Our approach is rooted in trust, education, and real-world planning designed to support a comfortable retirement and a meaningful legacy.
At Lund Financial Management, we believe the mark of a life well spent is one where you are true to your values: honesty, hard work, and respect for others. We know relationships are important, and that earning someone’s trust is sacred.
PLAN A COMFORTABLE & SECURE RETIREMENT
Peace of mind isn’t for sale, but it may be achieved through thoughtful planning and consistent effort. The key is building trustworthy relationships with professionals who educate you about retirement options while offering real-world solutions tailored to your needs and concerns.
When we talk about the ways wealth and financial stability can define the individual, it has little to do with a balance sheet and more to do with a balanced life. True wealth is all that money can’t buy — and death can’t take away.
It takes far more than financial planning. It requires a comprehensive approach with as much imagination as innovation — creativity paired with careful calculation.
As your independent advisor, we are dedicated to helping you reach a higher purpose for your wealth and design a lasting legacy for your family.
Jason Lund is a native of San Diego County, where he was raised and educated. He met his wife, Christina, in 1982, and together they welcomed their son, Jonathan, in 1998. In 2003, Jason and his family moved to the Temecula Valley, where they have proudly remained part of the community ever since.
Jason began his financial services career with Prudential in November 1990 and became a fully independent financial professional in 1994. For more than three decades, his work has centered on a consultative, client-first approach built around listening, education, and thoughtful recommendations.
One of his guiding beliefs is: “You cannot ever learn when you are talking, only when you listen.” Early in his career, Jason recognized that taxation can be one of the greatest threats to long-term wealth and income.
Throughout his career, Jason has always placed his clients’ needs first. Many of his client relationships span 15, 20, and even more than 30 years.
Lund Financial Management reflects more than three decades of Jason’s accumulated experience, insight, and dedication — all focused on serving clients’ best interests every day.
Jonathan “Johnny” Lund is a native San Diegan who moved to Temecula at the age of five and has spent most of his life growing up in the Southern Inland Empire. His strong connection to the Temecula Valley has shaped the way he views service, relationships, and community involvement.
Before joining Lund Financial Management, Johnny built a strong foundation in customer service and leadership with Starbucks Coffee Company, where he worked from 2016 to 2024. During that time, he served in several roles, including barista, shift supervisor, and assistant store manager.
Through those experiences, he learned that meaningful service begins with genuine connection and a deep understanding of the local community.
After departing Starbucks in 2024, Johnny chose to pursue a new career path that still aligned with his values of serving others. Working alongside his father, Jason Lund, he has gained a deeper appreciation for the many ways Lund Financial Management supports clients throughout the Temecula Valley and surrounding communities.
In his role, Johnny helps support client relationships and day-to-day communication while learning the importance of strategies that may help clients preserve more of what they have worked hard to build, including tax-deferral strategies and other financial services offered through the firm.
Outside of the office, Johnny enjoys spending time with friends and loved ones, especially at Disneyland. A dedicated Disney fan and travel enthusiast, he enjoys exploring new places and experiencing all the world has to offer.
Alex Diaz CA insurance License: 4252488
Alejandro “Alex” Diaz is dedicated to helping individuals and families move forward with greater confidence, clarity, and purpose. With experience in final expense planning, insurance solutions, and personal development coaching, Alex is passionate about helping clients protect what matters most while creating a foundation for long-term security.
Known for his servant-hearted leadership style and commitment to meaningful relationships, Alex focuses on educating and empowering those he serves. His approach is built on trust, integrity, and a genuine desire to help others make informed decisions for themselves and their families.
Alex is also the creator of the WISE Concept — Win, Instruct, Serve, Encourage — a leadership philosophy centered around personal growth, accountability, and positive community impact. Rooted in faith and strong values, this philosophy reflects his belief that leadership is not only about guiding others, but also about inspiring growth, resilience, and lasting transformation.
By combining the principles of servant leadership and transformational leadership, Alex strives to make a meaningful difference in the lives of individuals, families, and communities alike. His mission is to help others grow in wisdom, knowledge, and understanding while building a legacy that extends far beyond financial income planning alone.
Gabriella Sanchez, also known as Gabby, is an administrative team member who works alongside Jason Lund at Lund Financial Management. She assists with company operations, client communications, and the day-to-day support that helps keep the client experience organized and efficient.
Gabriella is committed to creating a positive, welcoming environment for clients and team members alike. Known for her positive attitude and tireless energy, she encourages those around her to work hard, stay focused, and succeed.
She is inspired daily by her two daughters and enjoys trying new foods, reading new books, and making a positive impact in the lives of others.
Tyler is a Senior Portfolio Manager at Gradient Investments, where he focuses on portfolio management, asset allocation, and investment research across multiple asset classes. He provides market insight and portfolio strategy to support client investment decisions. Tyler is a CFA® charterholder and has been featured in media outlets including Schwab Network, Reuters, and The Wall Street Journal.
Keith joined Gradient Investments in 2018 and has more than 30 years of industry experience. Prior roles include senior portfolio manager for a large institutional asset management firm, managing a multi-billion-dollar portfolio. Keith is a CFA® charter holder, managed a Lipper Award-winning mutual fund, and has been featured in media outlets such as CNBC, Bloomberg, Investor’s Business Daily, Nasdaq and Reuters.
As President, Michael is the leader of Gradient Investments and has been with the firm since 2012. He brings more than 35 years of industry experience, including prior roles managing multi-billion-dollar portfolios for an institutional asset manager. Michael is a CFA® charter holder and is a frequent contributor on CNBC, Fox Business, Barron’s, and the Wall Street Journal.
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