Two new California financial firms announced their launch on Tuesday with a shared goal of offering families specialized financial services

In Beverly Hills, a team of Merrill Lynch veterans announced the creation of Boulevard Family Wealth, a multifamily office that will cater to ultra-affluent individuals.

Boulevard will be led by Matthew Celenza, with a team that includes long-time team members and advisors Shannon McLaughlin and Andrea Shea. The trio previously served in Merrill Lynch’s Private Banking and Investment Group, where they managed more than $1 billion in client assets.

Andrew Aiello, formerly senior vice president in Merrill Lynch’s Ultra High Net Worth Solutions department, will lead Boulevard Insurance Strategies, the new firm’s insurance business.

Dynasty Financial Partners and Schwab Advisor Services worked with Boulevard partners to create the new firm, the company says.

“We believe that objectivity is at the core of our offering, so we will be able to access, on behalf of our clients, a greatly expanded selection of investment capabilities, lending platforms, sophisticated insurance products, planning resources, capital market solutions and alternative manager opportunities,” said Celenza in a statement released on Tuesday.

Meanwhile, in Berkeley, Rise Financial opened its doors as the latest firm to offer holistic, socially responsible financial services to consumers. The firm will be affiliated with Geneos Wealth Management.

Rise Financial’s offerings include investment management, estate planning, charitable giving, tax planning, insurance services and retirement planning.

Ken Ancell, founder and CEO of Rise, previously served as CEO of Ancell Financial Advisors. Rise is affiliated with Commonwealth Financial Network.

"I started Rise Financial not to capitalize on the growing trend in the industry, but to help individual investors in the community make positive social changes," said Ancell in a released comment. "Our goal at Rise Financial is to promote social causes through responsible investing while at the same time helping people save for their future."