Greg Prince

CFP^®, CFA^®

Partner and Senior Wealth Advisor

Santa Barbara

"I find the greatest satisfaction in helping successful individuals and families navigate complex financial decisions with clarity and confidence. Many high-net-worth investors have already achieved significant financial success; my role is to help them preserve, grow, and transfer that wealth in a thoughtful and tax-efficient manner. What I enjoy most is educating clients on the long-term impact of disciplined investing, strategic asset allocation, tax-aware planning, and the power of compounding capital across generations. By combining sophisticated investment strategies with comprehensive wealth planning, I help clients make informed decisions that align their financial resources with their personal values, family objectives, and legacy goals."

As a Partner and Senior Wealth Advisor at Mission Wealth, Greg Prince is dedicated to serving clients residing in Santa Barbara, California, and neighboring regions. He believes in a collaborative approach to financial planning and takes the time to understand each client's unique financial goals, priorities, and concerns. By utilizing this personalized knowledge, Greg creates tailored financial plans that integrate risk management and tax planning solutions, helping his clients achieve their goals efficiently. Greg is also a Mission Wealth Investment Committee member, specializing in customized portfolio management and alternative investments.

In 2025, Greg joined the Mission Wealth Partner group.

"I find the greatest satisfaction in helping successful individuals and families navigate complex financial decisions with clarity and confidence. Many high-net-worth investors have already achieved significant financial success; my role is to help them preserve, grow, and transfer that wealth in a thoughtful and tax-efficient manner. What I enjoy most is educating clients on the long-term impact of disciplined investing, strategic asset allocation, tax-aware planning, and the power of compounding capital across generations. By combining sophisticated investment strategies with comprehensive wealth planning, I help clients make informed decisions that align their financial resources with their personal values, family objectives, and legacy goals."

As a Partner and Senior Wealth Advisor at Mission Wealth, Greg Prince is dedicated to serving clients residing in Santa Barbara, California, and neighboring regions. He believes in a collaborative approach to financial planning and takes the time to understand each client's unique financial goals, priorities, and concerns. By utilizing this personalized knowledge, Greg creates tailored financial plans that integrate risk management and tax planning solutions, helping his clients achieve their goals efficiently. Greg is also a Mission Wealth Investment Committee member, specializing in customized portfolio management and alternative investments.

In 2025, Greg joined the Mission Wealth Partner group.

Learn About Greg Prince

Professional Background

With over 20 years of investment management experience, Greg Prince is a seasoned expert in client advising, portfolio construction, asset allocation, trading, and risk management. His extensive experience spans both institutional and private clients, making him a trusted partner for individuals, families, and organizations alike.

Greg's career in finance began on the floor of the Pacific Stock Exchange, where he developed a deep understanding of the markets and trading strategies. He then went on to work for two premier investment banks on Wall Street, as well as a large independent investment advisor before joining Mission Wealth. Throughout his career, Greg has honed his skills and developed a reputation as a knowledgeable and trusted advisor.

Greg attended Stanford University where he achieved a BA in Economics. His certifications include Certified Financial Planner™ and Charted Financial Analyst^®.

Personal Pursuits

After spending years in the fast-paced environment of San Francisco, Greg moved to Santa Barbara with his wife and three children in search of a more relaxed lifestyle. They quickly fell in love with the area's natural beauty and outdoor activities, such as biking, swimming, and visiting the beach.

Community Impact

Aside from his passion for financial advising, Greg is deeply involved in the Santa Barbara community. He serves on the Board of Directors for the Montecito Association and contributes his financial expertise as a member of Lotusland’s Investment Committee. Additionally, he volunteers his time with local organizations, including the Teddy Bear Cancer Foundation, pictured to the right alongside other Mission Wealth team members.

In the News

Mission Wealth Named 2026 Company of the Year by the South Coast Business & Technology Awards

Mission Wealth is honored to receive the 2026 Company of the Year award from the South Coast Business & Technology Awards in Santa Barbara, recognizing our commitment to clients, community, and purpose-driven growth.

What Is Asset-Based Long-Term Care Insurance and Is It Right for You?

Learn how asset-based long-term care insurance works, its benefits, drawbacks, and how it can help protect retirement assets and legacy goals.

Market Update 6/18/26

It’s been a busy few days for financial markets, from SpaceX’s IPO to the latest FOMC meeting. Read our latest market update for our key takeaways.

About Mission Wealth

Mission Wealth is a nationally recognized Registered Investment Advisory firm (RIA) founded in 2000 known for its service model, driven by a world-class technology stack that offers financial planning, investment counsel, tax strategies, estate planning coordination, philanthropic advice, and asset protection solutions tailored to each client’s needs.

Mission Wealth’s vision is to provide caring advice that empowers families to achieve their life dreams. Our founders were pioneers in the industry when they embraced the client-first principles of objective advice, comprehensive financial planning, coordination with other professional advisors, and proactive service. Mission Wealth is a fiduciary, and our holistic planning process provides clarity and confidence.

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