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John W. Brooker and Co., Asset Management has been an independent registered investment advisor since 1983.  We have practiced at the fiduciary level as fee-only advisors from the beginning. As fee-only advisors, our interests are directly aligned with our clients’ interests, focused entirely on their goals.  We have the experience, expertise and resources to guide our clients through the many difficult decisions they may face.


Being independent means that we are not tied to any investment firm, giving us the freedom to choose from best-in-class investments when creating portfolios.  Being independent means we are free to work with whomever we choose whenever we want.  We are always able to do what is right for our clients and are not burdened by unrelated goals or targets of some large firm.  In short, our goals are our clients’ goals.


We only charge fees on the assets that we manage.  We do not receive commissions or performance fees.  Our judgement is not clouded by peripheral compensation.  The better our clients do, the better we do.


As fiduciaries we are obligated to always do what is in our clients' best interest.  We have completely aligned our compensation and firm structure to ensure that we put our clients’ goals first.

Wealth Management


Comprehensive wealth management starts with having a conversation to learn about what is most important to our clients and the goals they hope to achieve.  Once we know what matters to our clients, we create a long-term financial plan based on their goals, assets, liabilities and risk tolerance.  Whether the goal is retirement planning, passing on wealth to future generations or any other objective, we will create a roadmap to get them there. Plans are updated as often as needed given changes in our clients’ circumstances.  Some of the topics discussed include:


  1. Establish and prioritize long-term goals and objectives

  2. Define and establish risk tolerance parameters for investing

  3. Develop an asset allocation strategy consistent with risk tolerance

  4. Measure asset diversification

  5. Manage tax efficiency of investments


  1. Taking into account client goals, assets, capacity to save, and risk tolerance, we will create a plan to help create an income in retirement that clients will not outlive.


  1. Educational funding

  2. Transfer of wealth to family members

  3. Charitable giving


  1. Controlling the distribution of wealth

  2. Reducing the impact of estate taxes

  3. Tax efficient charitable giving


  1. Establish a comprehensive tax planning strategy

  2. Risk management- review adequacy and cost effectiveness of personal insurance (life, disability and long-term care)

Investment Management


We create globally diversified, balanced portfolios for our clients consistent with their risk tolerance to help them accomplish their long term goals.  When constructing portfolios, risk management is of primary importance.  We focus on long-term trends, valuations and fundamentals but also pay attention to the short-term market movements when putting money to work.  Markets change; we continually monitor the capital markets and our client portfolios to ensure that asset allocation is optimal.  Our goal is to deliver superior risk-adjust returns, net of fees.

Our investment philosophy is rooted in time tested, proven principals.

I.     DIVERSIFICATION – the primary determinant of risk and return


II.    RISK MANAGEMENT – the amount of risk taken is of primary importance to any investment plan


III.   REBALANCING – over time, market movements alter portfolio allocations; rebalancing is essential to                       maintain target allocations


IV.   AVOID MARKET TIMING – avoid chasing market highs and selling at market lows


V.   REASONABLE FEES – high fees are an impediment to positive returns and long term results


VI.    TAX EFFICIENCY – after-tax returns are what matter – asset location can add value


Other services

  • Outside Investments – Review and allocate your outside employer-sponsored retirement plans (401k, etc.).


Joe Wells joined the Asset Management Team at John W. Brooker in January 2015, and works with clients in every aspect of financial planning and investment management.  Joe has been in the financial services industry for over 17 years advising and managing assets for institutions and high net worth families and individuals.

Prior to John W. Brooker, Joe was an Associate at JP Morgan Asset Management where he provided registered investment advisors with economic and manager research, investment solutions and portfolio construction guidance.  He was also the portfolio manager and head of the invest committee for a wealth management firm serving high net worth individuals in Silicon Valley for over a decade.  Joe began his career at Robertson Stephens where he co-managed a venture capital fund.

Joe received a B.A. in Economics from the University of California at Santa Barbara, cum laude.  He has earned the right to use the Chartered Financial Analyst (CFA) designation and is a Certified Financial Planner (CFP).  He is a member of the CFA Institute, San Francisco CFA Society and the Financial Planning Association.

Joe Wells, CFA, CFP


(510) 638-1815 ext: 249

Daniel K. Beatty founded the Asset Management Team at John W. Brooker in 1983.  Dan works with clients in every aspect of financial planning and investment management.

Dan has been actively involved in the financial planning industry since 1975.  Dan has taught financial planning and investment management at Golden Gate University for the graduate school of financial services and has served as a member of the adjunct faculty of the College for Financial Planning.  Also, Dan served on the board of directors of the Technical Securities Analyst Association of San Francisco for 13 years.

Dan received his B.A. from the University of California at Davis.

Daniel Beatty


(510) 638-1815 ext: 202

Rob Wells joined John W. Brooker Asset Management in 2018.  He is responsible for account management and investment and market research.  Rob has a long history in corporate finance and the financial services industry, including consulting for start-ups, asset management for high net worth individuals and financial planning and analysis. 

Rob graduated from the University of California at Santa Barbara with a B.A. in Economics, and has earned the right to use the Chartered Financial Analyst (CFA) designation.  He is a member of the CFA Institute and the San Francisco CFA Society.  Rob also serves on the board of Vanguard Music and Performing Arts, a Silicon Valley-based organization providing music performance and education to the Bay Area community and beyond.

Robert Wells, CFA


(510) 638-1815 ext: 265

Lori Wong has been with John W. Brooker since 1997.  She helps clients and the team at Brooker with account administration and maintenance.   

Lori Wong

Administrative Assistant

(510) 638-1815 ext: 219

Brochures and Statements

Brochures and Statements

Brooker Wealth Management, is licensed and regulated by the Securities and Exchange Commission.  This web site is in no way a solicitation or offer of investment advisory services except, where applicable, in states where we are registered or where an exemption or exclusion from such registration exists.  This web site is only for the purpose of giving general information and is not intended to offer personal financial advice. The data and information contained herein is accurate insofar as we are aware; however, we do not warrant it or any other material, nor do we state or declare the performance of any fund, security or other investment, whether or not recommended herein, nor do we state nor intend to state that any such will perform in any particular manner nor that the historical pattern of same will necessarily continue in the future. Wherein we have mentioned or suggested outside companies, agencies, or individuals, whether in written form or as web sites, we do not warrant their validity.

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