Business & Finance

Eve Kaplan: Helping Provide Financial Stability for Families and Individuals

Founder and owner of Kaplan Financial Advisors, Eve Kaplan Credits: Jason Cohen

BERKELEY HEIGHTS, NJ - After spending 20 years working in the investment field in Tokyo, Rotterdam, Singapore and Wall Street, Berkeley Heights resident Eve Kaplan established Kaplan Financial Advisors in 2004. Kaplan has just completed her 9th year with her firm and reports she has enjoyed every minute of her time.

Kaplan always have been interested in foreign culture – her entrée into finance in Tokyo was the result of years of study of the Japanese language. Kaplan said working overseas as an equities analyst and portfolio manager in the 1980s and 1990s was “really valuable” since she gained experience advising and managing $950 million for institutional clients.

In 2000, she moved back to the United States when her husband was transferred to New Jersey. They fell in love with the small community of Berkeley Heights and have been there ever since. At the time, Kaplan was working for Standard and Poor’s on Wall Street but she found the commute from Berkeley Heights to be arduous. Kaplan always was interested in financial planning, so she studied financial planning at Fairleigh Dickinson, passed the rigorous 10 hour Certified Financial Planner® certification exam in 2003 and opened Kaplan Financial Advisors the following year. Starting and running a business is gratifying, but Kaplan said it’s not easy. It took several years to fully structure her company, register her firm as a Registered Investment Advisor in NJ and NY, set up software systems and gain “on the ground” experience managing investments and advising clients on financial matters. Kaplan mentioned that membership in NAPFA ( – the largest fee-only planner organization in the world) was critical to building her successful financial planning firm.

Sign Up for E-News

Kaplan reports she finds it gratifying to work closely with individual clients. “I like working personally with clients -- when I managed a lot of money [as a portfolio manager] it was very impersonal,” she said.

Kaplan generally acquires clients through referrals from existing clients. Clients also find her by reading her columns in Forbes, Morningstar and other publications. Kaplan began a “Kaplan on Your Money” column in The Alternative Press in 2011. Her clients tend to be in their 40s-60s, are planning for retirement or already are retired. She works with couples and specializes in working with women.  Her typical clients have $1-3 million of investment assets that Kaplan manages in part through investments in low-cost, no-load Dimensional Fund Advisors mutual funds. She also employs other strategies to generate income, grow assets and reduce investment risk.

Kaplan’s firm is Fee-Only – which means she does not sell products or earn commissions by working with other professionals. According to Kaplan, this means she can provide the highest standard of fiduciary care in the planning/investment industry by putting her clients’ needs before her own. “My core clients engage me to help manage their financial lives in order to minimize the risk of outliving their assets,” Kaplan said. “I don’t really believe that you can offer objective advice and have benefit from selling clients products.”

Kaplan assists her clients with investment strategies, tax minimization, estate planning and insurance strategies that address each client’s need - be it generating more income, reducing risk and/or growing assets over a longer period of time. For clients with insurance planning needs, Kaplan works together with several insurance specialists but she does not split commissions or otherwise benefit in any way – apart from helping her clients.

Kaplan’s 20 years of overseas investment experience were a good base for making the transition to becoming a Certified Financial Planner® Practitioner and running her own firm. She likes to be her own boss but reports she’s extremely tough on herself in terms of the quality of services she provides.

Most clients come to her home office in Berkeley Heights, but Kaplan has out-of-state clients in North Carolina, Georgia and Washington State. She maintains frequent communication with out-of-state clients by phone and email. With both creative and analytical skills, Kaplan feels she can connect with clients who approach planning from various angles.  “I feel I’m both right brained and left brained, so I can help either type of client,” she said.

TAP Into Another Town's News:

Sign Up for E-News

Berkeley Heights

I will draw on my experience to deliver a great future for Berkeley Heights

May 22, 2018

I am impressed with the day-to-day leadership of our Mayor and Town Council and I hope to help them continue to do great work. As I have been doing my research since deciding to run for a seat on our Town Council, I have learned a few things about all the work that has been happening in recent years.  For example, while plans for the Stratton House development were recently announced, our ...

Christopher Rinaldi for Town Council - Leadership, Judgement, Experience

My name is Christopher Rinaldi.  As a long-time member of the Republican Party, I am running in the Republican Primary on June 5th for Township Council and Republican Municipal Committee of Berkeley Heights.

As a follow-up to my Candidate Statements from the last two weeks, I would like to share with you a few areas of direct work experience garnered over the past 25 years that I believe ...

