Annette Sun, CFP®, CMFC®

President & Founder

Annette Sun is President, Founder, and Financial Advisor at SW Private Wealth. With more than 20 years of experience in the investment industry, Annette focuses on retirement planning and investment management for families, busy professionals, women, and retirees.

A native of Boston, Massachusetts and a graduate of Boston University, Annette is a CERTIFIED FINANCIAL PLANNERTM professional (CFP®) – a designation earned through a rigorous examination process and held by less than twenty percent of all financial advisors.1 She also holds the Series 65 securities license and the Chartered Mutual Fund CounselorTM (CMFC) designation. She is a member of the Financial Planning Association and was recognized in Boston Magazine as a FIVE STAR Wealth Manager in 2017 and 2018.

At the very beginning of her career, Annette decided she did not fit into the high-pressure sales culture of a broker-dealer and turned toward a planning focused client-centric approach to managing wealth. This led Annette to structure SW Private Wealth as an independent Registered Investment Advisor (RIA) firm, because it requires her to be a fiduciary – to act completely in her clients’ best interests.

But Annette’s commitment to clients goes much deeper than that. She cultivates close relationships built on trust and communication, and offers a high level of personal attention so that she can better meet each client’s unique needs and goals. Meticulous and analytical, she strives for excellence in all that she does – she follows up and she follows through. Humbled by the opportunity to make a positive difference in clients’ lives, Annette focuses on the financial details so that her clients are free to concentrate on what’s important to them – their passions, their families, and their goals.

On a personal note

Giving back to the community is an essential element of Annette’s core values. She supports several charitable causes, including cancer research, St. Jude’s Children’s Research Hospital, and World-Wide Disaster Relief. Annette is a long-standing volunteer for Little Brother Friends of the Elderly, where she dedicates time each Thanksgiving to deliver hot meals and flowers to elderly with little or no family involvement.

Adventurous in spirit, Annette is a curious person by nature. She enjoys traveling because venturing into new environments pushes her outside of her comfort zone and inspires her to learn and grow from each new experience. Before returning to Boston where she grew up, Annette lived on both U.S. Coasts – in New York City and San Francisco.

Outside of the office, one of Annette’s favorite pastimes is spending time with people over food – she loves exploring the restaurant scene and finding off-the-beaten-path venues where the service is great and the food is even better. Above all, she appreciates the simple joys that make life great, like homemade cakes, good books, great conversations, freshly brewed coffee, and time spent with family and close friends.

A tribute to my father who passed away unexpectedly in March 2019:

Dear dad, words can’t describe how much I miss you. You were a kind-hearted man who led by example with very few words. You were always there and ready to give, often more than you could afford to, just to make other’s world a better place (whether they were family or not). I’m so thankful to have your example to follow. You were a caring and giving person – a man of great character, integrity, and respect. My firm is built on the lessons I learned from you. And I thank you for being the best father you could be. I love you. Always.

1See the following for statistics on Financial Advisor employment and CFP® designations, respectively:

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