Richard Eddy

Financial Planner & Investment Advisor | Founder of Cona Financial Group and creator of ToSSMAX™ | Entrepreneur

Financial Adviser at Cona Financial Group in La Verne, CA


After five years in the financial services industry, almost all of that time spent as a registered representative with a FINRA registered broker-dealer, I knew that the only way I could fully serve my clients was to leave the broker-dealer world behind and form my own Registered Investment Advisory firm. In 2010 I took the plunge and set up my own RIA. This paved the way for me to operate strictly in the best interests of my clients, without the conflicts of interest that plague the "selling securities for a commission" world that I had left behind. (I had seen enough of "GDC requirements" and product-pushing branch offices.)

Today, I work with a business partner whose has over 15 years of experience as an independent financial planner. As independent, fee-based financial planners & investment advisors, we offer full-service financial planning services to our clients. Because we are an independent RIA firm, we operate with a fiduciary duty to our clients, placing their interests first in everything that we do. As our slogan says: "Your Needs. Your Goals. Your Values. Better Solutions".

Among the services that we provide to our clients:

• Comprehensive financial planning
• Retirement income planning
• Investment analysis & portfolio management
• Insurance planning & advanced uses of life insurance for wealth management

One of the best things about operating independently is that we have the ability to engage the services of outside experts that allow us to extend our services while ensuring that the high-quality, expert nature of our advice and services in not compromised. To that end, we hire outside experts (including third-party money managers, retirement income distribution specialists, tax professionals, and various product-specific specialists) to serve as our support team.

Together, with my business partner/co-advisor and our outside experts, I am able to offer my clients a truly unique financial planning process.

(909) 637-3031
Click for fax number
(877) 835-9802
2120 Foothill Blvd. Ste. 203 in La Verne, CA 91750
Year started: 2005


Peer Endorsements

Best Answers

Asked by Chelsey
Answered by Richard Eddy
Financial Adviser in La Verne, CA
The correct answer to this question is as unique as you are, but here are some general guidelines. It makes good sense to fund your 401(k) plan up up to the company ma...
Asked by Beverly
Answered by Claudia L. Schaffer
Insurance Agent in Gardena, CA
It depends on why and what need the insurance is needed for. When my daughter was young I had 300,000 Term Life policy 25 years. I still have $75,000 of Whole life. Bo...
Asked by Victor
Answered by Michael Minter
Financial Adviser in Tampa, FL
First best to interview a few different advisors, ideally an independent one and practices under a fiduciary standard. This will be good for you to get different idea...


  • Annuities
  • Equities
  • Life Insurance
  • Mutual Funds
  • Retirement Planning
  • Risk Management
  • Tax Advantaged Investments
  • Other




Insurance Producer License - Life, Health, Accident, Variable Contracts
License # 0E76495
California Real Estate Salesperson License
License # 01848688
Series 65
License # CRD# 4962972



Independent Financial Consultant
Investment Advisor & Registered Representative
Financial Planner & Investment Advisor


Azusa Pacific University
Fullerton College
The American College


Thanks to all who have endorsed or recommended me in the past. Due to my status as Investment Advisor Representative I have an obligation to keep testimonials hidden from public view. Under the current interpretation of the Investment Advisor Act of 1940 section 206(4)-1(a)(1) endorsements, reviews, and recommendations can be considered "testimonials", which are prohibited under the statute.

This material provided by Richard Eddy on are provided for informational purposes only. Richard Eddy make no representations regarding the accuracy or completeness of any information in these materials, or the effectiveness of any advice or recommendation made to achieve any specific financial planning goal.

Nothing contained herein should be construed to be an offer or a solicitation of an offer to buy or sell any security, insurance, or investment product, nor should it be considered professional advice. Advice may only be provided after entering into an advisory agreement with an advisor. Financial planning and investment advisory services offered through Cona Investment Advisors, LLC, a licensed Registered Investment Adviser. Insurance products offered through Cona Insurance & Financial Services, Inc.

Representatives of a Registered Investment Adviser (RIA) may only conduct business in a state if the representatives and the RIA they represent satisfy the qualification requirements of, and are approved to do business by, the state and/or are excluded/exempted from the state's licensing requirements.

Investing involves risk, including the possible loss of principal invested.