Baywood Private Wealth Management 



1600 W Hillsdale , Suite 102
San Mateo, CA 94402-1716





Flor Santana

Managing Director

I have over 29 years' experience in the financial services industry.  I develop client relationships that are long-term and that extend beyond the development of the initial plan.  I offer a collaborative partnership that creates and implements personal financial strategies that directly support the primary intentions of my client’s lives through the use of estate planning and investment planning services.

Together we will evaluate all aspects of your finances and design a long-term strategy whose components complement each other and which reflects your objectives in furtherance of your life goals.   I am committed to providing value and the highest professional and ethical standards that my clients deserve.  I provide these services primarily by establishing fee-based relationships.   This approach ensures that I place my client’s interests above my own and that I provide independent and objective advice.

I have a Series 7 General securities registration, Series 63 Uniform Securities Agent State law registration, Series 65 Uniform Investment Adviser Law Registration, all held with LPL Financial and a California insurance license for life insurance and long-term care insurance.  I graduated with a Bachelor’s Degree in Marketing from Golden Gate University.

I live in San Mateo with my husband, Mark and our three children.  I volunteer for many organizations and serve on the Board of the Mid-Peninsula Boys & Girls Club.  I enjoy cooking, volunteering and spending time with my husband and our beautiful children.

Phone (650) 472-3037
Mobile Phone (650) 576-2068