Phone:
(925) 746-2995(925) 746-2995
Morgan Stanley Private Wealth Management
Huertas Group
Direct:
(415) 576-2004(415) 576-2004
Our Mission Statement
We exist to simplify our clients’ lives. We help founders, early investors, and multi-generational families translate complexity into a clear plan built around their priorities.
The Huertas Group at Morgan Stanley Private Wealth Management
The Huertas Group at Morgan Stanley Private Wealth Management advises founders, early investors, and successful families navigating wealth that may be concentrated, illiquid, or closely tied to a business. Through disciplined planning, thoughtful analysis, and collaboration with outside advisors, we help clients evaluate tradeoffs, identify key planning windows, and align investment strategy, liquidity needs, tax considerations, estate planning priorities, and family goals.
Our work goes beyond portfolio management. We help families define the purpose of their wealth, establish decision-making frameworks, and prepare for continuity across generations. As wealth grows, we help families think through the broader questions that come with significant wealth: what they want it to accomplish, how they want to make decisions, and what values they want to carry forward.
TEAM DESIGNATIONS
• FOUNDER’S DESIGNATION
• CERTIFIED RETIREMENT PLANNER
• ALTERNATIVE INVESTMENTS DIRECTOR
Our work goes beyond portfolio management. We help families define the purpose of their wealth, establish decision-making frameworks, and prepare for continuity across generations. As wealth grows, we help families think through the broader questions that come with significant wealth: what they want it to accomplish, how they want to make decisions, and what values they want to carry forward.
TEAM DESIGNATIONS
• FOUNDER’S DESIGNATION
• CERTIFIED RETIREMENT PLANNER
• ALTERNATIVE INVESTMENTS DIRECTOR
Capabilities
- Comprehensive Wealth Planning
- Pre-liquidity Planning
- Investment Management
- Philanthropy Management
- Risk Management
- Open-Architecture Platform
- Private Investments
- Family Governance & Wealth Education
- 10b5-(1) Programs
- Tax, Trust & Estate AdvisoryFootnote1
Check the background of Our Firm and Investment Professionals on FINRA's BrokerCheck.*
About PWM
Founded in 1977, Private Wealth Management is the division of Morgan Stanley Wealth Management that is dedicated to serving the firm’s most affluent clients, including some of the world’s most accomplished entrepreneurs, executives and stewards of multigenerational wealth. Functioning as an exclusive investment boutique within a global financial firm, we deliver sophisticated solutions that leverage the intellectual capital and insight of Morgan Stanley’s substantial global resources. Drawing on a deep understanding of your financial life, our goal is to help you:
- Manage investments with an unwavering focus on your financial strategy and personal goals
- Create comprehensive, multigenerational wealth management plans based on your needs, challenges and the values that guide your life and legacy
- Simplify financial complexity to help you achieve clarity and control
Private Wealth Management Highlights
- Approximately 300 teams specialized in assisting individuals and families with $20MM+ in investable assets
- Over $1.2 trillion in AUM
- Comprising 26% of the Barron’s Top 100 Financial Advisors list for 2025
- Direct access to ultra high net worth experts in philanthropy, family dynamics, wealth transfer, lifestyle advisory and other areas of interest to ultra high net worth families
1 Morgan Stanley Wealth Management, September 2025
Source: Barron's (Awarded March 2025) This ranking was determined based on an evaluation process conducted by Barron's for the period Oct 2023-Sept 2024. Neither Morgan Stanley Smith Barney LLC nor its Financial Advisors or Private Wealth Advisors paid a fee to Barron's to obtain or use the ranking. This ranking is based on an algorithm that includes client retention, industry experience, review of compliance records, firm nominations, and quantitative criteria, including assets under management and revenue generated for their firms. Investment performance is not a criterion. Rankings are based on the assessment of Barron's and may not be representative of any one client’s experience. This ranking is not indicative of the Financial Advisor’s future performance. Morgan Stanley Smith Barney LLC is not affiliated with Barron's. Barron’s is a registered trademark of Dow Jones & Company, L.P. All rights reserved.
How We Work
How We Work:
Our work is centered around you — your goals, your timeline, and your family.
We run a disciplined, structured process to help transform complexity into a durable, diversified strategy — guided by our core values: discipline, integration, precision, trust, innovation, operational excellence, and a long-term perspective.
What It Feels Like:
- Fewer, better decisions - with clear tradeoffs and next steps
- A long-term plan that holds up in high-stakes moments
- A steady partner who understands both markets and mindsets
- High-touch service with proactive communication and operational excellence
Our Approach:
Listen
We start by understanding your goals, balance sheet, key risks, and what's ahead — so advice reflects your real priorities.
