How can you pursue what matters most?

• AK
• AL
• AZ
• CA
• CO
• CT
• DC
• FL
• HI
• ID
• KY
• MA
• MI
• MN
• MO
• NC
• NE
• NJ
• NM
• NV
• NY
• OH
• OK
• OR
• SC
• SD
• TN
• TX
• UT
• VA
• WA
• WY

James (Jim) Giordano is a Senior Vice President–Wealth Management at UBS Financial Services in Los Angeles, where he works with affluent families and businesses. As a Defined Compensation Advisor, Jim helps make retirement planning feel seamless and approachable for clients. His training enables him to take complex, often overwhelming topics and explain them in a clear, understandable way. With his extensive experience and education in this area, clients can feel confident they are making informed decisions. Jim’s objective is to help you enjoy life knowing you have a solid plan in place to support your wealth and lifestyle goals.

Credentials & Experience 

Jim began his career as a Financial Advisor at Merrill Lynch in 1997. After three years, he moved to Transamerica Retirement Services, focusing on retirement plans. In 2002, the opportunity came for Jim to join UBS Financial Services, where he helps manage small businesses, charitable foundations and wealthy families. 

Jim has earned the designations of Certified Financial Planner ™, Chartered Retirement Plan Specialist®, and Certified Investment Management Analyst® which means he is qualified to create and implement retirement plans for both individuals and organizations.  Jim completed his Bachelor of Arts Degree in Communications from Loyola University of Chicago and his Masters in Business Administration from the University of Southern California. 

Giving Back to the Community 

Jim has always believed in giving back to the community. Jim has previously been involved in AYSO as a Coach, Referee and board member for 12 years. Jim is an Assistant Scoutmaster and sits on the Eagle Board of Review to evaluate Eagle Scout candidates.  He spent 5 years as a Planning Commissioner for the City of Cerritos.  10 Years on the Finance and Audit Committee for ABC Unified School District and is currently on the 7-11 Committee, helping ABC work through some of the financial implications of declining enrollment. 

More about Jim 

Jim lives in Cerritos, CA with his wife, Serina, and their three children: Anrei, Ben and Caitlyn. When Jim can find the time, he enjoys playing guitar and hiking. 

CA Agent License #0C37399

• NAPA Top DC Advisor Teams, 2026The NAPA rating is awarded annually in March based on information from December of the prior year.
• PLANADVISER Top Retirement Plan Advisers, 2026The PLANADVISOR rating is awarded in Q1 based on information from Q1 of the award year.
• UBS Wealth Management Director’s Council, 2024UBS Financial Services Inc. Councils are a distinction held by UBS Financial Advisors based on criteria including evaluation of compliance with firm rules, standards & policies and revenue. Council membership is not representative of any one client's experience and is not indicative of the advisor’s future performance.

• Loyola University of Chicago , Bachelor of Arts Degree in Communications
• Marshall School of Business at the University of Southern California , Master’s in Business Administration (MBA)

• Senior Retirement Plan Consultant
• CERTIFIED FINANCIAL PLANNER
• Chartered Retirement Plans Specialist
• Certified Investment Management Analyst

• AK
• AL
• AZ
• CA
• CO
• CT
• DC
• FL
• HI
• ID
• KY
• MA
• MI
• MN
• MO
• NC
• NE
• NJ
• NM
• NV
• NY
• OK
• OR
• SC
• SD
• TN
• TX
• UT
• VA
• WA
• WY

Steve Crawford is a Senior Vice President-Wealth Management at UBS Financial Services in Los Angeles, his primary focus is on retirement planning.  Steve helps his clients develop a retirement target, understanding what it is going to take to hit the target, measuring whether they are on target and realizing that retirement is a moving target and helping with the changes that life gives along the way.

Credentials & Experience

Steve began his career over 20 years ago with PaineWebber, which was later acquired by UBS in 2001.  He has enjoyed his entire career with UBS, being promoted from a Financial Advisor to Vice President and now Senior Vice President.  In 2018, Steve teamed up with Jim and Michael Giordano and now helps manage over $400 million for small businesses, charitable foundations and wealthy families.

Steve has earned both the designation of being a Wealth Advisor and Portfolio Manager, which demonstrates a command of both financial planning and investment management.  Steve completed his Bachelor of Science degree in Business Management from the University of Northern Colorado and his Master’s in Business Administration (MBA) from the Leeds School of Business at the University of Colorado in 1991.

