Broker Check
Lana E. Hock, CFP®, ChFC®, CDFA®, QPFC

Lana E. Hock, CFP®, ChFC®, CDFA®, QPFC

Financial Advisor | Director

Experience & Expertise

After spending the early part of her career as a partner with a nationally recognized independent investment advisory firm, Lana joined Baird in December 2007, an affiliation that more closely aligned the team with the sophisticated resources her clients have come to expect. In 2014, Lana formed her own team at Baird, The Hock Group, with a focus on comprehensive wealth management for the modern family, small business retirement plan services, and divorce financial planning. Lana has been recognized in the business community and the financial services profession for her success and achievements; she has represented her peers as an authority in media interviews; and she has tirelessly served her clients and her community both professionally and personally.

Education & Professional Designations


Lana is a graduate of Kansas State University, where she earned her Bachelor's Degree in Business Administration. She is a CERTIFIED FINANCIAL PLANNERTM professional, a Chartered Financial Consultant (ChFC), a Certified Divorce Financial Analyst (CDFA), and a Qualified Plan Financial Consultant (QPFC). She is a member of the Institute of Divorce Financial Analysts, the National Association of Plan Advisors, the Financial Planning Association of Greater Phoenix, the Kansas State University Alumni Association, and the American Mensa Society.

Family & Community


In 2002, Lana was named to the Arizona Business Journal's "Forty Under 40" for business success and community involvement. Her past involvement as chairwoman and board member of the Boys & Girls Club of the East Valley has twice earned her the National Service to Youth Award from Boys & Girls Clubs of America. She recently spent time on the board of Villa Musica, a non-profit music school inspiring people of all ages to explore the joy and life-long value of music. She is particularly interested and supportive of Musical BiographiesTM an encore program, developed through a partnership with the UCSD Shiley-Marcos Alzheimer’s Disease Research Center. This program is designed to bring together people with Alzheimer’s disease, their care-givers and family in a unique multi-sensorial experience that centers around music and memory.  Lana feels a personal connection to this as she has dealt with many clients and even family members experiencing Alzheimers and other forms of dementia. 

In October 2023, Lana was elected to the board of directors of The FACE Foundation, a San Diego based organization that has partnered with veterinarians and animal welfare supporters like herself to provide financial grants for animal owners who are unable to afford the cost of their pet's emergency or critical care.  Lana's love for this cause runs deep as she intended to pursue a career in veterinary medicine before finding her gift as a financial advisor, now offering wealth management to veterinarians and animal lovers across the country.  She also supports the local chapters of the American Veterinary Medical Association in Southern California, Arizona and Colorado, providing expertise and continuing education to their members. 

Lana enjoys playing golf, which allows her to support many local charities through tournament play as well as her league participation with Golf for Cause in Arizona and the LPGA Amateur Golf Association in both Phoenix, Arizona and San Diego, California.

She and her husband, Andrew Trujillo, spend time in both Scottsdale, AZ and San Diego, CA, along with their current canine companion, Sasha Banks -- IG: @SashaBankstheDog, a rescued American Staffordshire Terrier, adopted from Baja Animal Sanctuary in Rosarito, B.C., Mexico.  Sasha Baja Banks (named after a WWE female wrestler) joined the family during the COVID-19 Pandemic in October 2020 after Lana and Andrew lost their long-time canine companion Joan Jett in September 2020. Andrew, Lana and Sasha are all three avid sports fans and proud Denver Broncos season ticket holders.

"I am a Financial Advisor because I grew up recognizing what a gift wealth is and how it can be used to enrich lives. I want to inspire others to experience the same." -Lana

Certified Financial Planner Board of Standards Inc. owns the certification marks CFP®, CERTIFIED FINANCIAL PLANNER™ and federally registered in the U.S., which it awards to individuals who successfully complete CFP Board’s initial and ongoing certification requirement.