Our Team
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Joyce Franklin, CPA, CFP®
Principal
Qualifications and Experience
Joyce L. Franklin provides the leadership and direction for JLFranklin Wealth Planning.
Joyce has almost 20 years of experience in the personal financial and investment planning profession. She is also a CPA with 25 years of accounting experience.
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An alumna of Deloitte and Ernst & Young, she currently advises high net-worth individuals, corporate employees, and small business owners on tax and financial planning issues.
Joyce holds a Graduate Certificate in Personal Financial Planning, with distinction, from the University of California, a Master of Science in Taxation from San Francisco State University, and a Bachelor of Science in Commerce from the University of Virginia. Joyce lives in Marin with her husband and young son. In her free time she enjoys swimming and opera.
Media Activities
- Expert commentary for The San Francisco Chronicle, The Wall Street Journal, CBS MarketWatch, CNN Money, Dow Jones Newswire, The USA Today, California CPA, The New York Times, and Women's Day
- Television appearances include TechTV, Quicken.com's Money Report, and KRON Channel 4
- Contributing author of Handbook for Attorneys, Accountants and Financial Advisors, Fourth Addition, 2004
- Contributing writer for Active Index Investing by Steven Schoenfeld, John Wiley & Sons, Inc., 2004
- Speaking engagements include the Marin County Bar Association Probate and Trust Section
- Author of a daily financial planning column on TipWorld.com, a division of Topica, readership over 26,000 (March 1999 to April 2001)
- Guest expert for Yahoo! Finance Vision
- Guest expert for Quote.com's "Conquering Your Personal Finances" series
- Guest on "Ask the Tax Expert," a program in KALW radio's "Your Legal Rights" series
- Author of financial articles for the website of a large San Francisco-based brokerage company
Read articles with quotes and contributions by Ms. Franklin.
Professional Organizations and Volunteer Activities
- Financial Planning Professionals, Founding Member
- Marin Community Foundation Professional Advisors Committee, Member
- Financial Planning Association (FPA) of San Francisco, Member; Former Board Member and Chairperson of the Public Relations Committee
- National Association of Personal Financial Advisors (NAPFA), Member
- American Institute of Certified Public Accountants (AICPA), Member
- State Committee on Personal Financial Planning, California Society of Certified Public Accountants, former Board Member
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Tarren Schaar
Associate
Qualifications and Experience
Tarren Schaar works under the direct supervision of the firm’s Senior Financial Planner. He is responsible for data-gathering, preparing preliminary performance reports, analyzing client cash flow on an after-tax basis and updating financial information for review by the Senior Financial Planner. Additionally, Tarren assists the Senior Financial Planner with tax planning and other firm projects. |
For five years prior to joining the firm, Tarren worked as an associate city planner in Mill Valley and Tracy, California, where he managed a variety of private property development projects. He guided development proposals through the challenging entitlement process that frequently involved city council meetings and public hearings.
Tarren is currently completing coursework in the U.C. Berkeley Personal Financial Planning Program, and expects to sit for the CFP exam in 2012. He received a Bachelor of Science and a Bachelor of Arts from U.C. Santa Barbara. A native of the Bay Area Tarren currently resides in San Francisco. In his free time, he enjoys venturing outdoors, exploring various art venues, and relaxing with family and friends.
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Danielle Herrerias
Director of Operations
Qualifications and Experience
Handling both client service and office administration functions, Danielle Herrerias is your first-line contact at JLFranklin Wealth Planning. She assists clients by establishing new accounts, managing the asset transfer process, updating existing accounts, and other aspects of business service management.
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Additionally, Danielle is responsible for file management, report assembly, and presentation materials, along with other general administrative duties.
Prior to joining the firm, Danielle spent 15 years in the real estate and mortgage banking industries. She was a vice president at Bank of America, assistant vice president at North American Mortgage Corp., and a project manager at KG Land. More recently, she managed the offices of several executive search firms.
Danielle has a Bachelor of Arts degree from Stanford University and a Master's degree from Harvard's Kennedy School of Government. Danielle has lived in Marin for over 20 years and has three children.
Clients
Our clients include current and former employees of the following organizations:
Affiliations
JLFranklin periodically enters into arrangements with other financial planning professionals for the joint provision of services to clients.
Contact Us
JLFranklin Wealth Planning
900 Larkspur Landing Circle, Suite 185
Larkspur, CA 94939-1756
Telephone: (415) 925-3400
Fax: (415) 925-3401
E-mail: info@JLFwealth.com
Directions to Our Office
Certified Financial Planner Board of Standards, Inc. owns the certification marks CFP® and CERTIFIED FINANCIAL PLANNER™, which it awards to individuals who successfully complete initial and ongoing certification requirements.
Please note that any information you provide is for internal use only and will not be shared with any other organization or individual.
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