Seeking to build relationships and earn your trust

The Price Group - Main Photo

You’ve worked hard all your life. Now you need to live off that income—potentially for decades. We can help.

At The Price Group, we are a team of experienced Financial Advisors who focus on retirement planning. Our comprehensive income strategies are designed to weather volatile markets and support long life spans. We seek to take the emotions out of investing, give you clarity about your future and help you find fulfillment in retirement.

In all that we do, integrity guides us. We understand our responsibility to you, and we always put your interests first. When you work with us, you become part of our family. And we hope to have a multigenerational impact on yours.

Our team believes building a foundation of trust has an everlasting benefit. We strive daily to build upon that foundation. The greatest compliment in the world is simply, Trust, it is the hallmark of The Price Group.

- Christopher R. Price, Managing Director

Pursuing your goals together

Our mission is to provide quality strategies customized to your needs. Our goal is to be your primary source of financial advice. To this end, we concentrate our efforts on developing long-term relationships through a commitment to quality client service.

  • Chris

    Christopher R. Price

    Managing Director–Wealth Management

    Financial Advisor

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    • AK
    • AL
    • AR
    • AZ
    • CA
    • CO
    • DC
    • DE
    • FL
    • GA
    • HI
    • IA
    • ID
    • IL
    • IN
    • KS
    • LA
    • MA
    • MD
    • MI
    • MN
    • MO
    • MS
    • MT
    • NC
    • ND
    • NH
    • NJ
    • NM
    • NV
    • NY
    • OH
    • OK
    • OR
    • PA
    • RI
    • SC
    • SD
    • TN
    • TX
    • UT
    • VA
    • VT
    • WA
    • WI
    • WV
    • WY

    Chris has been a Financial Advisor since 1989 and leads the Price Group as the team Managing Director - Wealth Management and Senior Portfolio Manager. He holds the following licenses series: 7, 31, 63, 65 as well as variable life and annuity insurance licenses.

    He earned a degree of Bachelor of Science in Information and Computer Science at the University of California, Irvine. His main focus and background is in dealing with retirees, professionals and business owners in the retirement/rollover market. Our team is committed to developing long term relationships through high level of service, ongoing dialogue, and customized investments. 

    Chris resides in Newport Beach with his wife Lisa. 

    CA Insurance License # 0A79112

    • Forbes Best-in-State Wealth Advisors, 2024The Forbes rating is compiled by Shook Research and awarded annually in April based on information from a 12 month period ending June of the prior year.
    • Forbes Best-in-State Wealth Management Teams, 2024The Forbes rating is compiled by Shook Research and awarded annually in January, based on information from a 12 month period ending March of the prior year.

    • University of California, Irvine, B.S. Information and Computer Science
    • Senior Portfolio Manager
    20 Pacifica
    Suite 1500
    Irvine, CA 92618
    chris.price@ubs.com
    Christopher R. Price
    20 Pacifica,Irvine,CA,92618
  • Dana

    Dana B. Terry, CRPC

    Senior Vice President–Wealth Management

    Financial Advisor

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    • AK
    • AL
    • AR
    • AZ
    • CA
    • CO
    • DC
    • DE
    • FL
    • GA
    • HI
    • IA
    • ID
    • IL
    • IN
    • KS
    • LA
    • MA
    • MD
    • MI
    • MN
    • MO
    • MS
    • MT
    • NC
    • ND
    • NH
    • NJ
    • NM
    • NV
    • NY
    • OH
    • OK
    • OR
    • PA
    • RI
    • SC
    • SD
    • TN
    • TX
    • UT
    • VA
    • WA
    • WI
    • WV
    • WY

    Dana began his career as a Financial Advisor in 1987 and has a CRPC® designation as a Chartered Retirement Planning Counselor that offers and specializes in comprehensive retirement and income planning.  As Senior Vice President - Wealth Management, he holds his Series 7, 31, 63, and 65 securities licenses as well as his life and annuity insurance licenses.

    He has a background in physics and his experience and career now spans over three decades. Dana continues to provide meaningful client relationships and experiences on his clients personal retirement portfolios and focuses primarily on helping individual families achieve their retirement goals.

    Dana, his wife Wendy and their daughter live in Coto de Caza.

    CA Insurance License # 0C76429

    • Forbes Best-in-State Wealth Management Teams, 2024The Forbes rating is compiled by Shook Research and awarded annually in January, based on information from a 12 month period ending March of the prior year.

      • Chartered Retirement Planning Counselor
      20 Pacifica
      Suite 1500
      Irvine, CA 92618
      dana.terry@ubs.com
      Dana B. Terry, CRPC
      20 Pacifica,Irvine,CA,92618
    • Justin

      Justin Equitz, CFP

      Senior Vice President–Wealth Management

      Financial Advisor

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      • AK
      • AL
      • AR
      • AZ
      • CA
      • CO
      • DC
      • FL
      • GA
      • HI
      • IA
      • ID
      • IL
      • IN
      • KS
      • LA
      • MD
      • MI
      • MN
      • MO
      • MS
      • MT
      • NC
      • ND
      • NH
      • NJ
      • NM
      • NV
      • NY
      • OH
      • OK
      • OR
      • PA
      • RI
      • SC
      • SD
      • TN
      • TX
      • UT
      • VA
      • WA
      • WI
      • WV
      • WY

      Justin began his financial career in 2000. As a CFP® practitioner, Justin focuses on understanding client objectives and creating a plan to achieve those objectives. Justin earned a degree in economics from California State University, Fullerton.

      As a Senior Vice President - Wealth Management, Justin is Series 7, 63, 65, 31, and insurance licensed allowing him to offer a wide range of investment solutions and services to clients. He has extensive experience helping individuals and business owners both before and after retirement with investment implementation and retirement income planning. 

