My Story and Services

For the last 32 years, Jose has assisted both domestic and international clients with Financial and Retirement Planning, Wealth Management, Cash Management, and many other services. Throughout his three decades of experience in the industry, he's worked to provide his clients with a dedicated and committed service. That is why he is honored to have received the "Five Star Wealth Manager Award"* for the last twelve consecutive years.

Before Jose began his career, he graduated from San Diego State University with a degree in Business Finance. He has been married to his wife, Kristine, for 30 years and together they have three grown children; Dominique, Peter and Joseph. In his free time, Jose enjoys tennis, traveling, playing soccer and biking, and most importantly, spending time with his family and friends.

*Five Star Wealth Advisor Award
This award was issued on 12/01/22 by Five Star Professional (FSP) for the time period 03/21/22 through 09/16/22. Fee paid for use of marketing materials. Self-completed questionnaire was used for rating. This rating is not related to the quality of the investment advice and based solely on the disclosed criteria. 2125 San Diego-area wealth managers were considered for the award; 211 (10% of candidates) were named 2023 Five Star Wealth Managers. The following prior year statistics use this format: YEAR: # Considered, # Winners, % of candidates, Issued Date, Research Period. 2022: 2084, 223, 11%, 12/1/21, 4/12/21 - 10/15/21; 6123, 459, 7%, 12/1/20, 3/30/20 - 10/16/20; 2020: 2218, 231, 10%, 12/1/19, 3/1/19 - 10/18/19; 2019: 1885, 224, 12%, 12/1/18, 3/23/18 - 10/15/18; 2018: 1498, 228, 15%, 12/1/17, 3/22/17 - 10/17/17; 2017: 1349, 349, 26%, 11/1/16, 2/25/16 - 10/14/16; 2016: 1337, 349, 26%, 11/1/15, 6/2/15 - 10/23/15; 2015: 1639, 350, 21%, 12/1/14, 6/2/14 - 10/23/14; 2014: 1838, 368, 20%, 12/1/13, 6/2/13 - 10/23/13; 2013: 1675, 417, 25%, 12/1/12, 6/2/12 - 10/23/12; 2012: 1014, 284, 28%, 11/1/11, 6/2/11 - 10/23/11. Wealth managers do not pay a fee to be considered or placed on the final list of Five Star Wealth Managers. The award is based on 10 objective criteria. Eligibility criteria - required: 1. Credentialed as a registered investment adviser (RIA) or a registered investment adviser representative; 2. Actively licensed as a RIA or as a principal of a registered investment adviser firm for a minimum of 5 years; 3. Favorable regulatory and complaint history review (As defined by FSP, the wealth manager has not; A. Been subject to a regulatory action that resulted in a license being suspended or revoked, or payment of a fine; B. Had more than a total of three settled or pending complaints filed against them and/or a total of five settled, pending, dismissed or denied complaints with any regulatory authority or FSP's consumer complaint process. Unfavorable feedback may have been discovered through a check of complaints registered with a regulatory authority or complaints registered through FSP's consumer complaint process; feedback may not be representative of any one client's experience; C. Individually contributed to a financial settlement of a customer complaint; D. Filed for personal bankruptcy within the past 11 years; E. Been terminated from a financial services firm within the past 11 years; F. Been convicted of a felony); 4. Fulfilled their firm review based on internal standards; 5. Accepting new clients. Evaluation criteria - considered: 6. One-year client retention rate; 7. Five-year client retention rate; 8. Non-institutional discretionary and/or non-discretionary client assets administered; 9. Number of client households served; 10. Education and professional designations. FSP does not evaluate quality of services provided to clients. The award is not indicative of the wealth manager's future performance. Wealth managers may or may not use discretion in their practice and therefore may not manage their clients' assets. The inclusion of a wealth manager on the Five Star Wealth Manager list should not be construed as an endorsement of the wealth manager by FSP or this publication. Working with a Five Star Wealth Manager or any wealth manager is no guarantee as to future investment success, nor is there any guarantee that the selected wealth managers will be awarded this accomplishment by FSP in the future. Visit www.fivestarprofessional.com.
Services Include
Securities Agent: FL, TX, DC, NV, GA, NY, CA, CT, NC, MD, CO; General Securities Representative; Investment Advisor Representative
CA Insurance License #: 0B15021
Check the background of Our Firm and Investment Professionals on FINRA's BrokerCheck.*

Introduction

Operating out of San Diego, California, Jose Cetale is a Financial Advisor for Morgan Stanley. Jose offers his clients a plethora of services which cover areas such as Financial and Retirement Planning, Wealth Management, International Client Services, and much more.

