Financial advisor · Garfield, NJ · reviewed since 2014
iHow the Experts Score is calculatedEach factor is scored 0–100 on absolute terms (standing in the category can only raise it), then weighted; problems flagged in review highlights or a recent slide in ratings are subtracted:Satisfaction 69%99+68.5Reliability 31%97+29.8Experts Score= 98Not enough data for value, replies to reviews; its weight is shared by the others.Grade A: A = 80+, B = 60–79, C = 40–59, D = 20–39. Needs 10+ reviews.98SCORE
AGradeiLetter from the Experts Score: A = 80+, B = 60–79, C = 40–59, D = 20–39, F = under 20.
#10 of 26 financial advisorsiPosition by Experts Score among all companies we track in this category. · better than 64%
5.0★★★★★31 Google reviews · 1 photos
100%five-star reviews
5.00★last 12 monthsiAverage stars on reviews from the last 12 months only.
0%1–2★, last 20 reviewsiShare of 1–2★ reviews in the last 24 months — or the 20 newest reviews when the company had fewer than 20 in that time.
Google reviewers rate Highland Financial Advisors five stars based on thirty-one reviews, with no owner responses recorded. Clients describe personalized financial planning, investment management, and estate services that address individual risk profiles and long-term goals. Recurring themes highlight responsive communication, thorough explanations of complex topics, and a fee-based structure. The firm is noted for its professional approach to retirement and tax matters, with no common criticisms identified in the provided excerpts.
Google rating: 5.0 out of 5 from 31 reviews (100% five-star).
Reviews on this page: 31 Google reviews (31 with written comments).
Owner responses: the business replied to 0% of reviews.
Most recent review: April 20, 2026.
Service: Financial Advisor serving Garfield, New Jersey.
Data from Google, last updated October 28, 2026.
Score profile vs other financial advisors
Score per factor (100 = best)iEach factor is scored 0–100 on absolute terms (star average, share of 1–2★ reviews, price verdicts…); standing within the category can only raise it, never lower it.. Strongest: momentum and satisfaction; weakest: reliability.
This companyFinancial Advisors median0 = centre, 100 = best
SatisfactioniSatisfaction · 54% of the scoreRecency-weighted star average (2-year half-life), shrunk toward the category mean by review volume; the company’s own lifetime average as the prior; absolute: 4.0★ = 0, 5★ = 100.Highland Financial Advisors, LLC: 99/100 on this factor. Category median: 97.A
99
ReliabilityiReliability · 24% of the scoreHow rarely jobs go badly: share of 1–2★ reviews — 60% the last 24 months (or the 20 newest if fewer), 40% all-time; 0% = 100, 15%+ = 0; the category percentile can only raise it.Highland Financial Advisors, LLC: 97/100 on this factor. Category median: 97.A
97
Craft & serviceiCraft & service · penalty only, up to −10 pointsGoogle review highlights: Quality, Professionalism, Responsiveness, Punctuality — how rarely reviewers flag them as a negative, per review since highlights began; 0% = 100, 5%+ = 0. Subtracted from the score (up to −10), never averaged in — clean highlights are the norm, not a bonus.Not enough reviews for this factor yet. Category median: 100.–
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ValueiValue · 14% of the scoreCustomers’ own price verdicts (Great / Reasonable vs Overpriced) and Value highlights; 65% absolute (all “reasonable” ≈ 80, “great” = 100), the category percentile can only raise it.Not enough reviews for this factor yet. Category median: 100.–
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MomentumiMomentum · penalty only, up to −10 pointsPenalises only a real slide: last-12-month average below lifetime (−0.5★ = 0). Still 4.8★+ over the last year, or steady/improving = 100. Subtracted from the score (up to −10), never averaged in.Highland Financial Advisors, LLC: 100/100 on this factor. Category median: 100.A
100
Replies to reviewsiReplies to reviews · 7% of the scoreHow often the owner publicly replies to reviews under 5★ (1–4★). Needs 3+ such reviews, otherwise not counted; 65% absolute (80%+ replied = 100), the category percentile can only raise it.Not enough reviews for this factor yet. Category median: 45.–
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Bar = this company · dark tick = category median.
Star ratings
31 Google reviews we collected
5.0of 5
5 stars31100%
4 stars00%
3 stars00%
2 stars00%
1 star00%
Praise vs complaints
Phrases our text analysis found in 31 written reviews
98%praise
Praise5498%
Complaints12%
Topic share
How often each topic comes up in the written reviews
7topics
Staff & attitude1731%
Would recommend1120%
Honesty & trust916%
Quality & results611%
Communication611%
Speed & response35%
Price & value35%
What customers talk about
We read 31 written reviews and marked every phrase about these topics. The same colors are highlighted in the reviews.
