Alicia Butera


Planning Within Reach

Financial Planner

Alicia Butera


Planning Within Reach

Financial Planner

I want my clients to feel confident, educated and reassured in their financial journey. My clients are in the driver’s seat, but I am here to keep them accountable and on the right path towards reaching their goals. - Alicia Butera, CFP®

619-567-9306 ext. 2

We work virtually with our clients and offer comprehensive financial planning, impact focused investment management and tax preparation services. PWR is a woman-owned firm who serves families with young children, young professionals, and pre-retirees.

Alicia Butera is a San Diego, CA fee-only financial planner. Planning Within Reach provides comprehensive and objective financial planning to help clients organize, grow and protect their assets through life’s transitions. As a fee-only, fiduciary, and independent financial advisor, Alicia Butera is never paid a commission of any kind, and has a legal obligation to provide unbiased and trustworthy financial advice.

Alicia Butera is a fee-only financial planner at Planning Within Reach located in San Diego, CA.

I started my journey into financial planning after having watched my parents navigate our families financials through the 2008/2009 financial crisis. I learned quickly that money doesn’t just grow on a tree in the backyard and it certainly, at any time, can become scarce. From this experience, I knew I wanted to help individuals take control of their financial future and show them how to not be burdened by financial stress.

I joined Planning Within Reach in February 2017 as a Financial Planner. Previously I worked for a financial services tech start-up and a boutique wealth management firm. My favorite part of being in this industry is that I get to help people every day understand something that is so complicated yet so important.

I have seven years of experience in the financial services industry serving a broad range of clients spanning all ages and levels of wealth. I graduated from San Diego State University (SDSU) with a Bachelor of Science in Business Administration, specialization in Financial Services.

I am an active member of the National Association of Personal Financial Advisors (NAPFA) and the San Diego Financial Advisors Network (SDFAN). I am licensed to use the CERTIFIED FINANCIAL PLANNER™ and CFP® marks by the Certified Financial Planner Board of Standards.

I grew up in San Jose, the Silicon Valley, and moved to San Diego in 2009. I live in the community of Scripps Ranch and in my free time, I enjoy working out, playing with my adorable pup and anything involving pasta or bread.

Alicia Butera is a Member of the National Association of Personal Financial Advisors

The National Association of Personal Financial Advisors (NAPFA) is a leading professional association of Fee-Only financial advisors - highly trained professionals who are committed to working in the best interests of those they serve.

NAPFA members live by three important values:

  • To be the beacon for independent, objective financial advice for individuals and families.
  • To be the champion of financial services delivered in the public interest.
  • To be the standard bearer for the emerging profession of financial planning

While we work with a wide variety of clients, most of our clients are ages 30-50 years old, married and juggling multiple savings goals. Our clients are financially savvy, but need help putting all the pieces together. They are often ready to outsource financial tasks, such as managing their investments and preparing their taxes, so they can focus on their careers and spend more time with their families.

Our clients want a socially and environmentally responsible investment portfolio and appreciate our holistic approach to their finances. They love having one contact for their financial planning, investment management and tax preparation needs, saving them time and money.

Fee-Only, Fiduciary, Independent: Three Important Criteria to Consider When Choosing a Financial Advisor.


  • Comprehensive Financial Planning
  • Retirement Planning
  • Impact Focused Investment Management
  • Tax Planning & Preparation
  • Home Purchase Analysis

Ideal Clients

  • Retirees and Near Retirees
  • Growing Families
  • Active Duty or Veteran Military - Navy Specialty
  • Impact and Sustainable (ESG or SRI) Investing
  • Teachers

Working Together

  • Virtual Meetings
  • Clearly Defined Fees
  • No Product Sales
  • Complimentary Initial Consultation

Professional Designations & Affiliations

  • National Association of Personal Financial Advisors (NAPFA)
    Alicia Butera is a NAPFA-Registered Financial Advisor

    The National Association of Personal Financial Advisors (NAPFA) is a leading professional association of Fee-Only financial advisors—highly trained professionals who are committed to working in the best interests of those they serve.

  • Certified Financial Planner (CFP)
    Alicia Butera is a CERTIFIED FINANCIAL PLANNER™ Professional - Click for Verification

    CFP® professionals are held to strict ethical standards to ensure financial planning recommendations are in your best interest. What’s more, a CFP® professional must acquire several years of experience related to delivering financial planning services to clients and pass the comprehensive CFP® Certification Exam before they can use the CFP® designation.

Contact Alicia Butera

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Office Locations:

  • 10755 Scripps Poway Pkwy.
    San Diego, CA 92131

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