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Cetera Investors - Tori and Alex

Cetera Investors - Tori and Alex

Reviews Summary

The reviews consistently highlight exceptional service, with a strong emphasis on professionalism, knowledge, and personalized care. Clients appreciate the team's ability to simplify complex financial concepts, provide clear communication, and offer tailored advice for retirement planning and investments. Regular check-ins, thorough explanations, and a client-focused approach are frequently praised. The team is described as trustworthy, patient, and dedicated to long-term financial well-being, making clients feel valued and confident in their financial future. A single 4-star review notes excellent communication but slightly less satisfaction with portfolio performance. Overall, the sentiment is overwhelmingly positive.

About This Listing

Who Can Work with a CPA?

Individuals seeking tax prep, retirement planning, or financial advice
Small business owners needing bookkeeping, payroll, or tax compliance
Freelancers and contractors with 1099 income or complex returns
Couples planning finances together or managing joint returns
Investors with capital gains or rental property income
Anyone looking for year-round financial guidance and peace of mind

*Note: CPAs may specialize in different areas. Be sure to check credentials and service offerings.*

First-Time Clients

If this is your first time working with a CPA, don’t worry — most professionals offer a free consultation and will walk you through what to expect. You may be asked to complete an intake form, share financial documents, or set clear goals for your session.

What to Know Upfront:

Documentation Bring your most recent tax returns, income details, and any financial concerns
Availability Appointments fill up quickly during tax season — book early if possible

*Note: Every CPA operates a bit differently. Don’t hesitate to ask questions before committing.*

What to Bring

Government-issued ID for verification
Tax documents (W-2s, 1099s, investment summaries, etc.)
Receipts or logs for deductible expenses, donations, or mileage

*Tip: Organize your documents in advance to save time and ensure accuracy.*

Preparing for Your Appointment

Write down any financial goals or questions in advance
Check if your CPA offers virtual sessions or document uploads
Bring a notebook or use a notes app for key takeaways
Know your deadlines for filing, payments, or compliance

*Note: Preparation helps you make the most of your CPA’s expertise.*

How to Get Started

Use our directory to find highly reviewed CPAs near you. Reach out directly to schedule your consultation.

Other Helpful Info

Many CPAs offer both in-person and remote consultations
Fees may be flat-rate, hourly, or based on service complexity
Some CPAs specialize in industries like healthcare, real estate, or tech
Check for client reviews and credentials (CPA license, EA, etc.)

*Note: Every CPA is different — take time to find one who fits your goals and style.*

Contact Information

Address

155 N Lake Ave Suite 430S

Pasadena, California 91101

Visit Website Call Now Get Directions

Hours

Sunday Closed
Monday 9AM-6PM
Tuesday 9AM-6PM
Wednesday 9AM-6PM
Thursday 9AM-6PM
Friday 9AM-6PM
Saturday Closed

Customer Reviews

I entrusted my money with Alex, and I've been so grateful ever since. Even though it wasn't a large amount when I started, Alex?and his wife and business partner, Tori?have always treated me like I was their most important client. They're kind, professional, and truly committed to helping people succeed. Alex schedules regular check-ins, is always available for questions, and together they offer free classes on topics like investing, retirement, and Social Security?as well as thoughtful client events. When

This team has got it together. Tori and Alex are always ready to answer our questions. We recently reviewed my wife?s retirement projection plan with Tori and feel confident as we did almost 11 years ago when we jumped on board with her and her team. Recently Brandon assisted us in obtaining the best credit card and monthly payment plan to take advantage of travel benefits. My wife and I met Max at Tori and Alex?s and seemed very thorough and professional. As we met over the years to review our plan and ma

Alex is an amazing financial planner! He takes his time to explain my financial portfolio' and is extremely knowledgeable! He puts my mind at ease when it comes to my future. Thank you!

