If you’re an immigrant or part of a cross-cultural family, you’ve likely faced some unique challenges—navigating unfamiliar financial systems, aligning priorities and expectations with your partner, and seeking trustworthy financial advice that respects your diverse backgrounds and shared dreams. Even with your hard work and resilience, it can often feel like the financial system isn’t designed to support you.
At Enso Financial, your complexities and goals are our priority. We’re here to offer the guidance, expertise, and culturally sensitive converstions you need to turn financial stress into a foundation of strength and freedom. Together, we’ll build the life you want—filled with confidence, clarity, and respect for your unique journey.
You deserve an independent adviser who always puts your best interests first. We operate with complete transparency and never recommend products based on kickbacks or incentives. Your evolving financial life deserves our full, unbiased attention.
Let’s move forward together—honoring your heritage, shaping your future, and achieving the financial freedom you deserve.
We are committed to acting solely in your best interest, with no hidden agendas. No sales, no pitching—just pure advice focused on what’s best for you
We bring deep knowledge and experience to help you make informed decisions, from tax planning, investments, insurance, to estate planning and more.
We believe everyone, regardless of background or financial status, deserves fair and unbiased financial guidance. We’ll meet you where you are, help you envision the best life possible, and create a safe and supportive space to turn your dreams into reality.
We break down the mystery of the secretive financial services industry, making the complex simple. Our clear and straightforward advice gives you the confidence to take control of your finances and tackle life’s uncertainties.
"To me, wealth is so much more than money. It’s your time, your health, your relationships, your peace of mind, and living in alignment with your values. True wealth is about creating the life you truly want, and becoming a positive force for real change. That’s what I want for everyone." - Prudence Zhu
Prudence grew up in rural central China, where she learned the value of hard work, resilience, and creating a better future from the ground up. Her experiences span Asia, West Africa, and North America, giving her a broad perspective and over ten years of expertise in private equity, corporate finance, and financial advisory.
In 2021, nine years after moving to the US on her own, Prudence achieved financial freedom. This milestone gave her the confidence to leave a successful corporate career and fully pursue her true passion: helping others create lives that are both well-funded and meaningful. She is dedicated to empowering others, especially minorities and women, to become leaders of their own finances.
She stands up for everyday people, whether advocating against high fees and big institutions or supporting clients new to financial planning. Prudence strives to make a real difference, not only by serving clients but also by assembling a team of trusted professionals who share her vision, and by working to shift the industry toward stronger fiduciary duty and truly holistic planning.
Prudence’s insights has been quoted in top media outlets including Bloomberg, Kiplinger, AARP, and Investopedia, as well as spotlighted in ASCPA Magazine and on the New Planner Podcast.
She is a Certified Public Accountant, Certified Financial Planner™ (CFP®), and Certified Financial Therapist™ (CFT™), holding an MBA from the University of Notre Dame and an MS in Entrepreneurship and Innovation from Arizona State University.
Prudence is also the author of Amazon bestseller A Couple’s Guide to Money: Grow Closer, Dream Bigger, Thrive Together.
No sales pitch. No spreadsheets. Just a great conversation.🤗
Think of your complimentary, no-fee first meeting as our “financial first date” (minus the awkward moments, hopefully!). We’ll dive into what matters most to you—your family, your goals, and your financial aspirations. We’ll ask questions, listen closely, and see if we’re a good fit.
We'd love to learn more about YOU:
A fiduciary is someone who is legally required to put your best interests first. In the financial world, only Registered Investment Advisors (RIAs) are always required to act as fiduciaries. At Enso Financial, as an RIA, we take this responsibility seriously.🎯
And why does this matter? It means the advice you receive is truly aligned with your values and goals. When you work with a fiduciary, you can trust that their recommendations are made with your best interests at heart, with no hidden agendas or commission-driven advice. It’s about making sure your money works for you, not anyone else.💸
Nope! We don’t believe in putting up barriers like minimum net worth or investable assets. Our focus is on working with clients who appreciate and value the expertise and dedication we bring to their financial journey. If you’re all in, so are we! We’ll bring our A-game, always sticking to our fiduciary commitment to have your back. 💪
Enso is a concept rooted in Zen Buddhism that signifies a moment when the mind is free to simply let the body and spirit create. It reflects our approach at Enso Financial: holistic, simple, and centered on YOU.☝️
Our guiding investment principle is to ensure your short to mid-term cash needs are taken care of while allowing growth for the long-term. We use a bucket strategy to accomplish this:
This approach ensures you are prepared for both the near and distant future while balancing risk and growth effectively.
Yes, we constantly learn from peers and mentors who have more specialized expertise in various areas. We also collaborate with other professionals, such as tax experts and legal advisors, when necessary. However, we make recommendations independently and work closely with you to implement them, ensuring that your financial plan aligns with your unique needs and goals for long-term success.
Our perspective on real estate is that it’s a significant cornerstone for wealth building for many Americans. Good real estate investments can offer cash flow, appreciation, and tax benefits, making it a powerful tool for those in the early stages of building wealth. That's why we have developed a robust tool to analyze real estate investments and help clients make informed decisions based on their unique financial goals and situation.🌟
However, it's also important to note that real estate comes with many risks and requires more management efforts. As net worth increases, especially for those with $10M or more, wealth tends to be more diversified into the stock market and business interests. And as net worth grows even further (think $100M+), the proportion of wealth tied up in real estate often decreases.📉
Financial life planning is a holistic approach that goes beyond just numbers and financial statements. It’s developed by George Kinder in the early 1990s, and has revolutionized the financial services industry. It's about aligning your financial resources with your personal values, passions, and life goals. Think of it as a collaborative process where we help you create a roadmap that not only addresses your financial needs but also empowers you to live the life you truly want.❤️
And no, we are definitely not here to tell you how to live your life! Our role is to listen, explore, and understand what’s most important to you, empower you to design a financial vision, and then support your vision with a solid financial plan. You're in the driver's seat—we're here to provide the perspectives, tools, guidance, and expertise to help you get to where you want to go as soon as possible.🤝
You bet! We've been honored to serve families and business owners from Arizona to California, Texas to Michigan, and Georgia to Washington D.C. While we're based in Arizona and sometimes meet in person, most of our work is done virtually. So, no matter where you are in the US, we're ready to help!🗽
Absolutely! Our founder, Prudence Zhu, is incredibly passionate about financial literacy and economic empowerment. She shares valuable insights, tips, and more on her YouTube channel, Invest with Prudence. 🎥 Additionally, Prudence frequently appears on podcasts and hosts workshops to empower individuals with financial knowledge.
Want to stay in the loop? Follow her on LinkedIn for the latest updates and activities: https://www.linkedin.com/in/prudencezhu 💡
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