      Justin, his wife Kelly and their two daughters reside in Orange. 

      CA Insurance License # 0D16084

      • Forbes Best-in-State Wealth Management Teams, 2024The Forbes rating is compiled by Shook Research and awarded annually in January, based on information from a 12 month period ending March of the prior year.

      • California State University, Fullerton, Economics
      • CERTIFIED FINANCIAL PLANNER™
      • Certified Exit Planning Advisor
      20 Pacifica
      Suite 1500
      Irvine, CA 92618
      justin.equitz@ubs.com
      Justin Equitz, CFP
      20 Pacifica,Irvine,CA,92618
    • Cameron

      Cameron J. Price, CFP

      First Vice President–Wealth Management

      Financial Advisor

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      • AK
      • AL
      • AR
      • AZ
      • CA
      • CO
      • DC
      • DE
      • FL
      • GA
      • HI
      • IA
      • ID
      • IL
      • IN
      • KS
      • LA
      • MA
      • MD
      • MI
      • MN
      • MO
      • MS
      • MT
      • NC
      • ND
      • NH
      • NM
      • NV
      • NY
      • OH
      • OK
      • OR
      • PA
      • RI
      • SC
      • SD
      • TN
      • TX
      • UT
      • VA
      • VT
      • WA
      • WI
      • WV
      • WY

      Cameron joined The Price Group as a financial advisor in 2018. He earned his Bachelor of Arts in Economics with a minor in Computer Science at Dartmouth College in Hanover, NH. As a CFP® professional, he has a passion for helping clients develop comprehensive financial plans and constructing portfolios that assist in fulfilling their lifelong goals.

      Prior to UBS, Cameron spent his career in investment performance auditing and merchandise financial planning. His background in economic research and data analytics has provided an edge for our group in delivering optimal portfolio recommendations for our clients. Cameron holds his Series 7 and 66 securities licenses and life and health insurance licenses. His hobbies outside of work are music, water sports and traveling.

      He and his wife, Laura, and daughter, Jade, live in Aliso Viejo, CA.

      CA Insurance License # 0M58629

      • Forbes Best-in-State Wealth Management Teams, 2024The Forbes rating is compiled by Shook Research and awarded annually in January, based on information from a 12 month period ending March of the prior year.

      • Dartmouth College, B.A. Economics and Minor Computer Science
      • CERTIFIED FINANCIAL PLANNER™
      20 Pacifica
      Suite 1500
      Irvine, CA 92618
      cameron.price@ubs.com,chris.price@ubs.com
      Cameron J. Price, CFP
      20 Pacifica,Irvine,CA,92618
    • Tyler

      Tyler Sakae Masukawa

      Senior Wealth Strategy Associate

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      • AK
      • AL
      • AR
      • AZ
      • CA
      • CO
      • CT
      • FL
      • GA
      • HI
      • IA
      • ID
      • IL
      • IN
      • KS
      • LA
      • MA
      • MD
      • MI
      • MN
      • MO
      • MS
      • MT
      • NC
      • NH
      • NJ
      • NM
      • NV
      • NY
      • OH
      • OK
      • OR
      • PA
      • SC
      • SD
      • TN
      • TX
      • UT
      • VA
      • VT
      • WA
      • WI
      • WV
      • WY

      Tyler graduated from the University of California, Irvine and earned a Bachelor's Degree in Business Economics in 2016. Before joining UBS, Tyler  gained client service experience at American Funds - Capital Group. He now holds the Series 7 and 66 licenses and is a Wealth Strategy Associate for the Price Group. 

      Tyler enjoys working with clients to fostering a positive client experience.  His primary focus for the team is to provide superior service to clients by his attention to detail. Tyler plays a crucial role—helping clients solve problems, understanding their goals and concerns and facilitating the execution of financial plans. 

      He is a Southern California native, born and raised in Laguna Beach. On his free time, he enjoys traveling, basketball, and golf.

        • University of California, Irvine, Business Economics: 2012 - 2016
          20 Pacifica
          Suite 1500
          Irvine, CA 92618
          tyler.masukawa@ubs.com
          Tyler Sakae Masukawa
          20 Pacifica,Irvine,CA,92618
        • Connor

          Connor Cole

          Client Associate

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            Connor graduated from California Lutheran University with a Bachelor’s degree in Business Administration with an emphasis in Management in 2021. He joined the team shortly after graduating to begin his career in the financial services industry.

            Connor is currently taking night classes to pursue his MBA in Financial Planning at Cal Lutheran. He is also studying to take his SIE, Series 7, and Series 66 exams. Connor is assisting the team with any client needs and has a passion for serving others.

            Connor recently moved to Rancho Mission Viejo, CA. On his free time he enjoys basketball, golf, and spending time with family and friends.

              • California Lutheran University , B.S. Business Administration - Emphasis in Management: 2017 - 2021
                20 Pacifica
                Suite 1500
                Irvine, CA 92618
                connor.cole@ubs.com
                Connor Cole
                20 Pacifica,Irvine,CA,92618
              Comprehensive wealth management

              Comprehensive wealth management

              Retirement income planning

              Retirement income planning

              Personalized and proactive service

              Personalized and proactive service

              Global Wealth Report 2024

              Crafted wealth intelligence

              Now in its 15th edition, the Global Wealth Report 2024 offers you leading insights into household wealth and prosperity across the world. In the US, average wealth growth has spiked from 3.7% between 2000 and 2010 to nearly 6.3% between 2010 and 2023.

              Gain additional insights into the trends shaping wealth in the US and around the world.

              Download the report

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