Our Story and Services

At the Rocha-York Team, everything we do starts with understanding you – your goals, your priorities, and what matters most in your life. With more than 60 years of combined experience, our team brings together personalized financial planning and customized investment management to create a coordinated strategy designed around your unique needs.

We believe the best outcomes come from strong, lasting relationships. Developing client relationships that often extend beyond financial matters is the most rewarding part of what we do, whether you’re planning for retirement, supporting children or grandchildren, purchasing a vacation home, navigating a life transition, or pursuing a goal that is uniquely your own. We are here to listen, guide, and help you make informed decisions.

Our process is personal. We take the time to understand your complete financial picture, then build a plan and investment strategy tailored to your goals. As your life evolves, we adapt alongside you to provide clarity through changing markets and circumstances. In short, your goals become our focus and helping you work toward them becomes a commitment we share. We look forward to learning your story and helping you live the life you imagined.

Welcome to the Rocha-York Team.
Services Include
Check the background of Our Firm and Investment Professionals on FINRA's BrokerCheck.*

Here For You

Choosing a Financial Advisor is not a science. Once you identified what financial services you need, it really comes down to fit, style and other intangibles. Here are some of the attributes our client's values about working with us:

  • An entrepreneurial spirit with a commitment to uncovering high-value opportunities in the marketplace
  • A passion for excellence and success and a dedication to philanthropy
  • A sense of connection with my community
  • Broad relationships within my field
  • A breadth of product knowledge beyond the scope of traditional investments
  • A focus on the "big picture" and an obsession with professionalism
    We are committed to an uncompromising level of service. If this sounds like the type of practice you would like to work with, we welcome an opportunity to speak with you.
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Digital Tools & Market Updates

Below are a few of the applications and resources we leverage in working with you. These tools are meant to transform complex financial situations into concise and easily digestible content. In addition, we've provided some helpful insights regarding the markets, our firm's offerings, as well as some timely advice and educational pieces on various elements in finance.

    Morgan Stanley Online

    Description: Morgan Stanley Online (MSO) has a variety of features beyond viewing your account balance and activity that you should take advantage of. They include:

    • eAuthorizations, an enhanced way to authorize transactions with one click on Morgan Stanley Online and the Morgan Stanley Mobile App.
    • eDelivery, which reduces paper documents sent by mail and can protect your personal information from getting into the hands of identity thieves.
    • Managing your everyday finances such as paying bills online, sending money or transferring funds.
    Learn More About MSO
    Total Wealth View

    Total Wealth View allows you to link information from your accounts at other financial institutions directly to your Morgan Stanley Online or Morgan Stanley Mobile App profile.

    The ability to view all of your assets together provides the opportunity to advise on your Morgan Stanley accounts with your entire financial picture in mind.

    Completing your financial picture with Total Wealth View gives our clients the benefit of more informed wealth planning, more secure data access, and convenient connectivity.

    Learn More About Total Wealth View
    Portfolio Risk Platform – Powered by Aladdin

    Our Portfolio Risk Platform, backed by institutional-caliber analytics, assesses thousands of risk factors using a holdings-based approach to assess a portfolio's exposures, analyze how securities behave together across portfolios and forecast how they influence risk and return moving forward. This platform provides a holistic view to better enable risk to be effectively monitored and managed.

    Learn How We Mitigate Client Risk
    Goals Planning System

    Our Goals Planning System (GPS) is built on Morgan Stanley's intellectual capital and capabilities, to provide our clients with comprehensive investing and planning solutions for their individual goals.

    Learn More About GPS
    Online Security Center

    Protecting your online security is our top priority at Morgan Stanley. We proactively defend our systems and monitor the threat landscape to help anticipate issues before they arise and respond appropriately when they do.

    Learn More About Our Security Measures
    Reserved Living and Giving

    Reserved Living & Giving is a tiered complimentary loyalty program that rewards Morgan Stanley's most valued clients. The program is designed to enhance your lifestyle and relationship with the firm beyond traditional wealth management services.

    Learn More About The Different Offerings
    On The Markets Monthly Research Report

    Detailed market commentary from Morgan Stanley's thought leaders on topics such as global equities, fixed income, monetary policy and more.

    Read the "On The Markets" Monthly Research Reports Here
    The GIC Weekly

    The Global Investment Committee's Lisa Shalett headlines this weekly look at markets, asset class performance and fixed income.

