Wealth Management Redefined

Your Financial Future, Family, and Legacy Depend on You
Work with us and you’ll understand where your money is invested and why, how your investments are performing, and how much it’s costing you. Plus, you’ll have access to expertise, specialists, and insights to help you reach your own specific goals. Find out how we can help you secure prosperity with a well-defined wealth plan by downloading our free white paper today.

Why Hire Werba Rubin Wealth Management?

Wealth Management is more than investing or financial planning, it’s about identifying what you want in life, and then building the financial architecture, investment and tax strategies to make it all happen. We do this in a personalized approach, with no product selling. Our commitment is to help you work towards achieving all your financial goals and to help provide you with a less worrisome retirement.

But you don’t only hire a financial advisor simply to talk you off the ledge during the inevitable bouts of turmoil we will face in the future. You hire them to help you with major issues similar to, but not limited to, these situations:
  • Let you live the life you have earned, but may be ill equipped on your own to acknowledge is actually possible.
  • Determine if you are able to pay for your children or grandchildren’s college education.
  • Identify and plan for the amount of money, above and beyond your day-to-day expenses, cover things like travel, a second home and any philanthropic goals.
To help you understand our commitment and responsibility to our clients, click play and watch our broker vs. fiduciary video now.

Wealth Management Services

We want to inspire you to live your life by design – not by default. Once you share with us what you want out of life, we’ll help you make informed decisions that fit your expectations and vision for the years ahead. Making the best decisions can only be accomplished by providing you with education, ensuring you have a solid understanding of what we’re doing together, why, and how it benefits you. Then, our skilled team of Certified Planners will develop a personalized plan that gives you the power – and a path – to realize your dreams.

Portfolio Management:

Our disciplined, time-tested investment strategies provide your portfolio with the proactive service you need to pursue your goals.

Wealth Planning:

Our team of professionals will design a plan to evaluate your current financial situation and direct you toward true financial freedom.

Risk Management:

Our team of specialists identifies risks that could tremendously impair your financial situation. We evaluate your life, long-term care and disability coverage.

Estate Planning:

Estate Planning: Our estate planning team is here to help you understand how your assets will be distributed under your current estate plan and existing tax law. We will establish a comprehensive estate plan that leaves little to chance.

Tax Planning:

Our tax team of CPAs reviews your recent tax returns to identify potential savings or restructuring opportunities, giving you proactive ideas to save money in the future.

According to a study from Forbes, only 35% of Americans have a will – and many spent less time on it than they did planning their last vacation. 53% of Americans have no financial or estate plan and 58 percent of Americans believe their financial-planning efforts need improvement. The time for action is now. Find out how to protect your standard of living and preserve your wealth by downloading one of our free whitepapers below.

Build a Plan for a Lifetime: Invent Your own Retirement

Most of us pride ourselves in being resourceful, resilient, and self-reliant. Whatever challenges come our way, we typically take them on with energy, resolve, and determination. So it is with the transition to retirement. However we view “retirement” — and we each define it in our own way — we can all embrace this new phase of life with the same sense of reinvention that we’ve mastered at all of life’s turns.

6 Wealth Management Mistakes Small Business Owners Make

The world has changed dramatically in the recent decade, but the way most small business owners and their families prepare for harvesting their equity, preserve personal wealth and retirement nest egg has not. Find out why you’re missing out on opportunities for enjoyment and financial well-being while exposing yourself to unnecessary risks by downloading our white paper.

Why Work with Werba Rubin: Experience, Transparency, Trust

We are fee-only, fiduciary, financial planners and we do not sell commissionable products or accept referral fees. Financial Planning is more than investing, its about identifying what you want in life, and then building the financial architecture, investment and tax strategies to make it all happen. We do this in a personalized approach, with no product selling. Whether in your prime career, nearing retirement or already in retirement, we are happy to discuss how a comprehensive planning, investing and tax relationship can benefit you.

Alan Werba, CPA, CFP®
Managing Member

Aaron Rubin, JD, CPA, CFP®
Senior Wealth Manager

John Pfahnl, Jr., CPA
Investment Advisor Representative

Marlene Bass
Executive Admin Assistant

Alan Werba, CPA, CFP®

Managing Member


Whether as an Advisor, philanthropist or corporate executive, Alan Werba has always believed in the power of careful planning to help make financial goals a reality.

Alan received a BS degree in Business Management from the McIntire School of Commerce at the University of Virginia in 1970 and later attended Loyola College in Baltimore, Maryland for accounting classes. He was licensed as a certified public accountant (CPA) in 1974 and earned his certified financial planner (CFP®) credential in 1985. Alan is also a licensed real estate broker in addition to holding insurance licenses for life, disability, long-term care and various property & casualty policies.

Alan Werba co-authored a book entitled “The Prudent Investor’s Guide to Beating the Market” that was published by Irwin Publishing in 1985. This book represents the investment philosophy that is still used in the firm’s investment advisory work today.

A big believer in giving back to his community, Alan has been actively involved in a wide variety of philanthropies and non-profits. After serving as its Treasurer, he was President of Big Brothers of Santa Clara County when it merged with Big Sisters. Alan served as the Endowment Chair for the Jewish Federation of Silicon Valley as well as the Financial Vice-President for Congregation Beth David. Currently he is the Fundraising and Development Vice President for Hillel of Silicon Valley and has served on Hillel’s Board since 2003. Alan is a long time financial contributor to the San Jose Repertory Theater along with many other “pet” projects in the San Jose area.

