Clarity, Control, and Confidence across your financial life.
Aure / AW-ray / Latin for gold. A name chosen to reflect lasting value for the people we serve, and the decisions we help them make.
Wealth is a tool for freedom.
We help busy Californians simplify their finances, whether personal, business, or both, and take control of their wealth. For some, that means improving tax outcomes. For others, it means reducing risk, diversifying, consolidating, or aligning around a new long-term strategy. Whatever it looks like for you, we pair a dedicated advisor with an integrated platform, so your investments, taxes, real estate, and the rest of your financial life stay in one place.
With over two decades of experience across bull and bear markets, we know that successful investing starts with understanding your true risk tolerance. We align every portfolio to your time horizon and risk tolerance through smart cash management, low-cost diversified investments, and, where suitable, select private market investments and carefully managed options strategies, all with after-tax outcomes in mind.
Designed specifically for high earners in California's high-tax environment, our pricing is a straightforward flat fee rather than a percentage of assets, so your cost stays clear as your financial life becomes more complex.
To make wealth management simple, transparent, and integrated.
Aaratee
Aaratee Rao
Founder, Aure
Connect on LinkedIn- •40 Under 40 Honoree, Silicon Valley
- •Featured in Forbes
- •Former Managing Director, JPMorgan
Aure began as a personal frustration with how disconnected wealth and tax management are. I have spent my career at the intersection of tech and finance in the San Francisco Bay Area, and I know firsthand the financial complexities this region presents. High taxes, soaring real estate, concentrated wealth in employer stock, and California tax rules that often differ from federal rules. It's a lot to manage.
After more than 20 years working across leading tech companies and top U.S. financial firms, I found myself managing an increasingly complex personal financial life. I wanted an integrated solution that connected wealth, tax, cash, and investment decisions without lock-ups, percentage-based advisory fees, or hidden agendas.
I also encountered advice from wealth managers that too often centered around proprietary, commission-based, or illiquid products that seemed to serve their interests more than my full financial picture. Over time, I heard the same frustration from many other Californians. Without control of your finances, stress and uncertainty can build quickly. We believe busy professionals deserve quality financial advice for a fair and transparent fee. So, we created Aure.
We're here to give you the control and clarity to turn your wealth into the life you want for yourself and your family. And we do it with integrity, at every step.