David D Price



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I am originally from Newport News, Virginia, but I moved west and completed an MBA at San Diego State University prior to joining Merrill Lynch Wealth Management in January of 2000. I have worked here in the La Jolla office my entire career, and I’m looking forward to celebrating 20 years at Merrill on January 3rd of 2020.

The first decade of my career was a challenging one with the dot-com crash of 2000 to 2002 and the great financial crisis of 2008. I learned many lessons during those years that have shaped my approach with clients today.

My favorite parts of my job are the relationships I have developed with clients and the personal moments that I have been able to share with them. These moments are many and varied, and they cover so many aspects of our clients’ lives outside of just managing investments.

Helping a client plan and save for retirement and then seeing them achieve that goal.

Getting to know my clients young children, helping plan for their college expenses, and then seeing them head off to the college of their choice.

Helping a recent widow through a very difficult time, and watching her grow into a confident investor after being completely uninvolved with investing and managing money prior to her husband’s passing.

Developing an income strategy for a family experiencing a cancer diagnosis and a few years out of work.

Giving financial confidence to the adult children of an elderly couple by being a local resource to help navigate the challenges their parents face.

Helping a spouse deal with their partner’s Alzheimer’s diagnosis and the many challenges that come along with that.

Educating the high school and college age children of our clients to help them get a head start on saving for their own retirements.

Advising (and sometimes refereeing!) the beneficiaries of a client’s estate on the best approach to distributing their parents’ assets.

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My wife Brooke and I live in Solana Beach with our sons Jake and Luke and our new puppy Bella. We spend most of our free time either on the baseball or soccer fields, or with friends at the beach. We enjoy traveling and good restaurants, with a trip to Italy being a great memory that we hope to repeat someday.

Jake loves any and all sports, and jumps at any opportunity to go to a game. He especially loves baseball, and he plays year round with the North County Mavericks baseball team. He’s looking forward to a team trip to Cooperstown, New York next summer to play in their annual Cooperstown Dreams Park Tournament.

Luke is also a sports fan, and he’s currently playing soccer for Rancho Santa Fe Attack soccer club. He has a knack for art, and he routinely impresses us with his creations. Recently Luke has taken an interest in surfing which makes his dad happy.

When I do find a few moments to myself, I enjoy surfing, swimming, beach volleyball, coaching Jake and Luke’s sports teams, and reading. I have traveled in search of waves to Puerto Rico, El Salvador, Costa Rica, Hawaii and various parts of Mexico, and I hope to someday add Indonesia to that list. I’m an ever hopeful Padres fan, and I remain a somewhat reluctant Chargers fan. I also enjoy volunteering at school with Jake and Luke as well as around our community.

My team and I work with retirees, busy professionals, and families who have significant assets, but lack the time or inclination to focus on the many details involved in managing them.  We simplify the complex aspects of their financial lives, providing them with personal attention and outstanding service. We provide a wide range of services including portfolio construction, discretionary portfolio management, asset allocation, tax minimization strategies, retirement income strategies, college planning, estate planning services, and wealth transfer strategies.

Combining my investing experience with the vast resources available at Merrill, we develop a strategy that is tailored specifically to each client’s unique needs and goals. We implement a plan and review every detail regularly to make sure you stay on track and adjust to any changes in your life. Though each client’s situation is different, our overall goal is to preserve and grow your assets, minimize the effects of taxes and inflation, and avoid costly mistakes.

As a result of our efforts, clients have entrusted my team with approximately $268 million of assets as of October 2019.

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*CRPC® and Chartered Retirement Planning Counselor are registered service marks of the College for Financial Planning.




    Old Dominion University

    San Diego State University

Professional Staff

Supported by the global resources of Merrill, my team is comprised of talented and experienced individuals committed to building strong client relationships based on trust and personalized service.

Where do we begin? It starts with you.

At Merrill Lynch Wealth Management, your financial advisor focuses on the things you care about most- family, goals and priorities - even as they change over the years.

Understanding Your Life


My mission is to understand you and your priorities. To take the time, to ask hard, smart questions and to listen carefully, then to understand, in great detail, exactly where your wealth stands today, and where you'd like it to be tomorrow. I help you design, implement and periodically monitor a customized wealth management strategy that helps you and your family pursue your personal financial goals while managing investment risk. My wealth management approach is about using wealth to help turn goals into reality.


I believe the best financial strategy is the one that helps you pursue your goals. That's why, from the start, we talk about your aspirations and encourage you to ask questions about issues that matter most to you. Worried about managing future health care expenses? College on the horizon? Considering the sale of a business or purchase of a home? Preparing to pass your wealth to future generations? With access to the investment insights of Merrill and the banking convenience of Bank of America, I will work with you to develop strategies designed to help address your financial needs.


I begin every relationship with a conversation, helping you identify and prioritize which goals matter most to you. Whether it's transferring wealth to the next generation, customizing financial strategies to help you pursue your passions, or providing advice and guidance to help you stay informed, I start by listening to learn more about you.

Drawing upon research in the field of behavioral finance, Merrill developed the Investment Personality Assessment to help me get to know you better as an investor and help you refine your investing preferences. By gaining a deeper understanding of how you think and feel about investing, through this assessment I can customize financial strategies together. Using an understanding of your priorities and investment personality as a foundation, I help you access the full breadth of resources from Bank of America’s banking products and services and Merrill’s investment insights to address all aspects of your financial life.