    Learn More

Our Services to You

The Rocha York Group is committed to providing advice to help you achieve your financial goals.

Our goal is to fully understand your finances so we can help customize a wealth plan that proactively aligns your finances and investments. Our objective is to earn your confidence not only through the quality of solutions we provide to you, but also through the excellence with which we deliver them.

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    Wealth Management

    At Morgan Stanley Wealth Management, exclusive access to vast resources, combined with our unique capabilities, gives us the means to support your goals at every life stage. We provide a range of solutions to meet you where you are—no matter your starting point or preferred investing approach. We understand that as family or institutional wealth increases, the implementation of investment strategies becomes increasingly complex and portfolios require close monitoring to remain within intended parameters.

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    Retirement Planning

    We are here to help you create a well-rounded planning approach for retirement and create your estate planning strategy designed to preserve, manage, and distribute your assets during and after your lifetime, while helping to minimize taxation. We are here to help manage your employer's retirement plan (e.g., 401(k) plan), identify your personal goals, track your progress toward achieving them and work together to create a customized plan.

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    Generational Wealth Transfer

    Our advisory team helps families navigate generational wealth transfer with a coordinated, goals based approach that aligns your legacy with the people and causes you care about most. We work alongside your tax and legal professionals to help clarify priorities, evaluate gifting and trust strategies, and plan for liquidity needs, business succession, and charitable giving. Just as important, we help facilitate family conversations and education so heirs understand the purpose behind the plan and are prepared to steward wealth responsibly across generations.

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    Portfolio Management

    We study investment trends and leverage the global resources of the firm to help you develop a personalized investment strategy. We'll develop a customized portfolio to meet your requirements for growth, income and wealth conservation within your risk constraints. Our experience, training and investment philosophy offer guidance—both in ongoing portfolio management decisions and understanding investment risk while keeping your long-term goals in view.

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    Cash Management & Lending

    As a client, you will have access to a suite of cash management solutions as a competitive alternative to a traditional bank. Through your Morgan Stanley Active Assets Account or CashPlus Brokerage Account, you can access a full suite of Cash Management Solutions to help you manage your everyday finances. Additionally, we're able to provide qualified clients with financing solutions for almost any personal or business need using the eligible securities in your brokerage account as collateral for a flexible line of credit.

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    Risk Analysis

    We take a holistic approach to managing your finances by identifying risk outliers and understanding the impact of market scenarios. We leverage Morgan Stanley's Portfolio Risk Platform and the risk analytics integrated to understand risk insights across thousands of risk factors. We can instantly analyze an entire portfolio, including assets held elsewhere, which helps identify and mitigate your risk.

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    Financial Planning

    Whether you're accumulating wealth, buying your first or second home, planning for college, or approaching retirement, we take a holistic approach that considers your entire financial picture, including assets and liabilities, and listens closely to your unique goals. By leveraging comprehensive goal‑focused tools, we develop a customized financial plan and investment strategy tailored to your life stage. Together, we'll establish a clear roadmap, align your financial resources with your aspirations, and meet regularly to track progress and help ensure success.

Location

101 California St 23rd
Fl
San Francisco, CA 94111
US
Direct:
(415) 693-6000(415) 693-6000

Meet Rocha York

About Kelly York

Understanding each client’s unique values and objectives lies at the heart of Kelly’s philosophy. She is known for making sure clients understand the financial choices that they are making and the impacts that they have. Kelly helps you make investment decisions that are aligned with your values, allowing you to impact your world and community while still achieving your investment goals. She takes the time to get to know you, and to ensure that what’s important to you is reflected in your portfolio as you move through the different phases of your life. When you work with Kelly, her goals are the same as yours: To help you live the life you’ve imagined.

When she’s not working, you can find Kelly in or near the water. She enjoys swimming with her Master’s team, pretending to be a mermaid with her daughter, or paddle boarding on Lake Tahoe with her husband.
Securities Agent: AL, SC, VT, HI, MD, NJ, TX, CO, OH, MN, NH, KS, MO, AZ, CA, WA, NY, GA, OR, NV, IL; General Securities Representative; Investment Advisor Representative; Managed Futures
NMLS#: 1295620

About Vince Rocha

Vince Rocha is a Senior Vice President and Wealth Advisor at Morgan Stanley with more than 45 years of experience in the investment industry. He specializes in helping clients build long-term investment portfolios and provides thoughtful guidance to multiple generations of affluent families. Vince is particularly passionate about working with entire families to help align investment strategies with personal goals and to support the transfer of wealth from one generation to the next. While he often advises several generations within the same family, he tailors each plan to the individual needs, priorities and objectives of each client.

