Joyce L. Franklin CPA, CFP®

Partner and Senior Wealth Advisor

Based in San Francisco, Joyce helps tech executives, Google employees, human resources leaders, entrepreneurs, and families navigate concentrated equity, complex wealth planning, and long-term financial decisions.

Ways to Connect

In-person visits
Video Meetings
Phone Meetings

Request an introduction

Who Joyce Typically Helps

Tech executives and professionals, Googlers, human resources executives, entrepreneurs and founders, high-earning professionals building wealth, families with complex financial lives.

Serving Clients in

San Francisco • Palo Alto • Menlo Park • Marin County • Walnut Creek • Communities throughout the San Francisco Bay Area

Available nationwide through virtual meetings

Questions Joyce Helps Answer

How can I diversify concentrated equity and coordinate assets across custodians?
How can I coordinate tax planning and risk management?
How can I plan for my family and legacy?
How can charitable giving fit into my plan?
How do I get help to design and monitor a financial plan?

07/27/2026

I am delighted to work with you!~ Perfect service and professionalism. Many, many thanks!

07/16/2026

I have been so happy working with the team at Mission Wealth. As I was going through big transitions, and trying to align my financial plan with my goals and life, our work together has given me great peace of mind. That someone had my back. And that "I was on the right path" - these simple words, coming from a trusted partner, have helped me immensely!

06/09/2026

Mission Wealth has been incredibly thoughtful and diligent in establishing a well-balanced portfolio for my personal investments. They've taken the time to understand my goals and risk tolerance, ensuring that every investment recommendation aligns with those interests while maximizing growth. Thanks to Mission Wealth's guidance and expertise, I am in a much stronger financial position today than before.

04/21/2026

It's a huge relief to me to have Mission Wealth overseeing everything for me. There's a level of conscientiousness and follow-thru that I needed. I'm also thrilled with the growth I've seen in my portfolio.

04/21/2026

Every aspect of our relationship with Mission Wealth has been built with trust, respect, and professionalism. We deeply appreciate having such skilled people in our corner, helping us to navigate our financial future.

03/15/2026

Very personalized, quick response times when we have questions. My husband and I have been working with Mission Wealth for several years and have had a very positive experience.

The testimonials included here are from current clients. Clients were not compensated and there are no material conflicts of interest. See our website for a representative list of all testimonials received.

Joyce L. Franklin serves as a Partner and Senior Wealth Advisor at Mission Wealth. She manages client relationships, provides advice, and develops new business.

For more than 25 years, Joyce has helped people in the tech community successfully navigate the tradeoffs that come with being part of a thriving organization. Through this lens, her Startup Wealth podcast guides guests in discussions of the challenges and opportunities that arise before, during, and after an IPO or liquidity event.

Passionate about financial literacy and education, Joyce is also the author of “STARTUP WEALTH: The Entrepreneur’s Guide to Personal Financial Success and Long-Term Security,” a book that explores the Entrepreneur’s Wheel of Life, equity awards, stock options, and angel investing to help founders and their teams maximize personal wealth from day one until well after an IPO or acquisition, and “LIFE, LIQUIDITY & THE PURSUIT OF HAPPINESS: How to Maximize and Preserve Your Startup Wealth and Live Your Dreams,” a book for anyone working in a startup.

Follow your dreams. We’ll handle the rest.

—Joyce L. Franklin, Partner and Senior Wealth Advisor

Joyce’s Frequently Asked Questions

What would your life be like if you had a Personal CFO?

We provide comprehensive, individualized tax and financial planning advice and guidance. Our specialties include planning for stock options, restricted stock, and other equity awards, and mitigating the tax consequences of these benefits and other income. Working with us is a supportive and painless process, thanks to virtual meeting technology, secure file sharing portals, and other digital tools. We handle the details, so you can focus on the rest of your life.

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

Mission Wealth is a fiduciary. What does that mean?

How often will we meet and review my financial plan?

Can I work with Joyce if I live outside San Francisco or my situation is not listed above?

Professional Background

An alumna of Deloitte and Ernst & Young, Joyce currently advises the tech community, human resources executives, and high net-worth individuals on comprehensive wealth planning issues.

Joyce has over 25 years of experience in personal financial and investment planning. In addition to being a CERTIFIED FINANCIAL PLANNER^® professional, Joyce is a CPA with more than 30 years of tax experience.

Joyce holds a Graduate Certificate in Personal Financial Planning, with distinction, from UC Berkeley, a Master of Science in Taxation from San Francisco State University, and a Bachelor of Science in Commerce from the University of Virginia.

Personal Pursuits

Joyce lives in Marin County, California, with her husband, teenage son (when he’s home from college), and gray and white cat, Misty. In her free time, she enjoys weight training, podcasts, opera, and exploring farmers markets.

Community Impact

Joyce is a member of the Financial Planning Association® (FPA®) of San Francisco and a former Board Member and Chairperson of the Public Relations Committee. She is also a Founding Member of the Financial Planning Professionals.

As a member of the Women on a Mission group, she is part of an array of female team members who offer the advice and guidance women need in this new age. We aim to support a future filled with strong, independent women, founded on education, positivity, and empowerment.