Strategize
Turn complexity into a clear plan across liquidity, concentration risk, taxes, estate coordination, and cash-flow needs.
Execute
Implement with discipline and follow-through, coordinating accounts, strategies, and specialists.
Evolve
As life changes, we adapt the plan — incorporating investment policy, governance, philanthropy, and next-generation education.
Founder's Specialist
As a Founder's Specialist, we help founders, and private company executives prepare for the decisions that matter before, during and after liquidity.
Founder liquidity requires founder-specific planning. Concentrated equity, transaction timing, tax considerations, deal constraints and personal priorities often converge at once — creating decisions that can shape both your company journey and your personal financial future.
Scenario Modeling | QSBS Coordination | 10b5-1 Planning | Staged Diversification | Tax Reserve Planning | Estate Planning | Philanthropy | Post-Liquidity Strategy
Before Liquidity
Clarify ownership, model exit scenarios, evaluate QSBS and tax considerations, address estate planning opportunities and prepare a concentrated equity strategy.
Approaching Liquidity
Plan around IPOs, acquisitions, secondaries, tender offers, lockups, trading windows, 10b5-1 considerations, tax reserves, charitable planning and staged diversification.
During Liquidity
Coordinate execution across your advisory team, manage sale timing, establish cash reserves and align proceeds with your broader wealth plan.
After Liquidity
Transition from concentrated equity to a diversified strategy focused on preservation, flexibility, philanthropy, family priorities and future ventures.
Ongoing
Adapt your plan as your company, markets, tax landscape and personal goals evolve.
Location
555 California Street, 14th
Fl
San Francisco, CA 94104
US
Direct:
(415) 576-2004(415) 576-2004
Meet Huertas Group
Madeline Huertas
Private Wealth Advisor
Phone:
(925) 930-3804(925) 930-3804
Lawrence Young
Private Wealth Management Associate
Phone:
(415) 576-2133(415) 576-2133
Colin White
PWM Client Service Associate
Phone:
(415) 576-3176(415) 576-3176
About George Huertas
George has over thirty years of experience in Private Wealth Management.
Prior to working with Morgan Stanley Private Wealth Management, George managed his practice at Merrill Lynch. George began his advisory career at Donaldson, Lufkin, Jenrette and later Hambrecht and Quist, where he helped companies and key persons through the initial IPOs and rapid growth of the tech industry.
George is a graduate of Stanford University. Now, George volunteers at the De La Salle academy and served on the Board of Trustees of Woodside Priory School. George plays guitar (trust us - no singing), skis, and surfs. A Bay Area native, George enjoys spending time with his wife and their three children.
Prior to working with Morgan Stanley Private Wealth Management, George managed his practice at Merrill Lynch. George began his advisory career at Donaldson, Lufkin, Jenrette and later Hambrecht and Quist, where he helped companies and key persons through the initial IPOs and rapid growth of the tech industry.
George is a graduate of Stanford University. Now, George volunteers at the De La Salle academy and served on the Board of Trustees of Woodside Priory School. George plays guitar (trust us - no singing), skis, and surfs. A Bay Area native, George enjoys spending time with his wife and their three children.
Securities Agent: CO, AZ, TX, ME, HI, WA, SC, NY, NJ, ID, UT, NV, MI, CA, SD, VT, NM, MN, NH, IN, MA, GA, DE, OR, OH, NC, VA, PA, FL, RI, MT, IL, CT; General Securities Representative; Investment Advisor Representative
NMLS#: 558781
NMLS#: 558781
About Madeline Huertas
Madeline brings nearly a decade of experience in the tech industry to the team. Previously, Madeline worked at various stage Fintech companies, including Square, focusing on commercialization efforts, strategic partnerships and international expansion.
Madeline is a graduate of University of California at Santa Barbara. Outside of work, she’s a dedicated marathon runner, backcountry skier, a proud Deadhead, and an active running guide for disabled athletes with Achilles International.
Madeline is a graduate of University of California at Santa Barbara. Outside of work, she’s a dedicated marathon runner, backcountry skier, a proud Deadhead, and an active running guide for disabled athletes with Achilles International.
Securities Agent: GA, MI, CO, HI, WA, VA, AZ, TX, NJ, NC, IL, ID, CA, UT, NV, NH, MN, SD, IN, VT, OH, ME, FL, DE, CT, NY, MT, MA, SC, RI, PA, OR, NM; General Securities Representative; Investment Advisor Representative
NMLS#: 2748589
NMLS#: 2748589
About Lawrence Young
Lawrence Young is a committed Private Wealth Management Associate located in San Francisco – who figures out how to make things happen. With two decades of experience in client service roles, Lawrence is dedicated to helping clients achieve their financial objectives by simplifying their financial lives and contributing to the success of their investment portfolios. Before joining Morgan Stanley, he began his finance career as a manager at Bank of America and later transitioned into wealth management at Merrill Lynch.
