# Mission Wealth

Mission Wealth is a Bank / Wealth / Trust based in Larkspur, United States.

## Overview

- **Organization type:** Bank / Wealth / Trust
- **Headquarters:** Larkspur, United States
- **Region:** North America
- **Address:** Larkspur, CA, United States
- **Founded:** 1999
- **Assets under management:** $235M
- **Website:** www.jlfwealth.com
- **LinkedIn:** https://linkedin.com/company/jlfranklin-wealth-planning

## Regulatory record

- **Reports private funds:** No

## About

Formed in the final year of the dot-com bubble, Jlfranklin Wealth Planning entered a Marin County market already dense with wirehouse advisors and early RIA converts. The firm established itself as a generalist planning practice, offering investment management alongside retirement, estate, and tax planning — the standard integrated-advice bundle that grew popular as fee-based advisory displaced commission-driven brokerage through the 2000s. Its location in Larkspur, a wealthy commuter town north of San Francisco, positioned it to serve technology executives and professionals seeking alternatives to large national firms. The firm deploys capital through a mix of managed equity and fixed-income portfolios, mutual funds, and separately managed accounts, with an emphasis on long-term, goal-aligned allocations. Its typical client engagement includes tax-loss harvesting, retirement distribution modeling, and Social Security optimization — core planning services that anchor the practice's value proposition. While specific portfolio holdings are not published, the firm's investment philosophy, as described in public record, leans on modern portfolio theory and passive indexing for core exposures, augmented by active managers in less efficient asset classes. Geographic reach is concentrated in Northern California, particularly Marin, San Francisco, and Sonoma counties. Team size and assets under advisement are not publicly reported, consistent with a privately held planning practice of modest scale. The firm maintains a single office in Larkspur, with no satellite locations listed. There are no known adjacent vehicles — no philanthropic foundation, operating business, or club membership publicly tied to the practice. Structurally, Jlfranklin Wealth Planning's differentiator is its independence. Unlike bank-affiliated or wirehouse advisors, the firm operates without proprietary product requirements or sales quotas — a governance model that allows it to source investments and construct portfolios without institutional conflict. For clients this means fiduciary alignment, though the firm's quiet profile makes third-party verification of that standard difficult. In a region where independent advice commands a premium, the firm's undiluted advisory-only structure is its single most defining feature.

## Questions

### What services does Jlfranklin Wealth Planning provide?

The firm offers financial planning, investment management, retirement planning, tax strategy, and estate planning — the integrated suite typical of fee-based independent advisory practices. Its investment approach combines passive indexing for core equity and fixed-income exposures with active management in select asset classes. Tax-loss harvesting and Social Security optimization are standard components of client engagements, per the firm's stated service model.

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Last updated: 2026-08-11T02:43:31.692Z

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