“A professional presentation was tailor-made for my wife and me, and we felt at ease with the information and advice.”
“I know that, as an attorney, when I recommend my clients work with him, they are extremely happy with his services.”
“Joe is trustworthy, competent and skilled in helping clients understand cash flow and create financial goals, and does so with empathy and sensitivity…”
“I thoroughly enjoy every meeting we have with our team.”
“They took the time to explain financial markets, investment strategies, taxation matters and more.”
“…sonal "squad" of Ed, Sean, Stephanie, and Vera are always extremely responsive to any questions or concerns we have had during our time with the firm.…”
“In each case, we were disappointed in many aspects of the relationships including the high fees and in their cookie cutter approach to managing our money.”
People customers mention
Mock6 reviews
Fraasa3 reviews
Goldy3 reviews
praise complaint · found by our text analysis, Google review wording unchanged.
Recent reviews
BBrian8 reviewsiTotal number of Google reviews this person has written across all businesses on Google Maps (not just this one). More reviews usually means a more experienced, trustworthy reviewer. · 6 months ago★★★★★
Met with Reed Fraasa last month and was very impressed with his firm and staff. A professional presentation was tailor-made for my wife and me, and we felt at ease with the information and advice.
They took the time to explain financial markets, investment strategies, taxation matters and more. Without hesitation,…
LLanceLocal Guide · 22 reviewsiTotal number of Google reviews this person has written across all businesses on Google Maps (not just this one). More reviews usually means a more experienced, trustworthy reviewer. · Edited 2 years ago★★★★★
As a medical professional, financial literacy and guidance was not at all included in my training, nor was it a part of my personal life growing up. The entire team at Highland, especially my personal "squad" of Ed, Sean, Stephanie, and Vera are always extremely responsive to any questions or concerns we have had…
RRyan5 reviewsiTotal number of Google reviews this person has written across all businesses on Google Maps (not just this one). More reviews usually means a more experienced, trustworthy reviewer. · 2 years ago★★★★★
I have worked hand-in-hand with Highland Financial Advisors for a number of my estate planning clients. I have been incredibly impressed - not only with the results they achieve for their clients from a financial perspective, but also the level of attention they give to each client and the way they work to address…
LLen3 reviewsiTotal number of Google reviews this person has written across all businesses on Google Maps (not just this one). More reviews usually means a more experienced, trustworthy reviewer. · 2 years ago★★★★★
My wife and I are very happy with our decision to partner with the Highland Financial Advisors team to manage our retirement and investment accounts. Their professionalism and customer focus is apparent from the moment we began working with our dedicated team members. They take the time to know our short and long…
AAbigail6 reviewsiTotal number of Google reviews this person has written across all businesses on Google Maps (not just this one). More reviews usually means a more experienced, trustworthy reviewer. · 2 years ago★★★★★
Joe Goldy is phenomenal. He is patient, kind and knowledgeable. He really listens to his clients and helps them with their total financial picture. I know that, as an attorney, when I recommend my clients work with him, they are extremely happy with his services. I highly recommend him.
PPAUL12 reviewsiTotal number of Google reviews this person has written across all businesses on Google Maps (not just this one). More reviews usually means a more experienced, trustworthy reviewer. · 2 years ago★★★★★
My wife and I found Highland Financial in their early stages of business. They have always had our best interests at heart and now about 15 years later we are still very happy with their advice and more. They not only take care of our finances but advise us about our assets in terms of our home and how to protect…
Met with Reed Fraasa last month and was very impressed with his firm and staff. A professional presentation was tailor-made for my wife and me, and we felt at ease with the information and advice.
They took the time to explain financial markets, investment strategies, taxation matters and more. Without hesitation,
I highly recommend Highland Financial Advisors.
Y
Yitzy Dier2 reviewsiTotal number of Google reviews Yitzy has written across all businesses on Google Maps, not just this one.
My wife and I have been working with Highland for just over a year now, and we are especially grateful and pleased to be working with an advisory group that takes such personalized care of their clients. From helping us develop our financial goals, to designing an investment strategy that suits our risk profile, to beginning to plan our estate, Highland Financial has been instrumental in guiding our financial story so far.
AnnaMarie, Joey, and the team, equipped with a breadth of knowledge and a capable network, are always available for any questions we might have in our day-to-day financial journey. My wife and I are confident in their guidance and intuition, trusting that the advice given has been duly researched.
