Peter Loncar

Financial Advisor, RJFS
President and Owner, Rivertowne Financial Services

Since 1987, Pete has been advising clients and helping them ease the difficulties of managing their finances. With the goal of making their lives easier and their financial futures more promising, he has helped carefully guide his clients through many different market cycles, including some of historic significance.

Pete has achieved the Chartered Retirement Planning CounselorSM designation. Advisors who hold the CRPC® designation have completed a course of study encompassing pre- and post-retirement needs, asset management, estate planning and the entire retirement planning process using strategies and techniques from real client situations.

As a Certified Financial Planner™ professional, Pete has completed the rigorous CFP® certification process and continues to meet ongoing certification renewal requirements.

Pete has been named to the Forbes Best-In-State Wealth Advisors list for 2021, 2022, and most recently 2023. The Forbes ranking, developed by SHOOK Research, is based on an algorithm of qualitative criteria, gained through telephone, virtual and in-person due diligence interviews, and quantitative data. SHOOK Research creates rankings of role models—advisors that are leading the way in offering best practices and providing a high-quality experience for clients. A focus on both quantitative and qualitative factors, including telephone and in-person meetings, is imperative.

Originally from Pittsburgh, Pete attended West Virginia University, where he earned his bachelor’s degree in finance. He and his wife, Mary Beth, live in Independence Township, have three children, and attend St. Elijah Serbian Orthodox Church. Pete is also a member of the Financial Planning Association.

For fun and relaxation, Pete enjoys fishing, hunting, golf and tennis.

CFP Pride   Forbes SHOOK Best-In-State Badge

Certified Financial Planner Board of Standards Inc. owns the certification marks CFP®, Certified Financial Planner,  CFP Logo Flame Design and  CFP Logo Plaque Design in the U.S., which it awards to individuals who successfully complete CFP Board’s initial and ongoing certification requirements.

The Forbes Top Wealth Advisors Best-In-State 2023 ranking, developed by SHOOK Research, is based on an algorithm of qualitative criteria, mostly gained through telephone and in-person due diligence interviews, and quantitative data. This ranking is based upon the period from 6/30/2021 to 6/30/2022 and was released on 4/4/2023. Those advisors that are considered have a minimum of seven years of experience, and the algorithm weights factors like revenue trends, assets under management, compliance records, industry experience and those that encompass best practices in their practices and approach to working with clients. Portfolio performance is not a criteria due to varying client objectives and lack of audited data. Out of approximately 39,007 nominations, 7,321 advisors received the award. This ranking is not indicative of an advisor's future performance, is not an endorsement, and may not be representative of individual clients' experience. Neither Raymond James nor any of its Financial Advisors or RIA firms pay a fee in exchange for this award/rating. Raymond James is not affiliated with Forbes or Shook Research, LLC. Please visit for more info.

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