facebook twitter instagram linkedin google youtube vimeo tumblr yelp rss email podcast blog external search brokercheck brokercheck

Helping You Make Smarter

Choices With Your Money

We help high earners and pre-retirees plan for the future

and live well now. 


Start Here


Unbiased Advice

We are committed to full transparency and the elimination of any conflicts of interest. Our goal is to provide you with easy-to-understand recommendations and help you implement them every step of the way.  We are in favor of and abide by the fiduciary standard.

Intelligent Investing

We design your portfolio by analyzing your goals and personal comfort level with risk, and then aligning your investments to your risk score utilizing low-cost investments and tax efficient strategies, all while monitoring market conditions.  Find out your risk score here.

Financial Planning

We offer three planning options: Ongoing Comprehensive Financial Planning that covers your entire financial situation, One-Time Financial Plans, and Hourly Financial Planning for those needing help with a specific financial topic. 

Fiduciary, Certified Financial Planner™ in Phoenix, Arizona


You deserve better than a commissioned sales approach to financial planning.   As a Fee-Only Certified Financial Planner™, I provide independent, objective advice and act in good faith and the best interests of my clients.  I never accept any referral fees or compensation contingent upon the purchase or sale of a financial product and I always abide by the National Association of Personal Financial Advisors' strict code of ethics.

Wendy Hubbard, CFP®, EA Photo Wendy Hubbard, CFP®, EA Hover Photo

Wendy Hubbard, CFP®, EA


Wendy Hubbard, CEO of Heirloom Financial Services, is a Phoenix, Arizona Fee-Only Certified Financial Planner™ specializing in retirement planning, wealth management and working with people going through life transitions. Wendy draws on a decade of multidisciplinary experience helping clients with their financial needs.  She helps clients develop, implement, monitor and update financial planning strategies in pursuit of their financial goals. 

Wendy earned her Masters degree in Finance and is a Certified Financial Planner™ and Enrolled Agent.  In addition to serving her financial planning clients, Wendy also provides tax services through her company Tax Shark.  

When Wendy is not helping clients reach their financial goals, she enjoys reading, baking, gardening and traveling with her husband, Scott.  

Planning is bringing the future into the present so you can do something about it now.      -Alan Lakein


You have worked hard to get where you are.  And now you're ready to get your financial life in order.  If you have been turned off by financial professionals talking over your head, judging your financial decisions (or lack of), not truly listening to what you are saying and continually trying to sell you financial products, we welcome you to the financial planning firm you hoped you would find.  We're here to join you on your journey to your unique financial goals.  Our office is located in Phoenix, Arizona and we are available to meet by appointment in Phoenix or online. 

One-Time Financial Plan

What does it look like?

During our initial financial planning consultation, we begin by identifying your goals and what is most important to you.  In our next meeting, we review where you are now in relation to your goals and take a closer look at what your ideal life will look like.  In our final meeting, we review your plan, including the steps you will take to implement the plan on your way to your ideal life.  

What Does it Cost?

The cost of a one-time financial plan starts at $3,500 and is based on the scope and complexity of your situation.  Examples of increased complexity include married vs. single, self-employed, real estate held for investment, stock compensation and non-publicly traded investments. Wondering how complex your situation is? Contact us today for a personalized quote.

Comprehensive Financial Planning

What Does it Look Like?

We start by creating a financial plan that identifies your current financial position, as well as your goals and vision for your ideal life.  We then work together to implement each step of the plan as you make your way toward your goals.  As things change in your life, we adjust your plan to keep you on track.  Each year we thoroughly review and update your plan so you continually stay on track to reach your goals. 

What Does it Cost?

Net Worth Up to

Monthly Program Fee

Startup Fee

$1 million



$1.5 million



$2 million



$2.5 million



$3 million



$4 million



$5 million



A la carte Financial Planning

What's covered

A detailed evaluation and recommendation of a specific topic. For example:

  • Should I convert my IRA to a Roth IRA?
  • How can I pay off debt?
  • Can I afford to buy a home?
  • Is my portfolio balanced?
  • Should I rollover my 401(k)?
  • How do I save for my child's education?
  • Second opinions

What's included

We meet in-person or virtual meeting to go over your questions and concerns in detail. 

Within 48 hours of our meeting, you will receive a written summary, including recommendations and action items for you to implement. 

Follow-up questions by email for 30 days. 

What does it cost?

A la carte financial planning is $250 per hour, with a typical engagement starting at $500. Contact us today for a personalized quote.

Getting Started is Easy

Ready to stop worrying and start planning?

While every conversation is different, you should expect to cover some general information and get a sense of what it’s like to collaborate with us.

To help prepare for your financial planning consultation, you should have a basic idea of your current financial picture and financial goals. How are things now? Do you have any concerns? What do you hope to accomplish in the next few years and longer term?