Greg Friedman, MS, CFP®

Founder and CEO, San Rafael

Greg is a tireless advocate for Private Ocean clients. He never stops conceiving and implementing new ways to improve their wealth management experience – and their quality of life.

As Private Ocean CEO, Greg leads the development of new systems and services; sits on the investment committee; sets technology strategy for the firm, and works directly with clients on financial planning and investment strategy. He also maintains close partnerships with respected trust and estate attorneys and accountants who serve high net worth individuals.

In 1991, Greg established Friedman & Associates, which he grew from a sole proprietorship into a nationally recognized wealth management firm. In 2002, Greg's quest to involve and empower clients led him to found Junxure, a technology platform for delivering premium client service. In 2007, Friedman & Associates earned the coveted Schwab IMPACT® award for Best-in-Tech for their innovative use of the CRM to enhance the client experience. Greg was also recognized in InvestmentNews' 2017 Class of Icons and Innovators for his contribution to the advancement of the financial advice profession and for conceiving new ideas and tools that have propelled the industry forward. In 2018, Greg was named CEO of the Year at the Industry Awards. In 2020, he was named a Nonprofit Leader by North Bay Business Journal for his work on the Board at The Marine Mammal Center.

Greg is a frequent speaker at industry conferences and events on topics which include financial planning, retirement, practice management, and client service. He is also frequently cited in industry journals and publications.

Before starting Friedman & Associates, Greg worked as an advisor with CIGNA Financial Services, where he specialized in estate and financial planning for high net worth business owners and their families.

He is the author of three books for financial advisors and leaders; Advisory Leadership: Using the Seven Steps of Heart Culture to Create Lasting Success for Any Wealth Management Firm, The Financial Advisor M&A Guidebook: Best Practices, Tools, and Resources for Technology Integration and Beyond, and Integrating Culture in Successful RIA Mergers and Acquisitions.


  • MS in Financial Planning, Emphasis on Taxation, Golden Gate University
  • BA in Economics, University of California at San Diego


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