We appreciate the ease and comfortability we feel when working with Highland, and especially value their strong adherence to the fiduciary oath. I thoroughly enjoy every meeting we have with our team. For other young couples looking to develop their financial lives, or anyone alike, I seriously recommend Highland Financial.
L
Lance VicenteLocal Guide · 22 reviewsiTotal number of Google reviews Lance has written across all businesses on Google Maps, not just this one.
As a medical professional, financial literacy and guidance was not at all included in my training, nor was it a part of my personal life growing up. The entire team at Highland, especially my personal "squad" of Ed, Sean, Stephanie, and Vera are always extremely responsive to any questions or concerns we have had during our time with the firm. Emails are often answered within minutes and someone is almost immediately available via phone if needed. Our gain is their gain, as there are no "sales" or commission-based tactics. They have taken the time to teach, review, and re-review both personal (investing, IRAs, 529 guidance, etc) and business (401k, Safe Harbour, profit sharing, etc) options and opportunities for us in addition to being extremely personable every step of the way. Every interaction we have had with them has been wonderful and I can't recommend them enough.
R
Ryan Broedlin5 reviewsiTotal number of Google reviews Ryan has written across all businesses on Google Maps, not just this one.
I have worked hand-in-hand with Highland Financial Advisors for a number of my estate planning clients. I have been incredibly impressed - not only with the results they achieve for their clients from a financial perspective, but also the level of attention they give to each client and the way they work to address all facets of their clients' financial well being. They go far beyond just considering investments and financial returns, keeping an eye on estate planning, tax, and insurance matters among other things. I always know my clients are in good hands working with the Highland team and look forward to a long partnership with them.
L
Len Rybka3 reviewsiTotal number of Google reviews Len has written across all businesses on Google Maps, not just this one.
My wife and I are very happy with our decision to partner with the Highland Financial Advisors team to manage our retirement and investment accounts. Their professionalism and customer focus is apparent from the moment we began working with our dedicated team members. They take the time to know our short and long term dreams and goals, then built that into our personalized investment strategy. They maintain a two-way communication channel with timely updates and check-ins, always keeping us in the best possible position. With such uncertainty in the financial markets, it's comforting to know that our portfolio is in good hands and we can focus on enjoying our retirement.
K
Kimberly Lorah, LPCLocal Guide · 25 reviewsiTotal number of Google reviews Kimberly has written across all businesses on Google Maps, not just this one.
Joe Goldy is much more than a Certified Financial Planner - he is the catalyst for achieving life goals. He specializes in working with women impacted by divorce who often need to create revised goals due to this major life change. As a Certified Divorce Coach, I confidently refer clients to him for his financial guidance and expertise and I value his collaborative partnership when working with mutual clients. Joe is trustworthy, competent and skilled in helping clients understand cash flow and create financial goals, and does so with empathy and sensitivity to the challenges that divorce brings.
Divorce typically creates significant financial fears. Joe is masterful at gathering the financial pieces and assembling them in a way that is understandable to clients so together they can make the best plan for their future. He is truly an invaluable asset to women transitioning into newly single heads of households.
Kimberly Lorah, LPC
Divorce Coach
Blossom Coaching, LLC
A
Abigail Kahl6 reviewsiTotal number of Google reviews Abigail has written across all businesses on Google Maps, not just this one.
Joe Goldy is phenomenal. He is patient, kind and knowledgeable. He really listens to his clients and helps them with their total financial picture. I know that, as an attorney, when I recommend my clients work with him, they are extremely happy with his services. I highly recommend him.
P
PAUL SISKO12 reviewsiTotal number of Google reviews PAUL has written across all businesses on Google Maps, not just this one.
My wife and I found Highland Financial in their early stages of business. They have always had our best interests at heart and now about 15 years later we are still very happy with their advice and more. They not only take care of our finances but advise us about our assets in terms of our home and how to protect it from estate taxes upon our passing. We are very appreciative of their continued caring for us personally as well as looking out for our family.
J
Jacob Lowy2 reviewsiTotal number of Google reviews Jacob has written across all businesses on Google Maps, not just this one.
My experience with Highland Financial Advisors has been outstanding. AnnaMarie Mock and her team are very thorough. Before she began investing our money, she spent time getting to know my husband and I by asking quesions and listening carefully to our answers. AnnaMarie developed a detailed financial plan specific to us. Her depth of knowledge is impressive, no question is too small and AnnaMarie always found a way to meet with us, regardless of our unusual work schedules.
When my husband passed away unexpectedly, AnnaMarie meticulously updated my financial plan. She patiently explained all of my options to me and gave me the peace of mind I needed.
