
Rocha York at Morgan Stanley

Our Mission Statement
Our Story and Services
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.
- Alternative InvestmentsFootnote1
- 529 PlansFootnote2
- Divorce Financial AnalysisFootnote3
- Financial PlanningFootnote4
- Cash Management and Lending ProductsFootnote5
- Long-term Care InsuranceFootnote6
- Philanthropic ManagementFootnote7
- Planning for Education FundingFootnote8
- Retirement PlanningFootnote9
- Sustainable InvestingFootnote10
- Trust ServicesFootnote11
- Wealth ManagementFootnote12
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.

Client situations, thoughtful strategies, measurable clarity
Our case studies highlight how our team supports clients through complex, high stakes moments with a coordinated, planning-first approach. From helping protect an elderly client from potential financial exploitation, to guiding a family after a significant liquidity event, to building confidence and clarity for a client navigating financial independence after divorce, we focus on thoughtful strategy and steady execution. In every situation, we collaborate closely with clients and their trusted professionals to help ensure decisions remain aligned with long-term goals and best interests.
A long-time client's family contacted us after becoming concerned about a new younger individual who had moved into his home and was becoming increasingly involved in his financial affairs. Recognizing the potential signs of financial exploitation, we worked closely with the client, his CPA, attorney, and trusted family members to better understand the situation and implement additional safeguards. Through a coordinated team approach, we helped protect the client's assets, strengthen oversight of his financial affairs and ensure the best interests remained at the center of every decision.
A client experienced a significant liquidity event following the sale of his company, resulting in a substantial increase in family wealth. While the sale created a tremendous opportunity it also brought new responsibilities related to investing, tax planning, estate considerations and preparing future generations for financial wealth. Working alongside the clients CPA and attorney, we developed a comprehensive wealth strategy and facilitated family discussions focused on financial education. By helping family members understand the purpose behind wealth and how to manage it responsibly, we create a framework designed to support the family's goals for generations to come.
Following a divorce, a client found herself responsible for financial decisions that had previously been handled by her spouse. She was facing important choices about her investments, retirement accounts and long-term financial future. We helped her organize her assets, evaluate her income needs and develop a financial plan that reflected her new goals. Education became a key part of the process. We took the time to explain and teach investment concepts. Over time she gained the confidence and knowledge needed to make informed decisions and take control of her financial future.
A long-time client owned multiple residential and investment properties, but uneven rental income, large periodic expenses, and overlapping debt obligations were creating unnecessary liquidity pressure and making it difficult to plan confidently. We began by organizing a complete view of the client's balance sheet and property-level cash flows, then coordinated with the client's CPA and real estate attorney to align financing decisions with tax and legal considerations. We evaluated lending and cash management options to improve flexibility, established a reserve framework for property expenses and capital improvements, and structured a borrowing approach designed to reduce the risk of forced asset sales during market volatility. With a clearer plan and coordinated execution, the client was able to pursue real estate goals while maintaining investment discipline, strengthening day-to-day liquidity, and improving overall financial oversight.
Location
Meet Rocha York
About Kelly York
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.
NMLS#: 1295620
About Vince Rocha
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.
NMLS#: 2211632
About Jessica Rocha
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.

Contact Kelly York

Contact Vince Rocha
Portfolio Insights
Retirement
- 401(k) Rollovers
- IRA Plans
- Retirement income strategies
- Retirement plan participants
- Annuities
Investing
- Asset Management
- Wealth Planning
- Traditional Investments
- Alternative Investments
- Impact Investing
Family
- Estate Planning Strategies
- 529 Plans / Education Savings Planning
- Long Term Care Insurance
- Special Needs Planning
- Trust Services
Business Planning
- Succession Planning
- Business Planning
- Qualified Retirement Plans
Philanthropy
- Endowments
- Foundations
- Donor Advised Funds
- Impact Investing
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.
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.
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.
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.
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
6Insurance products are offered in conjunction with Morgan Stanley Smith Barney LLC’s licensed insurance agency affiliates.
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.
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.
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.
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.
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.
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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