Introducing Ducere Wealth: A Legacy-Backed, Forward-Looking Wealth Management Firm

July 28, 2025 at 11:00 AM EDT

Ducere opens its doors in Orange County and introduces its team; ready to begin serving clients for strengthen the today and tomorrow

Ducere Wealth, a multi-generational, tech-forward wealth management firm, proudly announces its official launch, offering a people- and progress-driven alternative to the conventional financial advisory experience.

Founded by industry veteran Rick Keller, CFP, and next-generation strategist Zane Keller, CFP, Ducere Wealth exists to guide clients through a new era of wealth management; one rooted in innovation, integrity, and individualized support. Zane and Rick, along with their quickly-growing team, will be operating out of their new headquarter office space located in Newport Beach at 1401 Dove Street, Suite 630.

A Mission Born from Experience and Innovation

After more than 30 years building a leading financial firm, Rick Keller recognized the industry’s increasingly outdated and client-detached practices. Partnering with his son, Zane Keller, an advisor with deep expertise in technology, operations, and business growth, the duo has created Ducere Wealth, a Registered Investment Advisor (RIA), to change the narrative.

“We’re uniquely positioned to serve clients across every stage of their financial journey, from building wealth for the first time, to preserving a legacy, to navigating life’s many transitions,” said Zane Keller, CEO. “But what truly sets us apart is that this firm was designed not only with clients in mind, but also with the future of our profession at heart. We’ve built a model that prioritizes meaningful relationships between clients and advisors, where everyone involved feels supported, valued, and empowered to thrive.”

What Sets Ducere Wealth Apart

Ducere’s model debunks wealth management firm norms to bring the industry to the next level:

Specialized investment opportunities vs. “cookie cutter” investment approaches: Ducere offers robust investment management services that include access to exclusive alternative investment opportunities.
Relentless engagement vs. stagnant operating: We believe in leading, guiding, and educating our clients, every step of the way. We pride ourselves on eternal relationships, our success is based on your lasting success, not just when you join the firm.
Objective investments vs. biased investments: We develop tailored investment solutions in the business, giving objective financial advice, agnostic to how we achieve it. Our success is measured off of our clients’ success. Nothing else.
Technology-driven approach vs. inefficient systems: We leverage automation and technology to streamline workflows to better empower our clients and advisors. By freeing up time and energy, advisors are able to focus on delivering strategic advice to clients. This approach brings the industry into the modern day, and drives efficiency, scalability, data integrity, and stronger outcomes for both the clients and the business.

Our Story Is Your Advantage

The name Ducere (Latin: to lead, to guide, to educate) encapsulates the firm’s ethos. Backed by Rick Keller’s decades of success and Zane Keller’s modern leadership, Ducere Wealth is purpose-built to prioritize clients’ assets, time, and relationships, today and for generations to come.

“Clients today deserve more than cookie-cutter portfolios and quarterly check-ins,” says Rick Keller, Chairman and Chief Economist. “At Ducere, we empower our clients with the confidence, clarity, and personalized guidance they need to thrive. ‘We Guide. You Prosper’ is not only our tagline, but it’s also our commitment to each and every one of our valued clients.”

Ready to Work with Ducere Wealth?

For Client Prospects: You deserve more than the status quo. You deserve a partner who expertly guides you. Reach out here to be connected to one of our advisors today.

For Employee Prospects: We’d love to meet you. Please keep an eye out on LinkedIn. Follow along to learn more about the company and upcoming initiatives on LinkedIn.

About Ducere Wealth

Headquartered in Newport Beach, California and founded in July 2025, Ducere Wealth is a multi-generational, Registered Investment Advisor (RIA), offering tax-optimized, technology-driven wealth management services. Built by Rick Keller, CFP, and Zane Keller, CFP, Ducere is redefining how financial guidance is delivered by leading with values, innovation, and client outcomes.