A clearer way to relate to money.
For twenty years I’ve worked with founders, families, and self-employed professionals, and one thing has become clear: money is never just numbers. It’s emotional. It’s personal. It reflects how we move through the world.
My focus is helping people create financial lives that feel aligned with who they are becoming. Not louder. Not more complicated. Just clearer.
That work led me to build Sonar, a tool designed to bring emotional intelligence into financial planning and help people make decisions they can trust.
I live in California with my wife and two daughters, and I care about strength, presence, and building a life that feels calm and intentional.
CURRENT PROJECTS
Sonar Signal, Inc.
Behavioral Planning Platform for Real-Life Finance
Founder
A behavioral planning system—powered by AI, grounded in real life.
Sonar helps people pause the noise, surface what matters, and make values-aligned decisions across every area of their financial life.
It’s not just about goals—it’s about inner clarity.
Not just: Are you on track?
But: Is this truly aligned with the life you actually want?
Phase 1: Clarity through conversation (currently in live testing)
Phase 2: Automated financial alignment—where money adapts in real time to who you are and how you live.
AW Capital & Amoretti Advisors
Integrated Wealth & Tax Strategy
Principal
We take a holistic approach to managing both sides of the balance sheet—investments and taxes—through one cohesive plan.
We work with a focused circle of long-term clients, offering deeply personal guidance across portfolio design, income planning, tax strategy, and entity structure.
The goal is simple: to build a durable system that supports your life—not the other way around.
One team. One plan. Financial clarity from every angle.
Intent Financial Services
Ops Infrastructure for Founders
Principal
Scalable, behind-the-scenes support for self-employed professionals, founders, and microbusinesses.
We handle the structural essentials—entity design, bookkeeping, payroll, tax strategy, and retirement plan design—so you can stay focused on building what matters.
Because it’s about more than clean books.
It’s about calm, sustainable systems that give you your time back.
Philosophy
Money should be a tool for living an intentional life—not the point of life itself.
Most financial tools sort people into categories: HENRY, high net worth, debt case.
But what really drives behavior isn’t income.
It’s emotion: guilt, avoidance, control, legacy wounds.
At Sonar, we start there.
We don’t optimize for performance.
We build for alignment.
Because when you start to see money as a tool to live the life you actually want—
you stop comparing.
You move within your rhythm.
The stress softens.
You just live.
Sonar is a behavioral thinking partner—
designed to quiet the noise, surface what matters, and help people trade pressure for clarity.
Not just: Are you on track?
But: Is this truly aligned?
This isn’t just a new tool.
It’s a new approach.
One where money adapts to you—
and evolves as you do.
CONTACT / COLLABORATE
If you’re a founder, advisor, or builder interested in the behavioral side of planning - or want early access to Sonar Signal - I’d love to connect.
justin@sonarsignal.ai