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?

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

Joyce and her team take a comprehensive approach for successful executives in technology and human resources. They help clients preserve wealth, mitigate taxes and risk, care for their families, and pursue their dreams. Their comprehensive, consultative five-step process is designed to uncover each client’s full financial picture, including their most important values, relationships, and lifelong goals, and provide straightforward, customized, actionable advice.

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

Joyce 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 Joyce will establish a review schedule, with additional conversations as important decisions, opportunities, or life changes arise.

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

Yes. Joyce 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

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.