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 industrial fastener distribution business. After lots of conversations, it was decided that the best thing for our family was to sell.  With that decision made, I wanted to make sure we were rewarded for all our efforts. 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. Working through the transition, 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. Inspired to help them succeed, I founded Meritage Wealth Advisory.

I found inspiration for my firm’s name at a local winery. In the wine world, Meritage is a term 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 achievements.

I believe that no one succeeds alone. In an effort to honor all who have helped me, I try and give back. I’m a former board member of the Financial Planning Association of the East Bay. I’m a member of the Tri-Valley Estate Planning Council and a past President. I’m a past President of the Tri-Valley Consultants Forum. I’m a member of the Rotary Club of Livermore, have served on the board of 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 glass of wine with friends!

Certified Financial Paller CFPFinancial Planning Association FPA