Elizabeth Prindle Certified Financial Planner™
Hi, I’m Elizabeth Prindle, a senior financial advisor at SAS Financial Advisors with over a decade of experience guiding individuals, couples, and families toward clarity and confidence in their financial lives.
I specialize in helping clients—especially those in their early and mid-career stages or nearing retirement—create structured yet flexible plans that support their unique goals. Whether we’re talking about managing equity compensation, optimizing cash flow, or preparing for retirement, I focus on empowering clients to move from financial uncertainty to grounded, intentional decision-making.
After a career in digital marketing and SaaS product management, I transitioned to financial advising by completing the CFP® education program at San Francisco State University. I joined SAS in 2015 and have since helped shape the firm’s evolution—modernizing our technology, and deepening our planning tools.
At the heart of my work is the belief that money is more than dollars and cents—it’s often wrapped up in emotion, memory, and stress. Clients come to us looking for reassurance that they’re on the right track. Our meetings offer a space where they can stop deferring big conversations, put goals into writing, and commit to incremental, lasting change. Over time, I’ve seen how this process builds confidence—and, for many, a sense of relief.
I often say: let’s get a few “quick wins” in your financial life first—then we’ll build out the bigger roadmap together. I love using my experience in tech to simplify what used to be a box of paper statements into secure, remote planning sessions, where clients can collaborate with us and access their plan anytime.
Outside the office, I live in Redwood City with my husband, our daughter (9), our son (6), and our dog (3). On weekends, we’re often exploring in our motorhome or walking the neighborhood. I'm a Bay Area native, and it brings me joy to help people in my community feel more capable and excited about their financial futures.
I believe that anyone can learn personal finance—and they should. The gatekeepers are gone, the tools are here, and with the right guidance, financial planning can be a source of clarity, empowerment, and momentum.
www.betterdecisions.money/workshops
Read Elizabeth Prindle's Interview on KQED's Forum with Michael Krasny - "From Student Loans to 401Ks: Money Advice for Millennials"
