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Our Team

How We Work

How We Work

Our reasons for becoming financial professionals are deeply personal. We repeatedly saw many friends and family struggling to find the help they needed to map out their financial future. We are confident that with our understanding of personal finance, coupled with our training as financial professionals, we can help people better prepare for the future. After years in the business, we have developed a reputation for educating individuals in an easy-to-understand manner so they can grasp personal finance and use those concepts to pursue their financial objectives. We feel a commitment to our community.

Our team approach adds perspective to all we do and provides increased benefits to our clients.

Meet Our Team

Charles Goldberg




Charles Goldberg, Founder (1970-1995) - Prior to entering the insurance business, Charlie served in the U.S. Army during WWII, honorably discharged in 1945 at the rank of Corporal. Following his service to our country he owned and operated a wholesale produce business in Newark, NJ throughout the 1950s and '60s. His success in the financial services industry was greatly influenced by his appreciation and understanding of the needs of small business owners and their families.

Throughout his successful career he earned company and industry recognition. As a member of the National Association of Life Underwriters, he was a repeat recipient of the National Quality Award and National Sales Achievement Award, acknowledging successful sales and service achievements in the public interest. He was also a consistant qualifying member of the insurance industry's prestigious Million Dollar Round Table.

Charlie was inducted into The Equitable Life's exclusive Hall of Fame in 1984, and will be forever honored with his name and the words "Never in all our proud years will his name be lost from memory" permanently inscribed at Equitable's corporate headquarters in New York City (now AXA/Equitable).

Charlie Goldberg remained actively devoted to his many clients, family and friends and to our business which he loved and respected until his untimely passing in 1995. We miss him.

Jerry Goldberg

Financial Adviser and President



Jerry is a 41 year veteran of the financial services industry. He graduated from the University of Hartford in 1977 with a BA in Economics, and joined the Equitable Life Assurance Society that same year at their corporate headquarters in New York City. In 1979 Jerry joined his father at the Equitable offices in Short Hills, New Jersey, where in 1982 he was promoted to District Sales Manager. Jerry is a consistent qualifier* for membership in the prestigious Million-Dollar Round Table.

Jerry, is an active member of The Association for Advanced Life Underwriting (AALU) and of the National Association of Insurance and Financial Advisors (NAIFA) of Greater Monmouth County. Jerry has served as Vice-President on the Executive Committee of Penn Mutual Life Insurance Company's Producers' Advisory Council and currently serves as co-chair of both Penn Mutual Life Insurance Company's Conference and Recognition Committee and the Client and Advisers' Service Committee. He has also served on the Advisory Board of Caregivers of New Jersey, an affiliate of the Family Resource Network.

Jerry is a Registered Representative and Investment Adviser Representative of Hornor, Townsend and Kent, LLC, and is registered and/or licensed to do business in several states including New York, New Jersey, Pennsylvania, Florida, Delaware, Georgia, Texas, Utah and California. In addition to passing required licensing exams for insurance and securities products and services, Jerry is required to complete ongoing individual certification requirements. New Jersey requires "continuing education credits" be earned through the completion of classroom training every 2-4 years.

*The Qualifying Member (Q) was created by the Million Dollar Round Table (MDRT). Until the 10th year of membership is attained, the member will be a Q. The requirements do not evaluate the quality of services provided and is granted for one year only. All members must apply every year to continue their affiliation with MDRT. Being a Q is not indicative of the applicant’s future performance. For more information, please visit:

Andrew Lieberman*

Financial Professional



Andy is a second generation, 25 year veteran specializing in life insurance and annuity based strategic planning. Andy began his career in the financial services industry after graduating college with a BA in Business.

As part of our "protection first" financial modeling team, Andy brings a competitive approach to our solution based process. His knowledge of risk based financial products is effective in identifying efficient product and service opportunities to help meet our client's goals and objectives.

Arielle Polito

Client Relations Manager



Arielle graduated from Montclair State University in 2009 with a Bachelor of Arts degree. Over the years Arielle has collaborated on several entrepreneurial projects. She comes to us with an extensive background in both business and administrative management, and expanded knowledge in the areas of customer service, public relations, and marketing.

Working in small, family businesses has enabled her to gain invaluable experience and learn the ins and outs of what it takes to run and build a company. Arielle has excelled in embracing many responsibilities ranging from opening new retail spaces, budgeting and inventory, accounting, as well as creative input. These skills make Arielle an asset to GFA as she provides additional understanding toward our clients and their needs.  

Since joining GFA in 2018, Arielle continues to build relationships with our clients and trusted professional partners. She manages our team of advisers and strategic relationships, while also overseeing our client appreciation events and firm specific marketing and communication efforts.

Primary Financial - Goldberg Financial Associates is a direct affiliate of Primary Financial. Our relationship is committed to providing clients with creative and innovative estate and financial planning services.*

Primary Financial is a valuable resource to us, providing our associates with an atmosphere fostering maximum career development; this includes professional education, the enhancement of technical knowledge, state-of-the-art resources, excellent facilities and a superior support staff.

Together we are committed to serving the communities in which we work and live through active support of civic and charitable organizations.