Welcome
Empowering Your Possibilities.
Personalized financial planning and wealth management designed around your life, your priorities and what matters most to you
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Aligned with what matters most
Our Mission
Our mission is to broaden access to thoughtful, personalized financial guidance and help people make informed decisions with clarity and confidence—building strong financial foundations in support of lives that are both financially intentional and personally meaningful.
Personal Service. Powerful Resources.
Caring Is Our Core Competency
In a world of automated customer service and endless phone menus, we believe personal attention still matters. When you call, you will reach a real person or receive a return call within two business days of our receiving your message.
As a small, relationship-centered firm, we offer the warmth and individual attention clients once expected as standard. Through our relationship with LPL Financial, our broker-dealer, we also have access to robust technology, research, and resources. The result is personal guidance supported by the capabilities of a large financial-services organization.
Financial planning designed for:
Individuals Approaching or Living in Retirement
Individuals Approaching or Living in Retirement
Individuals Approaching or Living in Retirement
You have worked hard to accumulate your wealth. Now you need a coordinated strategy for retirement income, Social Security, Medicare, taxes and the life you want your wealth to support.
Business Owners & Accomplished Professionals
Individuals Approaching or Living in Retirement
Individuals Approaching or Living in Retirement
Your financial life may involve variable income, concentrated investments, employee benefits, business decisions and competing priorities. We help bring those pieces together.
Women and Families Navigating Change
Women and Families Navigating Change
Women and Families Navigating Change
Retirement, divorce, inheritance, the loss of a loved one or caring for aging parents can create consequential financial decisions. We provide thoughtful guidance when clarity matters most.
Bilingual and Multicultural Families
Women and Families Navigating Change
Women and Families Navigating Change
Financial planning is deeply personal, and communication matters. Guidance is available in English or Spanish, with sensitivity to the family relationships and cultural values that can shape financial decisions.
Does this sound familiar?
Are you on track?
You have accumulated assets—but still wonder whether you are truly on track.
We help you understand what your resources may support and what adjustments could strengthen your plan.
A coordinated strategy?
You have several accounts, benefits and financial professionals—but no single coordinated strategy.
We connect the pieces so that your investments, retirement, tax considerations, insurance and estate-planning priorities work together.
When can you retire?
You are approaching retirement and are unsure when—or whether—you can comfortably retire.
We evaluate income needs, Social Security, pensions, healthcare, taxes, longevity and different retirement scenarios.
What are your blind spots?
You are concerned that something important may have been overlooked.
We look beyond the obvious to identify potential gaps, trade-offs and opportunities.
Do you feel cared for by your advisor?
You want an advisor who listens, explains and remains accessible.
We believe you should understand the reasoning behind your financial strategy and feel comfortable asking questions as your life evolves.
Planning in Real Life
Illustrative Client Stories
These illustrative stories represent common financial-planning situations and are intended to help you envision how personalized guidance may apply to your life.
Clarity, Organization, Informed Choices, & Strategy
Is Retirement Closer Than It Feels?
Can a Successful Business Support Personal Goals?
Can a Successful Business Support Personal Goals?
At 61, Sarah had saved consistently but was uncertain whether she could afford to retire before age 70. We helped her bring together her retirement accounts, Social Security choices, expected expenses, healthcare costs, and tax considerations.
Together, we evaluated several retirement dates and spending scenarios, identified adjustments she could consider, and created a strategy for turning her savings into retirement income. Sarah came away with a clearer understanding of her options and the tradeoffs involved in each decision.
Can a Successful Business Support Personal Goals?
Can a Successful Business Support Personal Goals?
Can a Successful Business Support Personal Goals?
Michael had spent years building his business but had little time to coordinate his personal finances. His investments, retirement plan, insurance, taxes, and estate-planning needs were being addressed separately, without one overarching strategy.
We helped him organize the pieces, identify planning priorities, and coordinate with his tax and legal professionals. The result was a more integrated financial strategy connecting the success of his business with the future he wanted for himself and his family.
Starting Again After a Major Life Change
Can a Successful Business Support Personal Goals?
Can Financial Planning Begin Before Investment Management?
Following a divorce, Elena needed to make important financial decisions while adjusting to an entirely new chapter of life. She wanted to understand what she owned, what she could comfortably spend, and how to begin rebuilding her financial future.