A lifelong Bay Area resident, Vince was born in San Francisco and raised in Oakland, and has lived in Berkeley, San Francisco and now in Oakland with his wife Debbie. He joined the legacy Dean Witter firm in 1979 and became a Financial Advisor in 1983, building a career grounded in long-term relationships and disciplined planning.

Outside the office, Vince enjoys spending time with family and friends, staying active and traveling. He is also an avid coach and mentor, with 24 years of coaching experience. He began coaching his children in Little League Baseball and has now served as an Assistant Coach in Football at Bishop O’Dowd High School in Oakland for the past nine seasons.
Securities Agent: FL, SC, NJ, CO, WA, NY, AZ, PA, NC, IL, HI, DC, CA, VT, OR, KS, GA, NH, NV, MN, MI, MD, MO; General Securities Representative; Investment Advisor Representative
NMLS#: 2211632

About Jessica Rocha

As a Client Service Associate, Jessica supports the day-to-day needs of clients and helps ensure a seamless experience across all stages of the wealth management relationship. She partners closely with the Financial Advisors and broader team to coordinate account administration, service requests, and client communications with a focus on accuracy, responsiveness, and professionalism.

Jessica is committed to delivering high-touch service and building trusted relationships by understanding client priorities and helping facilitate timely follow-through. With a detail-oriented approach and a strong emphasis on client care, she assists with onboarding, money movement and operational requests, meeting preparation, and ongoing account maintenance.
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
Iran Conflict: Seven Takeaways for Investors
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Iran Conflict: Seven Takeaways for Investors

Prolonged conflict with Iran could lead to higher oil prices, hotter inflation and greater market uncertainty.

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
Article Image

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 Rocha York today.
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.

1Alternative Investments are speculative and include a high degree of risk. An investor could lose all or a substantial amount of his/her investment. Alternative investments are appropriate only for qualified, long-term investors who are willing to forgo liquidity and put capital at risk for an indefinite period of time.

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

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2Investors should consider many factors before deciding which 529 plan is appropriate. Some of these factors include: the Plan's investment options and the historical investment performance of these options, the Plan's flexibility and features, the reputation and expertise of the Plan's investment manager, Plan contribution limits and the federal and state tax benefits associated with an investment in the Plan. Some states, for example, offer favorable tax treatment and other benefits to their residents only if they invest in the state's own Qualified Tuition Program. Investors should determine their home state's tax treatment of 529 plans when considering whether to choose an in-state or out-of-state plan. Investors should consult with their tax or legal advisor before investing in any 529 Plan or contact their state tax division for more information. Morgan Stanley Smith Barney LLC does not provide tax and/or legal advice. Investors should review a Program Disclosure Statement, which contains more information on investment options, risk factors, fees and expenses and possible tax consequences.

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3Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors and Private Wealth Advisors do not provide tax or legal advice. Clients 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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4Morgan 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.

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5Morgan 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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6Insurance products are offered in conjunction with Morgan Stanley Smith Barney LLC’s licensed insurance agency affiliates.

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7Products 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.
Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors and Private Wealth Advisors do not provide tax or legal advice. Clients 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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8When 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 always check with their tax or legal advisor before engaging in any transaction involving 529 Plans, Education Savings Accounts and other tax-advantaged investments.

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9When 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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10Investing in the market entails the risk of market volatility. The value of all types of investments may increase or decrease over varying time periods. The returns on a portfolio consisting primarily of sustainable or impact investments may be lower or higher than a portfolio that is more diversified or where decisions are based solely on investment considerations. Because sustainability and impact criteria exclude some investments, investors may not be able to take advantage of the same opportunities or market trends as investors that do not use such criteria. Diversification does not guarantee a profit or protect against loss in a declining financial market.

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11Morgan 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.
Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors and Private Wealth Advisors do not provide tax or legal advice. Clients 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.

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12Morgan 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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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:
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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)