Giving Back to the Community

Steve has been advocate for the University of Northern Colorado's College of Performing Arts, both in a fund raising roll and assisting students with their annual audition visit to Burbank.  He is also a supporter of Big Brothers Big Sisters organization.

More about Steve

Steve lives in "beautiful downtown Burbank" with his wife, Jennifer and their two daughters, Emma and Jordan.  Steve enjoys being a volleyball dad, traveling to Colorado, golfing and skiing. 

CA Insurance License #0E67285

• NAPA Top DC Advisor Teams, 2026The NAPA rating is awarded annually in March based on information from December of the prior year.

• University of Northern Colorado , Bachelor of Science degree in Business Management
• Leeds School of Business at the University of Colorado, Master’s in Business Administration (MBA)

• Portfolio Manager
• Wealth Advisor

• AK
• AL
• AR
• AZ
• CA
• CO
• CT
• DC
• FL
• ID
• KY
• MA
• MI
• MN
• MO
• NC
• NE
• NJ
• NM
• NV
• NY
• OK
• OR
• SC
• SD
• TN
• TX
• UT
• VA
• WA
• WY

With more than 35 years of experience in the financial services industry, John has built his practice on dedication, integrity, and a genuine commitment to helping clients achieve their financial goals. His passion for the business extends well beyond market hours to ensure his clients receive the attention and guidance they deserve. This unwavering commitment, combined with his sincerity and authenticity, has fostered lasting relationships built on confidence.

John believes that successful investing begins with a well-designed plan and the discipline to stay the course. In a world driven by headlines and market noise, he helps clients focus on their long-term objectives rather than short-term emotions. While market volatility can be challenging, John's steady, goal-oriented approach has helped clients navigate economic uncertainty and remain focused on what matters most: achieving their financial aspirations.

A graduate of the University of Missouri College of Business and Public Administration, John earned a Bachelor of Science in Business Administration and graduated Cum Laude. He also holds the Chartered Retirement Planning Counselor™ (CRPC®) designation, reflecting his dedication to helping clients prepare for and enjoy a successful retirement.

John began his career with Paine Webber in 1987 and joined UBS following the firm's acquisition in 2001. Over the decades, he has guided individuals, families, and businesses through changing markets while providing thoughtful advice tailored to their unique needs and goals.

Beyond his professional work, John is deeply committed to giving back to his community. He currently serves on the Finance Committee of Warren Village, an organization dedicated to helping low-income single-parent families achieve lasting personal and economic self-sufficiency. He is also a longtime supporter of the Denver Rescue Mission and its efforts to assist individuals experiencing homelessness.

Outside the office, John enjoys traveling, playing piano, and golfing. His diverse interests, combined with his professional knowledge, help him connect with clients on a personal level and better understand what matters most to them.

• AK
• AL
• AZ
• CA
• CO
• CT
• DC
• FL
• HI
• KY
• MA
• MI
• MO
• NC
• NE
• NM
• NV
• OK
• OR
• SC
• SD
• TN
• TX
• UT
• WA
• WY

Ruby Herrera is an Associate Financial Advisor with 19 years of experience in the financial services industry. She is passionate about helping individuals, families, and business owners navigate important financial decisions and develop strategies designed to support their long-term goals. Drawing on nearly two decades of industry experience, Ruby helps simplify complex financial matters so clients can feel informed, confident, and prepared for the future.

Ruby began her career in 2007 as an Executive Assistant to the Branch Manager at UBS Financial Services. Her dedication, leadership, and commitment to exceptional client service enabled her to advance through several key roles, including Compliance Manager and Wealth Strategy Associate, before becoming an Associate Financial Advisor. Her broad experience provides a unique perspective on wealth management, retirement planning, client service, compliance, and financial operations. Having worked behind the scenes and directly with clients throughout her career, Ruby understands the importance of delivering personalized guidance and an exceptional client experience.

Ruby earned her Bachelor of Arts in Business Economics from the University of California, Riverside. She is a CERTIFIED FINANCIAL PLANNER™ professional, a Certified Investment Management Analyst® (CIMA®), and a Chartered Retirement Plans Specialist℠ (CRPS®). She is FINRA-registered and holds Series 7, 66, 9, and 10 securities licenses. She is also a California Life Agent (Insurance License #0I08681).

Giving back has always been an important part of Ruby's life. She volunteers her time leading women's community groups through her church, helping empower women to become leaders in their families and communities.

