1633 E. Fourth Street, Suite 216
Santa Ana, CA 92701

Our Story

Tri-Circle Financial Strategies

Our core clientele is made up of the owners and employees of family owned businesses. The suite of products and services we use enables us to assist any closely held business or individual who wants to control their financial future.

We leverage the knowledge and experience of our founders and principals: Rachel Owens and Bill Sornstein. They each have invested over 25 years working with individuals and small businesses.

Our Financial Consultants partnership with LPL Financial, a broker-dealer, means we can leverage their resources, research and deep knowledge for your benefit. Through LPL Financial’s Registered Investment Advisor program, Rachel and Bill are able to provide financial planning services as Investment Advisor Representatives.

Bill and Rachel founded both Succession Strategies and Tri-Circle Financial & Insurance Services in 2000. The services provided for businesses and individuals were merged into our new entity, Tri-Circle Financial Strategies, in 2014.

LPL Financial

LPL Financial is one of the leading financial services companies and a publicly traded company on the NASDAQ under ticker symbol LPLA.  The firm’s mission is rooted in the belief that objective financial guidance is a fundamental need for everyone.  LPL does not offer proprietary investment products or engage in investment banking activities; this means advisors affiliated with LPL are not pressured or influenced by LPL to sell its products.  Thousands of financial advisors nationwide are able to rely on the firm’s tools and resources to help them provide financial guidance and recommendations to help meet their clients’ needs.  For more information about LPL Financial, visit www.lpl.com.

Check the background of investment professionals associated with this site on FINRA’s BrokerCheck.

Rachel Owens - Tri-Circle FinancialRachel Owens
Financial Consultant
Rachel has devoted herself to assisting women-owned and family owned businesses grow and pass-on their companies.  As a founding member and past-President of NAWBO-OC, she helps women business owners grow their businesses.  She helped found the Family Business Council at Cal Sate Fullerton as well as Succession Strategies, Inc.  She has demonstrated her commitment to family-owned businesses by completing the Certified Family Business Specialist designation.

With over 20 years of experience in financial services, Rachel has a wealth of knowledge that gives her a unique perspective when working with our clients.  She possesses additional expertise in real estate that she incorporates into her financial planning advice.  Her financial planning practice focuses on helping family owned business owners develop the financial independence and estate plans* necessary to create a smooth business succession.

Rachel is a native southern Californian.  She and her husband Dick are 25 year residents of the city of Irvine. They are active members of the Irvine sports community. They devote countless volunteer hours annually to the Ryan Lemmon Foundation, Irvine Pony and local high school booster clubs.  Rachel’s passions include zumba and body combat workouts as well as cooking and hosting neighborhood gatherings.


  • Co-founded Tri-Circle Financial & Insurance Services, 2003
  • Co-founded Succession Strategies to consult with family businesses, 2001
  • Small Business Administration Women Business Advocate, 2000
  • Certified Family Business Specialist, American Business College, 1996
  • Founding sponsor Family Business Council California State University, Fullerton, 1995
  • Founding-member NAWBO-OC Chapter, 1990
  • Bachelor of Arts degree – University of California, Irvine, 1974

Licenses and Registration:

  • Investment Advisor Representative of LPL Financial
  • Series 7 FINRA Registration (General Securities Representative) through LPL Financial
  • Series 22 FINRA Registration (Direct Participation Programs Limited Representative) through LPL Financial
  • Life, Health, Disability Income Insurance Licensed (California Insurance License #0714190)


Bill Sornstein - Tri-Circle FinancialWilliam Sornstein, AIF
Financial Consultant

Bill started in financial services in 1977 with MassMutual Life.  He was part of the first group to be licensed for the sale of mutual funds under their new broker-dealer, MML Investor Services, in 1983.

In 1981, Bill was asked to become the “Pension Specialist” for the Orange County Agency of MassMutual.  He founded Benefit Plan Services, a third party administration firm that designed and administered qualified retirement plans for over 20 years.  He worked primarily with closely held and family owned businesses.  He also assisted business owners with estate planning*, buy-sell funding, key person coverage, executive benefits, and group insurance programs.

Together with Rachel Owens, he co-founded Succession Strategies in 2001 to consult with family owned businesses.  Through Succession Strategies, they helped their clients design and implement succession plans to pass the businesses to the next generation.  They also co-founded Tri-Circle Financial & Insurance Services to provide financial planning and products to family owned businesses and to individuals.  In 2014, they merged the two companies into Tri-Circle Financial Strategies.

Bill’s passion is helping family owned businesses thrive and to continue into the next generation.  He helps them implement succession plans, family councils, and boards of directors.  His focus is helping business owners attain financial independence by building assets outside of the family business and by developing an effective exit strategy.

Bill has a 3rd degree black belt in Aikido and is the founder of Fudoshin Aikido Center.  Fudoshin translates from Japanese as “unfettered mind”.  Aikido is a defensive martial art focused on blending or harmonizing with your “opponent”.

He also enjoys playing trumpet with his church choir and in several jazz and blues groups.  He was born in Long Beach and lives in Santa Ana with his wife Camillia and their dogs Zack and Ella.


  • Co-founded Tri-Circle Financial & Insurance Services, 2003
  • Co-founded Succession Strategies to consult with family businesses, 2001
  • Past member, National Institute of Pension Administrators
  • Founder of Benefit Plan Services to administer qualified plans, 1981
  • Bachelor of Arts in Economics – Pomona College (Claremont, CA), 1977
  • Member, Market Technicians Association since 2011
  • Accredited Investment Fiduciary (AIF) designation, 2016

Licenses and Registrations:

  • Investment Advisor Representative of LPL Financial
  • Series 7 FINRA Registration (General Securities Representative) through LPL Financial
  • Series 22 FINRA Registration (Direct Participation Programs Limited Representative) through LPL Financial
  • Life, Health, Disability Income Insurance Licensed (California Insurance License #0539924)

*     Estate planning is done conjunction with your attorney, tax attorney, and/or CPA.  Consult them for specific advice on tax and legal matters.

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Mission Statement

Our mission is to help make your financial life as simple and harmonious as possible.

We take the complex and make it as clear as we can. We believe that you should never buy a financial product or service that you do not understand.

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© 2006 - 2018 Tri-Circle Financial Strategies, Santa Ana, CA. All rights reserved.
Rachel Owens and William Sornstein are Registered Representatives with and Securities and Financial Planning offered through LPL Financial, a Registered Investment Advisor, member FINRA / SIPC. The LPL Financial registered representatives associated with this site may only discuss and/or transact securities business with residents of the following states: California, Arizona, Iowa, Nevada and Texas.