Manny R. Apolonio, MSFP, CFP

Senior Financial Planner, Partner

As a Certified Financial Planner with more than 15 years of financial services experience, Manny has proven to provide value in all of his client relationships. Manny defines a successful client engagement as, "being a part of helping a client achieve all-around wellness. That means financial, emotional, and physical wellness. All of these facets of my client's life matter to me." 


With a Master’s in Financial Planning from Golden Gate University and a Bachelor’s in International Business from University of San Francisco, Manny translates academic theory into practice. Manny continually learns from industry leaders to stay updated with best practices through continuing education training. Manny has completed positive psychology coach training from Co-Active Training Institute and is in the process of earning his certification. These skills help Manny help move clients from emotional reactivity around their finances to a gratitude mindset. The approach emphasizes recognition of their achievements and leaves them open to new possibilities and perspectives.

Manny believes that the financial planning process should foster an environment of creative problem-solving, not of one of judgement. “My training and experience allow me to create a safe space that allows for open discussion about sensitive issues. My clients appreciate this approach because it allows them to relax and show up just as they are."  

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For Manny, the science in financial planning appeals to his rational and logical brain, that part that appreciates order, systems, and hard facts. However, the art of financial planning is where he feels most in his element. “I can review numbers and facts all-day, but it’s my job to translate data into an actionable plan, a plan that considers my clients emotions and ultimately motivates behavior changes to get the client on a path towards their goals.”


As a self-identified extrovert, Manny enjoys meeting people and learning about them through their stories. He believes that connecting with clients on a personal level allows him to understand their financial fears, histories, intentions, and goals.  “People are complex, they have life-long beliefs, habits, fears, needs, wants, and wishes. Challenging dated beliefs or seeing things through a different lens is hard to do alone.“


Manny enjoys reading biographies, editorials, and popular psychology. He loves exploring and is looking forward to future travels. Manny has lived in Munich, Germany and Beijing, China. He is fluent in conversational German and is currently relearning Spanish. Depending on the season, Manny is rehearsing with the San Francisco Gay Men’s Chorus as an Upper-Tenor II and/or fundraising & training for the AIDS Lifecycle, the 545-mile ride from San Francisco to Los Angeles. In 2022, Manny raised more than $15,000 participating in the Lifecycle. Manny is a dog dad to a 3 year-old maltese-terrier named Harrison.

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Harrison (Harry) enjoying the relaxed Palm Springs lifestyle.

“Before you speak, listen. Before you write, think. Before you spend, earn. Before you invest, investigate. Before you criticize, wait. Before you pray, forgive. Before you quit, try. Before you retire, save. Before you die, give.”

William A. Ward

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