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About

Gustaf Rounick, CFP® and ChFC®, founded Westlight Wealth to deliver transparent, client first advice and modern portfolio management.

WESTLIGHT WEALTH

A California registered, fee-only investment advisory firm providing fiduciary wealth management in Venice, CA. We partner with tech professionals, entertainment executives, and business owners in Santa Monica, Venice, Culver City, and the broader Los Angeles area.  (CRD # 327385). 

Westlight Wealth is a member of the Santa Monica Chamber of Commerce and the Venice Chamber of Commerce.

If you’re looking for a "financial planner near you" who sits on your side of the table, with no commissions and no product push.

Core Services:

Investment Selection and Portfolio Management

Retirement & Solo 401(k) Planning:   design, implementation, and ongoing management 

Tax-Efficient Investment Management:  direct indexing, tax-loss harvesting, and Roth conversion strategies  

Comprehensive Financial Planning:  cash-flow, college, insurance, business owner solutions and estate reviews Ongoing Portfolio Monitoring & Rebalancing

Gustaf Rounick, CFP®, ChFC®

Gustaf is the founder of Westlight Wealth, dedicated to providing investment advisory services that emphasize transparency, integrity, and client success. A Certified Financial Planner™ and Chartered Financial Consultant, Gustaf blends rigorous financial expertise with strategic insight, prioritizing clarity and results above sales driven practices.
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Westlight was built on the principle that advisory relationships thrive when client interests come first. The firm is committed to eliminating hidden fees and delivering thoroughly researched investment options tailored to individual client needs.
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Gustaf earned his BA with honors in Economics from Trinity College and an MSc in Real Estate Management from The Royal Institute of Technology (KTH) in Stockholm. Before establishing RCM, Gustaf gained valuable industry experience as an investment analyst at Prudential Financial and currently holds a Series 65 License.
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In addition to his formal education and professional credentials, Gustaf credits much of his investment philosophy to decades of hands-on investing experience and in-depth study of pioneering investment thinkers. He actively maintains professional memberships with the Financial Planning Association (FPA), the National Association of Personal Financial Advisors (NAPFA), and the National Association of Insurance and Financial Advisors (NAIFA).

IAR CRD # 7778645

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About Bio Gustaf

Why Westlight?

In a world swarming with flashy investment firms, the allure of big names can often mislead investors. Hidden beneath this façade are costs that erode your wealth, leaving you puzzled as to why your returns lag behind the market.

Big-name companies can leave their clients feeling like just another number in a database. They hide their clients' wealth within indistinguishable portfolios. Distant managers often shirk the critical task of investment selection to mutual fund managers. This baton passing can increase indirect fees for an investment account *
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The Fiduciary Standard: Clients First

When operating under the fiduciary standard, the primary responsibility is to act in the best interests of the clients. This commitment ensures that all recommendations and decisions made are solely focused on maximizing the clients' financial well-being. Fiduciaries are legally and ethically bound to prioritize clients' needs above their own, providing impartial and transparent advice designed for the clients' benefit.
 
Choosing a fiduciary advisor provides a clear advantage due to the inherent alignment of incentives. Fiduciaries are committed to acting in the clients' best interests, without any conflicting motivations. This ensures that investment recommendations are objective, unbiased, and aligned with the clients' needs and goals.
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By adhering to the fiduciary standard, fiduciary advisors offer transparent fee structures and avoid conflicts of interest, building trust and fostering long-term client-advisor relationships based on mutual benefit.
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Opting for a fiduciary advisor is a prudent choice, as it guarantees that clients' best interests are the driving force behind every recommendation and decision. The fiduciary commitment ensures an alignment of incentives with the clients' needs, setting the stage for a successful and client-centric investment partnership.

* The average expense ratio for actively managed equity mutual funds in 2022 was 0.66%, as reported by the Investment Company Institute (source).
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† While we do not allocate capital mutual funds, in certain situations we may allocate a portion of the portfolio to ETFs in order to gain exposure to a certain sector such as Energy (XLE) or instrument such as Treasury Bills (BIL) or asset class such as an ultra short bond or CLO ETF. 

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