At WPbBC, We’ve Responded by Personalizing More, Communicating More Openly, and Simplifying the Complexity That Often Clouds Financial Conversations: Bob Chitrathorn, Founder

Wealth Planning by Bob Chitrathorn, or WPbBC, is a leading financial advisory firm. It was founded to make financial guidance more effective and grounded in practice, not just on paper. The firm works with individuals, families, and business owners to organize their finances, plan for future needs, and make informed decisions without the confusion that often surrounds money management. WPbBC operates on the principle that good advice starts with understanding each person’s circumstances and priorities, then building a plan that fits. The firm values open communication, sound strategies, and consistent follow-through, ensuring that clients always know where they stand and what their next step should be.

Wealth Planning by Bob Chitrathorn is based in California.

SME BUSINESS REVIEW reached out to Bob Chitrathorn, founder of WPbBC, to discuss his journey in financial advisory, the purpose behind building a people-centered firm, and how WPbBC is shaping the future of trusted financial guidance. Here’s what Mr. Chitrathorn had to say.

Interview Excerpts

How would you describe your professional journey, and what led you to a career in financial advisory?

My journey into financial advisory wasn’t a straight line. It was shaped by real-life experiences that taught me the value of financial clarity and the consequences of not having it. I grew up watching my parents work incredibly hard, often without access to the kind of guidance that could have empowered them to make more strategic decisions. That stayed with me. I didn't just want to be in finance; I wanted to help people the way I wish someone had helped my family. Over time, that intention turned into a profession, and that profession became a calling.

What inspired the vision behind WPbBC and how would you describe the mission that guides your work today?

The vision behind WPbBC is deeply personal. It’s about helping people live lives they are proud of, not just on paper, but in practice. I wanted to build a firm that prioritized clarity over confusion, relationships over transactions, and education over jargon. Our mission at WPbBC is to meet people where they are and guide them toward where they want to go. That mission drives every conversation, every plan, every decision.

Every client has unique financial goals and concerns. How do you ensure your clients feel heard, understood, and supported through their financial journey?

It starts with listening, truly listening. Before we ever talk numbers, we talk about life, family, dreams, fears, and priorities. I take the time to understand not just what someone wants financially, but why they want it. From there, I tailor strategies that feel aligned and realistic. My clients know they are not only getting advice but also gaining an advocate who’s in it with them for the long haul.

What strategic priorities do you focus on as WPbBC continues to expand its reach and influence?

The priority is always impact over scale. Growth is important, but only if it deepens the quality of the client experience. As we expand, I focus on building a team that shares our values, leveraging tools that make advice more accessible, and creating educational content that empowers more people to take control of their financial lives. Strategic partnerships and community involvement are also big parts of how we grow with purpose.

What does trust mean to you, and how do you work to sustain it with every client?

Trust is everything. It’s not built with a pitch, but earned through consistency, transparency, and care. I make it a point to explain the ‘why’ behind every recommendation, to check in proactively, and to always put the client’s interest first. Even when it’s uncomfortable. Especially when it’s uncomfortable. Trust is sustained when clients feel safe enough to be real with you, and know you will be real with them in return.

How do you see client expectations changing, and how is WPbBC responding to meet them?

Clients today want more than just returns; they want relevance. They want financial strategies that fit their lifestyles, values, and long-term vision. They also expect a more human experience such as quick responses, clear communication, and a sense that their advisor gets them. At WPbBC, we have responded by personalizing more, communicating more openly, and simplifying the complexity that often clouds financial conversations.

How do you use technology to make financial guidance more personal and effective for your clients?

Technology is a tool, not a substitute, for connection. I use it to give clients clearer visibility into their financial picture, faster access to answers, and easier ways to engage with me. From interactive planning software to secure client portals, our goal is to make financial clarity feel more immediate and more collaborative. But the tech is always in service of the relationship, not the other way around.

Over the years, how has WPbBC evolved, and what moments or milestones stand out most to you?

WPbBC has evolved from a solo practice into a mission-driven firm with a clear identity and growing influence. Some of the most meaningful milestones have been the ones that happen in the background, such as a client telling me they finally feel at peace with their finances, or a family reaching a goal they once thought impossible. Those are the moments that remind me why this work matters. They are what I measure progress by.

What’s next for Wealth Planning by Bob Chitrathorn, and what are you most eager to pursue?

What’s next is deeper impact. I am focused on expanding our ability to serve more families while maintaining the intimacy and care that define WPbBC. That means mentoring the next generation of advisors, building out content that educates and empowers, and staying agile as client needs evolve. I am especially excited about creating more community-based initiatives, because financial literacy shouldn’t be a luxury, it should be a given.

BOB CHITRATHORN | FOUNDER

Suthipong Robert Chitrathorn, also known as Bob, is the founder of Wealth Planning by Bob Chitrathorn. Bob, the son of Thai immigrant parents, grew up in Colton, California. Raised with a strong sense of hard work, sacrifice, and the value of education, he saw firsthand how thoughtful planning could create opportunities. Bob earned a full scholarship to La Sierra University before transferring to California State University, San Bernardino, where he graduated magna cum laude with dual degrees in Finance and Real Estate and a minor in Business Administration. Bob was also inducted into the Golden Key Honor Society, reflecting his commitment to excellence and achievement. 

I didn't just want to be in finance; I wanted to help people the way I wish someone had helped my family. Over time, that intention turned into a profession, and that profession became a calling.

WPbBC has evolved from a solo practice into a mission-driven firm with a clear identity and growing influence.

As we expand, I focus on building a team that shares our values, leveraging tools that make advice more accessible, and creating educational content that empowers more people to take control of their financial lives.