Liz Daffner
Founder and Financial Advisor
My entrepreneurial spirit started young, mostly because I wanted to become a better horseback rider. At 12, I started cleaning stalls to pay for riding lessons. As my skills improved, I began buying horses to train and eventually rehome to new families. It was hard work, but I learned a lot about money, negotiating from both sides of a sale, the value of being honest, and how to recognize a cowboy who didn't know what he was talking about.
A friend eventually noticed my entrepreneurial streak and recommended the book Rich Dad Poor Dad. It changed the way I thought about money. In college, I started researching real estate investing and became fascinated by how money and capital could be put to work. I was already a business major, so I decided to finish my bachelor's degree in Finance.
The world of finance can be unnecessarily complicated. I've learned to sort through the noise, ask a lot of questions, and look carefully at the tradeoffs behind any financial decision. There usually isn't one investment or strategy that's simply "right" or "wrong." What matters is whether it makes sense for you, your goals, and the risks you're willing to take.
That philosophy is a big part of how I work with clients today. I don't believe in making things complicated for the sake of sounding smart. I want you to understand what you own, why you own it, and what we're trying to accomplish with it.
I also never planned on becoming a financial advisor. Like every little girl, I was going to be a large-animal veterinarian...until I gave a horse a shot and fainted. That plan ended rather quickly. I still struggle to give my horses their annual vaccines, although I'm getting better.
A year before graduating from college, I was recruited by Merrill Lynch. I spent very little time in corporate America before realizing I wanted to build my own business and have more control over how I worked with clients. I founded Diligence Wealth Management in 2010 to do exactly that.
Financial decisions rarely happen in isolation. Retirement, investments, taxes, selling a business, losing a spouse, receiving an inheritance, or simply trying to figure out what to do next all involve moving pieces. My role is to help you understand those pieces, weigh your options, and build a plan around the life you're actually trying to live.
When I'm not in the office, you'll usually find me riding our horses at Folsom Lake, competing at horse shows, all types of travel, including motorcycle road trips with my husband, or working on projects around our small ranch.
Money isn’t the answer to everything, but understanding it can make life a whole lot easier.
Professional Background
Series 7*, Series 66*, and Life Insurance licensed.
Meet My Team
Michelle Settle
Receptionist
Kathy Harris
Executive Assistant
Joanne Allison
Executive Assistant
About Diligence Wealth Management
Founded in 2010 as a relationship-driven financial planning and wealth management firm for people who want experienced guidance without feeling like just another account at a large financial institution.
Located in Roseville, California, Diligence is part of an agency of independent financial advisors who collectively manage more than $300 million in client assets. This allows me to maintain the personal attention and independence of my own practice while benefiting from the resources of a larger organization.
I help my clients bring the different pieces of their financial lives together, including investments, retirement income, taxes, Social Security, insurance, estate considerations and the major decisions that come along the way. I am especially helpful during times of transition, such as preparing for retirement, receiving an inheritance, losing a spouse, going through a divorce, selling a business or deciding what to do with an old 401(k).
My approach is personal, practical and straightforward. I believe good financial advice should help you understand your choices, weigh the tradeoffs and feel confident about what comes next. That means less financial jargon, fewer unnecessary complications and more thoughtful conversations about the decisions that actually matter.
As a high-touch wealth practice, my clients work directly with me rather than being passed between advisors, service teams and call centers. Depending on what you need, we can work together through ongoing investment management and financial planning, or you can choose a one-time financial plan or tax planning analysis when you simply need professional guidance and a clear direction forward.