At Generate Wealth, we are champions of our clients. Our approach is centered on listening and asking thoughtful and meaningful questions, all while putting our clients’ interests first. We are committed to providing unbiased, objective, and thoughtful solutions for our clients and their families. As partners in the financial journey, we support our clients with industry-leading resources, robust technology, and a team of like-minded professionals.
Generate Wealth, LLC offers comprehensive financial services. Our team of professionals will help you create a well-thought-out strategy to help you address your financial needs and concerns.
Our team’s deep industry knowledge, paired with creative planning and innovative asset management strategies, empowers us to generate robust solutions to address our clients’ wealth management needs. From retirees to young professionals and everyone in between, we have the experience and resources to serve the individualized needs of our clients.
Jim Herrell, a seasoned financial professional with over 30 years of experience in the industry, is a founder and senior portfolio manager for Generate Wealth LLC. He began his career at Kayne Anderson as a trader for a hedge fund. He honed his skills as an investor across a myriad of investments, including currencies, commodities, distressed debt, and international equities. Jim has worked with high-net-worth investors specializing in retirement investing for the past two decades. While at TIAA, he was responsible for $1 billion in both individual and institutional portfolios.
At Generate Wealth, Jim provides comprehensive and creative planning in tandem with innovative and trusted asset management. As a fiduciary, he helps clients navigate an ever-changing investment landscape, keeping the client’s best interests in mind.
Jim graduated from the University of California, Santa Barbara, in 1988 and earned the Chartered Financial Analyst designation in 1994. He has been a reliable resource for various media outlets regarding markets and investment strategies.
When not in the office, Jim enjoys spending time with his wife and four children. He also enjoys cooking, history, fishing, and volunteering as a referee and board member for youth soccer.
(M) 805.451.5960
(O) 626.345.5830
(E) jherrell@generatewealthllc.com
Jennifer Capo, a founder and senior wealth management advisor of Generate Wealth, brings more than 29 years of experience in financial planning to the team. As a wealth management advisor, Jennifer has built her career focusing her attention on the needs of her clients, with a passion for establishing deep personal connections based on trust and service. Jennifer is known for her dedication, integrity, and commitment to the financial well-being of her clients and their families. Jennifer works with high-net-worth individuals, families, educators, medical professionals, endowments, and private foundations as a fiduciary, providing unbiased, custom, comprehensive financial planning.
Before founding Generate Wealth, Jennifer served as one of the highest-ranked senior wealth management advisors for TIAA (previously TIAA-CREF) for almost 17 years. She managed a portfolio of clients with over $1.5 billion in assets across 12 states. Additionally, she led, mentored, and managed a team of wealth advisors and sales assistants to serve clients in many capacities, including financial planning, asset protection, income planning, tax and risk management, investment management, trust, estate, and intergenerational wealth transfer planning.
Jennifer grew up in a large Italian family in southern New Jersey until she was 18. In New Jersey, her parents owned a family winery, and at an early age, Jennifer worked in the winery and learned the importance of family, hard work, and money. Jennifer earned a Bachelor of Science in Finance from California State University of Long Beach. She is also an Accredited Investment Fiduciary.
Jennifer currently lives in Pasadena, CA, and has been married to her husband, Matt, for 19 years. They have three boys, Joseph, 17, Nico, 15, and Lucca, 13. When Jennifer is not working, she is busy with all things boy sports: basketball, football, wrestling, etc. In addition, she loves cooking, wine tasting, traveling, and spending time with her large Italian family.
(M) 626.773.6350
(O) 626.345.5829
(E) jcapo@generatewealthllc.com
Bryan Bishop, a valued partner and senior wealth management advisor at Generate Wealth, brings over two decades of extensive experience in financial services and planning. Throughout his career, Bryan has been dedicated to meeting the unique needs of his clients, forging strong personal bonds built on trust and exceptional service. Renowned for his unwavering commitment, integrity, and passion for his clients’ financial prosperity, Bryan serves high-net-worth individuals, families, educators, medical professionals, endowments, and private foundations. As a fiduciary, he offers impartial and tailored financial planning services encompassing a comprehensive range of solutions.