Jose's experiences in the industry allows him to help provide his clients with the proper educational materials, advice and suggestions for their specific needs, both financial and personal.
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    Professional Experience
    Jose Cetale is a Wealth Manager with plenty of experience amongst various types of clients. He joined Wells Fargo in 1991, where he was a Managing Director for Investments. In 2021, Jose transitioned to Morgan Stanley and became an Executive Director. He also spends time providing his services to international clients, specifically from Mexico.
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    Investment Philosophy
    As your Financial Advisor, Jose uses an individualized and planned based approach with each client relationship. He works with you to help define your goals and create a plan specifically for you. His goal-based strategy begins with asking the right questions and actively listening to help his clients achieve their financial objectives.
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    Communication & Organization
    It's important to be able to adjust and adapt to current economic and financial conditions. With Jose in your corner, he works to ensure that you are always kept up to date with the proper market news, information and client resources. Under Jose's approach, he will work with you to build an effective communication strategy to remain on task, stay in touch, and keep organized at all times.
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    Client Services
    Serving clients both inside and outside of the United States, Jose is able to provide a mix of services to a large audience. Jose has been providing professional and dependable services to international clients for three decades. While building his practice both domestically and internationally, Jose has the capability and experience to help manage your financial needs.

International Wealth Management

International Wealth Management is a specialized area within Morgan Stanley Wealth Management that is dedicated to serving individuals, families, family offices, entrepreneurs, corporate executives and corporate stock plan managers who live outside the United States. We also serve US citizens living and working abroad as well as those who are relocating to the United States or otherwise changing domicile.

We are based in offices throughout the United States, but often specialize in a specific country or region, and typically speak the client’s language, understand the culture and have a deep knowledge of the markets we serve. Combining our investment knowledge with the resources and intellectual capital of Morgan Stanley, we deliver targeted solutions that help our clients pursue their goals and address their unique financial needs.
We may be able to provide you access to:
  • An open architecture platform that includes leading asset management firms, giving you access to unaffiliated third party managers and their teams.
  • Thematic investing ideas and asset allocation models from Morgan Stanley’s Global Investment Committee, guiding your overall portfolio allocation.
  • Customized lending solutions from Morgan Stanley Private Bank, National Association, addressing your financing needs.
  • Dedicated specialists in wealth transfer, philanthropy, family dynamics, concierge and lifestyle advisory services, and other family office capabilities, supporting the non-financial needs you may have.

Not all products and services are available to clients outside of the United States.

The information, products and services described here are intended only for individuals residing in states where this Financial Advisor is properly registered as described in this site.


Morgan Stanley reserves the right, to the extent permitted under applicable law, to retain and monitor all electronic communications. Morgan Stanley will not accept purchase or sale orders via any Internet site, social media site and/or its messaging systems. Morgan Stanley does not endorse and is not responsible and assumes no liability for content, products or services posted by third-parties on any Internet site, social media site and/or its messaging systems. All electronic communications are subject to terms available at the following link: https://www.morganstanley.com/disclaimers/mswm-email.html. Any profiles and associated content are for U.S. residents only.

The securities/instruments, services, investments and investment strategies discussed in this material may not be suitable for all investors. The appropriateness of a particular investment, investment strategy or service will depend on an investor's individual circumstances and objectives. Morgan Stanley Smith Barney LLC recommends that investors independently evaluate particular investments, strategies and services, and encourages investors to seek the advice of a Financial Advisor or Private Wealth Advisor. This material does not provide individually tailored investment advice. It has been prepared without regard to the individual financial circumstances and objectives of persons who receive it.

Morgan Stanley Smith Barney LLC (“Morgan Stanley”) is not implying an affiliation, sponsorship, endorsement with/of the third party or that any monitoring is being done by Morgan Stanley of any information contained within the website. Morgan Stanley is not responsible for the information contained on the third party website or the use of or inability to use such site. Nor do we guarantee their accuracy or completeness.

The views, opinions or advice contained within third party websites or materials are solely those of the author, who is not a Morgan Stanley employee, and do not necessarily reflect those of Morgan Stanley Smith Barney LLC, or its affiliates. The strategies and/or investments referenced may not be appropriate for all investors as the appropriateness of a particular investment or strategy will depend on an investor's individual circumstances and objectives.

References to length of service at Morgan Stanley include years at Morgan Stanley and predecessor firms.

