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Penny Lee Di Giovanna

Advisor at Financial Planning by Design — Indian Harbour Beach, FL

Updated today

Credentials

CFP®, Series 63, Series 65

Experience

9 years

Location

Indian Harbour Beach, FL

Financial Planning by Design logo

Financial Planning by Design

Independent

Total advisors

1

Clients per advisor

6 Low

Avg AUM per client

$86,504 Very Low

HNW client ratio

0% Low

About

Penny Di Giovanna is a CFP® with nine years of industry experience. She is the principal advisor at Financial Planning by Design, an independent firm she founded in 2023. Prior to this, she held positions at J.W. Cole Advisors, Fidelity Brokerage Services, and Raymond James, among others. In addition to her advisory work, she operates Wise Penny Consulting LLC, which provides non-investment consulting services related to family governance, financial education, and family transitions, including divorce. Financial Planning by Design is a fee-only, independent registered investment adviser serving individual and high-net-worth clients through comprehensive financial planning and discretionary investment management. The firm utilizes a blend of passive and active strategies based on Modern Portfolio Theory and offers tailored planning across various financial areas, including retirement, tax, and estate considerations.

Client services

Based on Financial Planning by Design

Financial planning Portfolio management Selection of other advisers Educational seminars or workshops

Expertise

Based on Financial Planning by Design

Business ownership considerations Cash flow / budgeting College savings (529s, UTMA, etc.)

Occupation focus

Based on Financial Planning by Design

Founder/Business Owner

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Fee options

Fixed

Initial setup fee for Ongoing Financial Planning up to $20,000; Project-Based Financial Planning fixed fees $2,500 to $30,000; Educational Seminars $1,000 to $10,000

Percentage

$0 - $500,000: 1.25% $500,001 - $1,000,000: 1.00% $1,000,001 - $5,000,000: 0.80% $5,000,001 - $10,000,000: 0.70% $10,000,001+: Negotiable

Project-based

Project-Based Financial Planning hourly rate of $250

Other

Account minimum: $250,000 (may be reduced or waived on a case-by-case basis) Fee-only: Ongoing Financial Planning: monthly fixed fees $250 to $1,667; Project-Based Planning: fixed fees $2,500 to $30,000 or $250/hour; Educational Seminars: $1,000 to $10,000 per seminar

Location

Indian Harbour Beach, FL

Indian Harbour Beach FL

Advisors at this office

1

Most active in

Florida

Work history

9 years of industry experience

Financial Planning By Design LLC

2023 - Present • 3 years

Indian Harbour Beach, FL

J.W. Cole Advisors, Inc.

2022 - Present • 4 years

Tampa, FL

J.W. Cole Financial, Inc.

2022 - Present • 4 years

Tampa, FL

Semmax Financial Advisors, Inc.

2021 - 2022 • 1 year

Winston Salem, NC

J.W. Cole Advisors, Inc

2021 - 2021 • 1 year

Tampa, FL

J.W. Cole Financial, Inc

2021 - 2021 • 1 year

Tampa, FL

Fidelity Brokerage Services

2020 - 2021 • 1 year

Sarasota, FL

Raymond James & Associates

2018 - 2020 • 2 years

Sarasota, FL

Ascendia Real Estate

2017 - 2020 • 3 years

Sarasota, FL

Halliday Financial, LLC

2017 - 2018 • 1 year

Sarasota, FL

London Bay Homes

2016 - 2017 • 1 year

Sarasota, FL

Disclosures

Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.

Business activities & affiliations

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Eva V

Series 63, Series 65, Series 24, RICP®

Merritt Island, FL

Stirlingshire Investments

Eva Valentine is a financial advisor at Stirlingshire Investments with 31 years of industry experience. She holds Series 63 and Series 65 licenses and has previously worked at firms including The Prudential Insurance Company of America, Ameriprise Financial Services Inc, and JP Turner & Co Capital Management LLC. Stirlingshire RIA LLC provides discretionary portfolio management to individuals, trusts, and other entities, serving both non‑HNW and high‑net‑worth clients. The firm employs a range of investment approaches, including quantitative, fundamental, and technical analysis, and offers access to diverse investment types through model strategies available on the Advyzon marketplace.

