Five Star award winner Howard Hertz, EA, CFP®

PROFESSIONAL PROFILE

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Howard Hertz, EA, CFP^®

Tri-Valley Tax & Financial Services, Inc.

Cetera Financial Services

5506 Sunol Blvd Ste 100

Pleasanton, CA 94566

Office: 925-469-1040

howard.hertz@ceterafs.com
www.trivalleytax.com

Professional Approach

Howard started preparing taxes in 1984 while studying at California State University, Hayward. Howard has a BS in Business Administration with an accounting and real estate management option.

Howard has spent more than half his life in the tax field. In 1992 Howard became one of only 25% of those who took and passed the Enrolled Agent Exam on his first attempt.

Howard, a lifelong resident of the East Bay and started the business that would become Tri-Valley Tax & Financial Services, Inc. in July of 1995. Since starting the business, Howard has become a Fellow of the National Tax Practice Institute and a Member of the American Academy of Tax Practice. It is Howard’s belief that you cannot get enough continuing education on taxes. Every year Howard and the tax preparation staff take more than 60 hours of in class room education.

In December 1998 Howard joined HD Vest so that he could offer his clients financial advice based on the all-important tax return. It is Howard’s belief that all investment choices should look at the current and future tax consequences. Howard has since become a Certified Financial Planner™. Howard works with clients to provide a plan for their future.

Howard ideally has set up a “One Stop Shop.” for many of his client’s financial needs.

When not working or studying the new tax and financial laws, Howard loves to travel with his wife Sheryl to a few of their favorite places. They make an annual trip to the “happiest place on earth” on the east coast. They also spend time traveling around the Pacific Northwest and British Columbia.

Howard is an avid sports fan. Being raised in Oakland, Howard supports the Athletics and Raiders. Ever since Howard went to a couple of California Golden Seals games as a child, he has had a passion for hockey. From day one Howard has been a season ticket holder and fan of the San Jose Sharks.

Howard is also a history buff and believes in the saying, “Those who don't know history are destined to repeat it”. -Edmund Burke

See Accomplishments

This award was issued on 10/1/24 by Five Star Professional (FSP) for the time period 1/9/24 through 8/9/24. Fee paid for use of marketing materials. Self-completed questionnaire was used for rating. This rating is not related to the quality of the investment advice and based solely on the disclosed criteria. 1567 San Francisco East Bay-area wealth managers were considered for the award; 85 (5% of candidates) were named 2024 Five Star Wealth Managers. The following prior year statistics use this format: YEAR: # Considered, # Winners, % of candidates, Issued Date, Research Period. 2023: 1,291, 87, 7%, 10/1/23, 1/9/23 - 7/31/23; 2022: 1155, 90, 8%, 10/1/22, 1/17/22 - 7/15/22; 2021: 1413, 89, 6%, 10/1/21, 12/28/20 - 7/30/21; 2020: 1260, 88, 7%, 10/1/20, 1/13/20 - 8/7/20; 2019: 1340, 104, 8%, 10/1/19, 12/31/18 - 8/9/19; 2018: 1397, 113, 8%, 10/1/18, 1/16/18 - 8/10/18; 2017: 1049, 95, 9%, 10/1/17, 1/13/17 - 7/28/17; 2016: 948, 182, 19%, 9/1/16, 2/24/16 - 8/22/16; 2015: 2261, 183, 8%, 10/1/15, 3/5/15 - 7/31/15; 2014: 4527, 204, 5%, 10/1/14, 3/5/13 - 7/31/13; 2013: 858, 195, 23%, 10/1/13, 3/5/12 - 7/31/12; 2012: 1145, 233, 20%, 10/1/12, 3/5/11 - 7/31/11.

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Howard Hertz is a registered representative offering securities through Cetera Financial Specialists LLC, member FINRA/SIPC. Advisory services offered through Cetera Investment Advisers LLC. Cetera Firms are under separate ownership from any other named entity.

Wealth managers do not pay a fee to be considered or placed on the final list of Five Star Wealth Managers. The award is based on 10 objective criteria. Eligibility criteria - required: 1. Credentialed as a registered investment adviser (RIA) or a registered investment adviser representative; 2. Actively licensed as a RIA or as a principal of a registered investment adviser firm for a minimum of 5 years; 3. Favorable regulatory and complaint history review (As defined by FSP, the wealth manager has not; A. Been subject to a regulatory action that resulted in a license being suspended or revoked, or payment of a fine; B. Had more than a total of three settled or pending complaints filed against them and/or a total of five settled, pending, dismissed or denied complaints with any regulatory authority or FSP's consumer complaint process. Unfavorable feedback may have been discovered through a check of complaints registered with a regulatory authority or complaints registered through FSP's consumer complaint process; feedback may not be representative of any one client's experience; C. Individually contributed to a financial settlement of a customer complaint; D. Filed for personal bankruptcy within the past 11 years; E. Been terminated from a financial services firm within the past 11 years; F. Been convicted of a felony); 4. Fulfilled their firm review based on internal standards; 5. Accepting new clients. Evaluation criteria - considered: 6. One-year client retention rate; 7. Five-year client retention rate; 8. Non-institutional discretionary and/or non-discretionary client assets administered; 9. Number of client households served; 10. Education and professional designations. FSP does not evaluate quality of services provided to clients. The award is not indicative of the wealth manager's future performance. Wealth managers may or may not use discretion in their practice and therefore may not manage their clients' assets. The inclusion of a wealth manager on the Five Star Wealth Manager list should not be construed as an endorsement of the wealth manager by FSP or this publication. Working with a Five Star Wealth Manager or any wealth manager is no guarantee as to future investment success, nor is there any guarantee that the selected wealth managers will be awarded this accomplishment by FSP in the future. Visit www.fivestarprofessional.com.