Lula Financial
Data sourced from SEC public records (and other sources when available). Refreshed weekly • Updated today.
About
Lula Financial provides financial planning and portfolio management services to individual clients, delivering one-time, hourly, and ongoing planning that address retirement, estate, tax, cash‑flow, and other common household financial issues. Clients receive written or electronic financial plans and ongoing implementation support tailored to their stated goals.
The firm’s investment work emphasizes passive management, using index mutual funds and ETFs to build diversified, low‑turnover portfolios and relying on client‑specific investment policy statements. Compensation is collected via fixed, hourly, or subscription-style planning arrangements rather than a percentage-of-assets model, and the firm does not accept third‑party sales compensation or performance-based fees.
Lula Financial operates as a small, owner‑operated, state-registered adviser serving a modest client base and explicitly notes it does not target high‑net‑worth clients and reports no firm-level assets under management. The principal also maintains separate entrepreneurial activities outside the advisory business, and the firm retains client control over trading and proxy voting rather than exercising discretionary authority.
Client services
Expertise
Fee options
$100 - $500 per hour for hourly financial planning engagements
$100 - $200 per month for ongoing financial planning services
Minimum fee: $2,000 - $3,000 for a one-time financial plan (fixed fee)
Main office
Oakland CA
Advisors at this office
3
Most active in
California
Also doing business as
Lula Financial · Packard, Benjamin
Disclosures
Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.
Business activities & affiliations
Is not active or affiliated with:
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Insurance agent
They sell insurance products and may earn commissions on those sales.
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Broker-dealer / trader
They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.
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Bank
They're affiliated with a bank that may offer its own financial products and services.
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Trust company
They provide trust and estate administration services, typically for separate fees.
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Fund sponsor
They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.
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Accountant / CPA / tax prep
They offer tax and accounting services, typically for separate fees.
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Lawyer
They provide legal services, typically billed separately.
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Real estate agent
They facilitate real estate transactions and may earn commissions.
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Other specialized services
They may provide services such as pension consulting or municipal advisory work, typically for separate fees.
Forms ADV
Advisors at this firm
Amie S
Series 65
Oakland, CA
Lula Financial
Amie Shapiro is a financial advisor at Lula Financial in Oakland, CA, holding a Series 65 credential with five years of industry experience. Prior to her advisory role, she worked at Sephora and Starbucks Coffee Company for a combined total of over 20 years. Outside of advising, she is involved in hospitality and retail sales ventures. Lula Financial provides financial planning and portfolio management services to individual clients, including high-net-worth individuals, using a fee structure that includes fixed, hourly, and subscription arrangements. The firm emphasizes passive investment strategies with index funds and ETFs and operates primarily on a non-discretionary basis.
Benjamin P
Series 65
Oakland, CA
Lula Financial
Benjamin Packard is a financial advisor at Lula Financial in Oakland, CA, holding a Series 65 credential with seven years of industry experience. He has been with Lula Financial since 2018 and has been self-employed since 2010. Outside of advising, he produces videos for non-profits, dedicating a small portion of his time to this activity. Lula Financial provides financial planning and portfolio management services to individual clients, including high-net-worth individuals. The firm emphasizes passive investment strategies using index funds and ETFs, and offers a fee model based on fixed, hourly, and subscription arrangements rather than asset-based fees.
Amber W
Series 65
Oakland, CA
Lula Financial
Amber Woods is a financial advisor at Lula Financial in Oakland, CA, holding a Series 65 designation with no prior industry experience. Outside of advising, she has been involved with Pink Light Inc. for 14 years. Lula Financial provides financial planning and portfolio management services to individual clients, focusing on passive investment strategies using index funds and ETFs. The firm offers various planning arrangements and serves a modest client base without targeting high-net-worth individuals.
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