Meet Your Team : Adam Herzing, CFP® | Lake Forest, CA

Meet Your Team

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Adam Herzing, CFP®

Founder and Principal

Adam Herzing is a CERTIFIED FINANCIAL PLANNER™ and started as an agent in October of 2007. His mission is to clarify and achieve financial goals with his clients by understanding who they are, their concerns, the planning they have already done, and what they are trying to accomplish. From there, Adam designs a strategy to put his clients on a clear path to accomplish financial goals and what’s important to them. He works with a variety of clients including corporate executives, small business owners, professional athletes, young families, and those approaching or currently in retirement. Adam and his staff are committed to delivering and executing a financial planning strategy with clear and easy to understand communication.

Adam earned his Bachelor of Science in Electrical Engineering from Cal Poly, San Luis Obispo. He played football for the Mustangs and continued his football career in the NFL and NFL-Europe for 5 seasons. Adam developed a passion for financial planning during his time spent in the NFL where he saw extremes of financial success and failure due to comprehensive planning or lack thereof. It’s this passion that drives Adam as he consults his clients through various transitions in their own lives.

Adam is consistently recognized by some of the top organizations in the Financial Services industry. His awards and accomplishments consist of:

  • Consistent Top of The Table Qualifier for the Million Dollar Round Table since 2009
  • Multiyear member of Top 100 Producer for New York Life
  • Multiyear Chairman’s Council Qualifier with New York Life
  • Multiyear Summit Qualifier with Eagle Strategies
  • CFP® designee since February 16, 2012

Council is an annual company recognition program based on agent production from July 1 - June 30.

 Adam is a devoted husband to Megan and a loving father to three daughters, Kenzie, Kambry and Kylie. In his spare time, Adam enjoys coaching his daughters’ sports teams including basketball, soccer and football. He is active with his local church and satisfies his competitive nature on the golf course and basketball court.

CA Insurance License Number: CA 0f87737
*The Million Dollar Round Table (MDRT), The Premier Association of Financial Professionals, is recognized globally as the standard of excellence for life insurance sales performance in the insurance and financial services industry.

So honored to make the 2021 Forbes Top Financial Security Professionals list. This list includes financial professionals who protect their client’s assets through life insurance. I entered this industry to help my clients protect what matters most. So, to be recognized as one of only 250 professionals by Forbesvalidates all the work that I do for my clients. For additional details about the recognition, click here. Please note, the independent research firm considered in its ranking a variety of financial products and services which not all ranked Financial Security Professionals (FSPs) may be licensed to offer. Only those products and services FSPs are licensed to offer were considered in determining any individual FSP'srank. Click here for the full methodology.

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Jay Smith

Associate Financial Advisor

Jay received a B.A. from Ole Miss in Risk Management & Insurance. He has worked for New York life since 2009. Jay focuses on helping existing and new clients with their financial goals and strategies.

Jay has earned the series 7, 63, and 6 Securities Registrations. He has also earned the California Life, Disability and Health license.

Jay and his loving wife Jessica are parents of two young boys, Jay Jr. and Jacob. Jay is an active volunteer with various groups in his church, Mariners South County.

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Michelle Goodson


Michelle has a B.A. in Marketing Communications. She is in charge of new client onboarding, marketing and company operations. She has over 20 years of marketing and sales experience. Her resume includes National Sales Manager for Nike Golf, Tommy Bahama Southwest Division and Quicksilver Sales, West Coast. She is certified in the D.I.S.C. Assessment.

She is an active member of the Irvine, Aliso Viejo and Lake Forest Chambers of Commerce

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Jennifer Thomas

Client Services

Jennifer has a B. A. in Economics from the University of Virginia. She has worked as a project manager for several high-profile companies such as Orbitz, Delta Airlines and U.S. Airways. Jen is a proud wife to Jerry and a busy mother of three boys, Morgan, Graham and Wesley. She is a board member of the PTA.

She is an integral part of our customer service support, making sure any issue is quickly resolved.