Managing Director

Alan Baca

I’m Willing to Put In the Work to Earn Your Trust

The majority of my life has been spent in service: to my country, community, family and clients. I was born to help people. For this reason, I receive no greater pleasure than seeing someone I’ve had the privilege of helping achieve success.

What inspired you to join Bernstein?

At the beginning of the interview process, Bernstein made an interesting suggestion: that I speak with three different leaders at the firm, who worked around the country and had been there for quite some time. I wasn’t exactly sure why they were so excited for me to speak with them, but I soon found out. All three leaders were service academy graduates like myself! Each person truly valued how Bernstein always did the right thing for their clients, no matter the circumstances. They explained that they couldn’t work for another firm and take care of their clients in the same moral way. Now, let’s fast forward almost nine years into my Bernstein career. I can attest to the fact that our resources, whether it’s taxes, risk management or planning tools, are virtually unmatched in comparison with our competitors. Everything those service academy graduates said was true, and then some. Furthermore, Bernstein’s values transcend throughout the firm and permeate our amazing culture.

What is the most fulfilling aspect of being an advisor to your clients?

It’s extremely rewarding to help someone with some of their most complicated life decisions. Yet, to have the ability to do that, one must earn the trust of their clients. Only then can the client feel comfortable sharing the personal details of their lives. Sometimes, clients actually share more with their advisor than their own families, which is a unique position to be in. However, it takes time, patience and dedication to earn a client’s trust. Only if this relationship is created, you can become the person they feel safe turning to for advice beyond finances. When clients start looking for guidance in their personal lives, that’s when I know they really trust me. Those human interactions are the moments that make my job meaningful.

What passions do you pursue outside of work?

We have two young children who keep my wife and me busy. We love to travel and prioritize family trips and weekend getaways. Our children are very involved in sports, and we’re often running them around town to their various activities. It’s amazing to watch them grow, learn new skills and create long-lasting relationships with their teammates. By working together, they learn how to be good team players!

For relaxation... who are we kidding... I can’t sit still. My greatest joy comes from spending time with people. It doesn’t matter if it’s a BBQ, nice dinner out, camping trip or traveling around the world. It’s the people you are with that matter the most.

I also volunteer on a few nonprofit boards that support San Diego’s underserved communities. If I didn’t work at Bernstein, I’d explore another route that would allow me to help people. I am very fortunate to be in the position that I am today. I needed help along the way, and it’s my responsibility to pay it forward.

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