General retirement planning Social Security optimization Medicare planning Roth conversion strategy Cross-border / expatriate tax planning Executive Engineering Professional Educators, Teachers, and Academics Founder/Business Owner Approaching retirement Established Professionals Retired
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Richard G

CFP®, ChFC®

Melbourne, FL

Financial Analytics, LLC

Richard Greenhill is a CFP® and ChFC® with 20 years of experience in the financial industry. He is the sole advisor at Financial Analytics, LLC, an independent firm based in Melbourne, FL. Since 2010, he has also been affiliated with American Equity Investment Corporation. Outside of his advisory work, he serves as a bookkeeper for a homeowner association. Financial Analytics, LLC provides financial planning and investment supervisory services to individual clients, focusing on personalized planning and portfolio management under CFP Board practice standards. The firm manages approximately $5.8 million in assets across about 15 client relationships, employing a collaborative, non-discretionary approach to advisory services.

General retirement planning
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Milo Z

CFP®, Series 63, Series 65

Indialantic, FL

Zonka & Associates, Inc.

Milo Zonka is a CFP®-credentialed financial advisor with over 21 years of industry experience. She is principal at Zonka & Associates, Inc., an independent advisory firm based in Indialantic, Florida. In addition to her advisory role, she is involved in aviation-related businesses including real estate development and aerospace manufacturing. Zonka & Associates provides investment advisory services to individuals, high-net-worth clients, pension and profit-sharing plans, charitable organizations, and business entities. The firm offers tailored portfolio management, financial planning, and pension consulting, with a specific focus on retirement plans and institutional clients.

Active portfolio management Options & derivatives strategies Retirement plans for business owners (SEP, solo 401k) Founder/Business Owner Retired
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Luis S

CFA®, Series 65

Melbourne, FL

LVS Advisory LLC

Luis Sanchez is a CFA® charterholder and Series 65 licensee with seven years of industry experience. He is the principal advisor at LVS Advisory LLC and also serves as Managing Partner and 50% owner of Greater Wealth LLC, a wealth management firm founded in 2023. His roles include investment decision-making and client relationship management across both firms. LVS Advisory provides discretionary investment management primarily through separately managed accounts, serving individuals, trusts, family offices, corporations, and employee benefit plans. The firm’s investment approach combines value and growth strategies with a focus on long-term capital preservation, utilizing a broad range of securities including equities, fixed income, convertibles, structured instruments, and derivatives.

Active portfolio management Options & derivatives strategies Real estate investing Private / alternative investments
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Desiree K

CFP®, ChFC®

Satellite Beach, FL

Kaul Financial Solutions

Desiree Kaul is the founder of Kaul Financial Solutions and holds the CFP® and ChFC® designations. She has two years of industry experience, with prior roles at Plancorp, LLC and MainStreet Financial Planning, Inc. Kaul also serves as a course facilitator at The American College of Financial Services and as an instructor for the CERTIFIED FINANCIAL PLANNER® certification program through Dalton Education, LLC. Kaul Financial Solutions provides project-based financial planning and tax preparation services to individuals, sole proprietors, and small businesses. The firm generally favors passive investment strategies based on Modern Portfolio Theory, offering recommendations implemented at the client’s direction without ongoing portfolio management.

General retirement planning General tax planning
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Thomas W

ChFC®, Series 63, Series 65

Melbourne, FL

Critical Mass Financial, LLC

Thomas Wuchte is a financial advisor at Critical Mass Financial, LLC in Melbourne, FL, holding the ChFC® designation and Series 63 and 65 licenses with 16 years of industry experience. Prior to founding Critical Mass Financial in 2025, he worked at Money Professionals Group LLC for 16 years and currently serves as an analyst for Northrop Grumman Systems Corporation. He also owns and operates a tax and insurance services business. Critical Mass Financial provides discretionary and non-discretionary asset management and financial planning services primarily to individuals and high-net-worth clients. The firm employs fundamental and technical analysis within a portfolio allocation framework based on modern portfolio theory, offering strategies including options trading and tax-loss harvesting.

Options & derivatives strategies Executive
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