Tori and Alex are the absolute best! They will walk you through everything having to do with your financial well-being, and take their time to really provide you reassurance and knowledge, especially for someone like me who sometimes gets lost in the lingo of the finance world! They are the definition of professional, they're so caring and have the greatest most solid team! I 100% recommend choosing Tori and Alex as your financial planners!

I have been getting financial services from Alex for over 4.5 years. I can say that from my experiences with Alex is that he genuinely cares about helping his clients. He provides very insightful financial information to help his clients make educated decisions towards their financial goals. He gives excellent and very visually informative PowerPoint presentations, he also is a very articulate and well spoken educated man. I recommend him.

Tori and her team are extremely knowledgeable about the ever-changing market. They do a great job informing and communicating with their clients each quarter with a detailed and personalized review. I always feel comfortable asking questions to learn more about my portfolio and strategize on ways to improve it's performance.

I learned of the business run/managed by Tori and Alex at my last job about four years ago and was instantly drawn to their professionalism, warmth, diligence and environmental, social governance (ESG) investing and social responsibility investment (SRI) services. While I care about how I invest and having a financial and retirement plan set up, I don't necessarily pay attention to the daily market trends-- this is why I especially appreciate the services provided by Tori and Alex, which include quarterly r

Greetings! My experience with Tori and Alex Cetera Investors has been provided by Alex Sierra. Alex has been my financial advisor for over 5 years. His financial guidance has been based on my needs as communicated to Alex in response to his questions. He has consistently provided advice tailored to my answers and his advice has been consistently right on the mark. I give Alex a 5-star review and heartily recommend him as a financial advisor.

Alex at Cetera Investors has helped guide me in creating a retirement plan that makes me feel very secure in my future. He is always available and answers my questions in ways that I can understand. He really helps me understand the trends in the market and how that relates to my investments. I truly appreciate Alex and his team!

I have been working with Alex over the past year to secure a Life Insurance policy, and he has been so helpful throughout the entire process. He has also made the transition from grad school to full time work very smooth, so I know what I need to do to stay on top of my school loan payments as soon as repayment kicks in. Thanks Alex!

Alex, as usual, was very helpful, I have been with Cetera for a long time and between Tori and Alex, I am very well taken care of, they really do look out for me and my financial needs, thanks again for everything

Tori and her team provide professional and friendly service. My questions and concerns are always addressed in a timely fashion. I encourage those looking for the best in financial planning to look no further than Tori and her team. Thanks Tori!

Alex, Tori and Brandon make a great team. The care they have taken with our financial plan has been wonderful. They communicate well and have our long term financial well being in mind. They have lots of financial education available. Thank you for making us feel more financially empowered!

I've been working with Alex for some time now and can only share positive feedback regarding his services. He is extremely knowledgeable and breaks down information so the average person can understand. He's thoughtful about his advice and takes the needed time to answer all questions. I highly recommend his services.

Tori and Alex are very ?your goal? oriented. They will take the time to make sure you understand your options. And they do their best to simplify all the terminology that can sometimes be overwhelming. They give personal attention to all their clients.

I've had the pleasure of working with Alex since 2017-2018. He provides great financial guidance and informs us of all of our options. My wife and I truly trust and value him.

Alex is so personable and patient with every question and scenario you could possibly throw at him. He really personalizes your experience and is always looking out for your best interest and goals.

I always have a pleasant experience with Tori. She is very knowledgeable and keeps me informed of where I am with my plan. I highly recommend their services.

I so appreciate my reviews. Thank you for taking the time to explain and clarify my questions and concerns. I would recommend Cetera Investors without hesitation, professional yet friendly.

We have worked with several investor firms throughout our long careers. We are listened to, our questions are answered, and we appreciate the quarterly service review appointments.

Professional, knowledgeable, personable, and so supportive for all financial needs, especially for retirement planning!! Great team!

Excellent service! I really feel this amazing team has my best interest in mind, providing full service financial planning and giving me peace of mind in these trying times.

