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.

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
John Jones, ChFC, EA, BPC
Investment Advisor Representative
Virginia Johnson
Director of Client
Services
Cheryl Coleman
Support
Specialist
bailey Shell
New Business
& Marketing Director

have a question?
contact us to schedule an appointment

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

Keith Heritage is a Financial Advisor and the owner of Heritage Financial, LLC. He has over 20 years of experience in the Financial Services Industry. He received his financial designations from The American College of Financial Services, the leading financial education college. His main goal is to help his clients effectively and intelligently pursue and attain their financial goals. He will work with you to create a comprehensive wealth management plan that will help you accumulate and grow your wealth, protect and preserve your assets, transfer wealth to others during your lifetime and distribute your financial assets wisely.

Keith holds Top of the Table membership at Million Dollar Round Table, a trade association for financial advisors and insurance brokers that requires members adhere to strict ethical standards. He is also a member of the Association for Advanced Life Underwriting, an organization that advocates for the life insurance industry.

In his free time, Keith enjoys golf, travel, flying airplanes, snowboarding, and visiting his family. Keith and his wife April own a 150-acre horse farm in Alachua, FL. He takes great pride in his horses and has won many awards over the years 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, ChFC, EA, BPC
Investment Advisor Representative

John Jones, and Investment Advisor Representative 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

Virginia Johnson
Director of Client Services

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
New Business & Marketing Director

Bailey Shell recently graduated from Florida State University with a Bachelor of Science in Finance and is currently pursuing 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.

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