CRC 3430115 05/22

Some of What We Offer

Our comprehensive suite of digital tools are designed to help enhance every aspect of your financial life. Below are a few of the technologies we have to offer our clients.
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    Morgan Stanley Online
    Beyond viewing your account balance and activity, Morgan Stanley Online (MSO) has a suite of features that allows you to manage your everyday finances. Enrolling in MSO gives you the ability to pay bills, send money, transfer funds, and even authorize transactions with the use of eAuthorizations.
    Learn More About MSO
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    Total Wealth View
    It's hard to see the complete picture with only half the details. As a Morgan Stanley client and with Total Wealth View (TWV), you can now conveniently view your accounts from other financial institutions on Morgan Stanley Online. You can even access this through the Morgan Stanley Mobile App, giving you a more complete financial picture.
    Learn More About TWV
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    Online Security Center
    At Morgan Stanley, safeguarding your assets and personal information is among our highest priorities. Learn about our security measures and how our resources can help protect yourself online.
    Learn More About Cybersecurity
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    Digital Vault
    Digital Vault allows you to easily manage and share your important documents. All files are scanned for viruses and malware, and are encrypted while transferred and stored. Access is limited to you and anyone you designate.
    Learn More About Digital Vault
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    International Wealth Management
    For years, servicing international clients living outside of the United States has been one of Jose's primary focuses. Combining his experience and Morgan Stanley's resources and intellectual capital, the plan is to deliver you targeted solutions that help you purse your goals and address your financial needs.
    Learn More About International Client Services
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    eDelivery
    eDelivery provides you with the ability to view statements and other Firm documents electronically in lieu of paper. Clients who are registered in Morgan Stanley Online may enroll in eDelivery.
    Learn More About eDelivery

Location

101 W Broadway
Ste 1800
San Diego, CA 92101
US
Direct:
(619) 544-6582(619) 544-6582

Meet My Team

About Cynthia Ruvalcaba

Cynthia has worked with Jose L. Cetale for over 20 years and is an integral part of his business. Her experience and attention to detail help provide our clients financial solutions and valued client experiences.

Cynthia and her husband, Tony, have been married for 17 years and have two daughters, Maria Fernanda and Daniela. She enjoys cooking, reading, and spending quality time with family and friends.
CA Insurance License #: 0F38225
Wealth Management
Global Investment Office

Portfolio Insights

Retirement

Working with you to understand your life goals and develop a personalized wealth strategy. Today and for the years to come.
  • 401(k) Rollovers
  • IRA Plans
  • Retirement income strategies
  • Retirement plan participants
  • Annuities
A Simple Six-Step Retirement Checkup
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A Simple Six-Step Retirement Checkup

Checking in on your retirement plan may make a lot of sense, especially when market volatility arises.

Investing

Working closely with you to guide your wealth and investments through the most challenging market cycles.
  • Asset Management
  • Wealth Planning
  • Traditional Investments
  • Alternative Investments
  • Impact Investing
Rational Investing in an Age of Uncertainty
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Rational Investing in an Age of Uncertainty

When it comes to investing, even the most savvy of us fall prey to bias and emotional trades. So what triggers should you watch for?

Family

Creating customized financial strategies for the challenges that today’s families face.
  • Estate Planning Strategies
  • 529 Plans / Education Savings Planning
  • Long Term Care Insurance
  • Special Needs Planning
  • Trust Services
529 Plans: A Powerful Tool to Save for Education
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529 Plans: A Powerful Tool to Save for Education

Though education costs continue to climb, starting to save and invest early can make a difference.

Business Planning

Helping you on key aspects of your business such as ownership, liquidity and developing opportunities.
  • Succession Planning
  • Business Planning
  • Qualified Retirement Plans
Financial Planning for Life After Selling a Business
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Financial Planning for Life After Selling a Business

Selling your business can mean big changes for your life, both personally and financially. Know how to make the most of your windfall.

Philanthropy

Making sure your philanthropic dollars are managed with the same high quality service as the rest of your wealth.
  • Endowments
  • Foundations
  • Donor Advised Funds
  • Impact Investing
Donor Advised Funds: A Smart Way to Manage Your Giving
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Donor Advised Funds: A Smart Way to Manage Your Giving

There's more to charitable giving than you may realize. Here's one method that may be a tax-efficient way to give and can help maximize your impact.
Ready to start a conversation? Contact Jose Cetale today.
1Morgan Stanley offers a wide array of brokerage and advisory services to its clients, each of which may create a different type of relationship with different obligations to you. Please consult with your Financial Advisor to understand these differences or review our Understanding Your Brokerage and Investment Advisory Relationships brochure available at www.morganstanley.com/wealth-relationshipwithms/pdfs/understandingyourrelationship.pdf.

For more information, please see the Morgan Stanley Smith Barney LLC Client Relationship Summary.

