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Your Values. Your Vision. Your Goals.®

Our Firm

“Alone we can do so little; together we can do so much.”
– Helen Keller

Superior Planning, Inc. is San Diego’s leading multi-family office, serving middle-class millionaire families since 1982. Our mission is to provide comprehensive, transformational family wealth guidance and support to every suitable family possible.

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Firm Characteristics

  • Privately held – Family owned to serve the entrepreneurially spirited
  • Experienced – Education, training, and decades of tenure to help you achieve your goals
  • Objective – Unbiased advice with no obligation to buy financial products*
  • Fiduciary standard – Client’s best interest at all times
  • Customized – Goals and key results tailored for each family’s unique and changing situation
  • Accountable – Periodic progress reports based on pre-agreed upon metrics
  • Attentive – Each family current situation reviewed weekly by the entire staff
  • Dedicated facility – State of the art offices and technology
  • Proprietary process – Superplan® system simplifies prudent decision-making
  • Annual engagement – Fixed, renewable retainer for each planning year*


  • Focus on specific family goals and key results
  • Comprehensive financial / estate planning and implementation
  • Integrate cash flow, portfolio, and legacy solutions
  • Establish and monitor family investment policy
  • Maintain a fiduciary standard at all times
  • Coordinate professional advisors
  • Facilitate family dynamics governance (family meetings)
  • Educate family members at their level of interest and ability
  • Adapt plans as life, events, and family situations dictate
  • Wealth management services as a no-obligation option*


  • Require the purchase of financial products or asset fees
  • Fragmented or piecemeal planning or implementation
  • Work for anyone but our client families
  • Ignore family members
  • Interfere with existing trusted relationships
  • Act as trustee
  • Take discretion of client assets
  • Make clients wait
  • Concierge services (but we can help you find them)
  • Set it and forget it

Our Team

James F. Thomas, Jr. (Buddy) CFP®, AEP
Chief Planning Officer

Buddy founded Superior Planning in 1982 to assist family leaders with protecting, growing, and passing on their family wealth. He has personally assisted hundreds…

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Renee Halsch
Implementation Officer

With over twenty years in the industry, Renee’s background encompasses the entire spectrum of personal finance; from fundamental credit union services to sophisticated investment products…

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M. Elizabeth Thomas, M.A.
Administration Officer

After eight years in the banking industry in Ohio, Liz joined Superior Planning when it relocated to San Diego from Cleveland in 1987. She stepped away for a few years to pursue her passion for teaching…

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