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®
President & Founder

Keith Heritage is a second-generation financial advisor with more than 20 years of experience helping individuals and families navigate important financial decisions. He holds multiple advanced degrees from The American College of Financial Services and is a Top of the Table member of the Million Dollar Round Table (MDRT), a distinction recognizing financial professionals for high levels of production, professional knowledge, and client service.

Beyond the office, Keith enjoys golf, traveling, 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. A lifelong horseman, Keith has earned recognition from the American Quarter Horse Association, American Paint Horse Association, and National Cutting Horse Association.

Whether working with clients or pursuing his interests outside the office, Keith brings the same focus on preparation, discipline, and long-term thinking to everything he does.

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 Chief Investment Officer, Anthony brings an analytical, data-driven perspective to Heritage Financial. His process-oriented approach helps our team navigate the complexities of the capital markets while maintaining a strong focus on the client experience. Anthony began his career in the financial industry in 2005 after serving in the U.S. Army and completing his undergraduate studies. His disciplined approach to investment management and commitment to continuous improvement play an important role in the firm’s ongoing success.

Anthony also oversees Human Relations, helping foster a workplace where team members feel supported, valued, and comfortable. He is passionate about creating a positive company culture and is known around the office for reminding the team, “Today is a great day to have a great day.”

Outside the office, Anthony is a dedicated father of five who enjoys spending time with his family through music, reading, and outdoor activities. Originally from Atlanta, Georgia, he now calls Williston, Florida, home.
Gia Johnson
Advanced Planning Specialist
Gia Johnson plays an integral role in keeping Heritage Financial organized, connected, and moving forward. Working closely alongside Keith, Gia helps oversee the day-to-day operations of the firm and supports the development and implementation of client asset allocation plans. With her extensive knowledge of our internal processes and commitment to getting things done, she has become the go-to person in the office whenever a question arises.

Whether she is assisting a client, coordinating with an advisor, managing important records, or tackling an Excel spreadsheet, Gia approaches her work with care, consistency, and an exceptional work ethic. Her dedication to her position has made her an invaluable part of the Heritage Financial team.

Gia has been married to her husband, Chad, for more than 30 years. Together, they have two children, Zachary and Haley, and call Alachua, Florida, home. Family is an important part of Gia’s life, and with her parents living just two doors down, she has plenty of opportunities to spend time with the people who matter most to her. She also has a passion for the food industry, especially creating beautiful charcuterie boards for events!

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 brings a warmth and positivity to Heritage Financial that is felt by both our clients and our team. With a genuine love for people, she values relationships above all else and has a way of making everyone feel welcomed and appreciated. Clients love getting the opportunity to see and visit with her, and around the office, her kindness, energy, and willingness to help make her someone the team simply could not do without.

Renee leads the marketing department at Heritage Financial, helping bring the firm’s message and personality to life. She oversees the firm’s marketing efforts and works to ensure that our communication remains consistent, clear, and aligned across every platform. Diligent, creative, and people-focused, Renee approaches her role with a strong work ethic and a genuine desire to strengthen the connection between Heritage Financial, our clients, and the communities we serve.

Outside the office, Renee and her husband, Nate, live locally in Alachua, Florida, where they enjoy life on their property with plenty of animals to keep them busy. They share a love for the outdoors and can often be found hiking, hunting, fishing, or simply spending time with family and friends. For Renee, whether at work or at home, life is best when it is centered around the people she loves.
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 Keith for 24 years, she knows him better than just about anyone and has a special talent for keeping our founder focused, organized, and on track. Just as importantly, April is one of the team’s biggest supporters. She never misses an opportunity to remind everyone how much she appreciates their hard work and the role each person plays in making Heritage Financial what it is.

Outside the office, April and Keith have built a life filled with family, fun, and a whole lot of animals. Their three beloved fur babies, black Labs Doug and Chuck and their spirited mini Yorkie, Coco Puffs, are only the beginning. They also care for more than a dozen horses, hundreds of cattle, and countless chickens. April’s deep love for animals is matched by her love for people, community, and bringing everyone together.

