Your Trusted Heritage Financial Advisors in Gainesville, FL

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. Start with a complimentary initial risk assessment — a no-obligation third-party review of your current investments with personalized retirement income projections. As a trusted fiduciary serving Gainesville, Alachua, Ocala, and the surrounding north-central Florida communities for over 20 years, we understand the unique retirement planning needs of Florida residents.

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.

We are committed to helping you establish your financial heritage.

Your Retirement Is in Good Hands Meet Our Team

Keith Heritage CLU®, ChFC®, CASL®

President & Founder

John Jones, CFP®, ChFC®, EA, BPC™

financial advisor

Anthony Swiderski​​

Chief Investment Officer

Gia Johnson

Advanced Planning Specialist

Renee Earnest

Chief Marketing Officer

April Heritage

Client Ambassador

Haley Johnson

Operations Manager

Bailey Shell

Tax Specialist

Daniel Blocker

Case Manager

Giuliano Caciarelli

Client Service Associate

Doug Heritage

Canine Relations

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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 worked successfully in the financial services industry for nearly a decade. He has broad and specialized knowledge in financial planning, wealth management, tax strategy, securities, retirement planning, and risk management.

John is originally from Trenton, Florida, and remains closely connected to his deep Florida roots. His family has a long history in commercial agricultural production in the area, an industry in which John continues to participate. He is also an avid sportsman and grew up competing in rodeo, experiences that taught him discipline, humility, and the value of hard work.

John earned his Bachelor of Arts in Accounting from Saint Leo University. He is a CERTIFIED FINANCIAL PLANNER™ professional, a Chartered Financial Consultant® through The American College of Financial Services, an enrolled agent authorized to practice before the Internal Revenue Service, and Bucket Plan Certified™.

John is regularly called upon by national media outlets to share his knowledge of holistic financial planning, tax strategy, retirement planning, and risk management. His insights have appeared in publications including Barron’s, CBS MoneyWatch, Forbes, USA Today, U.S. News & World Report, MarketWatch, Kiplinger, CNN, Bankrate, and others.

Favorite Book: A Land Remembered
Favorite Type of Food: Meat and vegetables
Favorite Movie: Lonesome Dove
Favorite Vehicle: Classic International 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

Anthony Swiderski​​
Chief Investment Officer
As our Chief Investment Officer, Anthony is highly analytical and data driven. He uses his process-driven approach to help our team navigate the choppy waters of capital markets. He originally entered the business in 2005 after spending time in the US Army and completing his undergraduate studies. His steadfast approach to both investments and improving client experience contribute to our tremendous organizational success.

Outside of the office, Anthony is a dedicated father of 5 children who enjoy music, reading and outdoor activities. Originally from Atlanta, Georgia, he now resides in nearby Williston Florida.
Gia Johnson
Advanced Planning Specialist

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

Renee Earnest
Chief Marketing Officer
Renee has a contagious positive attitude along with a strong work ethic that helps to bring the firm’s message to life. Diligent, ambitious and people focused, she enjoys creating clear, compliant communication that connects advisors and clients in meaningful ways.

Outside the office, Renee is happiest outdoors. She enjoys hiking, hunting, fishing, and spending time with her family. She believes a good plan, a steady approach, and a positive mindset go a long way both in work and in life.
April Heritage
Client Ambassador
April is the kind of person who brings light, laughter, and life wherever she goes, and our office is no exception. Married to her husband Keith for 24 years, the two have built a life filled with love, laughter, and a whole lot of animals. Together, they share their home with three beloved fur babies: black labs Doug and Chuck, and Coco Puffs, their spirited mini Yorkie. But that’s just the beginning. April and Keith also care for over a dozen horses, hundreds of cattle, and countless chickens, each one considered family. Her deep love for animals is only matched by her passion for community and connection.

The Kentucky Derby is April’s Super Bowl, and she proudly claims the title for “Best Hat” year after year. With her signature style and unmatched energy, April is truly the life of any party, and the soul of our office.
Haley Johnson
Operations Manager
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.
Bailey Shell
Tax Specialist

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.

Daniel Blocker
Case Manager
Daniel is a Case Manager of life insurance and annuities, where he plays a key role in helping bring financial strategies to life.

He works behind the scenes to coordinate underwriting, manage applications, and ensure each case moves efficiently from start to finish.

Daniel takes pride in making the process as smooth and stress-free as possible for both clients and advisors. With a strong attention to detail and a proactive approach, he helps ensure that every step is handled accurately and timely. Outside of work, Daniel enjoys spending time with his wife and son. As a family, they love hiking, camping, and spending time outdoors together. He is also a self-proclaimed plant-based foodie who enjoys local vegan fare, as well as cooking plant-based meals for family and friends.
Giuliano Caciarelli
Client Service Associate
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.
Doug Heritage
Canine Relations
Meet Doug, our beloved black Labrador and the heart of our firm’s Canine Relations department. With a wagging tail and a firm pawshake, Doug brings a calming presence to our fast-paced financial environment. Known for his approachable demeanor, Doug specializes in stress reduction, morale boosting, and unsolicited cuddles.

Doug joined the firm in 2022 after a successful early career chasing tennis balls and supervising backyard barbecues. Since then, he’s become an integral part of the team—greeting clients with enthusiasm, attending meetings (mostly for the snacks), and making sure no lunch is left unattended.
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