”.
Based in Scotts Valley, 6 mi away
63/100RFA ScoreRanked #3 because of its Google rating and specialty focus: 5.0★ from 16 Google reviews, listed on Google as “Financial planner”.
Based in Capitola, 4 mi away
62/100RFA ScoreRanked #4 because of its Google rating and specialty focus: 5.0★ from 13 Google reviews, listed on Google as “Financial planner”.
Based in Campbell, 23 mi away
62/100RFA ScoreRanked #5 because of its Google rating and specialty focus: 4.9★ from 32 Google reviews, listed on Google as “Financial planner”.
Based in Santa Cruz
61/100RFA ScoreRanked #6 because of its Google rating and specialty focus: 5.0★ from 8 Google reviews, listed on Google as “Financial planner”.
Based in Alum Rock, 25 mi away
61/100RFA ScoreRanked #7 because of its Google rating and specialty focus: 4.7★ from 35 Google reviews, listed on Google as “Financial planner”.
Based in Campbell, 22 mi away
61/100RFA ScoreRanked #8 because of its Google rating and specialty focus: 5.0★ from 25 Google reviews, listed on Google as “Financial planner”.
Based in Santa Cruz
60/100RFA ScoreRanked #9 because of its Google rating and specialty focus: 2.7★ from 21 Google reviews, listed on Google as “Financial planner”.
Based in Santa Cruz
60/100RFA ScoreRanked #10 because of its Google rating and specialty focus: 5.0★ from 6 Google reviews, listed on Google as “Financial planner”.
Based in Santa Cruz
60/100RFA ScoreRanked #11 because of its Google rating and specialty focus: 2.3★ from 48 Google reviews, listed on Google as “Financial planner”.
Based in Campbell, 22 mi away
59/100RFA ScoreRanked #12 because of its Google rating and specialty focus: 4.9★ from 21 Google reviews, listed on Google as “Financial planner”.
Based in Capitola, 4 mi away
59/100RFA ScoreRanked #13 because of its Google rating and specialty focus: 5.0★ from 6 Google reviews, listed on Google as “Financial planner”.
Based in Scotts Valley, 5 mi away
59/100RFA ScoreRanked #14 because of its Google rating and specialty focus: 2.8★ from 20 Google reviews, listed on Google as “Financial planner”.
Based in Capitola, 4 mi away
59/100RFA ScoreRanked #15 because of its Google rating and specialty focus: 4.0★ from 7 Google reviews, listed on Google as “Financial planner”.
Based in Campbell, 23 mi away
58/100RFA ScoreRanked #16 because of its Google rating and specialty focus: 3.8★ from 33 Google reviews, listed on Google as “Financial planner”.
Based in Capitola, 4 mi away
58/100RFA ScoreRanked #17 because of its Google rating and specialty focus: 4.6★ from 5 Google reviews, listed on Google as “Financial planner”.
Based in Campbell, 22 mi away
58/100RFA ScoreRanked #18 because of its Google rating and specialty focus: 3.7★ from 29 Google reviews, listed on Google as “Financial planner”.
Based in Capitola, 4 mi away
58/100RFA ScoreRanked #19 because of its Google rating and specialty focus: 2.0★ from 60 Google reviews, listed on Google as “Financial planner”.
Based in Scotts Valley, 5 mi away
57/100RFA ScoreRanked #20 because of its Google rating and specialty focus: 5.0★ from 4 Google reviews, listed on Google as “Financial planner”.
Based in Los Gatos, 18 mi away
57/100RFA ScoreRanked #21 because of its Google rating and specialty focus: 5.0★ from 10 Google reviews, listed on Google as “Financial planner”.
Based in Campbell, 23 mi away
57/100RFA ScoreRanked #22 because of its Google rating and specialty focus: 4.5★ from 15 Google reviews, listed on Google as “Financial planner”.
Based in Los Gatos, 18 mi away
57/100RFA ScoreRanked #23 because of its Google rating and specialty focus: 5.0★ from 9 Google reviews, listed on Google as “Financial planner”.
Based in Cupertino, 24 mi away
57/100RFA ScoreRanked #24 because of its Google rating and specialty focus: 5.0★ from 13 Google reviews, listed on Google as “Financial planner”.
Based in Capitola, 5 mi away
57/100RFA ScoreRanked #25 because of its Google rating and specialty focus: 4.0★ from 4 Google reviews, listed on Google as “Financial planner”.
