# Define Financial, San Diego: a financial planner in San Diego (2026 guide)

Source: Local AI Registry, https://localairegistry.com/biz/ca/san-diego/define-financial-san-diego-ca. Free to reuse with a link back.

By Steve Lee, founder and CEO of Local AI Registry. Fact-checked against 16 sources. Updated 2026-10-14. Owner review: not yet.

Canonical: https://localairegistry.com/biz/ca/san-diego/define-financial-san-diego-ca

## Photos

- ![Photo 1](https://localairegistry.com/api/photo?src=https%3A%2F%2Fseoaesthetic-assets.sfo3.cdn.digitaloceanspaces.com%2Fphotos%2Fcmszi114g02zlyeticd909gku%2F0.jpg)
- ![Photo 2](https://localairegistry.com/api/photo?src=https%3A%2F%2Fseoaesthetic-assets.sfo3.cdn.digitaloceanspaces.com%2Fphotos%2Fcmszi114g02zlyeticd909gku%2F1.jpg)


## In short

Define Financial is a financial planner in San Diego, CA. Its AI Score is 51 of 100, which is fair.

Every fact on this page carries one of three marks: Confirmed (from their website, Google Business Profile, review sites, licensing boards, or measured by Local AI Registry), Visitor submitted (added by a person, with a date and how they know), or AI guess (what AI engines like Gemini and ChatGPT are saying, not confirmed by anyone). Every mark points to a reference at the end of this page.


## Key facts

| Fact | Value |
| --- | --- |
| Type | Financial planner |
| Address | 12526 High Bluff Dr STE 270, San Diego, CA 92130, USA |
| Hours | Mon to Fri 8 AM to 5 PM · Closed Sat to Sun |
| Phone | (858) 345-1197 |
| Owner | Nothing found |
| Rating | 4.9 across 24 reviews on Google |
| Known for | Nothing found |
| Prices | Nothing found |
| Quietest time | Nothing found |
| Parking | Nothing found |
| Last verified | October 13, 2026, 10:41 PM |


## All the details

Every row is something the owner can add or correct. Each one is marked Confirmed, Visitor submitted or AI guess, with where it came from.

| Group | Fact | Value | Mark | Evidence |
| --- | --- | --- | --- | --- |
| Location info | Address | 12526 High Bluff Dr STE 270, San Diego, CA 92130, USA | Confirmed | Google Business Profile, checked Aug 18, 2026 |
| Location info | Description | Define Financial is a San Diego Financial Planner and was ranked as the #2 Top Independent Financial Advisor in the U.S. by Investopedia. The firm specializes in helping retirement savers over age 50 reduce their tax bill, invest smarter, and optimize their retirement income paycheck. | Confirmed | Google Business Profile, checked Aug 18, 2026 |
| Location info | Hours | Mon to Fri 8:00 AM to 5:00 PM · Sat to Sun Closed | Confirmed | Google Business Profile, checked Aug 18, 2026 |
| Location info | Name | Define Financial | Confirmed | Google Business Profile, checked Aug 18, 2026 |
| Location info | Phone | (858) 345-1197 | Confirmed | Google Business Profile, checked Aug 18, 2026 |
| Hours | Monday | 8:00 AM to 5:00 PM | Confirmed | Google Business Profile, checked Aug 18, 2026 |
| Hours | Tuesday | 8:00 AM to 5:00 PM | Confirmed | Google Business Profile, checked Aug 18, 2026 |
| Hours | Wednesday | 8:00 AM to 5:00 PM | Confirmed | Google Business Profile, checked Aug 18, 2026 |
| Hours | Thursday | 8:00 AM to 5:00 PM | Confirmed | Google Business Profile, checked Aug 18, 2026 |
| Hours | Friday | 8:00 AM to 5:00 PM | Confirmed | Google Business Profile, checked Aug 18, 2026 |
| Hours | Saturday | Closed | Confirmed | Google Business Profile, checked Aug 18, 2026 |
| Hours | Sunday | Closed | Confirmed | Google Business Profile, checked Aug 18, 2026 |
| Services | Service | Adv part 2a | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Award disclosures | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Case studies | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Client portal | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Disclosures | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Firm market update | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Form crs | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Get started | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Income planning | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Insurance optimization | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Investment management | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Investopedia taylor schulte | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Legacy planning | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Personal data request | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Retirement income | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Retirement income planning | AI guess | Nothing found |
| Services | Service | Retirement statistics | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Social security timing | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Stay wealthy retirement podcast | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Tax planning | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Total retirement system | Confirmed | Business website, checked Sep 19, 2026 |
| Services | Service | Tyler aubrey partnership | Confirmed | Business website, checked Sep 19, 2026 |
| Links | Facebook | https://www.facebook.com/definefinancial | Confirmed | Business website, checked Oct 13, 2026 |
| Links | Website | https://www.definefinancial.com/ | Confirmed | Google Business Profile, checked Aug 18, 2026 |


