Herb Morgan is a lifelong Californian with deep roots in the state and a career defined by financial acumen, entrepreneurial success, and a commitment to public service. He arrived in California on his first birthday in 1967, grew up in Westminster and Oceanside, and attended local public schools before graduating with honors from the University of California at Santa Cruz. These early experiences shaped his values and grounded his lifelong dedication to fiscal responsibility and good governance.

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Herb is a seasoned investment professional with nearly four decades of experience in financial markets. He founded Efficient Market Advisors (EMA), one of the nation’s earliest ETF-based investment firms, which grew to manage $1.5 billion in assets under his leadership. In 2017, EMA was acquired by a major Wall Street firm, where Herb now serves as Chief Investment Officer. His proven record of building and managing large-scale financial operations uniquely qualifies him to oversee the state’s massive budget and ensure taxpayer dollars are used wisely.

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Appointed by Mayor Jerry Sanders to the San Diego City Employees' Retirement System (SDCERS) Board, Herb collaborated closely with fellow trustees to overhaul financial reporting and restore robust corporate governance. He was subsequently elected Board Chair twice by his peer trustees.

 

Beyond the boardroom, Herb is a family man who has been married for 34 years and is the proud father of two adult children. His approach to public service reflects the same principles that have guided his life: integrity, accountability, and a drive to leave things better than he found them. As a candidate for California State Controller, Herb is ready to bring innovative, technology-driven solutions to Sacramento and restore trust in how our state handles its finances.