Financial planners ranked #26 to #50
#1 to #25 are shown in full above. Here are #26 to #50, in RFA Score order; each links to its profile. We publish the top 50 of 59 ranked financial planners here; the rest are on their profiles.
Also serving Santa Cruz
20 more financial planners within 25 mi that we can't rank yet: too few reviews, or a specialty we couldn't confirm. Listed A to Z.
How we ranked Santa Cruz financial planners
We scored 59 Santa Cruz financial planners on eight factors, weighted as shown. A firm is ranked when its specialty is confirmed and it has 3 or more Google reviews or a claimed profile. A firm with no Google reviews scores zero on rating, review volume and recency. Other unknown factors are left out, not counted as zero. Scores last refreshed November 9, 2026.
Paid placement never changes a rank or score. Sponsored businesses are paid, labelled, limited to 3 and shown above the ranking, outside it.
| Factor | Weight | Computed from | In Santa Cruz data |
|---|---|---|---|
| Reputation | 30% | Google star rating, adjusted for how many reviews back it (client experience, not investment results) | Measured |
| Registration | 20% | Active SEC, state or Canadian securities registration matched in public records (not yet measured) | Not yet collected |
| Review volume | 10% | Number of Google reviews, compared with the most-reviewed firm on the list | Measured |
| Recency | 5% | Share of reviews from the last 12 months | Not yet collected |
| Specialty focus | 15% | How clearly the firm offers this specialty (its Google category and name) | Measured |
| Proximity | 5% | Based in the city scores highest, less the farther away it is | Measured |
| Claimed profile | 10% | The firm has claimed its Ranked Financial Advisors profile (free or paid earn the same) | Measured |
| Partnered | 5% | The firm links to Ranked Financial Advisors from its own website with our badge, checked periodically | Measured |
How to choose a financial planner
- Confirm the financial planner and the firm are registered: Investor.gov and FINRA BrokerCheck in the US, the CSA National Registration Search in Canada. Read any disclosure events.
- Ask whether they act as a fiduciary on your account at all times, and get the answer in writing.
- Ask how they are paid: a percentage of assets, flat or hourly fees, a retainer, commissions, or a mix. Each creates different conflicts of interest.
- Read the firm’s Form CRS and Form ADV Part 2A brochure (fees, services, conflicts, disciplinary history) before you sign.
- Check designations with the body that grants them, such as the CFP Board for CFP® professionals.
- Ask about account minimums and who holds your money: your assets should sit with an independent custodian in your name.
- Compare at least two or three firms, and be wary of anyone who promises returns or pushes you to decide quickly.
Questions to ask a financial planner
- Are you a fiduciary for all of the advice you give me, and will you put that in writing?
- How are you paid, in total dollars per year for an account like mine? Do you earn commissions or other payments from product providers?
- Which registrations and designations do you hold, and where can I verify them?
- Who will hold my assets, and how will I see statements directly from that custodian?
- What services are included in your fee, and what would cost extra with you as my financial planner?
- Do you have a minimum account size or minimum fee?
- Have you or your firm had any complaints or disciplinary actions? Where would I see them?
- How often will we meet, and who will I work with day to day?
- What happens to my plan or accounts if you retire or leave the firm?
Terms explained
- Fiduciary
- Someone legally required to act in a client’s interest. In the US, registered investment advisers owe their clients a fiduciary duty of care and loyalty under the Investment Advisers Act of 1940.
- Registered investment adviser (RIA)
- A firm registered with the SEC or a state securities regulator to give investment advice for pay. Most firms managing $100 million or more register with the SEC; smaller firms usually register with their state.
- Investment adviser representative (IAR)
- A person who gives advice on behalf of a registered investment adviser, usually registered with the states where they work.
- Broker-dealer
- A firm that buys and sells securities for customers. US broker-dealers are members of FINRA; their registered representatives typically earn commissions.
- Regulation Best Interest (Reg BI)
- The SEC rule, in force since June 30, 2020, requiring broker-dealers to act in a retail customer’s best interest when recommending a security or account type.
- Form ADV
- The registration form every investment adviser files. Part 1 holds facts about the firm; Part 2A, the brochure, describes services, fees, conflicts of interest and disciplinary history in plain English.
- Form CRS
- A short relationship summary that advisers and broker-dealers give retail investors, covering services, fees, conflicts, standard of conduct and disciplinary history.
- CRD number
- The Central Registration Depository number FINRA and the SEC assign to each firm and registered person; use it to look them up on Investor.gov or BrokerCheck.