## Services and prices

These are the 21 services Define offers, with the price where we have one and where it came from.

| Service | Price | Price mark | Price evidence | Service mark |
| --- | --- | --- | --- | --- |
| Get started |  |  |  | Confirmed |
| Award disclosures |  |  |  | Confirmed |
| Tyler aubrey partnership |  |  |  | Confirmed |
| Personal data request |  |  |  | Confirmed |
| Legacy planning |  |  |  | Confirmed |
| Income planning |  |  |  | Confirmed |
| Adv part 2a |  |  |  | Confirmed |
| Retirement income |  |  |  | Confirmed |
| Retirement statistics |  |  |  | Confirmed |
| Social security timing |  |  |  | Confirmed |
| Stay wealthy retirement podcast |  |  |  | Confirmed |
| Investment management |  |  |  | Confirmed |
| Disclosures |  |  |  | Confirmed |
| Client portal |  |  |  | Confirmed |
| Case studies |  |  |  | Confirmed |
| Tax planning |  |  |  | Confirmed |
| Total retirement system |  |  |  | Confirmed |
| Investopedia taylor schulte |  |  |  | Confirmed |
| Firm market update |  |  |  | Confirmed |
| Insurance optimization |  |  |  | Confirmed |
| Form crs |  |  |  | Confirmed |


### Known for

Reviews not read yet, back on Scan Day.


## The team

Nothing found


## Visiting Define

Address: 12526 High Bluff Dr STE 270, San Diego, CA 92130, USA. Phone: (858) 345-1197. Hours: Mon to Fri 8 AM to 5 PM · Closed Sat to Sun. (Confirmed, Google Business Profile, checked August 18, 2026 at 7:55 PM.)


### Location info from Google Business Profile

Business description, written by Define on its Google Business Profile: "Define Financial is a San Diego Financial Planner and was ranked as the #2 Top Independent Financial Advisor in the U.S. by Investopedia. The firm specializes in helping retirement savers over age 50 reduce their tax bill, invest smarter, and optimize their retirement income paycheck."


### When to go

Busy times not read yet, back on Scan Day.


### Parking and getting in

Nothing found


### Nearby

| Place | Type | Distance |
| --- | --- | --- |
| Plaza Del Mar | Business center | 2 min walk |
| Cafe Pascale | Cafe | 5 min walk |
| Pinpoint Cafe - Township 14 | Cafe | 5 min walk |
| Cargo Cafe - Paseo Del Mar | Coffee shop | 8 min walk |
| Jack in the Box | Fast food restaurant | 8 min walk |
| Pure Nature Venture | Snack bar | 8 min walk |


## Reputation

4.9 average across 24 reviews: Google 24. (Confirmed, read August 18, 2026.)

Define Financial stands out for its personalized, fiduciary approach to retirement planning, ensuring clients feel informed and confident in their financial decisions. (AI guess, from 24 reviews.)


### What people like

- Personalized retirement planning
- Attention to detail from Karen
- Clear communication and tailored advice
- Fee-only fiduciary approach


### What people do not like

Nothing found


### Press

No press story about Define found yet.


### Awards

None named yet.


### Directories

Listed on 0 of the 22 directories we checked.

| Directory | Listed |
| --- | --- |
| Alignable | Not listed |
| Angi | Not listed |
| Apple Maps | Not listed |
| BBB | Not listed |
| Birdeye | Not listed |
| Brownbook | Not listed |
| Chamber of Commerce | Not listed |
| Cylex | Not listed |
| DexKnows | Not listed |
| Facebook | Not listed |
| Foursquare | Not listed |
| Hotfrog | Not listed |
| Manta | Not listed |
| MapQuest | Not listed |
| MerchantCircle | Not listed |
| Nextdoor | Not listed |
| Thumbtack | Not listed |
| Trustpilot | Not listed |
| Tupalo | Not listed |
| Yellowbook | Not listed |
| Yellow Pages | Not listed |
| Yelp | Not listed |


## Recent updates from Define

Define hasn't posted an update here yet.


