Planned Asset Management

Planned Asset Management

Planned Asset Management was founded in 1985 by Morrie W. Reiff, a CFP who had been active in the Los Angeles financial community since 1976. The firm provided investment advisory, estate, retirement, and tax planning to individuals, high-net-worth clients, and institutions from a single office in Calabasas, California. Reiff maintained a high local profile — serving as past president of the San Fernando Valley Society of the Institute of Certified Financial Planners, hosting a talk radio show, and teaching at CSUN and UCLA. The firm delivered wealth management across asset classes typical of a comprehensive advisory — equities, fixed income, and insurance-based strategies. Client portfolios were managed on a discretionary basis, with trading and custody alerts routed through Schwab. Planning covered retirement income strategies, estate tax reduction, and risk management. Geographic focus remained Southern California; the firm did not publicly disclose discrete venture, private equity, or direct real estate allocations. In April 2025, Planned Asset Management merged into Modern Wealth Management, an RIA consolidator. The transaction brought the entire Calabasas team — including Managing Director Jamie Reiff, Executive Advisor Paul Okawa (CFA), and Lead Advisor Zohreh Ghaissari (CFP) — under the Modern Wealth umbrella. The firm's website transitioned to Modern Wealth branding, and the original earn4u.com domain now redirects to the acquirer's platform. As of the merger, the team added a Director of Operations (Jill Brown) and a Director of First Impressions (Gabriela Sander), both listed in the firm's online directory as of mid-2026. Planned Asset Management's structure as a founder-led, community-embedded advisory distinguishes it from institutional asset gatherers. Morrie Reiff's ongoing role as Executive Advisor — Consultant preserves continuity, while the merger with Modern Wealth adds centralized planning, compliance, and investment resources. The succession path flows through Jamie Reiff, who has publicly emphasized digitization and service to women, next-generation clients, and beneficiaries of capital gains bypass trusts.