MEET OUR TEAM
Thanks for taking the time to get to know our Reed Wealth Planning team! My name is Ava Reed and I have the pleasure of partnering with Lilia Caballero and Brandon King. Together we are Reed Wealth Planning!
At Reed Wealth Planning, our team builds financial planning road maps to help clients navigate life’s key moments. Life is filled with events that can alter the road map, sending us in a new or unexpected direction—marriage, children, aging parents, divorce, retirement, and more. We are proud to work alongside our clients to create a map tailored to wherever they are in their wealth-building journey. Please click below to schedule time with Ava, and let’s start your road map to success!
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Senior Vice President, Financial Advisor
Ava Reed, CWS®
[email protected] | (541) 608-4388
I grew up in Southern Oregon and left after graduating from Crater High School in 2003. I spent 10 years living in Los Angeles, where I worked on Rodeo Drive (I met a few celebrities!) and found my way back to college. By 2014, I had completed a BS in Business Management and an MBA in Finance from Pepperdine University.
Following college and after my daughter Bowen was born, I made the decision to move back to beautiful Southern Oregon and partner with my mom, Gayle Reed. I worked with my mom for six years before eventually taking over her business in 2020.
My mom taught me a lot about our business—it’s about people, listening, and being consistent. She was a Financial Advisor for 38 years before retiring in 2020. She had these great sayings that I will never forget, such as: “Your investments are like a bar of soap—the more you handle them, the smaller they get,” and, “Taxes are a symptom of success.” I still use these all the time! I love what I do, and I love that I get to call Southern Oregon my home!
Registered Client Associate
Lilia Caballero
[email protected] | (541) 608-4379
My working career has always been in customer service; I found my true calling at D.A. Davidson over 7 years ago. I love the industry, the ever-changing environment, and the ongoing collaboration with clients. I get to work with truly amazing people!
I am an Oregonian, born and raised. My husband, David, hails from Illinois and moved to Oregon with his family in the 90’s. David is a second-grade teacher in the Medford School District. In our spare time, we enjoy camping, disc-golf, traveling, and puttering around in our garden. We love calling the Rogue Valley home.
Client Associate
Brandon King
[email protected] | (541) 608-4368
I am a Medford, Oregon, native and an Oregon State University graduate with a bachelor’s degree in finance. After graduation, I spent several years as an analyst with Harry & David before moving to Scottsdale, Arizona, where I worked as an analyst at Amazon. My wife, Jordan, is also a Medford native and works as an X-ray and MRI technologist at Asante. We are excited to be back in Southern Oregon, surrounded by family and friends.