West Cohan did not enter wealth management because of prestige or the pursuit of status. He entered the profession because he witnessed firsthand how financial uncertainty can reshape a family’s life overnight. Today, as Chief Executive Officer and Chief Investment Officer of InvestLinc Wealth Services, he leads the firm with a philosophy grounded in discipline, transparency, and human connection.
In an industry often defined by complexity and salesmanship, West has built a reputation for taking a different approach. His focus is simple: help clients make better long-term decisions, remain emotionally grounded during uncertainty, and build lasting financial security.
A Personal Experience That Shaped His Career
West’s perspective on money and financial planning was shaped early in life. When his father suffered a massive stroke at the age of 50, his family was suddenly forced into a difficult transition. His mother became both caregiver and financial decision-maker overnight, navigating emotional stress while trying to maintain stability for the household.
Watching that experience unfold left a lasting impression on him.
He came to understand that financial planning is not simply about accumulating wealth. At its core, it is about creating resilience during life’s most uncertain moments. Proper planning can reduce stress, preserve dignity, and provide families with stability when they need it most.
“I’ve always been practical and pragmatic,” West explains. “I love how everyone can benefit from financial planning and the positive impact it can make in your life.”
That philosophy continues to shape the way he works with clients today. Rather than viewing wealth management as a transactional business, he sees it as a long-term partnership built on trust, guidance, and accountability.
Emotional mastery is the key to success in investing and in life.
Building a Career from the Ground Up
Unlike many executives who step directly into leadership positions, West built his career from the ground up. Early in his professional journey, he realized large corporations felt restrictive and impersonal. He preferred smaller independent firms where he could gain broader experience and build meaningful relationships. In 2012, he entered the industry as an Administrative Assistant.
Over time, he advanced through positions including client service specialist, wealth manager, chief compliance officer, co-chief investment officer, and eventually sole chief investment officer before becoming CEO in 2024. That progression gave him a comprehensive understanding of the business and reinforced the importance of mentorship, adaptability, and continuous learning.
“After becoming CIO and CEO, I purchased a majority equity stake in InvestLinc so that I could have my own fiefdom where I am the captain of the ship,” West says. “Now I’m taking what I’ve learned from my mentors and putting my own stamp on it.”
Balancing Leadership and Investment Management
As both CEO and CIO, West manages significant responsibilities. While the dual role is common within independent advisory firms, balancing strategic leadership with investment oversight requires discipline and careful prioritization.
For West, investment management always comes first. He believes protecting and growing client wealth is the foundation of everything the firm does.
“It’s difficult to balance CIO and CEO roles,” he admits, “but the most important thing is managing the investment accounts optimally and making money for my clients.”
To continue strengthening his leadership abilities, he enrolled in the G2 Leadership Program, a two-year initiative designed for the next generation of leaders in the advisory industry. The program has helped him expand his understanding of operations, compliance, technology, and business management.
Finding Balance Beyond Work
Despite the demands of his profession, West places strong importance on maintaining balance in his personal life. He credits much of that stability to his wife, whom he met while attending University of California, Los Angeles. The couple has been together for more than fifteen years, and he describes her as his best friend and strongest supporter.
Outside of work, West prioritizes activities that help him stay grounded, including working out, yoga, meditation, and prayer. The flexibility of partially working from home after the COVID-19 pandemic has also improved his work-life balance.
Fortunately, he genuinely enjoys the work he does, which makes even long hours feel rewarding rather than exhausting.
A Client-First Investment Philosophy
At the heart of InvestLinc’s approach is a commitment to transparency and alignment. West strongly believes that fee-based advising creates better alignment between advisors and clients by removing many conflicts associated with commission-driven models.
The firm also manages portfolios internally rather than outsourcing to third-party managers. Every client receives a customized portfolio designed around their goals and financial circumstances. West favors low-cost index funds and evidence-based investment strategies focused on long-term consistency.
If the S&P500 is good enough for Warren Buffet’s wife, it’s good enough for you and me.
However, he believes one of the most valuable services advisors provide extends beyond investment selection itself.
“A large part of our role is generating behavioral alpha by helping our investors stay emotionally grounded and disciplined during downturns,” he explains.
If I could successfully time the market, I’d be a billionaire and retired by now. Unfortunately, predicting the future is impossible.
That focus on emotional discipline becomes especially important during periods of market volatility. West strongly believes successful investing depends as much on controlling emotions as it does on selecting investments.
Preparing for the Future of Wealth Management
Having entered the industry shortly after the 2008 Global Financial Crisis, West has witnessed major shifts in markets and client expectations. One trend he believes will shape the future is the growing need for younger financial advisors.
In many regions, the average advisor is nearing retirement age while millions of Baby Boomers continue seeking financial guidance. Fortunately, more universities are now offering financial planning programs, creating clearer pathways for younger professionals entering the field.
West also expects artificial intelligence to gradually transform areas such as research, analytics, and administrative efficiency, though he believes human relationships will remain essential in wealth management.
Defining Success Beyond Income
West’s definition of success has evolved significantly throughout his career. As a teenager, he once believed earning six figures represented the ultimate achievement. Today, living in Orange County has shifted his perspective. Rather than focusing only on increasing income, he is more interested in building a business and lifestyle aligned with his personal values. Success, for him, means balance, meaningful client relationships, and the ability to spend his time intentionally.
One milestone he values most is the growth of InvestLinc’s assets under management. When he became Co-Chief Investment Officer in 2019, the firm managed approximately $30 million. By 2026, that figure had grown to over $120 million.
Looking ahead, West Cohan hopes his leadership will inspire others to see a different side of wealth management, one focused not on greed or excess, but on fiduciary responsibility, honesty, and genuine care for clients. He hopes people remember him as someone who brought laughter, stayed truthful, and helped improve the lives of those he served.
And, as he says with a smile, hopefully as someone “who made a boatload of money for his clients.”
