David Pedersen

MBA from UCLA Anderson

Hermosa Advisors

Principal and Founder

David Pedersen

MBA from UCLA Anderson

Hermosa Advisors

Principal and Founder

Based in Hermosa Beach California, he guides clients (typically age 40+) through “The Complicated Years”, where they have overlapping goals and need insight from a trained professional. Compensated only for his time and work (and not commissions or management fees), Dave provides true independent insight. - David Pedersen, MBA from UCLA Anderson

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

David Pedersen is a Hermosa Beach, CA fee-only financial advisor serving clients locally and across the country. Hermosa Advisors provides comprehensive financial planning to help clients organize, grow and protect their assets through life’s transitions. As a fee-only, fiduciary, and independent financial advisor, David Pedersen is never paid a commission of any kind, and has a legal obligation to provide unbiased and trustworthy financial advice.

I’m Dave Pedersen.  I founded Hermosa Advisors and perform all of the financial planning work and client-facing tasks. As the world has evolved, my approach reflects this evolution.  The financial services industry has its roots in stockbrokers, stock tips, high commissions or asset management fees, asymmetric information, and opaque insurance products. As the world has changed, many financial services firms have been slow to follow.

My evolved approach is rooted in training, technology and client education.

In addition to my UCLA Anderson MBA, I have taken extensive coursework in Personal Financial Planning and I continue to learn through a variety of continuing education programs. I am licensed by the State of California as a Series 65, which is an Investment Advisor designation and not a Sales designation. Advisement on investment and financial topics is central to my approach.

As an independent firm owner, I evaluate and choose the best software and technology products for financial insight and analysis. This partnership is critical to my approach and I am able to select the best tools without using what “corporate” tells me to use. I then use this insight to tailor a plan for my clients.

My approach is an educational approach. I work to make sure that my clients understand the concepts and approach that best fits them. All questions are answered and if I am working with a couple, I don’t move on from a topic unless both understand it.

Many clients have a significant part of their net worth tied up in their home, their current 401ks and other assets. As well, they are very comfortable reviewing and updating their 401k allocation themselves with professional guidance. For them, an independent and educational approach works best!

My clients are able to gain clarity and actionable insight without being steered toward a particular in-house asset management program or financial product such as annuities. My patient and educational approach works especially well with those that are headed into “The Complicated Years”, where simpler online calculators or “Learn It Yourself” approaches are not enough.

Our ideal client profile includes a household income of $150,000 to $500,000+ with typical assets, but our habits-based approach will work for households of almost any income or net worth. There are not minimum asset amount or income levels in order to work with Hermosa Advisors. Financial planning should be available to everyone.

 Licensed in California, we are able to help clients virtually throughout the US (except Texas and Louisiana due to their laws). If you have read this far, I suggest you schedule an exploratory call to see how we can best work together.




UCLA (EXTENSION) - Personal Financial Planning Certificate


Activities & Affiliations

Planning Commissioner, City of Hermosa Beach

Instructor, UCLA Extension

David Pedersen 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.

Hermosa Advisors provides financial planning and business advisement, helping time-stressed professionals navigate “The Complicated Years”.

Using leading technology and professional insight to comprehensively integrate all of your assets into a financial plan.

A plan that meets retirement, education and life goals.

A plan that brings you confidence and peace.

Advice-Only Financial Planning is powerful.

  • It’s free from commissions and asset management requirements.
  • I listen to you and understand your life goals and dreams, how money supports them, and then work with you to arrange your financial life to maximize success.
  • I operate as a fiduciary, have your best interests at heart and give you the same advice I would give to a family member.
  • No sales of investment products or sales commissions. Our only compensation comes directly from you.
  • I don’t manage investment assets or insist that you move them. They might be fine just where they are.

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


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

Ideal Clients

  • Age 40+ with overlapping goals
  • Retirees and Near Retirees
  • 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)
    David Pedersen 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.

Contact David Pedersen

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Office Locations:

  • 565 Pier Ave
    Unit 685
    Hermosa Beach, CA 90254

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