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our focus is your heritage
about us

get started with our holistic approach
heritage financial is committed to you

Managing wealth isn’t just about having money; it’s about understanding how to make it work for you effectively while also considering your long-term financial goals. With our expertise, we aim to provide comprehensive solutions to help you navigate the complexities of wealth management, allowing you to focus on what matters most to you. Whether it’s planning for retirement, minimizing taxes, or creating a lasting legacy, we’re here to help you every step of the way. Let us handle the complexities so you can enjoy the benefits of your wealth with confidence and peace of mind.

At Heritage Financial, we understand that managing wealth involves more than just growing your assets; it’s about optimizing every aspect of your financial life to help you achieve your goals and maximize your return on life.

As your dedicated financial partner, we provide a comprehensive solution that encompasses coordinated asset management, tax management, and estate management. Think of us as your household or business CFO, guiding you through every financial decision and helping you navigate life’s challenges with confidence. With our streamlined approach to holistic wealth management, we combine tax, investment, and advisory services under one roof, making it easier for you to manage your finances effectively. No matter what challenges you face, you can trust Heritage Financial to provide expert guidance and personalized solutions tailored to your unique financial situation and goals. Let us help you on your journey to financial success and fulfillment in all aspects of life.

connect

First, we will meet to learn more about each other and to gather information on your financial situation. At your initial meeting, we will take the time to learn about your goals for retirement and the plan you currently have. This plan will give us a better understanding of what financial heritage you want to leave behind.

plan

Next, we will explore options and create a sound plan that you can follow throughout retirement. We will never push you to agree to a financial plan that you are not 100% confident in. The time we spend together will be spent explaining the various products that could benefit you.

implement

Once we have come to a complete agreement on your plan, we can begin the implementation phase. During this time, we will continue to check in on you and your plan periodically to ensure that everything is still going according to plan and that you are leaving behind a financial heritage you are proud of.

our holistic approach
get started with our process

We are committed to helping you establish your financial heritage.

heritage financial

your retirement is in good hands
meet our team

Keith Heritage CLU®, ChFC®, CASL®
Financial Advisor/Managing Partner
about keith
John Jones, CFP®, ChFC®, EA, BPC™
financial advisor
about John
Gia Johnson
Senior Client Service Coordinator
about Gia
Cheryl Coleman
Support
Specialist
about cheryl
bailey Shell
Case Manager
about bailey
Megan Moore
Marketing Director
about megan
Brianna Littrell
Client Service Associate
About Brianna
April Heritage
Client Ambassador
check back soon
Felicia Phelps
Tax Specialist
About Felicia
Giuliano Caciarelli
Intern
about Giuliano
Haley Johnson
Administrative Support Specialist
about haley
Doug Heritage
Canine Relations
check back soon

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Keith Heritage CLU®, ChFC®, CASL®
Financial Advisor/Managing Partner

Keith is a second-generation financial advisor with over 20 years of experience in the industry. He holds multiple advanced degrees from The American College of Financial Services and is a distinguished Top of the Table member of the Million Dollar Round Table (MDRT), an elite group of financial professionals recognized for their commitment to exceptional client service and strict ethical standards.

Outside the office, Keith enjoys golf, travel, flying airplanes, and snowboarding. He and his wife, April, live on a 150-acre horse farm in Alachua, Florida, where they raise and train award-winning horses. Keith’s passion for horsemanship has earned him prestigious accolades from the American Quarter Horse Association, the American Paint Horse Association, and the National Cutting Horse Association.

Favorite Color: Blue
Favorite Type of Food: Steakhouse
Favorite Store: Total Wine
Hobby: Roping & Cutting
Favorite Band: Dave Matthews
Dream Vehicle: ’92 Porsche
Favorite Quote:“The beatings will continue until morale improves” – Captain Bligh

john jones, CFP®, ChFC®, EA, BPC™
financial advisor

John Jones, a Financial Advisor at Heritage Financial, has been working successfully in the financial world for almost a decade. He has a broad and specialized knowledge in securities, financial planning, wealth management, taxes and more.

John is originally from Trenton, Florida, and is in touch with his deep Florida roots. His family has been in the local commercial agricultural production in this area of FL which John still participates in. He is also an avid sportsman and grew up competing in the rodeo atmosphere, both teaching him discipline and humility.

John attended Saint Leo University online and obtained his Bachelor of Arts in Accounting. Shortly after John received his Chartered Financial Consultant (ChFC®) designation from The American College of Financial Services, is an enrolled agent (EA) with the Internal Revenue Service, and is Bucket Plan Certified® (BPC®). In addition, John is also a CFP Candidate. John is regularly called upon by the media to share his knowledge on holistic financial planning, including Barrons, CBS MoneyWatch, Forbes, USA Today, US News and World Report, CNN MoneyWatch, Bankrate and more.

Favorite Book: A Land Remembered
Favorite Type of Food: Meat & Veggies
Favorite Movie: Lonesome Dove
Favorite Vehicle: Classic Internation Harvester Scout
Favorite Quote:“”It ain’t dying I’m talking about, it’s living. I doubt it matters where you die, but it matters where you live.”– Augustus McCrae

Gia Johnson
Senior Client Service Coordinator

Virginia Johnson loves her role at Heritage Financial. One aspect that stands out the most for her is that she is able to help individuals adequately prepare for their retirement. Her job function is mostly managing communication with clients via phone, email, and in-person. She maintains a comprehensive list of records for the office and handles a lot of the paperwork for the company. If she gets to work with an Excel spreadsheet that’s an added bonus. Virginia really aligns with Heritage Financial’s business model; they strive to go above and beyond for their clients and are happy to assist in any way possible. She always wants clients to know that she is there when they need her.

