Joanna Florida

424-457-0923

Joanna Florida brings more than a decade of wealth management experience to her role as Senior Client Associate at TSG Wealth Management. She began her career at Morgan Stanley in 2013 as an Executive Assistant in the Southern California Regional Department, transitioning to the client-facing side of the business in 2014 when she joined a branch advisory team as a Client Associate. It proved to be a natural fit, and she has remained in client service roles ever since, drawn by the opportunity to make a genuine difference in clients’ lives and to grow alongside the teams she supports.

Joanna is motivated by collaboration, team impact, and the satisfaction of helping clients succeed. Joining TSG was a homecoming of sorts, reuniting her with colleagues she had worked with years prior and bringing her into a practice whose client-first culture aligns with everything she values in this work.

Born in Manila, Philippines, Joanna moved to the United States as a child, spending time in Boston before settling in Cerritos, California at age 13. She has called West Los Angeles home since 2010, and the proximity to the Pacific Ocean suits her perfectly: Joanna is an avid open water swimmer with a beginner freediving certification, and competed in water polo and swimming growing up.