Ashby W. Price, CFA, AIF®, CRPS

As a native of Richmond, Virginia, Ashby's passion for helping others and giving back began in his teenage years where he served as a mentor and “Big Brother” to underprivileged boys who did not have a positive male role model in their life. This experience made a positive impact in Ashby's life and has shaped his ongoing passion for helping others. Ashby continues give back to the community through volunteering and serving on Boards and Committees of nonprofits and community-focused organizations.

Ashby’s why--to offer empathy, perspective, and hope to his clients and help his clients “drown out the noise” and focus on what matters most—from legacy planning, to charitable giving, to designing an appropriate retirement plan that will attract and retain talented employees to grow the organization. A phone call to check-in and ask, “How are you doing?” goes a long way and lets Ashby’s clients know that he is thinking about them and that he is an ongoing resource for them. An empathetic check-in is often as important as a financial check-in.

This holistic, relationship-based approach is how Ashby runs his business. Ashby also serves as a sounding board, not only for his clients, but for the people who are important to his clients. In Ashby’s industry, the products are commoditized, the relationships are not.

Certifications and Licenses

• CFA charterholder

• Accredited Investment Fiduciary

• Chartered Retirement Plans Specialist

• FINRA Series 7, 63, 65, 86, and 87 licensed

• Life, Annuities, & Health Insurance Licensed