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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    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

      • University of California, Irvine, B.S. Information and Computer Science
      • Senior Portfolio Manager
      20 Pacifica
      Suite 1500
      Irvine, CA 92618
    • Dana

      Dana B. Terry, CRPC

      Senior Vice President–Wealth Management

      Financial Advisor

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      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

          • Chartered Retirement Planning Counselor
          20 Pacifica
          Suite 1500
          Irvine, CA 92618
        • Justin

          Justin Equitz, CFP

          Senior Vice President–Wealth Management

          Financial Advisor

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          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

            • California State University, Fullerton, Economics
            • CERTIFIED FINANCIAL PLANNER™
            • Certified Exit Planning Advisor
            20 Pacifica
            Suite 1500
            Irvine, CA 92618
          • Cameron

            Cameron J. Price, CFP

            Vice President–Wealth Management

            Financial Advisor

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            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

              • Dartmouth College, B.A. Economics and Minor Computer Science
              • CERTIFIED FINANCIAL PLANNER™
              20 Pacifica
              Suite 1500
              Irvine, CA 92618
            • Patricia

              Patricia S. Bacho

              Team Administrator

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              Patricia graduated from Chapman with a B.S. in Business Administration/Accounting and emphasis in finance in 2016. Shortly after graduating she joined The Price Group to begin her career in the financial services industry.

              Patricia currently holds the Series 7 and 66 licenses and is currently studying to take her management licenses. She is the Team Administrator and is responsible in daily brokerage operations and team organization. Her primary focus is to maintain and facilitate account servicing needs for our high net worth clients. Patricia is dedicated in anticipating client needs, providing solutions and ensuring service excellence for clients.

              Patricia and her husband Jerome live in Irvine, CA. On her spare time she enjoys traveling, the outdoors, and going on walks with her dog, Chance.

                • Chapman University, B.S. Business Administration/Accounting - Emphasis in Finance: 2012 - 2016
                  20 Pacifica
                  Suite 1500
                  Irvine, CA 92618
                • Tyler

                  Tyler Sakae Masukawa

                  Senior Wealth Strategy Associate

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                  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
                    • Bayley Thomas

                      Bayley Thomas

                      Client Associate

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                      Bayley studied Business Economics at the University of California in Irvine where he graduated Cum Laude in 2021. Shortly before completing his education, Bayley started his career at Thrivent Financial as a Financial Associate, earning his Series 7 and 66 licenses as well as his certifications in Life/Health and Accident Insurance in the process.

                      Bayley values the opportunity to connect with clients and build lasting relationships. He takes great pride in his work, emphasizing the importance of detail and efficiency.

                      In his free time, Bayley enjoys meeting up with friends, whether that be at the beach or on a baseball field. He also volunteers in youth ministry on the weekends at Mariners Church in Irvine. Bayley grew up in Laguna Beach, CA, where he now resides.

                      CA Insurance License # 4115123

                        • University of California, Irvine, Business Economics: 2017 - 2021
                          20 Pacifica
                          Suite 1500
                          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
                              • Timothy

                                Timothy Marshall

                                Senior Vice President–Wealth Management

                                Financial Advisor

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                                Tim became a Financial Advisor in 1984, following a successful career as a CPA/Tax Advisor for KPMG LLC. His extensive financial and tax background provides the group with a perspective on retirees, professional and business owners in the investment area.

                                Tim earned his B.S. degree from University of California at Santa Barbara. As a Senior Vice President - Wealth Management and Senior Portfolio Manager at UBS he works closely with individual investors managing their custom portfolios and wealth strategies.

                                Tim enjoys skiing and biking and lives in Corona del Mar with his wife Patsy and his 3 daughters.

                                CA Insurance License # 0A34820

                                  • University of California at Santa Barbara, B.S.
                                    888 San Clemente Drive
                                    Suite 300
                                    Newport Beach, CA 92660
                                  Comprehensive wealth management

                                  Comprehensive wealth management

                                  Retirement income planning

                                  Retirement income planning

                                  Personalized and proactive service

                                  Personalized and proactive service

                                  Legacy—Wealth for others

                                  For needs that go beyond your own—to help you improve the lives of others

                                  What will your legacy be?
                                  It’s never too early to plan ahead. A Legacy strategy can help you gain more control over your financial future and what you leave behind, so you can move forward with confidence.

                                  Learn more at ubs.com/wealthway.

                                  Backed by the strength of UBS

                                  A global leader in wealth management

                                  $3.9 trillion

                                  In invested assets globally 
                                  As of 12/31/2022

                                  51 countries

                                  Our global footprint

                                  Global leader

                                  UBS is a world-leading wealth manager