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2When Morgan Stanley Smith Barney LLC, its affiliates and Morgan Stanley Financial Advisors and Private Wealth Advisors (collectively, “Morgan Stanley”) provide “investment advice” regarding a retirement or welfare benefit plan account, an individual retirement account or a Coverdell education savings account (“Retirement Account”), Morgan Stanley is a “fiduciary” as those terms are defined under the Employee Retirement Income Security Act of 1974, as amended (“ERISA”), and/or the Internal Revenue Code of 1986 (the “Code”), as applicable. When Morgan Stanley provides investment education, takes orders on an unsolicited basis or otherwise does not provide “investment advice”, Morgan Stanley will not be considered a “fiduciary” under ERISA and/or the Code. For more information regarding Morgan Stanley’s role with respect to a Retirement Account, please visit www.morganstanley.com/disclosures/dol. Tax laws are complex and subject to change. Morgan Stanley does not provide tax or legal advice. Individuals are encouraged to consult their tax and legal advisors (a) before establishing a Retirement Account, and (b) regarding any potential tax, ERISA and related consequences of any investments or other transactions made with respect to a Retirement Account. Individuals should consult their tax advisor for matters involving taxation and tax planning and their attorney for matters involving trust and estate planning, charitable giving, philanthropic planning and other legal matters.

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3Morgan Stanley Wealth Management is the trade name of Morgan Stanley Smith Barney LLC, a registered broker-dealer in the United States. Morgan Stanley Wealth Management is a business of Morgan Stanley Smith Barney LLC.

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4Morgan 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

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5Structured Investments are complex and not appropriate for all investors. An investment in structured investments involves risks. These risks can include but are not limited to: fluctuations in the price, level or yield of underlying asset(s), interest rates, currency values and credit quality, substantial loss of principal, limits on participation in appreciation of underlying asset(s), limited liquidity, credit risk, and/or conflicts of interest. Many structured investments do not pay interest or guarantee a return above principal at maturity. Investors should read the security’s offering documentation prior to making an investment decision.

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6Municipal bonds may not be appropriate for all investors. Income generated from an investment in a municipal bond is generally exempt from federal income taxes. Some income may be subject to state and local taxes and to the federal alternative minimum tax. Capital gains, if any, are subject to tax.
Morgan Stanley Smith Barney LLC (“Morgan Stanley”) and its Financial Advisors and Private Wealth Advisors do not provide any tax/legal advice. Consult your own tax/legal advisor before making any tax or legal-related investment decisions.

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7Insurance products are offered in conjunction with Morgan Stanley Smith Barney LLC’s licensed insurance agency affiliates.

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Check the background of our Firm and Investment Professionals on FINRA's BrokerCheck*.

The information, products and services described here are intended only for individuals residing in states where this Financial Advisor is properly registered as described in this site.

Morgan Stanley reserves the right, to the extent permitted under applicable law, to retain and monitor all electronic communications. Morgan Stanley will not accept purchase or sale orders via any Internet site, social media site and/or its messaging systems. Morgan Stanley does not endorse and is not responsible and assumes no liability for content, products or services posted by third-parties on any Internet site, social media site and/or its messaging systems. All electronic communications are subject to terms available at the following link:
https://www.morganstanley.com/disclaimers/mswm-email.html. Any profiles and associated content are for U.S. residents only.

The securities/instruments, services, investments and investment strategies discussed in this material may not be appropriate for all investors. The appropriateness of a particular investment, investment strategy or service will depend on an investor's individual circumstances and objectives. Morgan Stanley Smith Barney LLC recommends that investors independently evaluate particular investments, strategies and services, and encourages investors to seek the advice of a Financial Advisor or Private Wealth Advisor. This material does not provide individually tailored investment advice. It has been prepared without regard to the individual financial circumstances and objectives of persons who receive it.

Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors or Private Wealth Advisors do not provide tax or legal advice. Individuals should consult their tax advisor for matters involving taxation and tax planning and their attorney for legal matters.

Morgan Stanley Smith Barney LLC (“Morgan Stanley”) is not implying an affiliation, sponsorship, endorsement with/of the third party or that any monitoring is being done by Morgan Stanley of any information contained within the website. Morgan Stanley is not responsible for the information contained on the third-party website or the use of or inability to use such site. Nor do we guarantee their accuracy or completeness.

The views, opinions or advice contained within third party websites or materials are solely those of the author, who is not a Morgan Stanley employee, and do not necessarily reflect those of Morgan Stanley Smith Barney LLC, or its affiliates. The strategies and/or investments referenced may not be appropriate for all investors as the appropriateness of a particular investment or strategy will depend on an investor's individual circumstances and objectives.

*References to length of service at Morgan Stanley include years at Morgan Stanley and predecessor firms.

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.

The use of the CDFA designation does not permit the rendering of legal advice by Morgan Stanley or its Financial Advisors which may only be done by a licensed attorney. The CDFA designation is not intended to imply that either Morgan Stanley or its Financial Advisors are acting as experts in this field.

Awards Disclosures | Morgan Stanley
CRC 4665150 (8/2025)