Beyond the Numbers
Our Mission (extended version)
Because the numbers matter.
But the life those numbers are meant to support matters more.
At Rurup Wealth Management, Inc., our mission is to help people make informed financial decisions with clarity and confidence—and to broaden access to the personalized financial guidance that has too often been out of reach for many individuals, families, and communities.
We believe more people deserve to feel seen, respected, and taken seriously in conversations about their financial future. We are committed to helping broaden access to thoughtful, quality financial guidance, particularly among individuals, families, and communities that have not always felt represented, welcomed, or well served by the traditional financial services industry. We strive to meet our clients with respect for their experiences, their values, and the language and perspective through which they understand their financial lives.
Our work goes beyond investments, projections, and numbers. We seek to understand the life those numbers are meant to support—the people you love, the responsibilities you carry, the opportunities you hope to pursue, and the legacy you want to leave behind.
Through knowledgeable guidance, education, and relationships grounded in care and trust, we help our clients build strong financial foundations so they can navigate change, make decisions based on knowledge rather than fear, and use their resources to create lives that are both financially intentional and personally meaningful.
We believe the impact of good financial guidance can extend far beyond an individual portfolio. When people are given the knowledge, tools, and support to make empowered financial decisions, they can strengthen their families, their businesses, their communities, and the generations that follow.
The Coronado Bridge: A New Dawn
Meet Your Advisor
Liliana Rurup, MBA, CFP®
Founder & Wealth Advisor
My journey to financial planning is deeply personal.
I was born in Mexico City to a Mexican mother and an American father whose family came from San Elizario, a Texas border community with roots that predate the modern boundary. My father was a veteran of both World War II and the Korean War.
When I was 15½, my father passed away. Although my family had made some preparations, they were not enough to prevent the financial challenges that followed. Losing him changed the trajectory of my life and taught me something I have never forgotten: thoughtful preparation can make an enormous difference when life does not go according to plan.
That experience became part of the foundation for how I serve clients today. I help people build strong financial foundations, identify blind spots and prepare not only for what they expect, but also for what life may unexpectedly bring.
I studied at the University of California, Berkeley, and earned my MBA from the University of San Diego. I later earned the CERTIFIED FINANCIAL PLANNER® certification, reflecting my commitment to providing comprehensive, informed financial guidance.
Today, I live in San Diego with my family and pets. Outside of work, I enjoy reading and finding any excuse to spend time near the beach. I am fluent in English and Spanish and welcome the opportunity to serve clients in either language.
Financial planning, to me, is personal. It is about preserving what you have built, preparing for what lies ahead and creating the freedom to make the most of the life you have worked so hard to create.
Meet Our Four-Legged Team
Maui | Canine Rollover Specialist
Ted & Jack | Behind-the-Scenes Feline Consultants
Maui | Canine Rollover Specialist
Maui specializes in the kind of rollovers rewarded with treats—not retirement accounts. He brings enthusiasm, persistence, and a playful spirit to the office.
Cali | Chief Comfort Officer
Ted & Jack | Behind-the-Scenes Feline Consultants
Maui | Canine Rollover Specialist
Cali contributes warmth, companionship, and a calming presence—reminding us that sometimes the best support begins simply by being there.
Ted & Jack | Behind-the-Scenes Feline Consultants
Ted & Jack | Behind-the-Scenes Feline Consultants
Ted & Jack | Behind-the-Scenes Feline Consultants
True to their feline nature, Ted and Jack prefer to work independently and did not come when called for their profile photos. They remain active behind the scenes, providing quiet supervision entirely on their own terms.
Our four-legged team are valued members of our office family, although all financial advice is provided exclusively by appropriately licensed humans.
MY APPROACH: Heart-Centered FINANCIAL PLANNING WITH PURPOSE
What you can expect
A Conversation Before a Recommendation
We begin by understanding your life, priorities and concerns—not by presenting a product or predetermined solution.
A Coordinated Financial Picture
We consider how your cash flow, investments, retirement, taxes, insurance and legacy objectives affect one another.
Clear, Actionable Guidance
A financial plan should help you make decisions. We translate complex analysis into understandable priorities and next steps.
A Plan That Evolves With You
Your financial life will change. Ongoing planning helps your strategy remain aligned with new circumstances, opportunities and goals.
A Personal Relationship
You will work directly with an advisor who knows your story and understands what your wealth is intended to accomplish.
Convenient, Flexible Meetings
Most meetings are held virtually, allowing us to meet conveniently, subject to applicable registration and licensing requirements.
For clients in the San Diego area, occasional in-person meetings may also be available by arrangement at your home, place of business or another mutually agreed-upon location.
Let's Start With a Conversation
Choosing a financial advisor is a personal decision. I invite you to schedule a complimentary 15-minute phone conversation so we can get to know one another, talk briefly about what you're looking for, and see whether Rurup Wealth Management, Inc. may be the right fit for you. No pressure, no obligation—just a conversation to see where it might lead.
Call or text: 619-759-6496
Available in English and Spanish
CONTACT US
Personalized financial planning and investment management for you and yours
Please send us a message if you have any questions.
Liliana Rurup, MBA, CFP®
Founder & Wealth Advisor
CA Insurance Lic# 0L91516
LPL Financial Insurance Lic# 0518721
LPLIA Lic# 0B91442
Rurup Wealth Management, Inc.
910 15th Street, San Diego, CA 92154
Call or Text: 619-759-6496 *Text messaging is available through MyRepChat, an LPL Financial-approved messaging platform. Fax: 619-566-3686 Email: lili@rurupwealthmanagement.com or lili.rurup@lpl.com Website: www.rurupwealthmanagement.com
Hours
Monday - Friday, 9:00 a.m. - 5:00 p.m.
Saturday - Sunday, Closed
We understand that your schedule may not always fit traditional business hours. Evening and occasional weekend meetings may be available by arrangement.
