Profile
Easton Price, CFP, CDFA, is a financial planner at Prosperity Wealth Planning, where he helps individuals and families navigate some of life’s biggest financial transitions. His passion for the work is deeply personal. Watching his parents go through divorce showed him how difficult major financial decisions can become when emotions and long-term consequences collide. He wanted to become the professional he wishes each of his parents had during that chapter of their lives.
Price is drawn to complex problems and the opportunity to bring clarity where there is uncertainty. Clients value his thoroughness, analytical approach, and ability to uncover solutions they may not have considered on their own. His work spans retirement, investment, tax, estate and legacy, and divorce financial planning.
Price holds the CFP and CDFA designations and serves as president of the Financial Planning Association of Orange County. Outside of work, he enjoys time outdoors with his wife, playing basketball, mentoring students, and serving in his church and community.
3349 Michelson Dr, Ste 200-8E, Irvine, CA 92612
949 203 9849
easton@prosperitywealthplanning.com
linkedin.com/in/eastonprice
prosperitywealthplanning.com
Easton Price
Financial Planner
Prosperity Wealth Planning
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Bio
Milestones
2019–2021
2020–2021
2021–2025
2023–present
2025–present
Financial Coach at UVU’s Money Success Center
2019–2021
Financial Planning Assistant at Wealth Mode Financial Planning
2020–2021
Financial Planner at Inspired Financial/Apella Wealth (acquired Inspired Financial)
2021–2025
President of Financial Planning Association of Orange County
Chair, President-Elect, and President at NexGen
2023–present
Financial Planner at Prosperity Wealth Planning
2025–present
Milestones
“I know this seems pretty simple, but [my philosophy] is always doing what’s right for clients and not what is best for me”
Collin Bruce,
Dominion Lending Centres
“I had to crawl my way out of debt and build up my mortgage business. I never forget that feeling, and I try to never take a new lead for granted. Every deal counts”
Collin Bruce,
Dominion Lending Centres
The professional philosophy that underpins all of it is strikingly basic – and Bruce knows it. “I know this seems pretty simple,” he says, “but always doing what’s right for clients and not what is best for me. I never have to worry about something coming back to me from a previous client.”
He has helped clients through years-long credit rehabilitation without earning a cent along the way. He has never placed a client in a product he wasn’t prepared to fully stand behind. The result is a practice built on trust generating its own momentum: repeat business and referrals that arrive without prompting, from clients who know the difference between a broker who serves them and one who services a transaction.
In Alberta, where Bruce has built a particularly strong market presence, his name is amplified by a heavy advertising campaign across television and radio – channels he values not simply for reach but for credibility. The ads, he notes, help legitimize him in a market where clients are choosing who to trust with some of the largest financial decisions of their lives. Alongside that visibility, he has cultivated deep relationships with builders and financial planners, creating a diversified pipeline of leads that insulates the business against the inevitable swings of the rate cycle.
The operational side of the business has evolved with equal deliberateness. The appointment of a dedicated ‘Director of Wow’ – a role conceived to ensure every client interaction exceeds expectation – and the adoption of Dominion Lending Centres’ Gold Rush CRM platform have together driven a meaningful uplift in repeat client business over the past year.
The present year of 2026 brings its own complexities. With clients emerging from a period of historically low rates and confronting sharply higher mortgage costs, Bruce has tilted his focus toward refinancing – helping existing borrowers navigate a transition that, for many, has been genuinely painful. He is also investing in AI tools to sharpen lead generation and streamline internal processes, a measured embrace of technology from someone who has never confused efficiency with the thing it is meant to serve.