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Who We Are

Michael E. DeMassa, CFA, CFP®, AEP®

Founder & Principal
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“Why did you decide to become a financial advisor?”

While searching for a biotech research analyst role, I was offered a financial advisor trainee position. I took it, thinking I’d stay for two years to learn personal finance and gain a lifelong skill. But I quickly realized how much I enjoy working with clients and helping them make informed financial decisions—and it’s a privilege I still enjoy to this day.

“What specific task do you enjoy carrying out the most for your clients?”

I love working on complex problems to find a simple solution that can be communicated to clients and implemented.

“What was the most powerful lesson you learned about money?

Leverage is like turbo jets—it propels you faster, but not always in the direction you intended.

Background:

After growing up in Connecticut and graduating from MIT, I headed west to Napa, California where I worked as a Lab Technician for Robert Mondavi Winery for two “harvests.” Working for a family company that had recently gone public sparked my interest in learning more about investments and hence my journey into finance. My wife and I moved to Sarasota in 2001 after a family reunion at Siesta Key beach. When not busy with our three children’s activities, we enjoy running in local races.

  • Bachelor of Science, Massachusetts Institute of Technology (MIT), 1997
  • CERTIFIED FINANCIAL PLANNER™ (CFP®), 2003
  • Chartered Financial Analyst (CFA), 2006
  • Accredited Estate Planner® (AEP®), 2024
  • Senior Portfolio Manager, Northern Trust (2008–2015)

Timothy J. Videnka, CFA, CFP®

Chief Investment Officer & Principal
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“Why did you decide to become a financial advisor?”

I think markets are fascinating things, an amazing creation. It is where millions of participants can express their views. Being able to use markets as a tool to deliver on what a client says they want their future to be is very gratifying and is why I became a financial advisor.

“What specific task do you enjoy carrying out the most for your clients?”

Executing on a plan. A great plan cannot produce results on its own — it’s the execution that brings it to life.

“What was the most powerful lesson you learned about money?”

The most powerful lesson I learned about money is that it is a resource — not just something to earn, spend, or save, but something that requires time, attention, and intentional action to grow.

Background:

Timothy J. Videnka, originally from Whitby, Ontario, holds a B.A. in economics from Rollins College and an MBA from the Crummer Graduate School of Business. He began his finance career in international bond trading before joining Lehman Brothers in New York, managing billion-dollar daily funding operations. After completing his MBA, he worked as an investment analyst for a private family office in Sarasota, later becoming a portfolio manager at Northern Trust. Before his role as CIO at Forza Wealth Management, he led the investment department at Caldwell Trust, overseeing asset allocation and investment strategies. A CFA charterholder and CFP® professional, he is involved with the CFA Institute and Tampa Bay CFA Society. He also serves on the State College of Florida Asset Management Committee. He resides in Sarasota, FL, with his wife and two children.

  • CFA Charterholder and CFP designation
  • Graduated from Rollins College with BA in Economics and MBA
  • Sales Assistant on the Fixed Income Desk at Lehman Brothers in NYC
  • Portfolio manager at Northern Trust
  • Ran the investment department for local trust company with over $800 million in AUM

Kimberly Evener, CTFA

Director of Client Services
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“Why did you decide to become a financial advisor?”

I began my career as a bank teller while still in high school. Along the way, a mentor encouraged me to apply for a Trust Associate position—an opportunity that ultimately set me on the path to where I am today.

“What specific task do you enjoy carrying out the most for your clients?”

I enjoy helping clients and finding ways to make tasks easier. Every client has a different situation, offering an opportunity to learn and grow. I enjoy continuously expanding my knowledge while ensuring that each task is handled thoughtfully and completed with care.

“What was the most powerful lesson you learned about money?”

Stay focused on your financial goals and prioritize spending on what truly matters and retirement savings.

Background:

  • Officer and Account Manager, Northern Trust (2004 – 2016)
  • Assistant Vice President and Trust Officer, Caldwell Trust Company (2016 – 2022)
  • Completed Florida Bankers Association’s Trust & Wealth Management School (2017)
  • Completed American Bankers Association (ABA) Wealth and Trust School (2020)
  • Certified Trust and Fiduciary Advisor (CTFA) (2023)

Diane M. Huntley, CFA

Investment Advisory Board Chair
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“Why did you decide to become a Registered Investment Advisor?”

