Advisor Spotlight: Alfred
A Bit About Alfred
Alfred’s optimism and enthusiasm for financial wellness, paired with his belief that financial planning is both a science and an art, make him an invaluable leader at Diversifi. As Head of Advisory, he leads a team of five advisors and has helped cement DiversiFi as a go-to firm for families navigating complex equity compensation. Under his leadership, the firm has grown to nearly $500M in assets under management.
Alfred believes that great financial planning strikes a fine balance between technical expertise and behavioral finance. Numbers and strategies matter, but it is the “why” behind client decisions that creates trust and lasting impact. He embraces AI and technology on the back end to make the planning process more efficient and scalable, giving him and his team more time to focus on building meaningful human connections with clients.
Alfred, tell us a little about yourself!
“I was born in Hong Kong and speak fluent Cantonese, but I have lived in the South Bay since I was 4. I am a diehard San Jose Sharks fan and addicted to golf. Most importantly, I am a proud dad to two kids, ages 7 and 3. I love being a parent and helping other families balance financial planning with the joys and stresses of raising children.
Professionally, I love when clients feel like friends. Building an open, trusted space to talk through the ‘why’ behind financial decisions allows me to create plans that truly resonate.”
What does “Financial Wellness” mean to you as an advisor?
“Financial wellness is about more than just numbers. It is the confidence that your financial picture and decisions align with your values, without second-guessing what you might be missing. My role is to bring together technical expertise and behavioral insight, while using my deep understanding of behavioral finance to help you work through hurdles and actually progress to action.”
If I were new to my financial wellness journey, what is some advice you would share?
“Financial wellness does not happen overnight. Just like going to the gym with a trainer, achieving financial health takes persistence and the right guide.
I try to make the journey as clear and approachable as possible, while using tools and technology in the background so clients can focus on what matters most: building habits that lead to long-term success.”
What are some of your favorite aspects of working with new clients?
“I love helping clients address financial fears and myths, creating clarity where there was once confusion. Whether it is buying a home, navigating a career change, or planning around equity compensation, I thrive on guiding clients through life’s big decisions with both strategy and empathy.”
Do you have an exciting client success story you can share?
“One that stands out is a client who believed debt was always bad. They were set on paying all cash for a new home, even when mortgage rates were at historic lows. Knowing their hesitation, I designed a plan to show how using a low-cost mortgage could actually enhance their flexibility and long-term net worth.
Years later, when they needed significant funds to exercise company stock options, that strategy allowed them to do so confidently without disrupting their overall plan. It was a pivotal moment where technical planning and understanding their behavioral biases came together to create real impact.”
Discover more stories about how clients have achieved their goals with Alfred’s guidance.