Lawrence is a proud alum of San Francisco State University, where he earned a bachelor’s degree in Business Management. Outside of work, Lawrence enjoys discovering new foods, honing his golf skills, and cheering for his favorite team, the San Francisco 49ers. He resides in San Francisco with his family.
Lawrence is a proud alum of San Francisco State University, where he earned a bachelor’s degree in Business Management. Outside of work, Lawrence enjoys discovering new foods, honing his golf skills, and cheering for his favorite team, the San Francisco 49ers. He resides in San Francisco with his family.
About Colin White
Colin White is a dedicated Private Wealth Management Client Service Associate at Morgan Stanley. Since joining, he has gained comprehensive knowledge and collaborated with the team to deliver an exceptional client experience. Before joining Morgan Stanley, Colin spent several years in business development for one of the country’s largest craft breweries and distilleries. He know his hops
Colin graduated Summa Cum Laude from Dominican University of California. In his spare time, he enjoys golfing, surfing, and walking his dog. Originally from San Diego, he currently resides in Corte Madera, CA, with his wife and pets.
Colin graduated Summa Cum Laude from Dominican University of California. In his spare time, he enjoys golfing, surfing, and walking his dog. Originally from San Diego, he currently resides in Corte Madera, CA, with his wife and pets.
Contact George Huertas
Contact Madeline Huertas
Wealth Management
Global Investment Office
Portfolio Insights
Managing Significant Wealth
- Investment Management
- Wealth Transfer & Philanthropy
- Cash Management & Lending
- Family Governance & Wealth Education
- Lifestyle Advisory
- Business Services
PWM Leadership Insights & Outcomes
Article Image
Insights and Outcomes
Thought Leadership for our ultra high net worth clients, which contains thought-provoking articles, authored by leading experts from Morgan Stanley Family Office Resources.
Private Wealth Management Podcast
Bringing you engaging stories and key insights surrounding the complexities associated with significant wealth, including:
- Intergenerational Planning
- Philanthropic Giving
- Non-Traditional Assets
- Managing Family Wealth
We look forward to discussing your needs and goals, and the exceptional resources we can place at your disposal.
1Morgan Stanley Smith Barney LLC and its affiliates and their employees (including Financial Advisors and Private Wealth Advisors) are not in the business of providing tax or legal advice. These materials and any statements contained herein should not be construed as tax or legal advice. Individuals should consult their personal tax advisor or attorney for matters involving taxation and tax planning and their attorney for matters involving personal trusts and estate planning.
Certified Financial Planner Board of Standards Center for Financial Planning, Inc. owns and licenses the certification marks CFP®, CERTIFIED FINANCIAL PLANNER®, and CFP® (with plaque design) in the United States to Certified Financial Planner Board of Standards, Inc., which authorizes individuals who successfully complete the organization's initial and ongoing certification requirements to use the certification marks.
Morgan Stanley Smith Barney LLC does not accept appointments nor will it act as a trustee but it will provide access to trust services through an appropriate third-party corporate trustee.
Asset Allocation does not assure a profit or protect against loss in declining financial markets.
The securities/instruments, investments and investment strategies discussed on this website may not be suitable for all investors. The appropriateness of a particular investment or investment strategy will depend on an investor's individual circumstances and objectives. The views and opinions expressed on this website may not necessarily reflect those of Morgan Stanley Smith Barney LLC (“Morgan Stanley”). This website and its associated content are intended for U.S. residents only.
Morgan Stanley and its Private Wealth Advisors do not provide tax or legal advice. Visitors to this website should consult their tax advisor for matters involving taxation and tax planning and their attorney for matters involving trust and estate planning and other legal matters.
Morgan Stanley Private Wealth Advisers may only transact business in states where they are registered or excluded or exempted from registration. Transacting business, follow-up and individualized responses involving either effecting or attempting to effect transactions in securities, or the rendering of personalized investment advice for compensation, will not be made to persons in states where Morgan Stanley Private Wealth Advisers are not registered or excluded or exempt from registration.
For more information, please see the Morgan Stanley Smith Barney LLC Client Relationship Summary.
See the Financial Advisors Biographies for Registration and Licensing information.
Certified Financial Planner Board of Standards Center for Financial Planning, Inc. owns and licenses the certification marks CFP®, CERTIFIED FINANCIAL PLANNER®, and CFP® (with plaque design) in the United States to Certified Financial Planner Board of Standards, Inc., which authorizes individuals who successfully complete the organization's initial and ongoing certification requirements to use the certification marks.
