Reed Fraasa
Founder, Wealth Advisor
HIGHLAND Financial Advisors, LLC
Fee-Only Financial Planner serving the NY City, metropolitan area.
Contact Me
Send Reed a Message
I am Fee-Only
I do not accept commission, referral fees, or compensation of any kind based on selling financial products, without exception.
I am a Fiduciary
I will put your best interests first, and fully disclose and manage unavoidable conflicts fairly in your favor, at all times.
Things to Know
Our pledge is that you are heard, your interests put first, your trust held sacred, you receive transparency, and you will hear the "why" for our recommendations.
Independently owned, Real Fiduciary(TM) Practice
Personalized Wealth Management for every life decision - we don't watch the clock
Over eighty years of collective financial planning experience delivered through a team approach
Get to Know Reed Fraasa
Reed Fraasa focuses on retirement transition planning, financial life planning, and investment management for clients. Reed also serves as the Managing Member and Chief Investment Officer, overseeing our Vision, Culture, and Investment Policy.
Reed holds the CERTIFIED FINANCIAL PLANNER™ designation and the Accredited Investment Fiduciary® designation, and is a Registered Life Planner ® from the Kinder Institute of Life Planning. Reed has over 33 years of experience and is a recognized leader in the financial planning profession. He has served as President of the Financial Planning Association of NJ. Reed has been quoted on CNBC, the Wall Street Journal, and the New York Times, and was a frequent guest expert on the PBS program, Nightly Business Report. He is also a Financial Planning Association, Heart of Financial Planning Award recipient.
When Reed is not helping the firm's clients reach their goals, he lives his goals by enjoying travel, surfing, snowboarding, skateboarding, and tennis with his wife, Dana.
I Can Help You With:
- Comprehensive Financial Planning
- Retirement Income Planning
- Investment Management
- Financial Life Planning
- Tax Planning
- Estate/Charitable Planning
Ideal Clients:
- People with at least $1m of investable assets.
- People living in Northern New Jersey.
- Professionals in the accumulation phase of life.
- Near Retirees considering a transition to retirement.
- People who value education and peace of mind, who want a meaningful life.
- People desiring to explore their life planning to create a plan for their future.
FAQ with Reed Fraasa
- WHEN IS A FINANCIAL ADVISOR A FIDUCIARY?
- HOW TO FIND A FINANCIAL ADVISOR?
- QUESTIONS TO ASK A FINANCIAL ADVISOR?
- WHAT IS A FEE-ONLY FINANCIAL ADVISOR?
- WHAT IS THE DIFFERENCE BETWEEN A FEE-ONLY FINANCIAL ADVISOR AND A FEE-BASED FINANCIAL ADVISOR?
- WHAT IS A CFP?
A financial advisor is considered a fiduciary when they are legally bound to act in the best interests of their clients. The fiduciary duty requires the advisor to put the client's interests ahead of their own and to provide advice and recommendations that are most suitable for the client's individual financial situation and goals.
Additionally, the Securities and Exchange Commission (SEC) has introduced Regulation Best Interest (Reg BI), which went into effect on June 30, 2020. Reg BI establishes a standard of conduct for broker-dealers and their associated persons when making recommendations to retail customers. While it falls short of a full fiduciary duty, it requires that recommendations must be in the best interest of the customer and avoid any conflicts of interest that could compromise the recommendation.
It's essential to understand the specific regulations and standards that apply in your country and jurisdiction as financial regulations can change over time. Always make sure to work with a financial advisor who is transparent about their obligations and how they will act in your best interest.
- WHEN IS A FINANCIAL ADVISOR A FIDUCIARY?
A financial advisor is considered a fiduciary when they are legally bound to act in the best interests of their clients. The fiduciary duty requires the advisor to put the client's interests ahead of their own and to provide advice and recommendations that are most suitable for the client's individual financial situation and goals.
Additionally, the Securities and Exchange Commission (SEC) has introduced Regulation Best Interest (Reg BI), which went into effect on June 30, 2020. Reg BI establishes a standard of conduct for broker-dealers and their associated persons when making recommendations to retail customers. While it falls short of a full fiduciary duty, it requires that recommendations must be in the best interest of the customer and avoid any conflicts of interest that could compromise the recommendation.
It's essential to understand the specific regulations and standards that apply in your country and jurisdiction as financial regulations can change over time. Always make sure to work with a financial advisor who is transparent about their obligations and how they will act in your best interest.
- HOW TO FIND A FINANCIAL ADVISOR?
- QUESTIONS TO ASK A FINANCIAL ADVISOR?
- WHAT IS A FEE-ONLY FINANCIAL ADVISOR?
- WHAT IS THE DIFFERENCE BETWEEN A FEE-ONLY FINANCIAL ADVISOR AND A FEE-BASED FINANCIAL ADVISOR?
- WHAT IS A CFP?
Fee-Only and Fiduciary - Without Exception
Watch Our Video: Fee-Only, Fiduciary, Independent
Reed Fraasa's Designations and Affiliations
Media Mentions and Industry Involvement
Reed Fraasa was Awarded the Heart of Financial Planning Award in 2012 by the Financial Planning Association
HIGHLAND Financial Advisors, LLC is a Member of the Morris County Chamber of Commerce
Reed Fraasa is in the "Spotlight" by the Kinder Institute of Life Planning
Reed Fraasa is Featured in Financial Planning Magazine: "The Heart of Financial Planning Award: Reed Fraasa (FPA of New Jersey)"
Reed Fraasa is Quoted in the Wall Street Journal: "A Pharmacist Wants to Retire at 55. How He Can Build a College Fund and Protect His Assets."
Reed Fraasa is Quoted in northjersey.com: "Coronavirus fears triggered stock market circuit breaker. Here's what that means"
Reed Fraasa is Quoted on NerdWallet.com: "3 Reasons to Hire a Fee-Only Financial Planner"
Reed Fraasa is Quoted on CNBC: "Don’t let election volatility sway your 401(k) investments"
Reed Fraasa is Quoted on NJ.com: "Know the difference between mortgage assistance programs"
Reed Fraasa is Featured on NJ.com: "Financial Planning Association of New Jersey Heart of Financial Planning Award"
Reed Fraasa is Quoted in the Wall Street Journal: "A ‘Therapeutic’ Approach to Financial Planning"
Reed Fraasa is Quoted in the New York Times: "For Older Couples, House Hunting Begins with Soul Searching"
Office Locations
1680 Rt. 23, Suite 210 - Wayne, NJ 07470
