About Priority Tax and Financial Planning

Priority Tax and Financial Planning is committed to managing wealth for successful business owners, prosperous entrepreneurs, and high net worth families. Our family office services include everything from bill paying and tax planning to philanthropic strategies, investment management, and retirement planning. Our advisors have earned a reputation in the Amherst area and we’re ready to put our exceptional skill set to work for you. As your advisor, we’ll learn about your long-term financial objectives and identify the best way to help you reach them. Together, we'll help you safeguard your wealth and achieve your financial goals.

When you become our client, we become an important asset to you and your family. Contact us now at 925-344-5312 or request a complimentary consultation online to learn more.


Robb Pryor

Robert W. Pryor, Jr., CFP® EA

After 28 years of working in High-Tech as an engineer designing computer chips, I decided to use my affinity with numbers and attention to details, personality traits that had served me well in Silicon Valley, to start a new career providing tax preparation services to my local community. Upon my successful completion of California’s Tax Education Council (CTEC) requirements, I began work for the local Liberty Tax branch before opening up my own tax preparation practice. Since then, I the met the requirements for the IRS’s designation of Registered Tax Return Preparer (RTRP) and then obtained my enrollment status with the IRS as an Enrolled Agent.

After a few years in tax practice, I began to notice clients would bring me their tax documents for tax preparation and tax planning for the current year and they would tell me about a major financial transaction with serious tax implications, after the fact. Or they would tell me about a major life event for which they had not planned for. I knew that, had they come to me before hand, I could have helped them make better decisions and plan for events that could have a serious negative impact on their lives. When I would ask the client why they hadn’t come to me first, they would tell me that they thought of me as their “tax guy”, not as their complete financial planner. I realized that in order to be able to help them the way I wanted, I needed them to see me as a complete financial planner, so I decided to get my Certified Financial Planner® designation. Now, I can be a complete financial planner for all of my client’s financial needs.

I am dedicated to helping clients make intelligent financial decisions and to ethically minimize their tax liability while at the same time ensuring that their federal and state income tax compliance requirements are met. I earned a Bachelor's degree from the University of California at Berkeley. I continued my academic pursuits by earning a Master’s degree from Santa Clara University. I believe that continuing education is a cornerstone to any long-term successful business. As both a CFP® professional and an Enrolled Agent, I keep up to date with the latest in best financial planning practices and new tax laws by taking an minimum of 24-30 hrs. of continuing education classes every year.

As a CFP® professional and an Enrolled Agent I firmly believe in, and practice, a Code of Ethics and Standards of Professional Conduct that puts my client's interests in the forefront. I treat every client with respect and integrity.

Licenses and Certifications

  • CERTIFIED FINANCIAL PLANNER™ professional
  • Massachusetts Life & Health Insurance
  • Enrolled Agent
  • California Real Estate

Professional Affiliations

  • Member, Financial Planning Association
  • Member, National Association of Enrolled Agents
  • Member, Massachusetts Society of Enrolled Agents