Brian Loy, CFA, CFP

President of Sage Financial Advisors


Brian believes in living life on purpose, rather than “just showing up.” As a junior at the University of California, Berkeley in the late 1970s, Brian’s professional goals changed. For many years, Brian wanted to become a doctor. While his desire to “cure” people remained, he changed his undergraduate degrees so he could bring “financial wellness” to his clients. Brian still finds it ironic that many of Sage Financial’s clients (physicians) are what he, at one time, aspired to become.

For the past two decades, Brian has helped small to medium-sized business owners (serious business builders) address these and other financial issues. A business owner himself, Brian is highly-qualified to understand the needs of his entrepreneurial clients. He has dedicated his career to furnishing his clients—including dentists, orthodontists, physicians, and business owners—with the specialized financial services they need.

He has found the evolution of the financial services industry to be exciting. As a pioneer in the early 1980s when personal financial planning was not yet a household term, one major challenge was the lack of analytical tools—so Brian and his team wrote their own software. Today, Brian uses specialized tools, strategies, and techniques to keep pace with our highly-connected economy and with increasing client sophistication. He is committed to maintaining Sage’s “high tech/high touch” services and gains great satisfaction from his clients’ happiness and success.

Over the past two decades, Brian has worked for three employers, with Sage being formed as a result of Brian buying out his last employer. Starting in 1980, Brian worked for a Bay Area financial services firm. For the next ten years, he gained valuable planning experience and met some outstanding professionals (some with whom Brian has maintained long-lasting relationships). He estimates that he personally prepared and/or reviewed over 300 financial plans for executives, business owners, and retirees located in over ten states and Canada. He was also involved in the venture capital and emerging venture leasing business.

In 1992, after spending 17 years in the Bay Area, Brian and his wife, Georgia, returned to Northern Nevada (they were both raised in Carson City) to start a family and to enjoy the quality of life that the Reno/Tahoe Area affords. For two years, Brian was a Financial Consultant for Shearson Lehman Brothers in Reno. During that time, he was also an officer for the Reno chapter of Certified Financial Planners, and met the then- Director of Investments for a Reno-based investment management firm specializing in orthodontic clientele. In 1994, Brian joined that firm as Director of Investments, and in 1995, was offered and acquired that investment advisory business and formed Sage Financial Advisors.

Georgia and Brian have been married for more than 25 years and are blessed with a lovely daughter, Samantha. They enjoy the outdoors (including fishing, camping, skiing, diving and golf) in addition to travel and entertainment. This community has been great to them, so Brian does his part in “returning the favor.”

Memberships and Associations

He is active in educating local youth through his support and participation in Junior Achievement and Career Coaching, and maintains active membership in TEC/Vistage, WIN, EDAWN (Relocation Committee), and is currently President of Rotary International – Reno Central. He is proud of Sage’s recognition as “Small Business – Community Outreach” in 1999 by the Reno Gazette-Journal.

Education and Recognitions

Personal and professional growth is important to Brian. He earned his Bachelor of Science degree in Business Administration/Finance from the University of California, Berkeley in 1980, and he is Series 65 licensed and also holds two of the highest financial professional designations, Certified Financial Planner (1986) and Chartered Financial Analyst (1991).

Contact Brian
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