MORRIE W. REIFF, CFP

Morrie W. Reiff is president of Planned Asset Management, Inc., a California Registered Investment Advisor, with offices in Calabasas. Mr. Reiff's expertise lies in the area of Investment and Advanced Estate Tax Reduction. He is a Registered Securities Principal and Representative with Independent Financial Group, LLC. Mr. Reiff is currently a member in good standing of the Institute of Certified Financial Planners (CFP). Mr. Reiff has been active in the Los Angeles financial community since 1976. He had served on the Board of Directors and is a past president of both the San Fernando Valley Society of the Institute of Certified Financial Planners and the San Fernando Valley Chapter of the International Association for Financial Planning.

Mr. Reiff has presented financial topics to numerous groups and associations, and conducts monthly educational seminars for CPAs. He has been a frequent guest on local radio stations, and produces his own financial cable television show as well as quoted in the Los Angeles Times, Los Angeles Business Journal and various trade publications. A graduate of San Diego State University with a Bachelor of Science in Accounting, Mr. Reiff currently sits on the adjunct faculty Board of Advisors for California State University at Northridge, Division of Business and Industry. Mr. Reiff sat on the board of directors of the Watts Foundation Community Trust and chaired the Planned Giving Committee for the Pacific Lodge Youth Services. Mr. Reiff was honored as recipient of Pacific Lodge Youth Services volunteer of the year for 1995.

Mr. Reiff currently, in addition to his duties to Planned Asset Management, is acting CEO and President of AFA Holding, LLC.