The best in the west!

Frequently Asked Questions

What qualifications should I look for in a CPA?

Look for a Certified Public Accountant (CPA) license, which ensures they’ve passed rigorous exams and meet state requirements. Check for relevant experience in your industry, additional certifications like CFA or CMA, and membership in professional organizations like the AICPA. Verify their credentials through state licensing boards.

How do I find a CPA in my area?

Use online directories like the AICPA, CPAverify, or state CPA societies. Search platforms like Yelp or Google for local CPAs with reviews. Ask for referrals from business associates, friends, or financial advisors. Local chambers of commerce can also provide recommendations.

What’s the difference between a CPA and an accountant?

A CPA is a licensed professional who has passed the CPA exam and met state requirements for education and experience. An accountant may lack this certification and could have varying levels of expertise. For complex tasks like tax audits or financial reporting, a CPA is typically more qualified.

How do I know if a CPA specializes in my needs?

Ask about their experience with your specific financial needs, such as tax preparation, small business accounting, or estate planning. Review their website or LinkedIn for case studies or client testimonials. Inquire about their client base to ensure they handle similar financial situations.

Should I check a CPA’s reviews before hiring?

Yes, reviews provide insight into a CPA’s reliability, communication, and performance. Check platforms like Google, Yelp, or the Better Business Bureau for client feedback. Look for patterns in reviews, but verify their authenticity, as some may be biased or outdated.

How can I verify a CPA’s license?

Visit your state’s Board of Accountancy website or use CPAverify.org to check a CPA’s license status. Confirm their license is active and check for any disciplinary actions or complaints. This ensures they’re in good standing and meet professional standards.

What questions should I ask during a CPA consultation?

Ask about their experience with your financial needs, fee structure, availability, and communication style. Inquire how they handle tax filings, audits, or financial planning. Ask for references or examples of similar work to assess their expertise and fit.

How much should I expect to pay for a CPA’s services?

Fees vary based on location, services, and complexity. Basic tax preparation may cost $150-$500, while business accounting or audits can range from $1,000 to $10,000+. Request a detailed fee structure upfront and compare quotes from multiple CPAs.

Can I work with a CPA remotely?

Yes, many CPAs offer remote services through secure online platforms for document sharing and virtual consultations. Ensure they use encrypted tools for data security. Remote CPAs can be effective if they understand your local tax laws or business regulations.

How do I assess a CPA’s communication skills?

During consultations, evaluate their ability to explain complex financial concepts clearly. Ask sample questions about taxes or financial strategies and note their responsiveness and clarity. Good communication ensures you understand their advice and fosters a productive relationship.

What red flags should I watch for when screening a CPA?

Beware of CPAs who guarantee specific tax refunds, lack a valid license, or have disciplinary actions on record. Avoid those with poor communication, vague fee structures, or negative reviews highlighting unethical behavior. Always verify their credentials independently.

Should I choose a CPA from a large firm or a solo practitioner?

Large firms offer more resources and specialized teams but may charge higher fees. Solo practitioners often provide personalized service and lower costs but may have limited availability. Choose based on your needs, budget, and preference for personalized attention.

How often should I meet with my CPA?

For individuals, annual meetings for tax preparation may suffice. Businesses may need quarterly or monthly check-ins for bookkeeping, tax planning, or financial reporting. Discuss your needs upfront to establish a meeting schedule that aligns with your financial goals.

Can a CPA help with both personal and business finances?

Yes, many CPAs handle both, but confirm their expertise in both areas. Ask about their experience managing personal taxes and business accounting simultaneously. Ensure they can balance both without compromising attention to your specific financial needs.

What should I do if I’m not satisfied with my CPA?

Discuss concerns directly with your CPA to resolve issues. If unresolved, check your contract for termination terms. Seek a new CPA by researching reviews, credentials, and referrals. Request your financial records to ensure a smooth transition to a new professional.

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