Brent Rupnow, CFP^®, ChFC^®, CEPA^®, APMA^®

I started Via Luce Capital because I kept seeing the same problem: smart, successful people getting advice that didn't account for how markets actually work or how their specific situation was different from everyone else's.

What drives me is helping clients connect the numbers to what actually matters in their lives. The best moments in this work are when someone realizes their financial plan isn't a source of stress anymore—it's the foundation that lets them move forward with real confidence. That's what Via Luce means in practice: bringing clarity where things feel uncertain.

I've been in financial services for over 25 years, with a dedicated focus on wealth planning since 2008. That timeline matters because I've worked through multiple market cycles and economic environments—experience that shapes how I think about risk, planning, and what actually holds up when conditions change.

I don't follow conventional wisdom just because it's conventional. I focus on what the research tells us, what makes sense for your specific goals, and building strategies that can adjust as your life evolves. I explain things in plain language. I return calls. I coordinate with your CPA and attorney so nothing gets missed. And I'm honest when I don't know something—I'd rather admit uncertainty than pretend otherwise.

I grew up in a small Wisconsin town where neighbors looked out for each other, and that sense of shared responsibility stuck with me. It's what drew me to work built on transparency and long-term relationships. These days, I live in Irvine with my daughter, who reminds me daily that the real goal of financial planning is creating confidence and freedom for the people we love.

Outside of work, I spend time learning, reading, and having conversations with people who see the world differently than I do. I'm also outdoors as much as possible—walking, hiking, or just unplugging to think. I serve on the board of Munchausen Support, helping families affected by psychological abuse, and volunteer with Union Rescue Mission in Los Angeles. Both remind me why clarity, empathy, and advocacy matter.

I'm grateful to do work that's intellectually challenging, personally meaningful, and rooted in service to others. That combination keeps me engaged and excited about what comes next.

CA Insurance Lic. #0G22443