Bill Toner


Plains Coastal


Bill Toner


Plains Coastal


As a fee-only financial planner, my focus is to offer unbiased financial advice to help you achieve your life goals. - Bill Toner, CFP® AIF®


Fee-Only financial planner located in Montecito, CA, serving clients locally and across the country

Bill Toner is a Montecito, CA fee-only financial planner. Plains Coastal 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, Bill Toner is never paid a commission of any kind, and has a legal obligation to provide unbiased and trustworthy financial advice.

With 10 years of financial advisory experience, I'm confident I can help you with all of your financial questions, plans, and dreams. I am especially proud to be apart of the Fee-Only Network, as well as NAPFA which are all professional organizations for financial advisors who provide advice within a fiduciary and fee-only context. If I can't help you-someone in these professional organizations can and I will be proud to point you in their direction-knowing they have passed rigorous background checks ensuring they operate with the highest standard of care. 

I will always have your back. 

When I'm not helping folks like you get their financial house in order, I'm spending time riding horses, hiking, water skiing, or reading at the beach.

Bill Toner 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

Our clients come in all ages with needs ranging from planning to sell a large family business or when they are exploring buying their first house. 

Some come to us knowing that everything is good in their life, but want an extra set of expert eyes on their financial house. Others come to us when something is confusing or bugging them. Here's a bit of a breakdown of the type of people we work with...whether 'life is good' or your 'stuck or confused' about something. 

"Life is good!"

Our clients understand the core principals of sound financial management: 

  • Spend less than you earn 
  • Avoid debt 
  • Save for the future 

They are at a point that they need to take their planning to the next level. Maybe they are selling a business or commercial property, or inheriting some assets, or trying to optimize their social security and retirement income and need someone to run the numbers and give sound advice-not be sold a product. Others are getting older and want an unbiased third-party to ensure things are in tip-top shape, and double check for potential blindspots without getting a sales pitch. 

"I am stuck or confused about something..."

Some of our clients realize things have gotten more complex and need some help to get to the next level.  

  • How to handle stock options and equity compensation?
  • How to position my assets and income to buy a house? 
  • How should I manage my student loan debt?
  • How can I reduce my tax bill?
  • How to merge my finances with my partner?


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


  • Comprehensive Financial Planning
  • Retirement Income Planning
  • Investment Management
  • College Education Planning
  • Tax Planning

Ideal Clients

  • Retirees and Near Retirees
  • Growing Families
  • Business Owners and Executives
  • Sudden Money Situations
  • Novice Investors

Working Together

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

Professional Designations & Affiliations

  • National Association of Personal Financial Advisors (NAPFA)
    Bill Toner 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)
    Bill Toner 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.

  • Accredited Investment Fiduciary®
    Bill Toner is an Accredited Investment Fiduciary® (AIF)

    Accredited Investment Fiduciary® (AIF®) training empowers investment professionals with the fiduciary knowledge and tools they need to serve their clients’ best interests. Advisors who have earned the Accredited Investment Fiduciary designation have gone through training, met the qualifications, and passed the exam allowing use of the AIF designation and they are immediately able to demonstrate the added value that they can bring to both existing and prospective clients.

Contact Bill Toner

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Office Locations:

  • 1482 East Valley Road
    STE 241
    Montecito, CA 93108

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