Optimize Financial

Optimize Financial

Witters launched her advisory practice in 2013 and converted it into Optimize Financial, a Registered Investment Advisor, in 2021. The firm now operates from a single office in Laguna Hills, California, staffed by an eight-person team that handles client relations, business development, and financial planning. Unlike multi-family offices that pool assets for institutional access, OFI positions each advisor as an individual client's “Personal CFO” — a structure that keeps advice tied directly to the household balance sheet rather than to a house product. OFI's service menu spans cash-flow and credit management, insurance analysis, comprehensive investment planning, federal and employee benefits review, held-away account coordination, estate planning, real estate and lending guidance, business planning, tax planning, education funding, and charitable-giving strategy. The firm does not publicly disclose a model portfolio, top holdings, or direct deal history. Its public posture is plan-first rather than product-first: the client engagement starts with a financial plan, moves to white-glove execution, and is sustained by what the firm calls “wealth planning mindset coaching.” Custody sits with Charles Schwab, which gives clients access to a broad brokerage platform without restricting OFI to a proprietary fund lineup. OFI does not publish an AUM figure, and its Form ADV is not among the inputs reviewed. The firm's website lists eight team members including President and CEO Casey Witters and EVP of Client Relations Lisa Nguyen (both CFP® holders), a director of business development, an EVP of administration, a junior advisor, an executive assistant, and two client-relations representatives. The team size implies a client book measured in dozens to low hundreds of households rather than thousands. No additional offices, adjacent vehicles, philanthropic foundations, club memberships, or external capital vehicles appear in public materials. What distinguishes OFI structurally is the combination of an RIA chassis — which carries a fiduciary duty and removes commission conflicts — with a deliberate focus on behavioral coaching. Most planning firms bolt coaching onto a sales process; OFI makes it a named phase of the client journey. That architecture favors long client tenure over asset-gathering velocity, though it also caps scale unless the firm eventually builds a multi-advisor partnership track.