Ruby also supports local outreach programs through God's Pantry, providing groceries to families in need. In addition, she volunteers with organizations such as Cards for Hospitalized Kids and LA Works, reflecting her commitment to making a positive impact through service and community involvement.

Born and raised in Southern California, Ruby values faith, family, and community. She is married to her husband, Axel, and together they have five children. Outside the office, Ruby enjoys strength training, traveling, and spending quality time with her family. Whether working with clients, supporting her community, or spending time with her family, Ruby is dedicated to helping others thrive and building meaningful relationships that make a lasting difference.

• The University of California, Riverside, Bachelor of Arts degree in Business Economics

• Chartered Retirement Plans Specialist
• CERTIFIED FINANCIAL PLANNER
• Certified Investment Management Analyst

• CA

Serina Yuan, CFA is a Wealth Strategy Associate with UBS Financial Services and a member of the Giordano Wealth Management Group. She conducts rigorous due diligence on investment managers and strategies, develops investment recommendations, and constructs investment lineups for institutional clients, as well as customized portfolio solutions for private clients. Her work helps ensure clients have access to well-researched investment opportunities aligned with their financial objectives. 

Credentials & Experience 

Serina is a Chartered Financial Analyst (CFA) charter holder and holds Series 7 and Series 63 licenses. Prior to joining UBS, she developed a broad business background through venture capital investing and international business development, bringing a well-rounded perspective to wealth management and investment strategy. 

Giving Back to the Community 

Serina has been actively engaged in her community through volunteer leadership with numerous nonprofit educational organizations, including the ABC Unified School District Education Foundation, where she helped lead the foundation's sustainable growth and fundraising efforts. She has played a key role in organizing the annual State of Our Schools fundraising event, which supports programs and opportunities for local students. In recognition of her dedication to community service and educational advocacy, she was honored as the 2019 State of California Woman of the Year by Assemblywoman Cristina Garcia of California's 58th District. 

More About Serina 

Originally from China, Serina is fluent in Mandarin Chinese and enjoys connecting with people from diverse backgrounds. She values the relationships she builds with clients, colleagues, family, and friends. Outside of work, Serina enjoys reading, exploring nature, and spending quality time with her family. 

• University of Southern California, MBA
• Sichuan University, China, Bachelor of Science in Economics/International Business

• Chartered Financial Analyst

• CA
• CO
• NV
• WA

Eden is responsible for providing administrative and operational support for the team. She facilitates general account opening and maintenance, reporting, incoming/outgoing disbursements, and product-related inquiries. She is committed to building strong relationships and ensuring clients receive attentive and personalized service. She is FINRA-registered and holds her Series 7 and 66 licenses. Her previous experiences include working for the Auditor-Controller of Orange County, as an Accounting Technician, supporting the Health Care Agency during the initial roll out of the COVID-19 vaccine. She brings in her valuable experience of event and project management from also working for the UCLA Events and Transportation group where she contributed to department-wide technology-driven transitions and spearheaded the implementation of new programs and services. These experiences strengthened her organizational and relationship management skills which she now leverages to deliver a seamless service to clients and colleagues.

Eden is a graduate from the University of California at Los Angeles where she received her B.A. degree in Economics. A native of Los Angeles, she is a devoted Lakers and Dodgers fan while remaining actively connected to the Bruin community. She is fluent in both English and Tagalog. In her spare time, she enjoys playing with her husky, discovering new restaurants, traveling to new destinations, and watching true crime series.

• University of California, Los Angeles, Bachelor of Arts in Economics

Prior to joining, Annie served as an Analyst Intern at UBS, where she conducted market and equity research across a diverse range of industries, including automotives, semiconductors, pipelines, and consumer products. She also collaborated with multiple venture capital firms, supporting market analysis and investment research during her time at UCSB. In addition, Annie worked as a Financial Assistant within the UCSB Department of Chemistry, where she assisted with fund accounting and the management of over $25 million in contracts and grants. She graduated from UCSB with a BA in Public Policy and Law, with a concentration in U.S. History Economics.

Annie will be working closely to support and service client's accounts, ensuring that their needs are met with attention and care.

Annie is actively engaged in nonprofit and humanitarian initiatives and currently serves on the board of Humans for the Arts Foundation. Outside of work, she enjoys spending time at the beach, exploring new restaurants, visiting amusement parks, and traveling to discover new cities.

• University of California, Santa Barbara, Bachelors of Arts, Public Policy and Law