Bruce Horowitz, CFP®, CKA®
Founder
Bruce Horowitz is the founder and president of Innovative Wealth Strategists. Since 1983, he has been instrumental in helping high-net-worth individuals and small businesses preserve and manage their wealth. He and his team build long-term relationships based on knowledge, industry experience, and the drive to do what's best for each client given his or her unique financial situation.
Bruce is a Boston native who graduated from Northeastern University after completing undergraduate work at Colgate University. In 1982, Bruce received his MSBA in financial services from San Diego State University.
Credentials and Registrations
CERTIFIED FINANCIAL PLANNER™ practitioner
Holds through LPL the FINRA Series 7, 63, and 22 securities registrations
CA INSURANCE LICENSE #0B66129
Bruce also holds the Certified Kingdom Advisor (CKA®) designation from Kingdom Advisors, a national organization of Christian financial professionals integrating faith and practice.
Bruce began his career working in the real estate industry. He obtained the prestigious MAI designation and did valuation and market studies on major commercial properties throughout the western United States. Bruce then transitioned into the financial planning arena, where he was trained to consult with multi-millionaires doing sophisticated estate, investment, tax, and business succession planning.
Bruce and his wife, Dale, have two children and seven grandchildren. He is a nationally ranked tennis player and strives to live the healthiest life possible. He believes in helping others and dedicates time and resources to give back to his community. Bruce states, “I find it very satisfying to help people pursue their dreams, have better family relations, and be more content. Clients place tremendous confidence in us with their financial future. We take this responsibility very seriously and want to make sure we always put our clients' needs first and that they are better off as a result of their relationship with us."
Shea Allen, CFP®
Senior Financial Advisor
Shea Allen is a Senior Financial Advisor and partner at Innovative Wealth Strategists. She provides strategic leadership across the firm’s planning and client service efforts and works closely with Bruce to guide the direction of the firm’s advisory approach. Shea leads clients through comprehensive financial planning and creates clear financial road maps that support informed and confident decision making. She oversees plan implementation, portfolio monitoring, and ongoing client reviews to ensure each client receives a high level of consistent and attentive care.
Shea’s areas of focus include investment management, retirement and income planning, and tax and charitable planning. She is known for her thoughtful preparation and her ability to communicate complex financial topics with clarity and precision. Clients rely on her steady leadership and trust her guidance as they evaluate important financial choices that affect their long‑term goals.
Credentials and Registrations
CERTIFIED FINANCIAL PLANNER™ practitioner
Holds through LPL the FINRA Series 7 and 63 securities registrations
CA Insurance License #0I45756
Shea also leads the firm’s outreach and education initiatives. She manages client communication strategies, coordinates educational events, and contributes to the quarterly newsletter. Through this work, she helps shape the firm’s culture of transparency, client engagement, and continuous learning.
Shea is dedicated to ongoing professional growth and continually expands her technical knowledge. She strives to be a primary resource for clients and their families as they navigate meaningful financial decisions. She values teamwork and works closely with every member of the Innovative Wealth Strategists team to deliver a coordinated and client‑focused experience.
In her spare time, Shea enjoys hiking, gardening, travel, and cooking. She actively serves in her church and diligently pursues health in all areas of her life.
Lynda Scott
Director of Client Operations
As Bruce’s right hand, Lynda helps ensure clients have a smooth experience and understand the practical aspects of implementing their specific financial plans as they work through the process of getting their investments in place, and maintaining their accounts going forward. She acts as a liaison between the client, advisor, and third-party firms, troubleshooting any issues that arise. She also provides the advisors with information they need to help make meetings with clients productive and strives to maximize their financial resources. Her specialties include direct rollovers, required minimum distributions, qualified charitable distributions, life insurance, and retirement plans.
Lynda has been with Innovative Wealth Strategists since 2004 and is very familiar with navigating systems and employing strategies to help clients as they go through all seasons of their lives. She thoroughly enjoys working with clients and their families, helping them to live their best lives possible.
