Meet the Heartwood Team

heartwood

Your goals, dreams, security,

and future matter most.

WELCOME

 

Thank you for visiting my website and learning more about why I became a financial planner and advisor.  I have lived in Central Florida most of my life, and it’s where my wife and two sons call home.

I grew up with three older brothers and had two working class parents. When I was four years old, my father made the courageous decision to bring our family to the United States from Cuba. His work ethic and dedication to creating a better life for his family away from our oppressive homeland, continues to inspire me to this day, and is why I derive a great deal of happiness in helping others.

Like many, while growing up, we experienced our share of difficult times and financial challenges. I realized more and more through the years, the sense of peace, security, and dignity that successful financial planning can provide, and was inspired to enter the financial industry.

While spending many years “growing up” in a larger firm, I came to the conclusion that in order to be more available to my clients, build lasting relationships, and provide old-fashioned customer service I would need to start my own business.

In 2012 Heartwood Financial Services went from being a dream to a reality. Creating plans and managing assets for our clients so that I can help them acheive their goals and dreams is an honor.  Guiding clients towards confidence and security in their future is my life’s passion.

Money management isn’t “cookie cutter”, it’s personal and that is what matters most to us at Heartwood – your goals, your dreams, your security, and your future.  I have committed my career to working with positive individuals who want to plan and invest for the long-term.

I’m thankful for the long lasting relationships that I have with my clients, many of which span decades and generations. Over the years, I have noticed that clients frequently call me to share their happy news of the birth of a grandchild, a new job, or an engagement. I’m also honored to serve as a shoulder to lean on during difficult times in life, such as lay offs, divorce, illness, or death.

It’s my privilege to walk along side my clients, celebrate their successes, support them during tough times, and create plans that align with their unique story.  I look forward to meeting you to learn more about your story.

 

 

Demel Gonzalez, CFP ®, CKA ®

The Heartwood Team

Demel Gonzalez

Demel Gonzalez

Founder & CEO

Born & Raised: Cuba/Michigan

Favorite Drinks: Anything brown and strong

Favorite Place Traveled: Alaska

Interests: Mountain Biking, Tennis, Miami Dolphins, Books

Favorite Food: Cheeseburgers, pizza

Favorite Movie: Jerry Maguire

A Fun Memory: Watching my boys when they were little running their first race…proud papa moment.

Demel's Story

I’m a graduate of the University of Central Florida (UCF) in Business Administration. My cumulative 14 years spent at Fidelity Investments started as an internship during my final year of studies. I was retained by Fidelity upon graduation and proceeded to work my way through the ranks, quickly becoming a Vice President & Senior Account Executive, where I was directly responsible for the overseeing of a portfolio valued at one billion dollars. I advised my clients on investments, retirement planning, risk-management as well as trust and estate planning alternatives. I was honored to receive multiple awards of excellence including three President’s Circle awards during my time with the firm.  My dream of starting my own business, which truly puts client’s needs first, became a reality when I launched Heartwood Financial Services in 2012.

I am a CERTIFIED FINANICAL PLANNER™ professional and member of the Financial Planning Association (FPA). The Certified Financial Planner Board of Standards Inc. owns the certification marks CFP® and CERTIFIED FINANICAL PLANNER™ in the U.S., which it awards to individuals who successfully complete the CFP Board’s initial and ongoing certification requirements.  I also hold a CKA ® certification. The Certified Kingdom Advisor® designation sets me apart as a financial advisor who has pursued faith/work integration to the highest credentialed level in the financial advising world.

From its inception, and forward into the future of Heartwood, I play a vital role in the growth and development of my company.

Brian Brown

Brian Brown

Client Relationship Manager

Born & Raised: 

Favorite Drinks: 

Favorite Place Traveled

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A Fun Memory: 

Brian's Story

My name is Brian Brown and I’m the Client Relationship Manager at Heartwood Financial Services. I have 15 years of experience in financial services, previously working for Morgan Stanley and Charles Schwab. I was born and raised in Oklahoma and graduated from the University of Tulsa with a degree in Finance. I also played college football and was a member of the Sigma Chi fraternity.

My wife, Amy, and I moved to Florida in 2003. Together we have three very active kids. Our oldest daughter Kate is at Florida State University. Our middle daughter Caroline is at Seminole High School where she is on the swim & water polo teams and plays in the orchestra. Our youngest son, Colton is at Sanford Middle and plays football and water polo. We are active in our church. And we are crazy about our Golden Retriever, Maisy.

When we’re not at practices, concerts or competitions, our family loves to explore the outdoors. We’ve visited many of our incredible National Parks. Our favorites are Yellowstone, Glacier, Zion, Grand Canyon, Denali and Kenai Fjords in Alaska. In the winter, you can find us taking a trip out west to enjoy skiing somewhere in the Rocky Mountains.

I am blessed to work in the financial services field and want to help you achieve your financial goals so you can enjoy life and create lasting memories with your families. 

Christa Gonzalez

Christa Gonzalez

Communications Associate

Born & Raised: Seminole County, Florida Native

Favorite Drinks:An Old-Fashioned (must have a Luxardo cherry)

Favorite Place Traveled: It’s a tie- Iceland & Croatia

Interests: Music, Travel and Fitness

Favorite Food: Sushi or Steak

Favorite Movie: The Sound of Music (I credit Julie Andrews for my love of singing)

A Fun Memory: Our family trip to Washington D.C. when the boys were in elementary school.

