Today we’d like to introduce you to Shannon Fleener, CFP®.
Hi Shannon, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Growing up through tumultuous times, I remember thinking, “There has to be something better than this.” My childhood was spent in two vastly different low-income households in South Florida, each with a unique set of struggles. When both of my parents passed away within a year of each other during my early teens, I lived full-time with my grandmother, Grandma Fleener, who to this day- at 94 years young- continues to inspire me with her fierce independence and resilience. She was the first person to teach me the power of perseverance and grit. With an added dash of optimism, I was confident that there a better way of life was possible.
Little did I realize then how my early experiences were sparking a passion for financial planning. As a teenager working in my aunt’s diner, I became what you might call a “super saver.” After each work day I would tuck my cash earnings into a little tin can and track my earnings and spending in a pink pocket-sized notebook. Similarly, Grandma and I would sit down each month to update our budget in a yellow dollar store notebook, comparing bills to combined income, including her Social Security retirement and my Social Security survivor’s benefits. Our simple system kept our heads above water for all those years, and these early experiences cemented in me that small, consistent habits can go a long way to support financial security.
Many moons later, when I learned about the CERTIFIED FINANCIAL PLANNER™ certification, I knew I’d found my calling. But I quickly saw a significant problem in the industry: most financial planning services cater to the already wealthy, targeting households with “High Net Worth and Ultra High Net Worth.” These clients often hoard money, building wealth far beyond what they could ever spend. Meanwhile, others are working equally hard at lower paid jobs and struggling to get by, and social issues are ever pressing in our communities. Helping HNW/UHNW households accumulate wealth without purpose did not align with my values.
In September 2023, I launched Sage Financial to fill this gap, specializing in helping First Generation Wealth Builders “catch up” economically while being mindful with their money. Sage Financial stands out as a firm dedicated to empowering everyday people, those who were raised with less and who want to create something better for themselves and, if they have them or want them one day, their children. I’m here to help First Gens feel confident and intentional about their finances, so they can make a lasting impact with their money.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
The root of my interest in financial planning goes back to my childhood, when money was always tight. Growing up with a scarcity mindset, I learned to stretch every dollar. While we always had the essentials- food on the table and a roof over our heads- extras were rare. Our shopping was limited to Walmart and dollar stores, and a “special” meal meant dinner at Chili’s or TGI Fridays. Although I was grateful for what we did have and my ability to work at a young age, I knew early on that if I wanted more, I’d have to work for it. The financial responsibility felt overwhelming at times, but, as we all do with anything, I did my best to make it work.
Debt really terrified me back then. I was convinced that even a little debt could derail my future and keep me “stuck”. In high school, I worked as much as I could and applied for scholarship after scholarship, determined to get out of my small town and into a university without incurring student loans. My dedication paid off and I graduated with enough scholarships for a full ride, yet, a mindset of financial scarcity and anxiety lingered for years. It often led me to say “no” to opportunities simply because of the price tag, which, in hindsight, kept me from experiences that might have deepened my relationships and created beautiful memories well worth the financial cost. Now, when I feel that old mindset creep in, I remind myself to strive for a balance between saving and fully living today. My story is personal, yet not unique; the financial shame and guilt I felt are common among folks living paycheck-to-paycheck. These experiences inspire my intentional conversations with clients, as we explore their core values together and work toward a place where they can feel comfortable and confident with their money.
The recent election has introduced new uncertainties that will affect Americans for years to come, making a strategic financial plan more essential than ever. From investment choices to charitable and tax planning, this is a pivotal time to prepare, not only to protect our own future but to strengthen our families and communities as well.
We’ve been impressed with Sage Financial, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
I specialize in working with progressive First Generation Wealth Builders- those who, like me, grew up in working- or middle-class families and are the first in their families to achieve milestones like attending college, investing, and/or owning property. My clients work hard and are doing the best they can with what they’ve got to reach financial security and success. They deserve financial guidance tailored to their unique journey. My early exposure to financial stress led me to the Financial Independence (FI) movement to secure my own stability and freedom, and today, I’m driven by a mission to help others achieve the same.
My “why” for doing this work is clear: to empower diverse clients to attain true upward mobility and lasting financial wellness. It’s an honor and a privilege to support my clients each day in their journey toward financial empowerment and freedom.
I want folks to know they deserve to live the life they dream of for themselves. By working together, they can gain the confidence and clarity they need to make meaningful financial decisions. Making their money work harder for them allows them to focus more energy on what matters most in life, achieving not only financial stability but a sense of fulfillment and freedom that carries over to each aspect of their lives.
Where do you see things going in the next 5-10 years?
The financial services industry is steadily evolving in a positive direction. Although only 23% of CERTIFIED FINANCIAL PLANNER™ professionals are women, and less than 18% are BIPOC, these numbers are gradually rising each year. With more scholarships and early-career opportunities available, we’re beginning to see a shift toward greater inclusivity. Younger advisors are also bringing fresh perspectives, challenging the traditional ways of doing things and helping expand access to financial planning services.
An encouraging trend is the growing number of Fiduciary advisors, who are legally and ethically committed to prioritizing their clients’ best interests. Additionally, the rise of Advice-Only (AO) financial planning offers a refreshing alternative to traditional asset-based fee models. In this transparent approach, clients pay a flat fee per hour, month, or project that correlates to the advice and level of service provided, rather than a blanket percentage of their assets. As a Fiduciary and Advice-Only financial planner, I’m proud to support this model, which, to me, is the most ethical way to provide financial guidance.
Recently, I attended a conference that featured a meet-up of progressive advisors, showcasing the industry’s shift toward diverse voices and values-driven planning. It’s an incredibly exciting time to be in financial planning, as the field embraces a new era of accessible, transparent, and values-based services designed to empower clients from all backgrounds.
Pricing:
- Hourly: $250
- One-Time Planning: $2,000-$6,000
- Ongoing Planning: $100-$300/month
Contact Info:
- Website: www.sagefinancialsd.com
- Instagram: @sagefinancialsd
- Facebook: @sagefinancialsd
- Linkedin: @sage-financial-sd
- Yelp: www.yelp.com/biz/sage-financial-planning-san-diego
Image Credits
Shannon Fleener
