Lincoln, CA Office

Prien Asset Management d/b/a WaterRock Wealth Management provides discretionary investment management and related financial planning and basic estate-planning services to individuals and high‑net‑worth clients, overseeing roughly $153.7 million in client assets. The firm also serves as a sub‑adviser and offers a separately managed dividend strategy on a major custodial platform, in addition to assisting other advisors and managing accounts held away from its custody.

The firm constructs customized, primarily long‑term portfolios that typically emphasize low‑cost mutual funds and ETFs but may include individual stocks, bonds, and options, and it uses fundamental, technical, cyclical and charting analysis in portfolio decisions. WaterRock conducts ongoing portfolio monitoring, may recommend independent managers when appropriate, and uses tools such as an order‑management system for tax‑efficient allocation and rebalancing in accounts it does not custody (for example, 401(k)s and HSAs).

Distinctive features disclosed in the brochure include business affiliations outside of traditional advisory services: firm principals are involved with a separate insurance business and have an administrative role with an affiliated real‑estate firm (the advisory firm states it does not provide realty services), and the firm participates in solicitor/referral arrangements with a bank/credit‑union that include revenue‑sharing and co‑sponsorship of referral rewards. The brochure also discloses that the firm engages third‑party promoters under de minimis arrangements and is available on an institutional marketplace as a sub‑adviser—relationships and referral practices the firm discloses as potential conflicts of interest.