- Assets under management (AUM) fee
- A yearly fee set as a percentage of the money an advisor manages for you. Advisor surveys have put the median around 1% on accounts up to $1 million, lower on larger accounts.
- Fee-only
- An advisor paid only by clients, with no commissions or other payments from product providers.
- Fee-based
- An advisor who charges client fees and may also earn commissions on some products. It is not the same as fee-only.
- CFP® professional
- A person certified by the CFP Board after meeting education, exam, experience and ethics requirements. The CFP Board requires them to act as a fiduciary when giving financial advice.
Financial planners in Santa Cruz: frequently asked questions
Which financial planner has the highest RFA Score in Santa Cruz?
By RFA Score, the highest-ranked financial planner in Santa Cruz, CA is Paramount Tax & Accounting Silicon Valley Central with an RFA Score of 68/100. It has 4.8★ from 110 Google reviews. Carpe Diem Financial Services (#2) and Earthrise Financial - Raymond James (#3) follow. We ranked 59 financial planners on eight factors, last updated November 9, 2026.
How many financial planners are there in Santa Cruz?
RankedFinancialAdvisors ranks 59 financial planners serving Santa Cruz, CA. 4 of them are based in Santa Cruz; the rest serve it from nearby towns. Another 20 within 25 mi are listed but not ranked yet. Counts are as of November 2026.
Which financial planners in Santa Cruz work on weekends?
10 of 59 ranked financial planners post Saturday hours and 2 post Sunday hours. The highest-ranked open Saturdays are Alam One Stop Tax and Accounting Services (#7), BMO Bank N.A Branches (#9) and Bank of America Financial Center (#19). Many advisors meet by appointment, including evenings or by video, outside their posted office hours.
What Google rating do Santa Cruz financial planners have?
The median Google rating among 59 rated financial planners in Santa Cruz is 4.3★, with a median of 11 reviews. Bank of America Financial Center has the most, 152 reviews, and ranks #36. We adjust ratings for review count, so a few five-star reviews cannot top the list.
How does RankedFinancialAdvisors rank financial planners?
Each financial planner gets a 0–100 RFA Score from eight published factors, led by reputation (30%), specialty focus (15%), review volume (10%) and claimed profile (10%). A firm with no Google reviews scores zero on rating, review volume and recency; other factors we cannot measure are left out. Only firms with a confirmed specialty and 3 or more reviews, or a claimed profile, are ranked.
Do financial planners outside Santa Cruz count in this ranking?
Yes, if they are within 25 mi of the Santa Cruz city center, our service radius for financial planners. Each listing shows where the firm is based and how far away it is. Proximity is 5% of the RFA Score, so a nearby firm gets a small edge.
Can financial planners pay to rank higher on RankedFinancialAdvisors?
No. The RFA Score never reads payment status, and this ranking has 0 paid placements. Up to 3 Featured firms may appear above the list, labelled Sponsored and showing their honest rank.
What does a financial planner do?
Financial planners build a written plan across a client’s goals: cash flow, savings, investments, insurance needs, taxes, retirement and estate. Many charge a flat or hourly fee for the plan, an ongoing retainer, or a share of the assets they manage.
How are financial planners in Santa Cruz ranked?
By RFA Score: public signals such as the Google rating and review count, how clearly the firm offers financial planning and how close it is. Paid placements never change the order, and the score does not measure investment performance.
How do I check a financial planner’s registration and record?
Search the person and the firm on Investor.gov (the SEC’s adviser search) and on FINRA BrokerCheck. A firm’s Form ADV and any disciplinary history are public there.
Is every financial planner in Santa Cruz a fiduciary?
Not necessarily. Investment adviser representatives owe a fiduciary duty on advisory accounts; broker-dealer representatives follow Regulation Best Interest when they recommend a security. Ask which applies to your account and read the firm’s Form CRS.
How much do financial planners charge?
Fees depend on the firm and the service: a percentage of assets managed each year, a flat or hourly planning fee, a retainer, or commissions. Ask for the fee schedule in writing and read the firm’s Form ADV Part 2A brochure or, in Canada, its relationship disclosure.
Update log for Santa Cruz
- November 2026: RFA Scores recalculated for 59 financial planners serving Santa Cruz.
More financial planners and Santa Cruz pages
Financial planners near Santa Cruz
- Financial planners in Live Oak, CA73 ranked
- Financial planners in Capitola, CA66 ranked
- Financial planners in Scotts Valley, CA110 ranked
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- Financial planners in Saratoga, CA166 ranked
- Financial planners in Campbell, CA157 ranked
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