Juan Ros

CFP®, AEP®, CEPA® | Partner


Q: What lessons from your days in Hollywood translate to your current role as an advisor?

A: When you are working production on a film set, you have to be ready for anything, whether that is the script, the weather or the next shot. You need to plan ahead and respond quickly while communicating effectively with everyone else on the crew. All of these attributes: preparedness, thinking on your feet, effective communication and working toward a common goal translate directly to my role as a financial advisor.

Q: How does thinking creatively about charitable giving fit into wealth management?

A: I view charitable giving as an integral component of wealth management that, unfortunately, not all advisors choose to actively pursue with clients. One of my visions for our industry is for all advisors to become vigorous advocates for philanthropy with their clients. In that process, we as advisors can be collaborators with our clients in the betterment of our communities.

Q: Reflecting on your career journey, what led you to decide to become a financial advisor?

A: I developed an interest in personal finance while living in New York and through my work in the film industry. I was always good in math, but it was never anything that interested me as a career.  When I moved into philanthropic work, I was fascinated by the blend of knowledge and artistry required. Raising funds for charity involves relationship building and demands knowledge of estate and tax law. It is that intersection of art and science that led me to shift from philanthropy to wealth management when the opportunity presented itself.

Q: You like people to know about you beyond your CV. Which pursuits do you find fulfilling?

A: I am a fitness enthusiast who enjoys competing in the occasional Spartan obstacle-course race. Writing is also a passion of mine. As a vegetarian for over two decades, I find cooking to be a calming, almost meditative experience. Most important to me is making memories with my wife and sons, whether at home relaxing, enjoying a meal at one of our favorite local restaurants, watching a good movie or taking advantage of the amazing California weather spending time outdoors.

“Be impeccable with your word. Don’t take anything personally. Don’t make assumptions. Always do your best.”



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Helping People Think Creatively About Charitable Giving

In 2012, I became a financial advisor after spending more than a decade as a charitable gift planner. Over the years, I have worked with hundreds of individuals and families to define the philanthropic goals that matter most to them. We explore giving from several angles to determine how, what and when someone can give and then incorporate what we discover into a formal philanthropic planning strategy. No matter the level of one’s giving, I am passionate about counseling clients to think creatively about their giving.

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Juan Ros, CFP®, AEP®, CSPG, CEPA® joined Forum Financial Management in November 2018. Previously, Juan was a partner and vice president at Lamia Financial Group, Inc., which joined with Forum in January 2019. Prior to joining Lamia, Juan held various gift planning and major gift positions at the Ronald Reagan Presidential Foundation, Occidental College and the ALS Association, helping to raise millions of dollars in current and deferred gifts. Juan works closely with legacy-minded families and business owners to enhance, protect and help transfer their wealth, particularly when charitable planning is involved. Since 2015, Juan has served on the faculty of the American Institute for Philanthropic Studies, which awards the CSPG designation. He is a frequent contributor and member of the editorial board for the monthly publication Planned Giving Today.

Juan serves on the boards of the Conejo Valley Estate Planning Council and the nonprofit Fit 4 the Cause. He is an active member of ProVisors, the Financial Planning Association, the Exit Planning Institute and past president and a member of the Los Angeles Council of Charitable Gift Planners. Juan is also the founder of Financially Zen, a provider of personal finance content delivered online and through social media channels. Juan is a CERTIFIED FINANCIAL PLANNER™ professional. He holds the Certified Specialist in Planned Giving designation, the Accredited Estate Planner® designation, the Certified Exit Planning Advisor designation and the Certified Value Growth Advisor® designation. Juan earned his MBA with an emphasis in financial planning from California Lutheran University in Thousand Oaks, California. He holds a bachelor’s degree from The Pennsylvania State University in State College, Pennsylvania. Prior to his work in wealth management and philanthropy, Juan worked in the film industry. His name can be seen in the credits of numerous films including “Cape Fear,” “JFK” and “The Godfather Part III.” After years of living in Ventura County and raising their two sons there, Juan and his wife, along with their dog, Sasha, now reside in Phoenix, Arizona.


Tell Us About Your Financial Life and Aspirations

Your experience begins with an initial meeting to identify your financial vision for the future and risk tolerance levels. We review our investment philosophy and approach with you so that you fully understand each milestone of our process and how our relationship will evolve over time.

Discuss Topics Crucial to Your Financial Success

Over the course of the next few meetings, the content and breadth of each meeting is defined by your personal needs. We can review your estate planning and risk management needs, discuss retirement accumulation or distribution planning, evaluate educational funding needs, review your tax situation, and go over any other items crucial to your financial success.

Develop a Strategic Plan Unique to You

Once you select an allocation, we put together a strategic implementation plan that will coordinate investment of your portfolio between qualified (tax-advantaged) assets and non-qualified assets in order to maximize tax efficiency. The topics we address during our time with you vary depending on your unique needs and situation.

Putting Your Plan Into Action

We establish your Forum account based on the portfolio allocation we discussed and what we learned about your risk tolerance and financial goals. With your new Forum account now in place, you will have the opportunity to access your Forum Client Portal for the first time and connect with members of the Forum Client Service team.

Review Goals and Plans When Your Life Changes

You will receive reporting that will clearly show your performance net of all fees and compared to applicable market indexes. Additionally your assets are held at a reputable third-party custodian that furnishes independent monthly reports so you can feel confident about the safe handling of your money.

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