Our Story

Founded in 1986, Applied Financial Planning has grown from a small family firm, to an experienced team of advisors and tax professionals who serve our clients through customized wealth solutions to help them achieve their financial goals.


Applied Financial Planning was founded in 1986 by William C. O’Connor, MS, CFP®, EA with the singular mission of helping our clients to achieve financial independence. In order to bring this idea to life, he brought together Certified Financial Planners™, CPAs and Enrolled Agents.  He combined the disciplines of tax, investment, wealth and estate planning to create a “one-stop shop” for all of our clients’ financial needs.

As AFP’s team of professionals grew, we began to advertise on radio, serving a broader community in Southern California, and earning the nickname “The Money Guys.”

In 2000, we took our mission a step further. We took our mission a step further and began to help our clients lead a life of financial significance.  For some, a life of financial significance means being able to give back to and support their community.  For others, it means having the freedom to be there with your loved ones during times that mean the most.

Today, “The Money Guys” team continues to grow and assist their clients in achieving their financial goals.

Our Approach

Effective Game Plan

Your financial plan is built around your goals and vision. As your life and financial situation change, we continually make adjustments to optimize the outcome.

Advice in Common Language

It’s no use explaining your financial plan if all we use is jargon. Our relationship is about keeping you informed in a conversational way.

Straightforward Fees

You should know what you’re paying your advisor and how those fees apply to your investments. We’ll explain our fee structure so you have confidence you’re receiving the value you deserve.