Julie Tauriainen
Julie K. Tauriainen, AAMS™ Founder + CEO, Serendipity Securities Financial Advisor, RJFS

As founder and CEO of Serendipity Securities, I’m on a mission – to coach and empower women and their families in their pursuit of financial independence. For 20-plus years, I’ve been helping clients make smart financial decisions, employing my hands-on COACH Approach® to guide them through life’s many transitions. Along the way, I’ve earned an Accredited Asset Management Specialist™ designation and found new ways to support women’s financial literacy projects around the world. Born and raised in Alaska, I moved to Aptos, California, in 2013 with my husband, Travis, and our sweet pups Kaiser and Ruby – happily trading our shovels and snow boots for sand toys and flip-flops.

Q. What is your financial planning philosophy?

My straightforward, no-nonsense COACH Approach® has helped engage women in taking charge of their finances. At its foundation is it’s simplicity. My approach is enhanced by my psychology degree and my experience working at the Social Security Administration many years ago. The behavioral and institutional knowledge comes in handy in retirement planning. It pays to know the rules.

Q. Do you specialize in certain types of clients?
I coach and empower women and their families – from business owners to retirees, I’ve helped people from all walks of life in my 20-plus years in the industry.


Q. What does your client experience entail?
I meet personally with clients by appointment, some by phone and Zoom. We have a spacious and welcoming office if in-person meetings are preferred. Precision is so important, so we rely heavily on our detailed notes from client meetings. Risk management is also crucial, so I spend a lot of time assessing risk and looking for the right strategy for a particular client’s situation. What I love most about my job is that every single family I get to work with is different. They all have different challenges and resources and that keeps things really interesting. I get really absorbed in my work. When I’m late for dinner, I’m often found “playing” with a client’s financial scenario using our financial planning software.


Q. What’s the one thing that might surprise others about you?
I’m an introvert. People can’t believe it because I’m so approachable. To be fair, I used to be a raging extrovert. The discovery of my introvert status coincided with my departure from Alaska. This happened during a routine business planning retreat. When I retook the Myers Briggs test to kick off my business planning, the flip-flop results caused me to take a serious pause. I ultimately decided that if I was going to be an introvert, recharging at home or by myself, I didn’t want to do it for the rest of my life in a place that was wintery for seven months out of the year. So I headed for sunshine.

Q. What is your favorite kind of trip?
The warm beach. I want to completely relax, swim in the ocean, read a couple books, catch some ocean-side yoga to start the day off right. I also don’t want to make very many decisions and I don’t want a schedule.

Q. What are your must-have travel items?
My carry-on suitcase. I’m committed to hand-carrying so the select items I bring need to be multipurpose and practical. I don’t bring anything that’s not comfortable, which makes my shoe choice really easy. I bring two pairs of Olukai flip-flops.

Q. How do you spend your time outside of the office?
Yoga studio, beach yoga, garden yoga, walks on the beach, time with my dogs, sitting on my tranquil and peaceful deck staring at the view or reading a book.

Q. If you weren’t doing what you do today, what other job would you have?
Maybe a writer. I’ve been loving working with words so much over the last couple years.

Q. If you could spend a week anywhere in the world, where would it be?
Anguilla! It’s my favorite unwinding getaway of all time … so far. 

Q. What’s the one thing you couldn’t live without?
My water bottle. I’m a freak about water and can’t leave the house without my hydro flask.

Q. How do you define success?

Q. What’s the origin of your name?
It’s Finnish and it’s pronounced Tau’ . ree . eye . nen

20-plus years in financial services
Series 7, 9, 10, 63 and 66 licenses
Accredited Asset Management Specialist™

B.S., Psychology, George Fox College

Past performance may not be indicative of future results. Investing involves risk, including loss. Diversification and asset allocation do not ensure a profit or protect against a loss.

My psychology degree gives me a distinct and competitive advantage.

Julie Tauriainen | Founder + CEO of Serendipity Securities