Christa's Story

I’ve been married to Heartwood’s founder for nearly 25 years now – can you believe it? We have two wonderful boys, Andrew and Sam, who are now grown men but will always be my babies. When I’m not helping out around the office, you’ll likely find me getting my sweat on at OrangeTheory – those classes are no joke but always leave me feeling so energized! Music is another passion of mine, so on Sundays I love lending my voice to the worship band at our church. Beyond my family and fitness, one of my greatest loves is traveling the world. There’s nothing like experiencing new places, peoples and perspectives. While Heartwood keeps Demel busy, I’m grateful I can support him from the sidelines, and be his constant support and cheerleader.

Sarah Webb

Sarah Webb

Digital Media Specialist

Born & Raised: Arizona

Favorite Drinks: Strong Coffee and Chardonnay

Favorite Place Traveled: Italy

Interests: The beach, cooking & baking, outdoor adventures, HGTV, and Orangetheory

Favorite Food: Tacos

Favorite Movie: Father of the Bride

A Fun Memory: Hiking to the bottom of the Grand Canyon and staying there for a few nights with friends. It was worth the pain!

Sarah's Story

Growing up in Arizona, 4th generation, Florida didn’t sound like a place I’d want to live- alligators, hurricanes, shark attacks, and lightning strikes galore, so moving here in early 2008 was a giant leap of faith.

With a baby on my hip, a toddler in a stroller, armed with thoughts of Disney and beaches, we made the move. Turns out, it has been a big blessing.  After all of these years, we are very rooted here, and happy to call Central Florida our home.  My two sons have grown up in Sanford, and we are grateful to know so many wonderful people in this community.

In 1998, already with a degree in Psychology, I embarked on a teaching career that spanned over twenty years. Over the course of my time in Elementary Education, I taught ages 4-14, spent several years working with children on the autism spectrum, and had wonderful experiences with my students and colleagues that I’ll always treasure.  I remain in touch with many students, and am fortunate enough to count some of their moms among my dearest friends.

In education, the teacher is always a student. We’re hard wired to have a growth mindset, and I was ready for a change. I wanted to use my brain in a new way, and jump in the deep end. As the granddaughter, daughter, and sister of men in this industry, I was already familiar with the business, so it felt very natural to move towards this industry. 

At Heartwood Financial Services, I’m lucky enough to wear many hats and spend my days on marketing, operations, compliance, and administrative tasks.

When I’m not working, I’m busy running around with kids, and enjoying all that Central Florida has to offer.

We’d love to connect with you and hear your story.

Jethro

Jethro

Chief Rollover Specialist

Favorite time of day: 8:00PM when he gets his chewy stick

Favorite thing to do during business hours: Bark, especially if Dad is on the phone or recording a video

Favorite leftover on a plate: As long as it isn’t kibble, I’m in!

The Heartwood Family

I met my wife Christa, a Florida native, while still in high school, and we’ve been together ever since. Married in 1999, the year following our graduations from the University of Central Florida, Christa and I had a few years as a young, married couple before welcoming our first son, Andrew, in 2003. Our second son, Samuel, joined the family two years later in 2005. In the early years, while the boys were still young, Christa dedicated herself to being a full-time mom and wife, managing our home while I worked my way up the ranks with a national firm. When I decided to pursue my dream of owning a business that put clients first, Christa worked alongside me for several years to support my vision, and help me with the administrative and operational needs of a growing company. She is a wife who continues to wear many hats, including freelance marketing for a local travel agent!

We are most proud of our two sons, Andrew and Sam. Raising children has flown by, and we now have two young men getting ready to launch into adulthood. Andrew is currently a sophomore at Seminole State College, while also working at his first job. He is inquisitive, insightful, kind, logical, and very knowledgeable about the weather, and all things science! Sam is a senior at One School of the Arts and will graduate in 2023. He is the resident creative, musical and artistic member of the family, and has an impressive ability to play the piano by ear! He can often be found sketching his favorite style- anime’-while chilling out with his buddy, Jethro, the family “fur child”. Both boys are regular volunteers alongside their mom and me at our home church, Lakeside United Methodist Church, located here in Sanford, Florida where we have been active members since 2007.

On the weekends you may find us volunteering in the community, bike riding the trails, serving our church family, hanging out with friends in their backyard, historic downtown Sanford, or at a local Food Truck event. We enjoy traveling together, family game nights, and being with the people closest to us.

A Heart for Autism

Demel, Christa, and Sarah share a bond through autism. Back in 2008, Sarah’s son, Nate, was attending the same class as Demel and Christa’s son, Andrew. We believe God put Nate in the class solely for the purpose of Christa and Sarah meeting and starting a friendship that has grown into a sisterly bond.  As parents of children with autism, we believe education is very important. 

Should you have an interest in learning about local schools that serve children who have learning disabilities, our boys have attended Pace Brantley Hall School, which has educated Central Florida students since 1972.  Andrew graduated from there in 2021, and Nathan will graduate in 2023. If you’d like to learn more about autism, Autism Speaks is a reputable organization with a vast number of resources.  If you know anyone who needs support and assistance for a child or young adult with autism, a wonderful local resource is UCF CARD.

*Please note that Heartwood Financial Services is not affiliated in any way with Pace Brantley Hall School, Autism Speaks, or UCF CARD. 

Get Started

We invite you to stop worrying and partner with us to design your plan that will help you anticipate life transitions and help you be prepared for them!

7 + 14 =

Contact info

+1 407-878-7275

demel@myheartwood.com
brian@myheartwood.com

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