Greg Prince CFP®, CFA®

Partner and Senior Wealth Advisor

Based in Santa Barbara, Greg helps multigenerational families and individuals with concentrated equity or complex portfolios coordinate retirement, taxes, estate planning, and investment strategy

Ways to Connect

In-person visits
Video Meetings
Phone Meetings

Request an introduction

Who Greg Typically Helps

Multigenerational families, executives and professionals with equity compensation, individuals with concentrated stock positions, investors interested in alternative asset classes, pre-retirees and retirees

Serving Clients in

Santa Barbara • Montecito • Goleta • Ventura • San Luis Obispo • Communities throughout California’s Central Coast and Southern California

Available nationwide through virtual meetings

Questions Greg Helps Answer

How can I prepare for retirement?
How can I build a tax-aware, diversified investment portfolio?
How can I coordinate estate planning?
How should I manage concentrated stock?
How should alternative assets or family gifts fit into my plan?

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.

—Greg Prince, Partner and Senior Wealth Advisor

Greg’s Frequently Asked Questions

What should I expect when I begin working with Greg as my financial advisor?

Clients can expect Greg to listen carefully to their goals and collaborate with them to build a meaningful financial plan and prudent investment portfolio. He helps connect retirement, tax, estate, and investment decisions while explaining how each recommendation supports the client’s broader priorities

Will I work directly with Greg, and who else may support my financial plan?

Greg will serve as your primary advisor, supported by a coordinated team that may include an associate advisor and other experienced advisors. Mission Wealth specialists in investments, tax planning, estate planning, and other areas may also contribute based on your needs.

Mission Wealth is a fiduciary. What does that mean?

As a fiduciary, Mission Wealth is required to act in your best interest and not place our interests ahead of yours when providing investment advisory services. Our recommendations are guided by your goals, circumstances, and overall financial needs.

How often will we meet and review my financial plan?

Meeting frequency is tailored to your planning needs and the scope of your relationship with Mission Wealth. You and Greg will establish a review schedule, with additional conversations as important decisions, opportunities, or life changes arise.

Can I work with Greg if I live outside Santa Barbara or my situation is not listed above?

Yes. Greg meets with clients locally in person and works with clients across the United States by video and phone. The audiences and questions highlighted above reflect areas of experience, not requirements for working together.

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.