## Questions people ask


### cheaper than this place in San Diego without it being sketchy?

No answer yet


### do I need to book this place or can I just turn up?

No answer yet


### Why do people rate this place?

No answer yet


### best financial planner in San Diego

No answer yet


### services here, what do people go in for?

No answer yet


### going rate for planners locally, any idea

No answer yet


### is there a rewards thing at Define

No answer yet


### anywhere on High Bluff to sit while I wait

No answer yet


### Worth the hype at Define?

No answer yet


### anyone tell me what a first visit here involves

No answer yet


### What financial planner questions is San Diego asking AI most?

No answer yet


### does Define ever have cancellations

No answer yet


### torn between Define and Pure Financial?

No answer yet


### Saturdays at Define, are they open?

No answer yet


### opening hours at Define in San Diego, what are they these days?

No answer yet


### anything new from Define lately?

No answer yet


### Somewhere to park near Define?

No answer yet


## What AI gets wrong about Define

We ask Gemini and ChatGPT about Define. These are the answers that disagree with the record.

ChatGPT and Gemini, read by Local AI Registry on Oct 13, 2026.

No capture has disagreed with the record yet.


## The AI Score: 51 of 100

The AI Score measures how likely AI engines are to recommend a business, and how accurately. San Diego financial planners run 21 to 51. Fair starts at 45, good at 65. Define scores 51, above the San Diego average of 27. The same method scores every business on the registry.

| Signal | Weight | Score | What it measures | Define |
| --- | --- | --- | --- | --- |
| Retrieval grounding | 26 | 100 | Whether you appear in the ranked results AI retrieves and cites: AI-Overview citations, organic top-10 for your money queries, and the Bing index ChatGPT leans on. | Good |
| Off-property attestation | 20 | 40 | Volume and consistency of what others say about you: YouTube mentions, branded web mentions, third-party “best-of” lists. The cause of retrievability. | Poor |
| AI visibility | 14 | 7 | Whether ChatGPT, Gemini, Perplexity, and AI Overviews name you, and whether they name you for the right service. | Named in 1 of 14 answers that recommended anyone. 8 more named nobody, which is not a loss and is not scored. |
| Reviews & response | 12 | 81 | The star average is only one input. We also read volume, velocity, the specificity of review language, and response cadence. Specific reviews are what AI quotes verbatim. | Good |
| Backlink & citation authority | 8 | 60 | Domain authority and editorial quality of the sources that attest to you. | Fair |
| Google Business Profile | 8 | 79 | Required and recommended fields; update cadence. The listing AI pulls from first. | Good |
| Speed & mobile | 7 | 51 | Core Web Vitals at the 75th percentile, on a real phone. | Fair |
| Content freshness & schema | 5 | 83 | Crawl recency, intent alignment, valid JSON-LD, canonicals. | Good |

Full method: https://localairegistry.com/methodology


## How AI decides what to tell you about a financial planner

When you ask ChatGPT, Gemini or Google about a local business, the AI doesn't visit it. It reads what's already written about it: the business's website, its Google Business Profile, review sites, news stories and directories like this one. Then it repeats what those sources agree on.

That's why AI gets small facts wrong. If Yelp says a place is open Mondays and the website says it isn't, the AI has to pick one. The table above shows the answers that disagree with the record today.

The more sources agree, and the more specific they are, the more confidently AI recommends a business. A review that names who helped and what they did tells an AI far more than one that says "great place."


## How to choose a financial planner in California, with or without AI

A few checks take ten minutes and tell you more than any rating.

- Check that the hours and phone number match on Google, Yelp and the business's own website. Mismatches are how people end up at a locked door.
- Read reviews that name a person and what they did. Vague praise is easy to fake.
- Look for recent reviews and recent posts. A page nobody has touched in a year may not match the business today.
- Ask for the price before you go, and ask what it includes.
- Where the work needs a license, ask whose license it is and look it up with California.


## How to read the marks on this page

- Confirmed (solid circle): from a known source. The business website, its Google Business Profile, review sites like Yelp, Healthgrades and RealSelf, a licensing board, or measured by Local AI Registry.
- Visitor submitted (hollow circle): added or corrected by a person, with the date and how they know, like a phone call or a visit.
- AI guess (hollow triangle): what AI engines are saying right now. Nobody has confirmed it.


## About the author

Steve Lee is the founder and CEO of Local AI Registry and sets its editorial standards. He is a former Google executive in Search and a former Microsoft executive, with more than 20 years in digital: search, local discovery, and how people find businesses online. He is based in Irvine.

- Expertise: search at Google and Microsoft, AI search, answer engine optimization, generative engine optimization, local SEO, structured data and entity mapping.
- Industry: medical aesthetics, injectables, med spa operations and marketing.
- Disclosure: Local AI Registry sells services to business owners, including Define if it claims this page. That does not change what this page says. Every fact carries its source.