Redevelopment: Taking the First Step Together While Protecting Berkeley Heights

Redevelopment. It’s something that takes careful planning, foresight, the ability to negotiate for the most favorable outcome, and, of course, patience. I’m proud to say that we’ve been able to reach all of these milestones. Tomorrow, on Wednesday, May 16, 2018, we as a community will take the first step together in the culmination of these efforts, when the ...

How the Holi Color Festival Came to Summit; Event Planner Shares Her Story

May 21, 2018

Back in India, Holi was a holiday observed by almost all states. The holiday would be declared at all educational institutes and offices. It's a two day spring festival also known as the festival of colors. The festival signifies the victory of good over bad, the arrival of spring with the fragrance of flowers in the air and aura of warmth and happiness.

Holi festival is the time ...

Rain Didn't Dampen Our Vision for Art in the Park

The rain did not dampen our vision for Art in the Park!! Columbia Middle School was transformed into an art paradise, filled with an array of artists whose talents are nothing short of magical! The Peppertown Park Art in the Park Committee would like to thank all of the artists who came to our very first Art in the Park event. We are in awe of your creativity and immeasurable talents! You all ...

Mindfulness Meditation Session Begins Program on Nutrition at New Providence Library

May 23, 2018

Dr. Kavita Kewalramani, a board certified Internist at K Primary Care and Medical Nutrition Center in New Providence, will start with a short mindfulness meditation session, followed by the latest research on how mindful nutrition helps to improve your health and weight. Dr. K will also share a recipe for healthy protein bites which will be sampled by the audience, and discuss her weight loss ...

Amazon’s Career Choice program wins “Community Excellence” award

EDISON, NJ - Amazon’s Career Choice program recently received the “Community Excellence” award from the New Jersey Community College Consortium for its impact on the local community.

Steven Johnson, Amazon’s Director for Associate Development, was on hand to accept the award and lead a panel discussion on how the program provides trained, motivated employees for ...

Michelle Greco: The Logical Choice

Credentials and Expertise.  These are basic qualities that any headhunter, supervisor, manager, or hiring partner demands when looking for a new work colleague to bring on board.  

It comes as no surprise, then, that the Berkeley Heights Republican Municipal Committee (RMC) engaged in the same analysis and looked for these essential criteria to fill Republican ...

Fallout Continues from Lawsuit Against Mountainside; Police Chief on Administrative Leave

May 19, 2018

MOUNTAINSIDE, NJ – Police Chief Allan Attanasio is the latest member of the police department to suffer repercussions from a complaint filed against the borough on May 11.  Attanasio, who is not named as a defendant in the lawsuit, was “placed on administrative leave,” on Thursday by Borough Administrator and former Police Chief James Debbie, said  Lt. Joseph ...

Video Shows School Board Member In Altercation With Police at Traffic Stop in South Orange

May 16, 2018

SOUTH ORANGE, NJ - South Orange Maplewood School Board Member Stephanie Lawson-Muhammad got into an altercation with a South Orange police officer who stopped her for speeding last month, in which she used profanity, complained when she was issued a ticket and called South Orange Police Chief Kyle Kroll “a skinhead cop.”

Lawson-Muhammad also appeared to suggest that she would ...

Upcoming Events

Thu, May 24, 9:30 AM

Junior League of Summit Thrift Shop, Summit

Here Comes Summer! Junior League of Summit Thrift ...

Giving Back Green

Fri, May 25, 9:30 AM

Junior League of Summit Thrift Shop, Summit

Here Comes Summer! Junior League of Summit Thrift ...

Giving Back Green

Sat, May 26, 9:00 AM

Miller-Cory House Museum, Westfield

Aunt Carrie's Attic Sale

Giving Back Other

Sat, May 26, 11:00 AM

Home For Good Dog Recue, Berkeley Heights,

Dog Adoption


Sat, May 26, 2:00 PM

New Providence

Memoir Writing Workshops @ NPML

Arts & Entertainment

Thu, May 31, 11:30 AM

Canoe Brook Country Club, Summit

Fortnightly Club Scholarship Luncheon

Food & Drink Giving Back

The Evaluation of the College Search

It’s is a bizarre time of year as a college counselor as I find myself at both the beginning and end of this process.  Sophomores and juniors are excitedly and idealistically starting to consider what will be important to them in a school.  At the same time, while only separated by a year or two, my seniors have all committed within the past month to a school and have spent the ...

Don’t Make These Three Mistakes About Social Security

Social Security has been around for decades and it’s not about to disappear. Why? Social Security is not an entitlement ("gift") that can be taken away - it’s a forced savings scheme that Americans pay into in their working years in order to secure a pension for life. Ideally, Social Security should not be your sole source of income in retirement but even comfortable ...