We helped her organize her accounts, clarify her immediate and long-term priorities, and create a manageable action plan. Instead of trying to resolve everything at once, Elena had a clearer path forward—one thoughtful decision at a time.
Can Financial Planning Begin Before Investment Management?
Can Financial Planning Begin Before Investment Management?
Can Financial Planning Begin Before Investment Management?
Maya was earning a good income and contributing to her workplace retirement plan, but she had not yet accumulated the level of investable assets typically associated with ongoing investment management. She still wanted professional guidance to help her make thoughtful decisions and build a stronger financial foundation.
Through an ongoing financial-planning relationship, we helped her organize her cash flow, prioritize savings and debt repayment, review her workplace benefits, establish an emergency reserve, and identify practical next steps toward her longer-term goals. Maya gained a clearer understanding of where she stood and a financial strategy designed to evolve as her life and resources grew.
Your Story Is Uniquely Yours
Can Financial Planning Begin Before Investment Management?
Your Story Is Uniquely Yours
These examples illustrate common planning needs, but your circumstances, priorities, and possibilities are personal to you. Our work begins by understanding where you are today, what matters most, and the kind of guidance that may help you move forward.
Can Financial Planning Begin Before Investment Management?
Your Story Is Uniquely Yours
These examples are hypothetical and do not represent actual clients. They are provided solely to illustrate the types of financial-planning needs we may help address. They do not guarantee results or indicate that comparable outcomes will be achieved. Each client’s circumstances and results will vary.
Ready to take the next step?
Whether you are preparing for retirement, navigating a transition or looking for a more coordinated approach to your wealth, the first step is a conversation about what matters to you.
Contact Us
Rurup Wealth Management, Inc. 910 15th Street, San Diego, CA 92154 Office: 619-759-6496 (voice & text) *Text messaging is available through MyRepChat, an LPL Financial-approved messaging platform. Fax: 619-566-3686 lili@rurupwealthmanagement.com
Disclosures
Additional Information
Liliana Rurup, MBA, CFP®, State of Domicile: CA , 910 15th Street, San Diego, CA 92154
CA Insurance Lic# 0L91516
LPL Financial Insurance Lic# 0518721
LPLIA Lic# 0B91442
CFP® Certification and Background Check
Do not sell or share my personal information
We take protecting your data and privacy very seriously. As of January 1, 2020 the California Consumer Privacy Act (CCPA), suggests the following link as an extra measure to safeguard your data: Do not sell my personal information.
The content is developed from sources believed to be providing accurate information. The information in this material is not intended as tax or legal advice. Please consult legal or tax professionals for specific information regarding your individual situation. The opinions expressed and material provided are for general information, and should not be considered a solicitation for the purchase or sale of any security.
Liliana Rurup is a registered representative with, and securities and advisory services offered through LPL Financial, a registered investment advisor. Member FINRA/SIPC. LPL Financial and Rurup Wealth Management, Inc. are separate entities.
The LPL Financial registered representatives associated with this website may discuss and/or transact business only with residents of the states in which they are properly registered or licensed. No offers may be made or accepted from any resident of any other state.
Model Wealth Portfolios (MWP) are offered through LPL Financial, a registered investment advisor. There is no assurance that Model Wealth Portfolio accounts are suitable for all investors or will yield positive outcomes. The purchase of certain securities may be required to affect some of the strategies. Investing involves risks including possible loss of principal.
*Text messaging is available through MyRepChat, an LPL Financial-approved messaging platform. Information obtained as part of SMS consent will not be shared with third parties or affiliates. If you have consented to receive text messages from Rurup Wealth Management, Inc., you may receive texts regarding your account, transaction alerts, or important updates related to our services. Message rates may apply, and messaging frequency may vary. You may opt out at any time by texting STOP.
Rurup Wealth Management, Inc. cannot act upon, and will not accept, any time-sensitive electronic messages, such as transaction orders and fund transfer instructions. Also, for your protection, please do not send any identifying information, such as account numbers or social security numbers, through the internet.
Certified Financial Planner Board of Standards Center for Financial Planning, Inc. owns and licenses the certification marks CFP®, CERTIFIED FINANCIAL PLANNER®, and CFP® (with plaque design) in the United States to Certified Financial Planner Board of Standards, Inc., which authorizes individuals who successfully complete the organization’s initial and ongoing certification requirements to use the certification marks.