About Us

Everyone deserves a trusted partner to help them realize the future they want.

It’s why our entire model is based on providing advice truly personal to your goals.

Middle Aged couple embracing and smiling on the beach.

Core Principles

Let our founder and CEO Sherrie Grabot explain how a culture of integrity is at the center of everything we do.


It takes vision to change an industry.

Sherrie E. Grabot | Founder and CEO

Our mission is to provide financial freedom to all. It’s what drives us every day

Sherrie E. Grabot | Founder and CEO

Sherrie’s vision for GuidedChoice began long before the rise of the Internet. After building some of the earliest 401(k) systems in the 1980s, she was the first to automate a 401(k) plan on a computer desktop.

This led to a role at Apple as Manager of HR Systems and Financial Programs, where she spearheaded the automation of their 401(k) plan, followed by executive positions at T. Rowe Price and Trust Company of the West. In 1999, she decided to bring that same digital intelligence to everyone working to save for their future and helped create a $500 billion industry in the process. Based on belief that online technology could unlock greater financial freedom and transparency for everyone, Sherrie created GuidedChoice as the world’s first digital retirement advisor. Her focus on elevating consumer choice and control led to her working at the highest levels of industry and government, including chairmanship of the ERISA Advisory Council, frequent Congressional testimony on fiduciary rules, and lobbying for improved practices in the financial, technology, and healthcare fields. Today, as our highly active CEO and steward of our company values, Sherrie continues to drive us forward in our mission to help every investor, large and small, achieve their personal financial goals. Always with a firm belief that independence is the only way to maintain the trust of those we assist. Read on...
© 2016
Louis van Zijl | President and COO

There’s simply no feeling like helping someone make their financial goals happen.

Louis van Zijl | President and COO

Making sure that every customer receives the right advice to reach their individual financial goals takes constant innovation. Louis is responsible for ensuring we deliver on that promise without fail.

A former PwC advisor consultant and Director of Corporate Finance for Exar, Louis brings over 30 years of strategic and operational leadership to GuidedChoice. That includes 14 years in Silicon Valley, where he managed external financial reporting, Sarbanes-Oxley compliance, and systems automation for leading tech companies. An early adopter of digital reporting and compliance processes, Louis has developed and implemented many Salesforce, ERP, financial, and management reporting solutions, including custom-built SOX compliance tools that are now an industry standard. This gives Louis a unique in-depth understanding of how technology can be applied for greater transparency and strategic decision-making throughout the organization. At GuidedChoice, Louis is responsible for ensuring that we continue to have the business strategies, operational controls, and reporting procedures necessary to grow with maximum financial strength and efficiency. He also brings his CRM expertise to bear by constantly analyzing data and metrics to improve our performance to consumer, business, and industry partners. Read on...
© 2016

Investment Team

Your money is always on their mind.

Behind all of our recommendations are the brightest minds in modern investing. As members of our investment leadership, their job is to keep our proprietary model in tune with ideal tax, cost, and risk management practices, and ensure that your portfolio continues to benefit from the latest research and market intelligence.

Headshot: Ganlin Xu, Ph.D.

Ganlin Xu, Ph.D.

Chief Investment Officer

Ph.D. Mathematics, Carnegie Mellon
B.S. Mathematics, University of Science and Technology of China

Dr. Xu joined GuidedChoice in 2000 and is currently the chief investment officer, responsible for all research and investment functions and personnel. He leads the company’s quantitative research and the formulation of investment policies and portfolios. Prior to becoming CIO, he was the chief technology officer where he was responsible for the architecture and development of the software utilized to provide advisory and managed account services. He has recently been appointed the deputy head of the firm’s Investment Committee. Prior to joining GuidedChoice, he was the associate director of research for Daiwa Securities Trust Company where Dr. Markowitz was the director of research. Ganlin has published numerous work that has been featured in some of the most respected industry and academic publications.

See Ganlin's Publications
Headshot: Thomas M. Anichini, CFA

Thomas M. Anichini, CFA

Chief Investment Strategist

M.B.A. Finance, University of Chicago
B.S. Actuarial Science, University of Illinois

Mr. Anichini joined GuidedChoice in 2011 and is currently the chief investment strategist. He is responsible for articulating our investment philosophy and methodology. Additionally, he serves on our Investment Committee and is involved in research, investment processes, and operational risk management. Prior to joining GuidedChoice, Tom held a variety of investment positions, including leading the U.S. manager research team at Mercer, managing portfolios at Westpeak Global Advisors, and as partner, director of portfolio management at Freeman Investment Management. In addition, from 2011 to 2014 he served on the Society of Actuaries Investment Section Council, including one year as chair.

Headshot: Harry Markowitz, Ph.D.

Harry Markowitz, Ph.D.

Investment Committee Member Emeritus (1999-2023)

Ph.B., University of Chicago
A.M., University of Chicago
Ph.D., University of Chicago

Dr. Harry Markowitz, a co-founder of GuidedChoice and a Nobel Laureate in economics, chaired our Investment Committee until 2018. Harry is one of the greatest analytical minds in the financial and technology fields. His Modern Portfolio Theory is one of the pillars of finance and investing, and a key component of our investment methodology, which has helped millions of people reach their retirement goals. In 1989, Harry was awarded the prestigious John von Neumann Prize for his contributions to portfolio theory, sparse matrix methods, and SIMSCRIPT. He was also named “Man of the Century” by Pensions & Investments magazine.

Additional accomplishments:
• Fellow, Econometric Society
• Fellow, American Academy of Arts and Sciences, May 1987
• ORSA/TIMS Von Neumann Theory Prize, May 1989
• 1990 Nobel Prize in Economic Sciences, December 1990
• Honorary Doctorate from Universite D’Orleans, February 1992
• Honorary Doctorate from University of Athens, February 1992
• Named “Man of the Century” by editors of Pensions and Investments, December 1999
• Founders Award from the Mathematical Programming Society, August 2000
• Honorary Doctorate from Aristotle University of Thessaloniki, May 2003
• Honorary Doctorate from the American International University in association with Royal College of Physicians & Surgeons of the United States, 2003

Headshot: Ming Yee Wang

Ming Yee Wang

Chief Investment Officer Emeritus

M.A. Mathematics, New York University

Ming Wang joined GuidedChoice in 2000 and is the chief investment officer emeritus, consulting on development of all investment strategies and software, and actively serving on our Investment Committee. Prior to GuidedChoice, Ming previously served in leadership and analytical roles at Investment Research Company (IRC) and TIAA-CREF Investment Management.