Temecula, CA Office

Sierra Hotel Financial LLC provides discretionary asset management, ongoing financial planning, and retirement plan advisory services to individuals, high‑net‑worth clients, and plan sponsors. The firm is a small team—two advisors—managing roughly $24 million for about 60 clients.

Investment programs are goal‑based and tailored to each client’s time horizon and risk tolerance, using fundamental analysis, Modern Portfolio Theory, and cyclical analysis with a typically longer‑term orientation and periodic rebalancing. SHF offers both model/UMA‑based limited management and a more customized full management service that can include tax‑loss harvesting, direct indexing, individual securities, and the use of third‑party sub‑advisors on the Altruist platform.

What distinguishes the firm is its combination of services and operational practices for a small, recently formed advisory team: it provides both ERISA 3(21) advisory services and full 3(38) discretionary investment manager roles for retirement plans, and it discloses the authority to select and appoint sub‑advisors (a practice the firm identifies as a potential conflict of interest). The firm also offers standalone, ongoing financial planning on a fixed‑fee basis and maintains multiple offices despite its limited headcount.