Virginia has been married to her husband, Chad, for over 30 years now! They have two children together named Zachary and Haley, and currently live in Alachua, Florida. Family is a huge portion of Virginia’s life, she actually lives two doors down from her parents and gets to see her family whenever and as much as she wants. She especially loves to plan fun parties for her family members, including a Decades-themed party for her son’s graduation.

Favorite Book: The Firm
Favorite Type of Food: Italian
Favorite Movie: Footloose
Favorite Vehicle: 70’s Toyota Landcruiser
Favorite Quote:“Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.” – Ferris Bueller

Cheryl Coleman
Support Specialist
Cheryl Coleman thinks she has the perfect retirement job! She supports all our staff by answering the phone and meeting the clients as they come in the door. She enjoys talking with our clients and prospective clients and learning about them.

Cheryl has been married to her husband over 35 years now. Their daughter is a 4th grade school teacher. Cheryl lives on her family farm established in the 1800’s. She enjoys showing her horses and traveling.

Favorite Book: 90 Minutes in Heaven
Favorite Type of Food: Steak
Favorite Movie: Clint Eastwood westerns
Favorite Vehicle: 77 Ford Mustang Cobra II
Favorite Quote:“From everyone who has been given much, much will be demanded; and from the one who has been entrusted with much, much more will be asked” – Luke 12:48

Bailey Shell
Case Manager

Bailey Shell recently graduated from Florida State University with a Bachelor of Science in Finance and a Master’s in Business Administration. With a keen interest in finance and marketing, Bailey plays a vital role in our team, handling new business, marketing initiatives, and maintaining relationships with our current clients. Outside of work and studies, Bailey values spending quality time with friends and family, being active and going on the boat. She can often be found traveling across the country to participate in ranch sorting events during her free time.

Megan Moore
Marketing Director
As the Marketing Director at Heritage Financial, Megan turns complex financial concepts into clear, client-friendly messages that create confidence in financial planning. She values Heritage Financial’s holistic fiduciary approach, which prioritizes long-term client relationships and enjoys displaying that in everyday content. Megan takes pride in developing strategic campaigns and a digital presence that align with the company’s core values, drive meaningful engagement, and ensure compliance with industry regulations.

Megan’s family includes her husband, their daughter Presley, and their dedication to training over 40 horses on their land. Building meaningful connections is what matters most to her, and she loves spending time with her people through hosting dinner parties, spontaneous road trips, or enjoying coffee and shopping dates with friends.
Brianna Littrell
Client Service Associate

At Heritage Financial, Brianna plays a key role in ensuring smooth operations for both the office advisors and clients. Her passion for helping others secure their financial futures led her to the industry, driven by a desire to address the lack of financial education and empower others to make informed, long-term decisions. Brianna prepares taxes, develops tax strategies, stays updated on market trends, and creates personalized financial plans to guide clients in managing their finances confidently.

Originally from Alabama, Brianna now resides in Lake City, Florida with her unique, but fun family! She has four loveable dogs, a flock of chickens, and a horse who runs it all. When not hanging out at home, she enjoys spending time outside, especially hiking, camping, and attending Rodeo.

Felicia Phelps
Tax Specialist

As a Tax Specialist, Felisha has a passion for accounting that sparked in high school, and now enjoys helping clients understand their tax returns by explaining how small changes in their numbers can affect the outcome. She specializes in projecting clients’ returns based on desired tax brackets and advising on the best strategies to minimize tax liabilities. Felisha appreciates Heritage Financials commitment to employee well-being and work-life balance. On a daily basis, they review clients’ tax documents, ensure all necessary information is collected, and provide projections to help clients avoid owing significant amounts to the IRS.

Felisha is a proud mother of two boys, once ending their high school career and one who just graduated from pre-K! After moving back to her home state, FL, from North Carolina, she now spends her time with her boys and enjoying the North FL weather.

Giuliano Caciarelli
intern
Giuliano, currently an intern at Heritage Financial, is pursuing a degree in Food and Resource Economics at the University of Florida, after earning an Associate in Arts from Santa Fe College. Drawn to the financial industry for its impact on the global economy and the opportunity to develop analytical skills, Giuliano enjoys applying academic knowledge to real-world scenarios, particularly through data analysis and collaboration with experienced professionals. He admires Heritage Financial’s commitment to trust, integrity, and long-term client relationships. On a daily basis, Giuliano assists with financial research, prepares client reports, supports administrative tasks, and organizes information for meetings and presentations.

Originally from Argentina, Giuliano moved to Gainesville at the end of 2018. Moving to a new country was the hardest challenge he has had to face thus far. Now, he enjoys spending his time playing sports like pickleball, soccer, or volleyball and spending time with his friends.
Haley Johnson
Administrative Support Specialist
As an Administrative Support Specialist at Heritage Financial, Haley plays a crucial role in ensuring a positive experience for every client. She is dedicated to making sure things run smoothly for both the office advisors and clients. Helping others and being part of a team are core qualities she possesses. Haley enjoys getting to know each client and values the unique aspects of every case. Understanding that financial planning can be intimidating, she works hard to create a warm and welcoming atmosphere for everyone in the office.

Born and raised in Florida, Haley now resides in Gainesville with her boyfriend, Daniel, and their two spoiled dogs. She is grateful to have so much of her immediate and extended family nearby, and her favorite activities revolve around spending time with them. Outside of work and family, Haley is a member of a Homebrew Club, where she and her team have earned several awards for their cider, beer, and wine creations.

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