Broker Check

About Susan Alefi

Susan Alefi, AAMS® ChFC®

Founder & Wealth Management Advisor

(858) 251-4545

Susan is the founder of Serenity Financial Planning and our chief wealth management advisor. She’s been serving clients in the financial industry for nearly three decades. During that time, she’s handled a wide variety of assets and portfolios of all sizes, giving her the breadth and depth of knowledge needed to serve high-net-worth clients in all stages of their financial journeys.

As a woman in the financial industry, Susan is passionate about serving other women and educating them on the importance of financial independence and long-term planning. She learned the importance of financial literacy at a young age, when she watched her beloved grandmother suffer unnecessarily from a lack of financial preparation and understanding. Her grandmother spent many years living a lavish lifestyle, complete with maids and a personal chef, while Susan’s grandfather took care of all the finances. She relied on him completely for financial support and stability. Her life changed in an instant when Susan’s grandfather died of a heart attack, leaving no will, living trust, or bank accounts. Although left with nothing, Susan’s grandmother was determined not to be a burden on her children. As a 40-year-old widow, she made the decision to start her own catering business and worked hard to provide for herself and learn how to manage her finances for the first time.

Over the years, Susan has heard many other stories similar to her grandmother’s—including a close family member experiencing divorce after a 40-year marriage and having to go back to work to earn a paycheck, right on the cusp of entering retirement. As a young girl, it became Susan’s mission to help women become financially equipped and empowered so unexpected life circumstances such as these would not find them unprepared. She made the decision to be someone they could turn to, who listened to their concerns and went the extra mile to help them find solutions, all so that they could experience confidence instead of worry. She specializes in working with women and those in or near retirement, with a focus on retirement taxes and income planning.

Susan received a BA in Business Management from the University of Phoenix, and went on to receive her Accredited Asset Management Specialist (AAMS®) certification from the College of Financial Planning and her Chartered Financial Consultant (ChFC®) certification from The American College of Financial Services.

Susan lives in San Diego, CA, with her husband of 32 years, Adam. They have two sons—AJ and Ali—and a daughter-in-law named Robyn. She enjoys music and exploring the beautiful nature that’s found throughout Southern California. She’s also passionate about service, and frequently volunteers with non-profit organizations. She’s a member of the North County Food Bank, the Kiwanis Club of La Jolla, the San Diego Nice Guys Charity, Sharp Healthcare Foundation, and La Jolla Woman’s Club. She’s also a member of the Financial Planning Association.