Faruk Jaffer, CFP®, ChFC®, founder of Index Gurus, Inc., fee-only registered investment adviser in Walnut Creek, California.
About Faruk Jaffer

Two decades of disciplined, fee-only fiduciary work for Bay Area households.

Founder of Index Gurus, Inc., a fee-only registered investment adviser serving the San Francisco Bay Area since 2004.

CFP® · ChFC® Fee-only fiduciary 20+ years in practice Former CFP® program instructor

The story behind Index Gurus.

I found my passion early.

In middle school, my dad sat me down with the financial pages of the newspaper and taught me how to analyze a company. He entered me in a stock trading competition. I was almost certainly the youngest participant. I learned what it felt like to study a business carefully, take a position, and watch the market deliver its verdict — sometimes humbling, sometimes affirming, always instructive. I was hooked.

By high school, I had pursued and won an internship at Merrill Lynch. Through college I worked at mutual fund and investment companies, learning the business from the inside before most of my peers had decided what they wanted to do. After graduation, my investment work led me to Edward Jones Investments, helping individuals and businesses invest their capital.

The work was a privilege. But over time, I came to believe that commission-based compensation could pull an advisor's interests away from the client's. I stepped into a business-side role, supporting advisors and money managers on asset allocation, while I worked through what kind of practice I actually wanted to build.

During those years, many of the people I had served earlier in my career began reaching out again, asking for second opinions and for someone who would think through the whole picture. They weren't looking for products. They were looking for clarity.

When I learned about the fee-only model, where the advisor is paid by the client rather than through commissions or product payments, it resonated immediately. It removes the conflicts that come with selling products. In 2004, I founded Index Gurus, Inc. to do the work that way.

Twenty-plus years later, what I value most about this work is the variety of situations it involves. I have worked with tech professionals managing concentrated equity positions through volatile markets, and with executives evaluating Net Unrealized Appreciation for highly appreciated employer stock. I have helped doctors and dentists evaluate Defined Benefit plans as a way to increase retirement savings. I have coordinated charitable giving strategies with families' tax and estate plans. I have talked clients through market corrections and helped them revisit their plan rather than react to the headlines. And I have worked with families on gifting strategies as part of their estate planning.

Along the way, I contributed financial domain expertise at technology companies including Intuit and Google. That experience shaped my interest in how durable competitive advantages, such as data, infrastructure, and sustained R&D, influence a company's long-term prospects. That interest now informs the research framework I use in client portfolios.

I also taught CFP® candidates through UC Santa Cruz Extension and UC Berkeley Extension, because the profession needs people who do this work with integrity, and that work has to be passed on. Watching students discover the same interest I found in middle school was one of the most rewarding parts of my career.

The boy who studied stock charts with his father is still here, decades later, still studying the markets and still drawn to the same question: how do you pair disciplined planning with thoughtful investing to help people reach the goals that matter to them? That is the work. I am honored to do it.

Credentials and professional background.

Index Gurus is built on formal credentials, ongoing education, and industry experience. The firm's fiduciary obligations come from its role as a registered investment adviser, not from any single certification, but the credentials reflect a sustained commitment to the profession.

Certification

CERTIFIED FINANCIAL PLANNER®

CFP® professional. CFP® professionals complete CFP Board's education, examination, experience, and ethics requirements and commit to CFP Board's Code of Ethics and Standards of Conduct, including a fiduciary duty when providing financial advice to clients.

Credential

Chartered Financial Consultant

ChFC® credential, awarded by The American College of Financial Services, covering comprehensive financial planning with coursework in specialized planning areas.

Firm

Registered Investment Adviser

Index Gurus, Inc. is registered with the California Department of Financial Protection and Innovation and acts as a fiduciary when providing investment advice to clients. Form ADV Part 2A is publicly available.

Industry experience

Two-plus decades on multiple sides of the business

Career experience spanning a Merrill Lynch internship, mutual fund and investment companies, Edward Jones Investments, and business-side roles supporting advisors and money managers on asset allocation.

Technology

Financial expertise at Intuit and Google

Contributed financial domain expertise at Intuit and Google, experience that informs how Index Gurus evaluates competitive advantages. References to these companies are biographical and are not recommendations of their securities.

Compensation model

Fee-only since 2004

The firm has been fee-only since its founding: no commissions, referral fees, or product-placement payments. Other economic benefits, such as services made available through the firm's custodian, are described in Form ADV Part 2A.

The range of situations we work through with clients.

Two decades of practice has meant working through a wide variety of household situations. Every engagement is different, but common types of work include:

  • Retirement income planning, with multi-year withdrawal sequencing and tax-aware planning
  • Concentrated equity risk management for tech professionals and executives (more on our approach)
  • Net Unrealized Appreciation (NUA) analysis for employees with highly appreciated employer stock
  • Defined Benefit plan design for self-employed doctors, dentists, and professionals
  • Charitable giving strategies coordinated with tax and estate planning
  • Behavioral coaching during market corrections to support long-term discipline
  • Beneficiary planning and gifting strategies as part of estate planning
  • Coordination with clients' CPAs and estate attorneys

Each engagement is shaped by the client's actual circumstances. The variety is what keeps the work meaningful.

Teaching the next generation.

Before focusing fully on client work, Faruk taught CFP® candidates at two University of California extension programs. The financial planning profession needs more practitioners doing this work with integrity, and that work has to be passed on.

UC Berkeley Extension

Previously taught candidates pursuing CFP® certification, bringing real-world planning situations and practical analysis into the classroom and showing what fee-only fiduciary practice looks like in the field.

UC Santa Cruz Extension

Previously taught CFP® candidates, with a focus on integrating financial planning, investment management, and tax-aware decision making.

Let's talk.

If anything in this story resonates with where you are in your own financial life, schedule a complimentary 30-minute discovery call. We will listen, ask focused questions, and tell you honestly whether an engagement is a fit.

Index Gurus, Inc. is an investment adviser registered with the California Department of Financial Protection and Innovation. Registration does not imply a certain level of skill or training, nor does it imply endorsement by the State of California. Information on this page is biographical and educational and does not constitute personalized investment, financial, tax, or legal advice. Personalized advice is provided only after entering into a written advisory agreement.

References to types of client situations are illustrative of categories of work the firm has performed; they are not testimonials, do not represent the experience of any specific client, and do not guarantee similar outcomes. References to companies where Mr. Jaffer has worked are biographical and are not recommendations of any security. All investments involve risk, including possible loss of principal.

Please review Form ADV Part 2A for information on services, fees, and conflicts of interest; it is available on request and through the SEC's Investment Adviser Public Disclosure website. See our Disclosures page for full risk disclosures and privacy policy. CFP Board owns the certification marks CFP® and CERTIFIED FINANCIAL PLANNER® in the U.S.