Before joining Generate Wealth, Bryan served as one of the highest-ranked advisors for TIAA (previously TIAA-CREF) for almost nine years. He managed a portfolio of over $1 billion in assets across six states of individual and institutional clients. He and his sales assistants also served clients’ needs in many capacities, including financial planning, asset protection, income planning, tax and risk management, investment management, life insurance, trust, estate, and intergenerational wealth planning.
Bryan got to experience the country as he grew up in Miami, Chicago, Boston, and Los Angeles as his father advanced in his biopharmaceutical career. Bryan has a large family in southern California, and it instilled a focus on family, education, hard work, and a passion to continually grow as a person for the betterment of everyone in his life. Bryan earned his Bachelor of Arts in Economics from the University of Southern California (USC) as a third-generation Trojan. He is currently a Chartered Retirement Planning Counselor (CRPC) and is completing his Certified Financial Planning (CFP) credentials.
When not in the office, Bryan enjoys spending time with his extended family, wife, and furry companion with picnics at the park, cooking up a storm in the kitchen, and traveling.
(M) 213.247.6598
(O) 626.628.0188
(E) bbishop@generatewealthllc.com
With nearly three decades of experience in financial planning and relationship management across brokerage firms, banking, and the retirement industry, I have now chosen to go independent. This allows me to focus more on what matters most—my clients and their goals—rather than the priorities of the firm I represent. As a fiduciary, I am committed to always acting in my clients’ best interests, providing advice with transparency and accountability.
My experience includes helping guide clients as they prepare for retirement with a focus on strategies designed to help generate income and address long-term goals and legacy planning.
I bring deep knowledge of retirement plans, including 403(b), 401(a), 457(b), and 401(k), with specific experience in plans offered by TIAA, Fidelity, Vanguard, Voya, and Empower.
Before my career in financial services, I spent nearly a decade with Shell Marketing, where my last role involved export, procurement, and lubricant quality management.
Academically, I hold a Bachelor of Science degree in Geology and Geophysics from Ain Shams University in Cairo, along with a professional diploma in Business and Marketing from the American University in Cairo’s Continuing Education Center. I also hold Series 63, 65, and 66 securities licenses, in addition to California life, health, and variable annuity licenses. I specialize in retirement readiness and generational wealth, offering personalized advice and holistic planning.
What drives me most is seeing my clients evolve both financially and personally as we remove obstacles, adapt to changing markets and regulations, and stay focused on their goals. Helping clients progress with clarity and confidence is my greatest professional fulfillment.
(M) 818.523.2307
(O) 626.430.1535
(E) fkrizman@generatewealthllc.com
With over 20 years of experience in financial services, Mariza Bonilla has led high-performing teams dedicated to helping individuals achieve their retirement planning goals. She holds FINRA certifications (Series 7, 24, and 66) and a Bachelor of Science in Finance with an emphasis in financial planning. Her approach is centered around delivering an exceptional client experience.
Mariza is proud to be part of a talented team of financial professionals at Generate Wealth, where they focus on providing customized retirement solutions, asset growth strategies, and consistently outstanding service.
Driven by a strong commitment to client satisfaction, she implements innovative practice management strategies that align with the firm’s mission. Bilingual in English and Spanish, Mariza is passionate about assisting diverse clients through their financial journeys with clarity and confidence.
Outside of work, Mariza enjoys spending time with family and friends and exploring the beautiful Colorado landscape every week.
(O) 626.517.2973 ext 104
(D) 626.995.1494
(E) mbonilla@generatewealthllc.com
Do you have questions for Generate Wealth and want to get in touch? Give us a call Monday – Friday, 8:30 a.m. – 4:30 p.m. PT, or email us at any time. We are here to serve you.
Contact:
Jim: 626.345.5830
Jenn: 626.345.5829
Bryan: 626.628.0188
Farid: 626.430.1535
Mariza: 626.995.1494
