About Bob Chitrathorn CPFA

Suthipong Robert Chitrathorn (or Bob for short) came from humble beginnings. Born to parents Puttachart and Sakul Chitrathorn, Bob was raised 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 into the world and made friends with many different backgrounds and stories. 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. 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, that they would listen to him more often than their own advisor.

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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 19 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.

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Bob is a member of a team of specialists within Simplified Wealth Management that is focused on investment, tax, estate, and preservation planning issues for clients in various stages of their lives. These solutions range from designing and implementing a comprehensive financial plan tailored and customized specifically for each individual client’s needs, time frames, goals, etc. As their lives change and they take different routes, these plans have the flexibility to change with them. Bob and his team are committed to offering independent, and specialized advice in the context of personal and business planning solutions.

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Bob prides himself with being very thorough when planning for his clients, working with the heart of a teacher. He likes to make the process fun and enjoyable, getting everybody “happily involved” with the process. By planning with passion, he is able to motivate and empower his clients to take control of their finances, retiring on their terms, no matter the economic cycle.

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Bob and his team have vast experience helping individuals, families, and businesses identify, plan for, and pursue important financial goals. The typical clientele that he works best with are small business owners, professionals, Baby Boomers in or near retirement, and those in medical professions, (i.e. Nurses, Doctors, Chiropractors, etc).

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In 2016, Bob contributed to a book written by esteemed motivational speaker, Brian Tracy. 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.

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He holds the Series 6, Series 7, Series 63 through LPL Financial and his 65 through Mariner Independent Advisor Network. Additionally, he holds life, health and long-term care insurance licenses. Bob has been married to the love of his life, Brittany, for nine 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. They purchased their current house in 2013 and moved out of their other house so that Bob's parents could have a nice place to live. He says that it is great to have his parents locally in the same city, he now gets all the free Thai food he wants. He enjoys golfing, spending time with friends and family, taking trips, and rooting on their favorite sports teams together.

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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.

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​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 and Wealth Planning by Bob Chitrathorn, are separate entities from LPL Financial.