Lynda graduated as valedictorian from Pacific University in Forest Grove, Oregon, and holds her California state life insurance license. Lynda and her husband, Dan, have been married since 1980. They have two married children and love hanging out with their grandchildren. She is an avid swimmer and twice escaped from Alcatraz. She also enjoys gardening, reading, and traveling.
CA Insurance License #0E91643
Tracey Rosado
Paraplanner
Tracey joined IWS in 2014 with more than 15 years of experience in bookkeeping and business management. Now equipped with her General Securities Representative and Insurance licenses, her role as Paraplanner keeps her focused on facilitating investment strategies for our clients. She keeps our advisors on point by providing investment data and financial reports in preparation for your meetings. After meetings she carries out activities related to portfolio rebalancing, such as general trading and asset transfers as needed.
She supports our clients by processing requests for funds, setting up and/or making changes to automatic transactions, and performing periodic reviews, keeping an eye on the movement of funds within your investment accounts. Tracey is always looking for ways to make our clients’ lives easier and gets great satisfaction when she’s able to do so. Being analytical and practical, yet creative keeps her seeking innovative approaches to streamlining processes and procedures throughout IWS.
Tracey is fascinated by anything space-related, especially planetary, and exoplanetary sciences and spends her free time learning about new discoveries and explorations. She enjoys philosophical conversation, puzzles and vintage board games, a nice trail in a National Park, roller skating, and a challenging Excel spreadsheet.
Renelyn Barinaga
Client Service Associate
Renelyn (Ren) Barinaga joined Innovative Wealth Strategists in 2017 as a part-time administrative assistant and was quickly promoted. Her extensive administrative and customer service experience have contributed greatly to our efforts to continually improve the service we provide to our clients. Ren supports all functions of the services department including opening new accounts, transfers, and establishing bank lines. She assists clients with a variety of account queries and requests, such as updating their beneficiary designations. She also manages all alternative investment and annuity implementation paperwork.
On her days off, Ren enjoys game night with the family, working on a puzzle while watching movies, reading chick lit or mystery, and streaming the latest sci-fi, crime, or drama series. Quality time with her family usually consists of a staycation, a simple weekend getaway to Santa Barbara, or visiting with family in San Diego. Ren is now serving her church as a deacon member and volunteer for special events.
Vasil Halchev
Paraplanner
Vasil Halchev is a dedicated Paraplanner with an unwavering commitment to enhancing the financial planning experience. Vasil plays a pivotal role in supporting financial planners by actively participating in client meetings and documenting key discussions. He coordinates and implements tasks after strategy meetings to serve the financial goals of our clients.
Vasil enjoys working at Innovative Wealth Strategists because of the mentorship opportunity he is receiving from Bruce as well as working for a firm that truly stands behind their values. Vasil holds a bachelor’s degree in communications from the University of La Verne. He holds through LPL the FINRA Series 7 and 66 securities registrations and CA state insurance license, and is currently working toward becoming a CERTIFIED FINANCIAL PLANNER™ practitioner.
When he’s not working or studying, Vasil enjoys spending his free time with his wife, Kaylan. Both enjoy traveling and trying new culinary experiences. Staying active is a big part of Vasil’s lifestyle. Before coming into the office, he is either swimming, running, or doing some sort of physical training. On the weekends, you will find him cycling or competing in a master’s water polo tournament.
CA Insurance License #4258558
Trichette Roy
Administrative Assistant
Trichette Roy joined Innovative Wealth Strategists in 2021. She was hired as a full-time administrative assistant to support our commitment to servicing our clients as efficiently as possible. She is currently focused on becoming a scheduling ninja, Account View 2.0 support and providing tax documents, while working to increase her knowledge of marketing to help promote effective communication between our office and our clients.
When not in the office, Trichette replenishes herself by surrounding herself with family, walking, learning languages, cooking, and playing backgammon.
