About Us
OUR MISSION
Our team at Lilani Wealth Management, empowers individuals and families to strategically accumulate, manage, and sustain your wealth. Our mission is to help you achieve a balanced, fulfilling, and rewarding lifestyle while creating lasting legacies for your family or charitable causes through sound financial strategies.
In every Client interaction, we listen attentively to ensure we understand your unique concerns, priorities, and aspirations. Our financial planning experience is interactive and collaborative, ensuring our recommendations align with your financial goals. Our commitment to clear, effective communication guarantees you receive tailored services that foster a dynamic, mutually beneficial relationship. We aim to be your valued and trusted financial partner.
OUR STORY
Early in her career, Rashida realized that to offer comprehensive financial guidance to her clients at all stages of their lives, she needed to transition from being a generalist to a specialist. Armed with advanced designations such as Certified Financial Planner™ and Certified Private Wealth Advisor™, and boasting over 22 years of industry experience, she possesses the expertise and education required to assist her clients with a myriad of significant financial matters.
With this vision in mind, she founded Lilani Wealth Management in 2007. The firm is commemorating its 17th year in business and remains dedicated to providing the highest level of objective, unbiased, and holistic financial planning, along with investment services.
Rashida Lilani, CFP®, CPWA®, ChSNC®
President, Financial Advisor
Early in her career, Rashida realized that to offer comprehensive financial guidance to her clients at all stages of their lives, she needed to transition from being a generalist to a specialist. Armed with advanced designations such as Certified Financial Planner™, Certified Private Wealth Advisor™, Chartered Special Needs Consultant™ and boasting over 25 years of industry experience, she possesses the expertise and education required to assist her clients with a myriad of significant financial matters.
Rashida's personal journey as an immigrant to the U.S. and a single mother equips her with additional insight and real-life wisdom. This unique perspective allows her to guide her clients and their families in creating, managing, and preserving wealth.
Beyond guidance, Rashida recognizes that clients also require a supportive and proactive partnership with their advisor. With this vision in mind, she founded Lilani Wealth Management in 2007. The firm is commemorating its 19th year in business and remains dedicated to providing the highest level of objective, unbiased, and holistic financial planning, along with investment services.
Rashida holds a BS in Business Administration/Finance from California State University Northridge, as well as a BA in Mathematics from St. Joseph’s College. Committed to giving back, she is involved in several pro bono projects offering financial planning services to the disadvantaged. Rashida is currently serving as the President of the Financial Planning Association, Northern California chapter, and is Past President of the Peninsula Estate Planning Council. She has also contributed her expertise to the boards of Blue Line Arts and the Executive Women’s Golf Association.
In her leisure time, Rashida enjoys traveling with her husband, playing golf, tending to her yard, and more recently, honing her drawing skills.
Joanna Endicott
Paraplanner
Born and raised in Canada, Joanna worked as a Financial Consultant for IG Wealth Management prior to relocating to Granite Bay in 2022, via her husband’s company transfer. She graduated from Trent University with a B.A in Psychology/Business and subsequently earned advanced licenses to work in the financial industry in Canada. In addition to her education, Joanna has over 20 years’ experience in business and client servicing roles. She has a strong passion for personal finance and in her spare-time enjoys utilizing her knowledge to help young adults become financially literate so they can achieve their goals early in life.
Since her move to California, Joanna has thoroughly enjoyed being able to participate in year-round outdoor activities, such as hiking, biking, golfing and learning to play pickleball.
"Working at Lilani Wealth Management alongside Rashida as the Paraplanner has been an incredibly rewarding and inspiring experience. The firm's unwavering commitment to building trust and fostering transparency is evident in every client interaction. Rashida's extensive expertise and dedication to holistic financial planning set the tone for a collaborative and supportive environment that prioritizes the unique needs of each client. Her approach centers on cultivating long-term relationships grounded in trust and open communication, ensuring clients feel heard, valued, and empowered throughout their financial journeys.
At Lilani Wealth Management, we go beyond managing assets - we focus on helping clients align their financial strategies with their life values and goals. From creating sustainable wealth to leaving meaningful legacies, our team takes pride in providing personalized, transparent guidance that truly makes a difference. I'm proud to be part of a firm that not only delivers exceptional service but also genuinely cares about its clients' success and well-being!"
Deanna Erdman
Operations Manager
Originally from Northern Idaho, Deanna has called Roseville home for the past 25 years. She earned her Bachelor of Science in Communications from a college in Spokane, Washington. With over 15 years of experience in financial services, Deanna has held diverse roles, including Office Manager for a Financial Planner, Compliance Officer, and Director of Operations for a Sacramento-based investment advisory firm.
She also holds a California Real Estate license. Outside of work, Deanna has 4 children and enjoys local weekend excursions with her husband.