A clearer way to relate to money.

For over twenty years, I’ve worked with founders, families, and self-employed professionals navigating the complexity of financial life. One thing became increasingly clear: the most important financial decisions are rarely just mathematical.

They are shaped by uncertainty, ambition, identity, freedom, family, and the life someone is trying to build beneath the numbers.

My work focuses on bringing more clarity and intention to those decisions — helping people align money with the life they actually want, not just the one they drift into by default.

That work led me to build Sonar, an applied AI platform for behavioral finance designed to help individuals, families, and advisors clarify what matters before making financial decisions.

I live in California with my wife and two daughters, and care deeply about family, movement, presence, and building a life that feels calm, strong, and intentional.

CURRENT PROJECTS

Sonar Signal, Inc.

Applied AI for Behavioral Finance

Founder

Sonar is an applied AI platform for behavioral finance designed to help individuals, families, and advisors clarify what matters before making financial decisions.

Most financial decisions are not purely mathematical. They are shaped by uncertainty, competing priorities, identity, freedom, ambition, and the life someone is trying to build beneath the numbers.

Sonar creates space to surface those tradeoffs before planning, allocation, or optimization begins.

Not just:
“Are you on track?”

But:
“What are you actually optimizing your life for?”

Current focus:
Behavioral decision-making and clarity through conversation

Long-term vision:
A behavioral operating system for intentional financial planning and decision-making

AW Capital & Amoretti Advisors

Integrated Wealth & Tax Strategy

Principal

We take a holistic approach to managing both sides of the balance sheet—investments and taxes—through one cohesive plan.

We work with a focused circle of long-term clients, offering deeply personal guidance across portfolio design, income planning, tax strategy, and entity structure.

The goal is simple: to build a durable system that supports your life—not the other way around.

One team. One plan. Financial clarity from every angle.

Intent Financial Services

Ops Infrastructure for Founders

Principal

Scalable, behind-the-scenes support for self-employed professionals, founders, and microbusinesses.

We handle the structural essentials—entity design, bookkeeping, payroll, tax strategy, and retirement plan design—so you can stay focused on building what matters.

Because it’s about more than clean books.
It’s about calm, sustainable systems that give you your time back.

Philosophy

Money should be a tool for living an intentional life—not the point of life itself.

Most financial systems are built around optimization:

  • more return

  • more efficiency

  • more accumulation

  • more growth

But most financial decisions are not purely mathematical. They are shaped by:

  • uncertainty

  • competing priorities

  • fear

  • ambition

  • freedom

  • identity

  • the life someone is trying to build beneath the numbers

At Sonar, we believe the missing layer in modern financial planning is clarity.

Not just:

“Are you on track?”

But:

“What are you actually optimizing your life for?”

We do not believe better financial outcomes come only from more information.

We believe they come from:

  • understanding tradeoffs

  • reducing emotional reactivity

  • clarifying priorities

  • making more intentional decisions

The goal is not to replace financial planning.

The goal is to create more alignment before planning begins.

Because when people understand what actually matters to them, financial decisions become calmer, clearer, and more intentional.

That is the philosophy behind Sonar.

CONTACT / COLLABORATE

If you’re a founder, advisor, or builder interested in the behavioral side of planning - or want early access to Sonar Signal - I’d love to connect.

justin@sonarsignal.ai