Brian Loy, CFA, CFP

President of Sage Financial Advisors


“Plan for the best, prepare for the worst, and expect to be surprised.” – Denis Waitley

Brian Loy wanted to be a doctor, but his professional goals changed as a junior at the University of California, Berkeley (Go Bears!). His desire to “cure” remained, and he changed his major to bring his clients “financial wellness.”

He loves what he does and loves making a difference in people’s lives, helping them do what they’d rather be doing with confidence, and keeping harmony in their families.

He’s been in financial planning and investments since 1980. His firm, Sage Financial Advisors, focuses on helping clients build, protect and transfer their wealth so they can focus on the things that matter most to them – security, control and flexibility. Brian focuses on helping conservative investors, small business owners and entrepreneurs looking to blend their business acumen with personal financial planning, couples having their first or second baby, and anyone who has experienced a life-changing event that calls for a pause or reset in financial planning.

No one has a monopoly on good ideas, and you’ve got to stay up to date as market conditions, tax legislation, and people’s lives and situations continue to change. Brian attends numerous conferences and seminars annually to continue his education and hear industry thought leaders speak about the newest advances in financial planning. Brian also enjoys networking with his peers.

Brian and Georgia have been married for almost 40 years. Their daughter Sami is a Gonzaga graduate and works in Seattle. Brian likes to travel, fish and dive.

Memberships and Associations

Brian is active in professional and community organizations throughout northern Nevada. He sits on the board of Hometown Health, the University of Nevada Foundation Planned Giving Advisory Committee, and the Reno Central Rotary Charitable Foundation Board. He is a former board member at Renown Health. He is the past president of the Reno Central Rotary, the Estate Planning Council of Northern Nevada, and Planned Giving Roundtable. He is also a frequent speaker, covering financial topics at It’s Your Money and It’s Your Estate workshops.

Education and Recognitions

Brian has a Bachelor of Science in Finance from University of California, Berkeley, and earned his Certified Financial Planner designation in 1986 and Chartered Financial Analyst designations in 1991.

Contact Brian
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