Lula Financial

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Client assets under management

Clients

0% high-net worth

Advisors

of 2 employees

Firm type

Supported

1-3 advisors or $200M+ in AUM

Clients per advisor

Typical

Average account size

About

Lula Financial provides financial planning and portfolio management to individual clients, including high-net-worth individuals, through one-time plans, hourly engagements, and ongoing planning and implementation. The firm’s planning topics include retirement, estate and tax-aware strategies, cash flow and debt management, and employee benefits optimization as part of comprehensive client plans.

Investment implementation emphasizes passive management, using index mutual funds and ETFs to build diversified, low-turnover portfolios aimed at tax efficiency and broad asset-class exposure. The adviser generally operates on a non-discretionary basis—requiring client authorization for trades—and does not accept commissions or third-party sales compensation.

What distinguishes the firm from many peers is its fee model: it offers fixed, hourly and subscription-style planning arrangements instead of a percentage-of-assets under management, a combination that is uncommon among independent advisers. The brochure also discloses atypical outside-business activities by the principal (including hospitality and retail sales), reflecting a small, independently run practice with limited outside affiliations.

Client services

Financial planning Portfolio management

Expertise

Cash flow / budgeting Debt management College savings (529s, UTMA, etc.) General retirement planning

Fee options

Fixed

Fixed fee for financial plan development and delivery: $2,000 - $3,000 (negotiable)

Project-based

$100 - $500 per hour for hourly financial planning engagements

Other

Minimum fee: $2,000 - $3,000 for a comprehensive financial plan (fixed fee) Fee-only: Fixed fees for financial plans ($2,000 - $3,000), hourly fees ($100 - $500/hour), and ongoing monthly fees ($100 - $200/month)

Main office location

Lula Financial

Oakland CA, United States

Number of offices

Most active in

California

Disclosures

Business activities & affiliations

Is not active or affiliated with:

Insurance agent

They sell insurance products and may earn commissions on those sales.

Broker-dealer / trader

They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.

Bank

They're affiliated with a bank that may offer its own financial products and services.

Trust company

They provide trust and estate administration services, typically for separate fees.

Fund sponsor

They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.

Accountant / CPA / tax prep

They offer tax and accounting services, typically for separate fees.

Lawyer

They provide legal services, typically billed separately.

Real estate agent

They facilitate real estate transactions and may earn commissions.

Other specialized services

They may provide services such as pension consulting or municipal advisory work, typically for separate fees.

Forms ADV

Form ADV Part 2: Client Brochure

Quick links

4156375087

Advisors at this firm

Amie S

Series 65

Oakland, CA

Lula Financial

Amie Shapiro is a financial advisor at Lula Financial in Oakland, CA, holding a Series 65 credential with five years of industry experience. Prior to her advisory role, she worked at Sephora and Starbucks Coffee Company for a combined total of over 20 years. Outside of advising, she is involved in hospitality and retail sales ventures. Lula Financial provides financial planning and portfolio management services to individual clients, including high-net-worth individuals, using a fee structure that includes fixed, hourly, and subscription arrangements. The firm emphasizes passive investment strategies with index funds and ETFs and operates primarily on a non-discretionary basis.

Cash flow / budgeting Debt management College savings (529s, UTMA, etc.) General retirement planning

Benjamin P

Series 65

Oakland, CA

Lula Financial

Benjamin Packard is a financial advisor at Lula Financial in Oakland, CA, holding a Series 65 credential with seven years of industry experience. He has been with Lula Financial since 2018 and has been self-employed since 2010. Outside of advising, he produces videos for non-profits, dedicating a small portion of his time to this activity. Lula Financial provides financial planning and portfolio management services to individual clients, including high-net-worth individuals. The firm emphasizes passive investment strategies using index funds and ETFs, and offers a fee model based on fixed, hourly, and subscription arrangements rather than asset-based fees.

Cash flow / budgeting Debt management College savings (529s, UTMA, etc.) General retirement planning

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