My process is designed to help deliver a customized, consistent experience to assist clients not only in wealth accumulation and preservation, but in areas that go beyond investment management. My ability to provide access to the investment insights of Merrill, as well as banking, trust and fiduciary services from Bank of America offers a way to help clients manage all of the pieces of their financial lives. I view myself as a financial resource, helping clients with strategies for transferring wealth to the younger generation.

Focus On Individuals and Families

I work primarily with high-net-worth individuals and families. I’ll begin by getting to know you as we explore the following seven priorities together:

  • Health: Managing healthcare expenses, now and in the future
  • Home: Upsizing, downsizing, remodeling or buying a vacation home
  • Family: Taking care of your family and other people in your life
  • Leisure: Spending your free time in meaningful ways
  • Giving: Volunteering, mentoring others and giving to charities
  • Work: Working in retirement, selling or starting a business
  • Finance: Bringing it all together and defining your financial goals

I work closely with other trusted professionals to help clients pursue their goals, drawing on the investment insights of Merrill and access to the banking convenience of Bank of America as we do so.


Your approach to investing

Drawing upon research in the field of behavioral finance, Merrill developed the Investment Personality Assessment to help us get to know you better as an investor and potentially help you refine your own investing preferences. By gaining a deeper understanding of how you think and feel about investing through this assessment, we can customize the financial strategy we develop together to help you pursue what matters most to you. Our Investment Personality Assessment is one of the ways to help us get to know you - to understand your goals and priorities. These questions will give you a sense of the full assessment and help us provide you with additional insights and resources.

Understanding your goals and priorities

Your life and goals change. We have tools to help you keep track of these changes so they can be reflected in your financial strategy.

Your Financial Strategy

We offer you access to the investing insights of Merrill, as well as banking, trust and fiduciary services from Bank of America to help you pursue your goals. We will work to help you stay on track, regardless of what the markets are doing.

Taking care of your family and other people in your life
  • Trust & Estate Services2
  • Education Funding Strategies1
  • Insurance3
Planning for healthcare expenses now and in the future
  • Long-term Care Insurance3
  • Health Savings Account2
  • Disability Insurance3
Upsizing, downsizing, remodeling or buying a vacation home
  • Home Loans2
  • Home Equity Lines of Credit2
  • Securities-Based Lending2
  • Credit Cards2
Working in retirement, selling or starting a business
  • Bank of America Business Banking2
  • Exchange Funds1
  • Concentrated Stock Management1
  • Succession Planning1
Spending your free time in meaningful ways
  • Credit Cards2
  • Securities-Based Lending2
  • Structured Lending2
Volunteering, mentoring others and giving to charities
  • Donor-Advised Funds2
  • Private Foundations2
  • Charitable Trusts2
Using your finances to bring it all together
  • Merrill Lynch Investment Accounts1
  • Investment Advisory Accounts1
  • Alternative Investments1
  • Exchange-Traded Funds1
  • Mutual Funds1
  • Closed-end Funds1
  • Fixed Income Products1
  • Options1
  • Annuities3
  • Impact Portfolios1
  • Market-Linked Investments1
  • Securities-Based Lending2
  • Margin1
  • Home Loans2
  • Bank of America Checking and Savings Accounts2
  • Credit Cards2
  • Online Account Access1,2

1Investment products are offered by Merrill Lynch, Pierce, Fenner & Smith Incorporated.
2Banking products are offered by Bank of America, N.A.
3Insurance and annuity products offered through Merrill Lynch Life Agency Inc.

Staying on Track

We understand that both your life and the financial markets can change over time. By periodically checking in to discuss changes in your life and revisiting your financial strategy, our goal is to help you stay on track to achieve what's most important to you.

<br />Periodic reviews to help you <br /> stay on track

Periodic reviews to help you
stay on track

We'll meet with you periodically to review your goals and the progress you’ve made toward reaching them. We'll also discuss any adjustments needed to your financial strategy to help you stay on course.

    <br />Monitoring changes in your life<br />and to your goals

    Monitoring changes in your life
    and to your goals

    Your life and goals change. We can help you keep track of these changes so they can be reflected in your financial strategy.

    Wealth Management Your Way

    MyMerrill is your online and mobile destination for access to your financial information, secure communications, and a robust offering of tools and capabilities

    It’s easy to seamlessly integrate your Merrill Wealth Management and Bank of America banking accounts online and through our mobile apps with a single click

    You can manage account security with our customizable security capabilities such as Face ID/Touch ID, one time passcode and other security features

    Your advisor is a click away through our Secure Inbox and texting application

    Access to your complete financial life is available with Spending & Budgeting, integrating your Merrill and Bank of America activity into a powerful tool to track your expenses and income

      Let’s Have a Conversation

      Helping you reach your goals starts with getting to know you personally. Through understanding what matters most to you, I can help you create a financial strategy that reflects your personality. Only then can I offer an approach that is built around your life priorities and the ongoing advice you need to help you manage fluctuations in the market and changes in your life. Let’s work together to help you achieve your goals.

      Why Merrill Lynch?

      As Merrill Lynch Wealth Management Advisors, we will sort through the financial complexities of your life, helping you build a customized investment strategy to pursue your goals.


      We put you first, every day.
      Learn more about the dedicated one-on-one relationship you can have with a Merrill Lynch Wealth Management Advisor.

      Personalized advice from a dedicated financial advisor.

      Getting to know you is our primary goal.

      A comprehensive approach, built around your life’s priorities.

      Drawing from our experience and the best thinking of Merrill, we will build a strategy that reflects your unique needs, priorities and financial situation.

      Adjusting your strategy as your life and the markets change.

      We will work to help you stay on track, regardless of what the markets are doing.