In his free time, Alan is passionate about golfing. Alan and his wife Pat live in San Jose where they enjoy getting together with their two daughters (Libby and Jenny).

Aaron Rubin, JD, CPA, CFP®

Senior Wealth Manager


Aaron Rubin brings a wealth of diverse financial experiences. He believes that a comprehensive wealth plan should both grow and defend assets.

He received his BA degree in Economics-Accounting-Spanish from Claremont McKenna College. He received a law degree from the University of Illinois College of Law, and was admitted as a member of the California Bar in 2006. He is licensed as a certified public accountant, and has also obtained licensing as a life, health and property and casualty insurance agent in the state of California. Aaron also received his CFP® designation.

Prior to joining Werba Rubin Wealth Management Aaron worked at Deloitte (an international CPA firm), at Abbott Stringham & Lynch (a local CPA firm) and at Farmers Insurance.

He and his wife Libby live in San Jose with their two daughters Natalie and Gwen. Not to mention their English bulldog, Daphne.

John Pfahnl, Jr., CPA
Investment Advisor Representative


John Pfahnl, Jr. was born in California on April 23, 1950. He received his BS degree in Accounting from San Jose State University in 1977. In 1982 John secured his CPA license. He also has held a Series 7 license and a Series 65 license since 1999.

John has been a principal of Pfahnl & Hunt Accountancy Corporation (a San Jose, California based CPA firm) since July 1981. Pfahnl & Hunt continues to be John’s primary business activity. John became a registered representative of Loring Ward Securities, Inc. in June 1999. He also became an Investment Adviser Representative (IAR) of LWI Financial, Inc. at that time. In December 2006 John became a dual-registered IAR when he was also registered with WDAS.

During John’s career, he has NOT been the subject of any disciplinary actions from any of the regulatory bodies responsible for policing his professional activities. He has also NOT been the subject of any criminal or civil court actions. He has NOT been the subject of any administrative proceedings before the SEC or any other regulatory bodies. He has NOT been found to be in violation of any self-regulatory organization’s (SRO’s) rules NOR has he ever been barred or suspended from membership in any professional organizations.

As stated above, John’s major Outside Business Activity is his employment with Pfahnl & Hunt Accountancy Corporation where he performs both tax and accounting services for a diverse clientele. Although he is registered as an IAR with WRWM, his primary business activity is the CPA functions he performs for Pfahnl & Hunt Accountancy Corp. John has no other Outside Business Activities.

John is registered as an Investment Adviser Representative (IAR) with Werba Rubin Wealth Management, LLC. In this capacity John’s work is supervised by Alan Werba, Chief Compliance Officer for WRWM. Alan’s telephone number is (408) 260-3109. Alan reviews and approves all of John’s investment related correspondence, advertising materials, etc. As of January 1, 2010 John’s Series 7 license was placed on inactive status since his investment related work for the past year has been solely in the advisory area and does not require an active Series 7 license.

Pamela Hedblad, CPA
Investment Advisor Representative


Pamela Hedblad was born in Minnesota on August 27, 1956. She received her BS degree in Accounting from San Jose State University in 1978. In 1982 Pam obtained her CPA license. She also holds a Series 7 license and a Series 65 license.

Pam has been a partner of Abbott, Stringham & Lynch (a San Jose, CA based CPA firm) since her former CPA firm (Pascuzzi, Hedblad & Co) merged with Abbott, Stringham & Lynch in November 2004. Pam’s employment with Abbott, Stringham & Lynch continues to be her primary business activity. Pam was initially licensed as an Investment Adviser Representative (IAR) of LWI Financial, Inc in January 2003 and became dual registered when she was added as an IAR for WDAS in December 2006.

During Pam’s career, she has NOT been the subject of any disciplinary actions from any of the regulatory bodies responsible for policing his professional activities. She has also NOT been the subject of any criminal or civil court actions. She has NOT been the subject of any administrative proceedings before the SEC or any other regulatory bodies. She has NOT been found to be in violation of any self-regulatory organization’s (SRO’s) rules NOR has she ever been barred or suspended from membership in any professional organizations.

As stated above, Pam’s major Outside Business Activity is her employment with Abbott, Stringham & Lynch where she performs both tax and accounting services for a diverse clientele. Although she is registered as an IAR with WRWM, her primary business activity is the CPA functions she performs for Abbott, Stringham & Lynch. In addition, Pam holds a real estate salesperson’s license and she originates mortgages through Wymac Capital, Inc. for which she receives a portion of the loan origination fees.

Pam is registered as an Investment Adviser Representative (IAR) with Werba Rubin Wealth Management, LLC. In this capacity Pam’s work is supervised by Alan Werba, Chief Compliance Officer for WRWM. Alan’s telephone number is (408) 260-3109. Alan reviews and approves all of Pam’s investment related correspondence, advertising materials, etc. As of January 1, 2010 Pam’s Series 7 license was placed on inactive status since her investment related work for the past year has been solely in the advisory area and does not require an active Series 7 license.

Marlene Bass
Executive Admin Assistant


Marlene Bass has been an integral member of Werba Ruben and Loring Ward for over 25 years. During these years she has served in many roles and she is well known to most Werba Ruben clients. Marlene assists advisors to set up new client accounts, and she is intimately involved in the ongoing administration of our clients’ accounts. Aside from her expertise at client management, she is also a notary public.
Marlene enjoys spending time with her husband Lloyd, and her children (Danielle and Tyler).

Helping clients meet their financial goals and objectives for over 30+ Years!

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