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Educate. Empower. Experience.

Our mission is to create and preserve wealth for our clients through effective implementation of sound financial strategies. Financial planning does NOT have to be an intimidating or frustrating process. We listen to our clients’ concerns, learn what is important to them and take action. We regularly communicate with them to ensure the feasibility of their plan, all the while staying current with the changes in estate and tax laws that may affect our clients’ short and long term goals.


Rashida Lilani, CFP®, CPWA®, CMFC

President, Financial Advisor

(888) 521-6752

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.

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 17th 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. Currently serving as the President of the Peninsula Estate Planning Council and President-Elect of the Financial Planning Association, Northern California chapter, Rashida 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.

Cindy Wong

Operations Manager


Cindy is a first generation Chinese-American, and is the youngest of 3 children.   Born and raised in Sacramento, she spends her spare time working her brain and body through: cycling, jogging, cooking, and reading (and watching Korean dramas).   

Cindy holds a B.S. in Biological Sciences from California State, Sacramento and has spent most of her career working in client-facing roles.  She'd like to spend more time volunteering, travelling, and fostering dogs in her future.

She is the proud mom of a special needs son, whom she has single-handedly raised since he was 9-years of age.  She's worked arduously to provide him with the resources and time needed for his development, and she can see that he is becoming self-sufficient.    

Joanna Endicott


(888) 521-6752

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, and learning to play pickleball.


Lilani Wealth Management takes the time to educate their clients in simple, concise and easy to understand terminology, with a down-to-earth and straightforward approach.

We empower our clients by letting them take control of their financial future, striving to leave no room for second guessing and put them in the driver’s seat of their long term financial decision making. Lilani Wealth Management offers its clients the experience of working with a certified financial planner whose goal is to deliver results with objectivity, compassion and trustworthiness.

In addition, we build long-term relationships based on the core values of trust, integrity and confidence.


The majority of women today lead very different lives than just a few decades ago. They excel in their careers, efficiently handle responsibilities at home, attend little league games, volunteer at the local food bank and still manage to make it to the yoga class on time! Women, today, also have a lot working against them. Take for instance their life span. A woman today is expected to live about eight to nine years longer than their male counterparts. Over 70% of nursing home residents are women, with almost 50% of women aged 65 and older being widows.

Women continue to be the primary caregiver for an aging parent or a young child. As a result, they stay out of the workforce for an average of 15% of their working years. This not just results in setbacks in their careers, but also negatively impacts their long-term savings such as 401(k) plans and social security benefits.

So in short, women are expected to live longer… with less money. As a result, more and more women are seeking financial guidance in making the right decisions to offset the setbacks and proactively take control of their future. There are more female scientists, politicians, astronauts and business-owners than ever before, and the numbers are growing.

Having faced such adversity herself, Rashida Lilani, CFP® feels passionately about helping other women realize their life goals and lead a life that’s aligned with their value system, so her clients and their loved ones can live a rewarding and fulfilling life.