## Entity map

Every person, place, organization and treatment named on this page, with a stable ID and a public reference. The JSON-LD below connects them to each other.

| Entity | Type | ID on this page | Same as | Relationship to Define |
| --- | --- | --- | --- | --- |
| Define Financial | LocalBusiness | #business | https://www.definefinancial.com/ | Subject of this page |
| San Diego, California | City | #city | Nothing found | City Define is in |
| Local AI Registry | Organization | #publisher | https://localairegistry.com | Publisher of this page |
| Steve Lee | Person | #author | https://localairegistry.com/team | Author of this page |


## Topical map

Where this page sits in the registry. It's one profile among the financial planners in San Diego, linked to the lists and towns around it.


### Lists

- Best financial planners in San Diego: https://localairegistry.com/leaderboards/ca/san-diego/financial-planner
- Best businesses in San Diego: https://localairegistry.com/leaderboards/ca/san-diego


### Nearby

- /los-angeles: https://localairegistry.com/leaderboards/ca/los-angeles
- /san-francisco: https://localairegistry.com/leaderboards/ca/san-francisco
- /san-jose: https://localairegistry.com/leaderboards/ca/san-jose
- /irvine: https://localairegistry.com/leaderboards/ca/irvine
- /fresno: https://localairegistry.com/leaderboards/ca/fresno
- /palo-alto: https://localairegistry.com/leaderboards/ca/palo-alto


### Every list

- Every leaderboard in California: https://localairegistry.com/leaderboards/ca


## Frequently asked questions


### What is AI search optimization for local business?

Getting a business named when a neighbor asks ChatGPT, Gemini, or Perplexity for a recommendation. Some call it AI SEO, some call it generative engine optimization. Traditional SEO fights for ten blue links; this fights for the one answer an assistant says out loud. The AI Score on this page measures the eight signals that drive it.


### What is Local AI Registry?

The public record of how AI sees local business. We score every business we list by one published method, we keep the questions people ask about it in one place, and we never sell rank. Looking up any business here is free.


### How does this page help a business get recommended by AI?

Assistants read public pages before they answer. This one states what the business does, what people ask about it, and what the Record answers, in one place a machine can read. Correcting what is wrong here changes what an assistant repeats next.


### Who writes the answers here?

Registry AI writes the first answer under every question, from the Record and the public sources named beneath it. Neighbors write the rest under pseudonyms. A registered owner can reply as the business, and their reply says so.


### I own Define Financial. How do I fix something or rank higher?

Register the page. It is free, it takes about five minutes, and it lets you correct the Record and reply as the business. Nothing on this page is for sale, so the only thing that moves the score is the work.


## References


### Sources cited

- [1] Google Business Profile, https://www.google.com/maps/place/?q=place_id:ChIJy_avgqlU2YARItZvFdvxyD0 (accessed Aug 18, 2026)
- [2] definefinancial.com, https://www.definefinancial.com/news-press/tyler-aubrey-partnership/ (accessed Sep 19, 2026)
- [3] definefinancial.com, https://www.definefinancial.com/award-disclosures/ (accessed Sep 19, 2026)
- [4] definefinancial.com, https://www.definefinancial.com/case-studies/work-optional/ (accessed Sep 19, 2026)
- [5] definefinancial.com, https://www.definefinancial.com/services/ (accessed Sep 19, 2026)
- [6] definefinancial.com, https://www.definefinancial.com/disclosures/ (accessed Sep 19, 2026)
- [7] definefinancial.com, https://www.definefinancial.com/firm-market-update/ (accessed Sep 19, 2026)
- [8] definefinancial.com, https://www.definefinancial.com/crs (accessed Sep 19, 2026)
- [9] definefinancial.com, https://www.definefinancial.com/retirement-process/ (accessed Sep 19, 2026)
- [10] definefinancial.com, https://www.definefinancial.com/news-press/investopedia-taylor-schulte/ (accessed Sep 19, 2026)
- [11] definefinancial.com, https://www.definefinancial.com/personal-data-request/ (accessed Sep 19, 2026)
- [12] definefinancial.com, https://www.definefinancial.com/adv (accessed Sep 19, 2026)
- [13] definefinancial.com, https://www.definefinancial.com/category/retirement-statistics/ (accessed Sep 19, 2026)
- [14] definefinancial.com, https://www.definefinancial.com/total-retirement-system/ (accessed Sep 19, 2026)
- [15] AI engine output: ChatGPT and Gemini, read by Local AI Registry on Oct 13, 2026, https://localairegistry.com/methodology (accessed Sep 19, 2026)
- [16] definefinancial.com, https://www.definefinancial.com/ (accessed Oct 13, 2026)