10/28

A family date

Named for the day our story began — 10/28/89 — at Mira Mesa High School.

We are high school sweethearts, and over the past 38 years we've built an amazing life together. Along the way, we were blessed with two incredible daughters and more good fortune than either of those teenagers could have ever imagined. When we decided to launch our own wealth management firm, it made sense to honor that milestone and the journey that followed.

At 10/28 Wealth Management, our goal is to help individuals and families pursue financial confidence & clarity through thoughtful, long-term planning and prudent wealth management. We're grateful you're here.

Then & now

Thirty-eight years, same two people.

Frank and Rachel Edsall as Mira Mesa High School students in 1989
Mira Mesa, 1989
Frank and Rachel Edsall today with their two daughters
Today, with our daughters
Frank Edsall, III, founder of 10/28 Wealth Management, standing on the Oceanside coastline at sunset

The why

Democratize good advice — at a reasonable cost.

10/28 Wealth Management exists to help the people who need good advice, and to feel good doing it. No velvet rope. No minimums. No Wall-Street theater. Just preparation, planning, and care — the way I'd want it for my family.

Frank Edsall, III

Founder & CEO · 10/28 Wealth Management

frank@1028wm.com(951) 970-7776

The team

The people behind the planning.

Frank Edsall, III, founder of 10/28 Wealth Management, standing on the Oceanside coastline at sunset
Frank Edsall, III
Founder & CEO

I founded 10/28 Wealth Management on a simple belief: everyone deserves access to quality financial advice and guidance, regardless of their level of wealth.

After 27 successful years in the financial industry, I grew tired of working with misaligned incentives. I wanted to serve clients in a way that felt right and truly aligned with what matters most. That conviction comes from my own journey — building my family's financial well-being, and going through an estate planning experience (not a good one) that reminded me how much clarity and guidance mean at the moments that count.

At 10/28 Wealth Management we remain fiercely independent, focused on the long-term success and wellbeing of our clients and associates, without losing sight of what matters.

Outside of work you'll find me surfing and practicing hot yoga. Movement is the spice of life — it helps me show up with energy, balance, and clarity.

Rachel Edsall, co-founder of 10/28 Wealth Management, standing on the Oceanside coastline at sunset
Rachel Edsall
CIO — Chief Inspiration Officer

Rachel has been the steady foundation of the Edsall family for years, providing vision, care, and consistency to everything she leads. After a successful career as a hairstylist, she dedicated herself to raising their two daughters and strengthening their household.

Today Rachel remains an essential voice and steadfast supporter as we launch 10/28 Wealth Management, helping set the tone with clarity, encouragement, and purpose. Outside of family life she enjoys pilates, hot yoga, and a good adventure.

Riggs, a cream goldendoodle, lying on the sand at Oceanside with the Pacific behind him
Riggs
CCO — Chief Comfort Officer

As a registered therapy dog, Riggs has brought untold love and joy into our home — and into the lives of many throughout North County San Diego.

When he's not enjoying a walk with Mom on The Strand in Oceanside or a car ride around town, he can usually be found in his bed in Dad's office, providing emotional support to our new endeavor.

Let's talk

Let's plan your home stretch.

Thirty minutes, no pressure, no obligation. Just straight talk about what matters to you, whether we can help you get there, and what that looks like.

Book a discovery call → Email us