Founder of Plan Forward Finance
Hi! 👋 I’m Marla, founder of Plan Forward Finance. I’m committed to providing compassionate, personalized financial life and estate planning support to help you to take clear, confident steps forward.
My mission is to make financial and estate planning more accessible by removing the confusion, pressure, and overwhelm from the process. I’m here to empower you with clarity, peace of mind, and the confidence to make meaningful progress for yourself and the people you care about most.
Before launching Plan Forward Finance, I spent over 17 years in tech at companies like Yelp and Asana, navigating equity compensation, IPOs, and the pressure to stay on a high-growth path. That experience gave me a practical understanding of the financial decisions professionals face as they build their careers and question what’s next. I made a career change into financial planning to support people who want to take control of their financial lives with more clarity and confidence.
My interest in this work is deeply personal. I grew up as the daughter of immigrant parents who faced serious health challenges throughout their lives. I took on financial responsibilities early and lost both of my parents in my twenties (my mom passed when I was 23 and my dad passed when I was 28). One of the greatest gifts they left me and my sister was having their estate plans in place.
That gift wasn’t about transferring wealth. There wasn’t much left after years of medical bills and long-term healthcare. The real gift was the transfer of clarity. Their wishes were documented, their healthcare directives were clear, and I had the legal authority to act on their behalf during incredibly difficult moments. That is the true value of estate planning. It is not just for the wealthy. It is for anyone who wants to ease the burden on the people they love.
My dad, unable to speak or eat (he had a feeding tube) after several strokes throughout my childhood, needed someone to advocate for him. I was with my mom when she passed, and because she had a Do Not Resuscitate order and had walked me through what to expect, I was able to honor her wishes with peace and clarity. Without those documents, none of that would have been possible.
On a lighter note, as part of her estate plan, my mom also left behind incredibly thoughtful instructions for what to do when she passed, right down to the invite list for her memorial and funds set aside to cover the celebration. There was no guesswork. We knew exactly who to call, what to do, and how she wanted it to feel. She wanted a party. And honestly? I even had some fun that day. There were tears, of course, but the laughter outnumbered them. That’s estate planning too. It gave us the space to grieve and celebrate her exactly the way she wanted.
These experiences gave me a deep respect for financial and legal preparedness. They shaped how I show up in this work with compassion, curiosity, and a desire to help others feel more confident and empowered. Later, going through divorce gave me a new perspective on financial independence and what it truly means to rebuild from the ground up.
I’ve personally updated my own estate plan four times over the past 25 years through marriage, divorce, and changes in friendships and family relationships. It’s been a powerful reminder that estate plans are set in sand, not in stone. They change as life does. That’s why I believe it’s important to revisit your plan every few years to make sure it still reflects your values, relationships, and wishes.
Today, I help people complete their estate plans, especially those who don’t want to hire a full-service attorney but also don’t want to DIY something this important. I make the process easier, more affordable, and less overwhelming by combining education, structure, and personal support. Whether you’re getting organized for the first time, revisiting old documents, or simply tired of feeling stuck, I’m here to help you take the next step forward.
That’s what Plan Forward Finance is all about.
When I’m not helping people create clarity around their plans, you’ll find me running, dancing, or exploring new places. I’ve traveled to nearly 40 countries and am endlessly curious about how people live, work, and plan for what’s next.
I’m a lifelong learner with a can-do attitude and a deep sense of curiosity.
My approach to life and work is grounded in The Four Agreements, by Don Miguel Ruiz:
Be impeccable with your word.
Always do your best.
Don’t make assumptions.
Don’t take anything personally.
I'd love to learn more about you!
There is a common saying that wills and revocable trusts are “set in sand”, meaning you can change them provided you have the mental capacity. They shift with the tides and change as life does. The ocean imagery throughout this site is a quiet reminder that planning isn’t one-and-done. It is something you return to as your relationships evolve, your priorities shift, and life moves through its natural ebbs and flows.
The ocean holds deep personal meaning for me. I grew up by the beach, and I still live close to the coast. My mom’s ashes were scattered in the Pacific, and it’s a place I return to often for reflection and peace. The steady rhythm of the waves reminds me that change is constant, but so is our ability to pause, realign, and move forward with clarity and care.
I have a Bachelor’s Degree in Rhetoric from UC Berkeley and a Master’s in Human Rights and European Studies from Columbia University. I completed the Certificate in Personal Financial Planning through UC Berkeley Extension, which fulfills the educational requirement to sit for the CFP® exam. I’ve also passed the Series 65 Investment Exam.
Furthermore, I’ve completed Co-Active Fundamentals training to deepen my ability to listen, ask meaningful questions, and support clients through change. This coaching foundation helps me guide people with greater empathy, clarity, and purpose, especially during life and financial transitions.