+1 (650) 687-7089 ariadne@appreciatefinance.com


Appreciate Finance was founded in 2015 to help individuals and families realize personal goals and dreams through comprehensive financial planning and investment management. Its founder, Ariadne Horstman, has practiced as a CFP® since 2008, advising numerous families and individuals on their financial situations. Prior to that, she worked in the tech industry in Silicon Valley.

She is a Registered Life Planner® with the Kinder Institute. Financial Life Planning is based on the premise that advisors must first discover clients’ most essential goals before formulating a financial plan. In this way, a client’s finances fully support those objectives as the client begins to move toward realizing them.

Ariadne lives in Palo Alto with her husband and two teenagers. She enjoys travel, hiking, yoga, horseback riding and meditation. A graduate of Smith College, she completed her financial planning coursework at UC Santa Cruz.


Ariadne began her financial planning career in 2008 when living in Hyderabad, India. Beginning with InvestmentYogi, an Indian start-up in the financial services sector, she developed a specialty in international financial planning, especially for those with US residency and investments in other countries.

She has also lived in France and Holland, is fluent in French and has traveled widely. Today, her client portfolio includes Americans as well as those holding multiple citizenships. 

Ariadne completed the GFP training and exam in 2021 with the Global Financial Planning Institute https://www.gfp.institute/ and now holds the GFP designation.



Credit: Hyderabad, India


As an active member of the Financial Planning Association of Silicon Valley since 2010, Ariadne volunteers for its Pro Bono Committee, and has served as a board member.

​As part of the FPA pro bono team, one of her current activities is coordinating (and delivering) Financial Planning Talks at Palo Alto Schools in “Living Skills” classes. She and other Certified Financial Planners™ speak to 15 to 20 classes per year, reaching approximately 500 teens annually in a program that has been running since 2015.

The annual Mindfulness Retreat for Financial Planners, now in its third year, which Appreciate co-founded with Abacus Wealth Partners. Ariadne takes a holistic approach to finances as part of overall well-being.


Ariadne Horstman, CFP® is proud to be a member of the following organizations, whose standards of quality & integrity Appreciate Personal Finance confidently adheres to in service of our clients:




Although many professionals call themselves “financial planners,” CFP® professionals have completed extensive training and experience requirements and are held to rigorous ethical standards. They understand all the complexities of the changing financial climate and are held to a fiduciary standard to make recommendations in your best interest. From budgeting, to planning for retirement, to saving for education, to managing taxes and insurance coverage, a CFP® can provide you with the planning options you need.



The Financial Planning Association® (FPA®) is the principal professional organization for CERTIFIED FINANCIAL PLANNER™ CFP® professionals, educators, financial services providers and students who seek advancement in a growing, dynamic profession. The ​FPA supports high standards of professional competence, ethical conduct and clear, complete disclosure when serving clients.



As a member of NAPFA, Ariadne is part of a network of advisors in the field who are professional, ethical financial advisors. From the NAPFA website:
“NAPFA-Registered Financial Advisors serve consumers. They are financial advisors who are highly competent and have met more than a de minimis certification standard, offer holistic service, and operate on an objective Fee-Only basis. That means they do not sell financial products on commission. They are unbiased, without the potential for conflicts of interest. Their only purpose is to look out for their clients’ overall financial well-being.”



Formed in 2020, the Global Financial Planning Institute exists to provide education, community, tools/resources and ongoing research for financial planners, wealth managers, private bankers, CPA/accountants, and other advanced financial professionals working with international and cross-border clients in the US and Americans abroad.