Investment Management Consultants Association, Inc. owns the marks CIMA®, Certified Investment Management Analyst® (with graph element)®, and Certified Investment Management Analyst® .
Morgan Stanley Smith Barney LLC offers insurance products in conjunction with its licensed insurance agency affiliates.
Life insurance, disability income insurance, and long-term care insurance are offered through Morgan Stanley Smith Barney LLC's licensed insurance agency affiliates.
Lifestyle Advisory Services: Products and services are provided by third party service providers, not Morgan Stanley Smith Barney LLC (“Morgan Stanley”). Morgan Stanley may not receive a referral fee or have any input concerning such products or services. There may be additional service providers for comparative purposes. Please perform a thorough due diligence and make your own independent decision.
Private Bankers are employees of Morgan Stanley Private Bank, National Association.
Morgan Stanley Smith Barney LLC is a registered Broker/Dealer, Member SIPC, and not a bank. Where appropriate, Morgan Stanley Smith Barney LLC has entered into arrangements with banks and other third parties to assist in offering certain banking related products and services.
Investment, insurance and annuity products offered through Morgan Stanley Smith Barney LLC are: NOT FDIC INSURED | MAY LOSE VALUE | NOT BANK GUARANTEED | NOT A BANK DEPOSIT | NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY
Awards Disclosures | Morgan Stanley
Certified Financial Planner Board of Standards Center for Financial Planning, Inc. owns and licenses the certification marks CFP®, CERTIFIED FINANCIAL PLANNER®, and CFP® (with plaque design) in the United States to Certified Financial Planner Board of Standards, Inc., which authorizes individuals who successfully complete the organization's initial and ongoing certification requirements to use the certification marks.
Morgan Stanley Smith Barney LLC does not accept appointments nor will it act as a trustee but it will provide access to trust services through an appropriate third-party corporate trustee.
Asset Allocation does not assure a profit or protect against loss in declining financial markets.
The securities/instruments, investments and investment strategies discussed on this website may not be suitable for all investors. The appropriateness of a particular investment or investment strategy will depend on an investor's individual circumstances and objectives. The views and opinions expressed on this website may not necessarily reflect those of Morgan Stanley Smith Barney LLC (“Morgan Stanley”). This website and its associated content are intended for U.S. residents only.
Morgan Stanley and its Private Wealth Advisors do not provide tax or legal advice. Visitors to this website should consult their tax advisor for matters involving taxation and tax planning and their attorney for matters involving trust and estate planning and other legal matters.
Morgan Stanley Private Wealth Advisers may only transact business in states where they are registered or excluded or exempted from registration. Transacting business, follow-up and individualized responses involving either effecting or attempting to effect transactions in securities, or the rendering of personalized investment advice for compensation, will not be made to persons in states where Morgan Stanley Private Wealth Advisers are not registered or excluded or exempt from registration.
For more information, please see the Morgan Stanley Smith Barney LLC Client Relationship Summary.
See the Financial Advisors Biographies for Registration and Licensing information.
Certified Financial Planner Board of Standards Center for Financial Planning, Inc. owns and licenses the certification marks CFP®, CERTIFIED FINANCIAL PLANNER®, and CFP® (with plaque design) in the United States to Certified Financial Planner Board of Standards, Inc., which authorizes individuals who successfully complete the organization's initial and ongoing certification requirements to use the certification marks.
Investment Management Consultants Association, Inc. owns the marks CIMA®, Certified Investment Management Analyst® (with graph element)®, and Certified Investment Management Analyst® .
Morgan Stanley Smith Barney LLC offers insurance products in conjunction with its licensed insurance agency affiliates.
Life insurance, disability income insurance, and long-term care insurance are offered through Morgan Stanley Smith Barney LLC's licensed insurance agency affiliates.
Lifestyle Advisory Services: Products and services are provided by third party service providers, not Morgan Stanley Smith Barney LLC (“Morgan Stanley”). Morgan Stanley may not receive a referral fee or have any input concerning such products or services. There may be additional service providers for comparative purposes. Please perform a thorough due diligence and make your own independent decision.
Private Bankers are employees of Morgan Stanley Private Bank, National Association.
Morgan Stanley Smith Barney LLC is a registered Broker/Dealer, Member SIPC, and not a bank. Where appropriate, Morgan Stanley Smith Barney LLC has entered into arrangements with banks and other third parties to assist in offering certain banking related products and services.
Investment, insurance and annuity products offered through Morgan Stanley Smith Barney LLC are: NOT FDIC INSURED | MAY LOSE VALUE | NOT BANK GUARANTEED | NOT A BANK DEPOSIT | NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY
Awards Disclosures | Morgan Stanley
CRC 4677197 (7/2025)
