Meet Annelise Li

We had the good fortune of connecting with Annelise Li and we’ve shared our conversation below.

Hi Annelise, as a parent, what have you done for you children that you feel has had the most significant impact?
As a parent, the greatest gift I’ve given my children is the gift of time — time to grow at their own pace, to discover who they are, to explore their interests, and simply to be children. The gift of time is so often needed, yet so rarely given. I’m deeply grateful for the years I spent with them as a full-time parent while they were growing up. That time was, and always will be, a cherished gift — one that stays with all of us, especially for me.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
My business, Fintent Invest, Inc., provides financial planning and investment advisory services with a focus on helping clients understand their own money history and money story through knowledge, intention, and mindset. Our mission is to help clients build wealth that goes beyond the numbers on their account statements — to feel confident in their financial decisions and to make meaningful, lasting changes in their money behaviors through small but intentional shifts in mindset.

We know money is often a taboo topic, and we want to change that. At Fintent Invest, we create a safe, judgment-free, and knowledge-centered environment where people can talk about money openly and mindfully. We also understand how complex personal finance has become and how easily it can overwhelm anyone. At the same time, we recognize that trust in the financial industry has eroded because of predatory practices. Having worked in the wealth management and investment industry for many years, I’ve seen both sides — the exploitative behavior that drives distrust and the honest professionals who strive to do what’s right for their clients. We’re determined to be part of the solution by building a firm that is transparent, client-first, and focused on both financial wealth and financial health.

As an independent advisory firm, we are not affiliated with any broker-dealer. Our independence enables us to select the financial products that best serve our clients — cost-effective, transparent, and aligned with their goals. We don’t sell products; instead, our vendors earn our recommendations by being good partners who offer genuine value. We receive no financial incentives from the vendors we recommend, and even if one of our advisors offers a particular product, we still provide clients with at least two alternative options so they can compare and choose with confidence. Empowering our clients to become true agents of their own wealth journey is central to our philosophy.

Our approach blends the principles of behavioral finance and cognitive behavioral therapy (CBT) to help clients uncover and transform the emotional and cognitive biases that often hinder sound financial decisions. We believe everyone is capable of making optimal money choices when given the tools, education, and encouragement they need. As a mother of three, I understand how every parent feels when imagining their children navigating the financial world on their own. That’s why we emphasize financial education — not just for individuals, but within families and communities. We believe in two-generation learning, where parents and children share a common financial vocabulary, values, and mindset.

I consider myself a late bloomer; launching a business in midlife while raising three children hasn’t been easy. Before becoming a full-time parent, I spent years working in large financial institutions. My time away from corporate finance profoundly reshaped my vision for what a personal financial firm could be — one that combines professional insight with empathy and accessibility. During those years when I was away from the industry, I became an active part of my children’s educational community: volunteering in classrooms, homeschooling, and even designing personalized curriculums for my children. That experience inspired me to build Fintent Invest’s personal financial education programs — workshops designed to help people engage with money at their own pace, in a way that feels safe and shame-free.

We know money can be an anxiety-provoking subject. Many people avoid it simply because it feels overwhelming. Our programs acknowledge this reality. We help clients lower their financial anxiety by validating their experiences, creating understanding around their personal money histories, and teaching them that financial confidence can be learned — free from judgment. Through Fintent Invest, I’ve come to realize that my true motivation lies in helping others fulfill their potential, achieve their goals, and become empowered stewards of their financial lives — much like the hopes I hold for my own children.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I love to hike, and being outdoors is what first made me fall in love with Southern California. I’d begin by taking my friend up to Santa Barbara to soak in the cool coastal vibe — strolling along the beach, biking through the city, and enjoying the fresh ocean air. From there, we’d head into Santa Barbara’s wine country, where the rolling hills seem to stretch endlessly. The region is filled with small, independently owned restaurants serving incredible locally sourced food.

On our way back to Los Angeles, we’d stop in Ventura. I’ve always loved Ventura’s unpretentious harbor — there’s something heartwarming about watching families enjoy the beach as children run wild across the sand.

Once back in Los Angeles, we’d start with a hike in the Malibu mountains, followed by a visit to the Getty Villa for some art, history, and lunch at the café. After recovering from the hike, we’d spend a day exploring downtown LA — visiting The Broad and MOCA, then heading to Little Tokyo for authentic Japanese cuisine. Traveling east, we’d wander through Koreatown for some unforgettable Korean barbecue.

I’m partial to the San Gabriel Valley because, in my opinion, it has the best Chinese food in the United States. You can’t go wrong with Peking Duck, dim sum, or a classic Hong Kong–style breakfast at a local diner. A day in Pasadena would be next — touring the iconic Gamble House, walking around the Rose Bowl, and visiting the Norton Simon Museum before continuing south to Orange County.

My favorite beach there is Crystal Cove — a long, beautiful stretch of shoreline with excellent hiking trails. We’d finish the trip with a meal overlooking the coast in Laguna Beach and fly out of Orange County. If possible, I’d avoid LAX — it’s in full preparation mode for the 2028 Olympics, and the chaos is best admired from afar!

Who else deserves some credit and recognition?
My dear friend Rochelle, inspires me to be more — to reach higher, to grow, and to give. She has profoundly changed me, both as a person and as a parent. I am also deeply grateful to the circle of women — friends and acquaintances alike — who shared their talents with me during the early days of planning my startup. They believed in me long before I learned to believe in myself.

Website: https://fintentinvest.com/

Linkedin: https://www.linkedin.com/in/annelise-li-cfa-fintentinvest/

Youtube: https://www.youtube.com/@FintentInvest

Image Credits
Justine Cortez Roth