Reed Fraasa


HIGHLAND Financial Advisors, LLC

Founder, Wealth Advisor

Reed Fraasa


HIGHLAND Financial Advisors, LLC

Founder, Wealth Advisor

As a fee-only financial advisor, my focus is to offer continuous, unbiased financial advice to help you achieve your life goals. - Reed Fraasa, CFP®, AIF®, RLP®

Fee-Only Financial Planner serving the NY City, metropolitan area.

Reed Fraasa is a Wayne, NJ fee-only financial planner. HIGHLAND Financial Advisors provides retirement planning, wealth transfer planning, and tax planning to help individuals, executives, and businesses organize, grow and protect their assets through life’s transitions. As a fee-only, fiduciary, and independent financial advisor, Reed Fraasa is never paid a commission of any kind, and has a legal obligation to provide unbiased and trustworthy financial advice.

Reed Fraasa focuses on retirement transition planning, financial life planning, and investment management for clients. Reed also serves as CEO and Chief Investment Officer developing our unique people, processes, and services.

Reed holds the CERTIFIED FINANCIAL PLANNER™ designation and the Accredited Investment Fiduciary® designation, and is a Registered Life Planner ® from the Kinder Institute of Life Planning. Reed has over 29 years of experience and is a recognized leader in the financial planning profession. He has served as President of the Financial Planning Association of NJ. Reed has been quoted on CNBC, Wall Street Journal, New York Times, and is a frequent guest expert on the PBS program, Nightly Business Report.

When Reed is not helping clients of the firm reach their goals, he lives his goals enjoying travel, surfing, snowboarding, skateboarding, and tennis with his family. He lives in Kinnelon with his wife Dana, their five children and their dog Bandit.

Reed Fraasa 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.

Financial Advisors Committed to Placing Your Needs First

We offer financial planning services to high net worth families and individuals all over the United States. Our independent financial planners and fiduciary investment advice comes with the obligation to place your needs ahead of our own. HIGHLAND Financial Advisors, LLC is located in Wayne, New Jersey.

Independent Financial Advisor

We created our independent, fee-only business model with the objective of placing your interests ahead of our own. This distinguishes our financial advisors from sales people. We do not make commissions and will never be compensated for the financial advice we give you. True financial planning is more than selling investments and providing investment advice. Our advisors are all CFP® practitioners and fiduciaries who will consider your entire financial life when creating your financial plan. What does it mean to put your clients interests first?

Our Planning Process

Our financial planning process begins with a free initial consultation in which we learn more about you. The time we spend in the beginning stages of your financial plan, exploring and clarifying your goals, is critical. Your vision of your future will provide a foundation for your financial plan and investment portfolio to be built upon. If you want to learn more about how to find a financial advisor that is best for you, click here to read our comprehensive guide.

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)
    Reed Fraasa 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)
    Reed Fraasa 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.

  • Financial Planning Association
    Reed Fraasa is a member of The Financial Planning Association® (FPA®)

    FPA® is the largest membership organization for CFP® professionals in the U.S. and supports high standards of professional competence, ethical conduct, and clear, complete disclosure when serving clients.

  • Accredited Investment Fiduciary®
    Reed Fraasa 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.

  • Registered Life Planner® (RLP®)
    Reed Fraasa is a Registered Life Planner® (RLP®)

    A Registered Life Planner® (RLP®) is a Financial Planner who has been fully trained in Life Planning by completing the three step process of becoming an RLP®: Seven Stages of Money Maturity® workshop, 5-Day Life Planning training and the 6 Month Mentorship Program. This method of training is based on the premise that advisors should first discover a client’s most essential goals in life before formulating a financial plan, so a client’s finances fully support those goals. They therefore become your partner in clarifying and achieving your most meaningful and deeply felt aspirations.

Contact Reed Fraasa

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Office Locations:

  • 1680 Rt. 23
    Suite 210
    Wayne, NJ 07470

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