Who We Are

Ken PerineHi. My name is Ken Perine.   I'm a CFP® and the founder of Meritage Wealth Advisory. In my “previous” life, I was the third generation running my family’s screw and bolt distribution business. After lots of conversations, it was decided that the best thing for our family was to sell. After three generations in my family, I wanted to make sure that we were rewarded not only for my work but for the work of my father and grandfather before me. I did not want my legacy to be the generation that “screwed” it up! I realized I needed a plan.

Taking my family through that process opened my eyes to the power of financial planning. Without careful planning, we might not have received full value for our business. We might have paid more in taxes than we should have and not been able to transfer the wealth created to future generations as efficiently. Taking my family through that process, the light bulb went off. It occurred to me that there were thousands of business owners that would want to exit their businesses someday and that they too would want to get everything they deserved for all of their efforts in building their businesses. Inspired to help them succeed, I founded Meritage Wealth Advisory.

I found the inspiration for my firm’s name at a local winery. In the wine world, Meritage is a term to describe a blend that comes from the combination of the words Merit (the quality of being good, having value or worth) and Heritage (the traditions, achievements, beliefs, etc. that are part of the history of a group). For me, that summed up how I’d like to help my clients realize full value for their life's work.

I believe that no one succeeds alone, so in an effort to honor all who have helped me, I try and give back. I’m an active member of the Financial Planning Association of the East Bay and a former board member. I’m an active member of the Tri-Valley Estate Planning Council and am a past President. I’m an active member of the Tri-Valley Consultants Forum and a past President. I’m also a member of the Rotary Club of Livermore and serve on the board for my club as well as for our charitable foundation, the Rotary Foundation of Livermore.

When I’m not helping clients and serving professional and fraternal organizations, I enjoy camping, mountain biking, and hiking with my wife Gina and our dogs Sasha and Buddy. I also enjoy a good meal and a nice glass of wine with friends!

Certified Financial Paller CFPFinancial Planning Association FPA