And when Kentucky Derby season arrives, no one is more prepared than April. The Derby is her Super Bowl, and she proudly competes for “Best Hat” year after year. With her signature style, infectious energy, and genuine appreciation for the people around her, April brings plenty of personality to Heritage Financial and a little extra fun wherever she goes.
Haley Johnson
Operations Manager
As Operations Manager at Heritage Financial, Haley spearheads the firm’s Operations Department and plays an essential role in keeping the office running smoothly. Working alongside Giuliano and Daniel, she oversees internal workflows, client communications, and the many behind-the-scenes details that help our advisors and team stay organized and focused on serving clients.

Known around the office for her incredible work ethic and ability to get things done, Haley is the queen of completing a task and staying focused until the job is finished. She leads by example, motivating and encouraging her team while never hesitating to jump in wherever she is needed. Whether she is improving a process, solving a problem, assisting a client, or supporting another member of the team, Haley consistently goes above and beyond expectations. Her drive, dependability, and team-first mentality make her an invaluable part of Heritage Financial.

Outside the office, Haley enjoys spending time with her boyfriend, Dan, and their two fur babies. Born and raised in Florida, she is also fortunate to have much of her immediate and extended family nearby and loves spending time with them. Haley has a passion for beer, wine, and the craft behind them and has participated in a local Homebrew Club, where she and her team have earned several awards for their cider, beer, and wine creations.
Bailey Shell
Tax Specialist
As Heritage Financial’s Tax Specialist, Bailey plays an important role in helping clients navigate the tax side of their financial lives. She spends her days reviewing tax returns, assisting with tax preparation and filing, and helping answer questions clients may have throughout the process. Bailey also assists clients with generating trusts and wills through the firm’s available resources and helps them navigate the online tools and services available to them.

Since transitioning into the Tax Department about a year ago, Bailey has truly found her stride. She is an exceptionally quick learner who approaches every task with diligence, attention to detail, and a determination to get things done correctly. Dependable and hardworking, Bailey has embraced the responsibilities of her role and continues to expand her knowledge while providing valuable support to both our clients and the Heritage Financial team.

Bailey is a graduate of Florida State University, where she earned a Bachelor of Science in Finance and a Master of Business Administration. Outside the office, she enjoys spending time with her boyfriend, family, and friends, especially when it involves getting out on the boat and enjoying the Florida sunshine. She also shares Keith’s passion for horses and regularly travels to compete in Ranch Sorting events across the country. Whether she is working through a tax return or competing on horseback, Bailey brings the same focus and determination to everything she takes on.
Daniel Blocker
Case Manager
As a Case Manager specializing in life insurance and annuities, Daniel plays an important role in helping bring financial strategies from planning to implementation. Working closely with our advisors, clients, and insurance partners, he helps manage the many moving pieces involved in getting each case across the finish line.

Behind the scenes, Daniel coordinates underwriting, manages applications, tracks outstanding requirements, and helps ensure each case progresses efficiently from start to finish. He understands that the insurance and annuity process can sometimes feel complicated, so he takes pride in making the experience as organized and stress-free as possible for everyone involved. With strong attention to detail, a proactive mindset, and a willingness to find answers when questions arise, Daniel helps make sure important details do not fall through the cracks.

Outside the office, Daniel enjoys spending time with his wife, Brittany, and their son, Micah. As a family, they love hiking, camping, and finding opportunities to spend time outdoors together. Daniel is also a self-proclaimed plant-based foodie who enjoys discovering local vegan fare and cooking plant-based meals for family and friends.
Giuliano Caciarelli
Client Service Associate
As a Client Service Associate at Heritage Financial, Giuliano works closely with Haley and the Operations team to support client communications, internal workflows, and the day-to-day needs of the firm. Originally joining Heritage Financial as an intern, Giuliano quickly stood out for his strong work ethic, dependability, and ability to learn quickly.

Giuliano recently graduated from the University of Florida with a Bachelor’s degree in Food and Resource Economics. He plans to build on that education at Heritage Financial as he continues expanding his knowledge and experience in the wealth management industry.

Originally from Argentina, Giuliano moved to Gainesville in late 2018. Adapting to life in a new country was one of the biggest challenges he has faced and helped shape the hardworking and determined person he is today. Outside the office, Giuliano enjoys spending time with friends and staying active, especially through pickleball, soccer, and volleyball.
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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