Gloria R. Franz

Every client who walks through the door of Franz Tatum Wealth Management arrives with a story—of experience, responsibility, hope, or transition. Some are building wealth for the first time. Some are navigating careers, businesses, or caregiving roles. Others are looking to honor the generations before them or pave a clearer path for those who will follow. What they all share is the desire for guidance designed to support them with dignity, clarity, and respect.
That is where Gloria Franz enters the story.
As founder and president of Franz Tatum Wealth Management, Gloria specializes in supporting clients who want a partner—not a transaction. She works best with those who value collaboration and appreciate an advisor who listens deeply and honors their lived experiences. She proudly serves clients from many diverse backgrounds, including women; Hispanic/Latino and African American families; LGBTQIA+ individuals and couples; blended and multigenerational households; and first-generation wealth builders seeking an inclusive environment where they feel respected and understood.
Gloria guides each relationship through the firm’s signature Peridot Process, a Personal-CFO approach that brings structure to complexity. Rather than overwhelming clients with jargon or fragmented advice, she organizes their financial world into eight interconnected pillars, creating a unified plan that grows and adapts as life evolves. With each step, clients gain greater clarity, stronger confidence, and a roadmap designed around what matters most to them.
Her philosophy is rooted in the belief that wealth is not simply about accumulation it is about empowerment. It is about the parent striving to provide stability, the entrepreneur balancing risk and possibility, the couple blending finances and dreams, or the individual rebuilding after loss or transition. Gloria’s aim is to help clients feel seen, heard, and equipped to make decisions that reflect both their present needs and their future aspirations.
With more than 30 years of experience as a CERTIFIED FINANCIAL PLANNER™, Chartered SRI Counselor™, and Personal CFO, Gloria blends technical expertise with empathy and insight. A lifelong Coachella Valley resident, she brings community leadership, local perspective, and a dedication to responsible, values-aligned investing into every client relationship. Gloria also enjoys a full and connected life with her husband of more than 30 years, their child, four beloved fur babies, and a large extended family who bring joy, grounding, and purpose to her every day.
Clients often describe working with Gloria as grounding. She listens with intention, explains with clarity, and offers guidance that fits the real world not a theoretical one. Whether navigating milestones, preparing for uncertainty, managing transitions, or pursuing meaningful impact, she serves as a valued advocate at every turn.
At its heart, Gloria’s work is about partnership—helping clients organize their financial lives so they can live more fully, give more intentionally, and move forward with purpose.

Licenses: Series 7, 24, 63 (LPL Financial); Series 65 (WCG Wealth Advisors)
CA Insurance License: #0A46101