GuidedChoice appoints David Bernard to New Role of Chief Client Officer

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Retirement investment advice provider reinforces strong commitment to customer service and continued success

Photo - David Bernard, Chief Client Officer, GuidedChoice

David Bernard, CCO

I am very pleased to be able to lead GuidedChoice in this area as we continue to provide exceptional and innovative investment advisory solutions to individuals and corporations alike.

GuidedChoice, a leading provider of investment advice, managed account services, and strategic solutions for retirement plans and individuals, has announced that David Bernard has been promoted to the new post of Chief Client Officer (CCO). The appointment was made to emphasize the company’s commitment to driving a customer-centric focus across all parts of the organization.

Mr. Bernard is a veteran financial services executive with more than 25 years experience primarily in the defined contribution market, providing institutional brokerage and retirement strategy to many of the country’s largest employers. He has worked extensively with executives at the largest investment provider, record keeping, and financial advisory firms.

"Dave’s appointment to CCO is right in line with where we’ve always placed our focus: squarely on the needs of our customers," stated Sherrie Grabot, CEO of GuidedChoice. "Our whole business model, not to mention fiduciary responsibility, is to work in the best interests of retirement plans and individuals. We felt it was time to further the customer experience by creating a role with the sole mandate to deliver an optimal experience throughout the complex range of interactions endemic to our business. We are fortunate we can fill this position with someone like Dave whose rich experience makes him so qualified to make this happen.”

As CCO, Bernard will be responsible for all aspects of sales, marketing, strategic development, client relationship management and client service for GuidedChoice nationwide.

"At GuidedChoice, our culture has always focused on putting our clients first. With this new role, we can further demonstrate our commitment to unparalleled service for our clients and the people who support them. I am very pleased to be able to lead GuidedChoice in this area as we continue to provide exceptional and innovative investment advisory solutions to individuals and corporations alike," said Bernard.

Bernard has been with GuidedChoice since early 2010, most recently as EVP of Strategic Relationships. Before joining GuidedChoice, Dave was President of WealthPoint Advisors, a Registered Investment Advisory (RIA) firm specializing in retirement plans. Previously, he was Founder and Managing Director of the Institutional Brokerage Services unit at Harris Direct. He has also held senior executive positions at Nicholas-Applegate Capital Management and Charles Schwab and Company. He holds numerous professional licenses and is a Chartered Financial Consultant (ChFC).

About GuidedChoice
GuidedChoice is an independent investment advisory firm specializing in investment advice, managed account services and strategic solutions for corporate and public retirement plans, advisors and individual retirement plan participants in many of the largest defined contribution plans in the U.S. GuidedChoice advice and managed account services are also available through several institutional partnerships. GuidedChoice advice is based on trusted industry standards of asset allocation using Modern Portfolio Theory developed by Nobel Laureate, Dr. Harry Markowitz. GuidedChoice is headquartered in La Jolla, CA. For more information, visit

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Donna Lehman
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