Bob Chitrathorn, CFO & Vice President of Wealth Planning Management – Believer Of Hard Work & Perseverance

Bob Chitrathorn has served hundreds of clients for nearly two decades as a financial advisor. As a second-generation immigrant from Thailand, Bob has experienced firsthand the value of education, hard work, and a positive mindset in achieving financial success. His first “clients” were his parents, who inspired him to pursue a finance career through their careful and considered approach to money management. He developed the listening skills that have become his professional calling card through sitting in on their financial discussions.

Bob’s role models are his parents. They migrated from Thailand with nothing in 1974 and have taught Bob the value of hard work, having a good work ethic, and being passionate about what one does. clients can see, hear, and feel Bob’s desire for what he does, how he helps, and his passion for wanting to help. Bob received a full-ride scholarship for his first year at La Sierra University before transferring to California State San Bernardino. He received his B.S. in finance and a b.s. in real estate while minoring in business administration. despite the rigorous course load, Bob graduated magna cum laude and was named part of the golden key honor society. Bob later received his financial planning certificate from Pepperdine. He is also a contributing author to the motivational book Success Manifesto: The World’s Leading Entrepreneurs & Professionals Reveal Their Secrets to Mastering Health, wealth & lifestyle.

It is pertinent to mention that Bob serves as a registered representative with LPL Financial, a member of FINRA/SIPC, and offers securities through this affiliation. Additionally, he provides investment advice through the Mariner Independent Advisor Network, LLC, where he is registered as an investment advisor. It’s important to note that Mariner’s independent advisor network, LLC, and Wealth Planning by Bob Chitrathorn of Simplified Wealth Management are separate entities operating independently from LPL financial.

He holds the series-6, series-7, and series-63 registrations with LPL Financial, series-65 registration with Mariner Independent Advisor Network, LLC, and life, health, and long-term care insurance licenses. He also has earned his CPFA. Bob is a two-time Amazon best-seller working on a newly co-authored book. Bob has appeared in Times magazine, Forbes, US News, Market Watch, KTLA, and many other such publications.

Being a pioneering leader, Bob teaches his team to use technology to help improve specific processes. He shares, coaches, and teaches his team things that he does and doesn’t and explains to them why or why he doesn’t do those certain things. His advice is, “Don’t judge a book by its cover. Don’t judge a book by what you perceive you learned from it either. Interpretation is so subjective and sometimes our subjectivity can be clouded for reasons we didn’t even know,” explains Bob. “try to learn and understand. We can truly learn so much from anyone in the world if we are willing to listen, lend compassion and believe that all of us not only have a place here in this world, but all of us together can make it so much better.”


Armed with this mindset, Bob has been taking the company to new heights. Simplified Wealth Management is a values-based wealth management firm offering tailored guidance and an elevated standard of client care to individuals, families, and business owners locally and around the country. The mission is to help people avoid financial conflicts and improve financial literacy and efficiency. Bob and his team are working on this by sharing as much information as possible with people, clients or not. “Some of the things that i may think are basic, are just not so well known. And if they were well known, it would help, and have such an impact on so many people’s lives. I consistently try to share such information with everyone and anyone,” he says. “our biggest achievement has been to be known as a firm that truly cares and wants to help. It is obvious that we do whatever we can to help people, regardless of if they are clients or not.” But Bob helps people he knows that he can’t or won’t bring on as clients. Why? Because he genuinely loves to help and wants to make the world a better place. He wants everyone to be happy.

For the days to come, Bob plans on teaching and sharing with people the importance of having a durable power of attorney. He will team up with a firm that will then provide complimentary DPOA health care directives and will also aim to educate individuals who have children under 18 about why it is so important to have legal guardianship papers notarized. “The future is bright, and we can only aim to assist as many people as possible to make this world a better place,” adds Bob.

About Bob Chitrathorn

Suthipong Robert Chitrathorn (or Bob for short) came from humble beginnings. Born to parents Puttachart and Sakul Chitrathorn, Bob was raised in a mobile home park in Colton, CA. His parents migrated to Michigan from Bangkok, Thailand in 1974, before settling in Southern California. As a child, Bob didn’t realize how good others had it until he ventured out of the ghetto and went over to friends’ birthday parties. There he’d witness the luxuries of living the American dream and of the possibilities that lay ahead.

To the Chitrathorns, life in America was a gift and they were proud owners of property in America. They worked hard to put food on the table and to put Bob and his younger sister, Crystal, through school. Bob ate sandwiches with nothing but cheese on them, but he was blessed nonetheless. He learned that perspective made all the difference in life.

In his mother’s words, “education is money in the bank.” She teaches nurses still to this day, but she and Sakul, a factory worker, sacrificed to make a better life for Bob and Crystal. They paid for both kids to go through private high school and then helped pay for college.

Their dedication and sacrifice didn’t go to waste. Bob received a full-ride scholarship for his first year at La Sierra University, before transferring to Cal State San Bernardino. He received his B.S. in Finance, as well as a B.S. in Real Estate while minoring in business administration. Despite the rigorous course load, Bob graduated magna cum laude and was named part of the Golden Key Honor Society.

In 2004, Bob became a financial advisor, which was an opportunity to make a good living, while helping others make the best decisions for their own financial lives. He had a short stint at H&R Block and also considered real estate, but he found his passion in personal finance. While Bob was attending CSUSB, his parents were working with an agent at New York Life. Bob always sat in on their meetings. He found that by listening to his parents’ goals and conveying the pros and cons of their decisions, they would listen to him more often than their own advisors.

When Bob became an advisor, it was a no-brainer that Puttachart and Sakul would work with their son, who always listened to their needs. With over 12 years of industry experience, he now has hundreds of clients beyond his parents to guide and influence. Bob recently joined newly established Simplified Wealth Management to help grow a new brand and to help shape the next generation of financial advisors.

In 2016, Bob contributed a chapter to best-selling author and esteemed motivational speaker, Brian Tracy’s book. The book, “Success Manifesto: The World’s Leading Entrepreneurs & Professionals Reveal Their Secrets to Mastering Health, Wealth & Lifestyle,” was an opportunity for Bob to share his love for planning and for his clients.

He holds the Series 6, Series 7, and Series 63 registrations with LPL Financial, and Series 65 registration with Strategic Wealth Advisors Group, LLC, and life, health, and long-term care insurance licenses. Bob has been married to the love of his life, Brittany, for five years. They live in their Riverside, CA home with their rescue dog, Mazy, a pool, putting green, and a Pittsburgh Steelers-themed bar that’s perfect for Sunday Night Football.

If you’re looking for Bob at 6:30 or 7 pm on a weeknight, more often than not, he’s prepping for a case or making phone calls still. His parents’ work habits weren’t lost on him and he’s usually the one at the end of the night setting the alarm and turning off the lights.

Complimentary Power of Attorney
Help with business valuation
Complimentary Second Opinion, investment review/analytics.

Learn more:

Bob Chitrathorn is a registered representative with, and Securities and Retirement Plan Consulting Program advisory services are offered through LPL Financial, a registered investment advisor, member FINRA/SIPC. Other advisory services offered through Mariner Independent Advisor Network. Mariner Independent Advisor Network, Wealth Planning by Bob Chitrathorn, and Simplified Wealth Management are separate entities from LPL Financial.

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