Sonja Breeding, CFP® Joins Rebalance as Vice President, Investment Advice, Expanding Firm’s Financial Planning Division

BETHESDA, Md.–(BUSINESS WIRE)–Rebalance, an award-winning wealth management firm that offers world-class investing, financial planning, and personalized advice to individual investors and small businesses, announces the addition of investment expert Sonja Breeding, CFP® to the team as Vice President, Investment Advice.

The Rebalance360 service platform provides clients with financial planning, investment management, and expert advice. In her role at Rebalance, Sonja will put to use her extensive wealth management and financial planning expertise to help Rebalance clients live well today while also realizing their big dreams for tomorrow.

“Sonja is an accomplished wealth manager and financial planner who personifies the Rebalance360 philosophy,” said Scott Puritz, Rebalance Managing Director. “Over the course of her twenty-year career, Sonja has developed deep expertise via roles ranging from wealth manager to data analyst to trading expert. Through it all, she always has emphasized the importance of providing clients with a solid financial plan. Her passion for crafting a financial roadmap is a best practice cornerstone of wealth management.”

A CERTIFIED FINANCIAL PLANNER™ with nearly twenty years of wealth management experience, Sonja comes to Rebalance from Homewood Capital Management, where she spent over 13 years as a Financial Planner and Advisor. In this role, she was responsible for the financial planning, investment management and servicing of 300 client accounts with approximately $110 million in assets under management. She also advised clients for Aspirant as a Senior Associate Wealth Manager.

“I am proud to join Rebalance, which is known throughout the industry for integrity and always putting its clients first,” stated Breeding. “The Rebalance mission and culture aligns with my personal commitment to client-centric wealth management and financial planning. I appreciate working with a firm that understands the power of index investing and the importance of rebalancing. I look forward to working with Rebalance clients to help them achieve financial security and to meet their lifelong dreams.”

Sonja graduated from UCLA with a BS in Mathematics with a Specialization in Computing. She received her Certification in Financial Planning from the University of California, Berkeley. When she is not helping Rebalance clients map out a successful financial future, Sonja enjoys spending time with her husband, two daughters, and their mini zoo of pets as well as gardening, cycling, yoga, and dusting off her German with friends and family.

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About Rebalance

Rebalance is an award-winning investment firm that provides its clients with access to a fundamentally different and better set of investment options. For individual consumers, Rebalance360 combines world-class investing, financial planning, and personalized advice into a powerful and transformative approach to wealth management. Small business clients trust the firm’s BetterK offering to help them reduce their 401(k) fees by up to 50%, improve employee participation, and “bring alive” employer-based retirement savings plans.

The Rebalance Investment Committee is anchored by three of the most respected experts in the finance world: Professor Emeritus Burton Malkiel, the world-renowned Senior Economist at Princeton University and author of “A Random Walk Down Wall Street”; Dr. Charley Ellis, the former longtime chairman of the Yale University Endowment; and Jay Vivian, the former Managing Director of IBM’s $100+ billion in retirement investment funds for more than 300,000 employees worldwide.

Rebalance is headquartered in Palo Alto, CA and Bethesda, MD and currently manages more than 600 clients with more than $1 billion in financial assets under management. In 2018, Rebalance was honored by Schwab’s Pacesetter IMPACT Award™ for Innovation and Growth.


Linda Sperling

Dir. of Strategic Communications


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