As a fiduciary portfolio manager of personal and institutional assets, I found that I preferred managing individual client portfolios. This was because their assets were deeply personal, requiring tailored portfolios that addressed their unique needs and circumstances, which evolve over time.

“What specific task do you enjoy carrying out the most for your clients?”

I will analyze the financial statements from the current advisor/custodian, highlighting issues like excessive fees, lack of diversification, minor positions, and tax implications. I will also provide a strategy for repositioning the account, focusing on a methodical, disciplined approach over a set time horizon, considering capital gains and the scope of changes needed.

“What was the most powerful lesson you learned about money?”

When I was young, my father would offer me 75 cents or the change in his pockets, which was often less than 75 cents. I chose the pocket a few times, only to be disappointed, teaching me a valuable lesson about the downside of speculation. It was a subtle lesson in weighing risks and rewards.

Credentials & Education

  • CFA, Chartered Financial Analyst (1990)
  • Bachelor of Arts, Master of Public Administration, Master of Business Administration (1979-1986)
  • Career in Fiduciary Trust Investment Management (1981-2024)
  • United States Air Force, Sergeant, Telecommunications Control Specialist, Top Secret Security Clearance (1975-1979)
  • Prior to retirement, managed over $600million of high-net-worth clients, primarily discretionary

Read About the CFA® Designation

The Chartered Financial Analyst® (CFA) and Certification Mark (collectively, the “CFA marks”) are professional certification marks granted in the United States and internationally by the CFA Institute.
 
The Chartered Financial Analyst® (CFA) charter is a globally respected, graduate-level investment credential established in 1962 and awarded by CFA Institute – the largest global association of investment professionals.
 
There are currently more than 100,000 CFA charterholders working in 135 countries. To earn the CFA charter, candidates must: 1) pass three sequential, six-hour examinations; 2) have at least four years of qualified professional investment experience; 3) join CFA Institute as members; and 4) commit to abide by, and annually reaffirm, their adherence to the CFA Institute Code of Ethics and Standards of Professional Conduct.
 
High Ethical Standards – The CFA Institute Code of Ethics and Standards of Professional Conduct, enforced through an active professional conduct program, require CFA charterholders to:

  • Place their clients’ interests ahead of their own
  • Maintain independence and objectivity
  • Act with integrity
  • Maintain and improve their professional competence
  • Disclose conflicts of interest and legal matters

Global Recognition – Passing the three CFA exams is a difficult feat that requires extensive study (successful candidates report spending an average of 300 hours of study per level). Earning the CFA charter demonstrates mastery of many of the advanced skills needed for investment analysis and decision making in today’s quickly evolving global financial industry. As a result, employers and clients are increasingly seeking CFA charterholders-often making the charter a prerequisite for employment.
 
Additionally, regulatory bodies in 19 countries recognize the CFA charter as a proxy for meeting certain licensing requirements, and more than 125 colleges and universities around the world have incorporated a majority of the CFA Program curriculum into their own finance courses.
 
Comprehensive and Current Knowledge – The CFA Program curriculum provides a comprehensive framework of knowledge for investment decision making and is firmly grounded in the knowledge and skills used every day in the investment profession. The three levels of the CFA Program test a proficiency with a wide range of fundamental and advanced investment topics, including ethical and professional standards, fixed-income and equity analysis, alternative and derivative investments, economics, financial reporting standards, portfolio management, and wealth planning. The CFA Program curriculum is updated every year by experts from around the world to ensure that candidates learn the most relevant and practical new tools, ideas, and investment and wealth management skills to reflect the dynamic and complex nature of the profession.
 
To learn more about the CFA charter, visit www.cfainstitute.org.

 

Read About the CFP® Designation

The CERTIFIED FINANCIAL PLANNER™, CFP® and federally registered CFP® (with flame design) marks (collectively, the “CFP® marks”) are professional certification marks granted in the United States by Certified Financial Planner Board of Standards, Inc. (“CFP Board”).

 

The CFP® certification is a voluntary certification; no federal or state law or regulation requires financial planners to hold CFP® certification. It is recognized in the United States and a number of other countries for its (1) high standard of professional education; (2) stringent code of conduct and standards of practice; and (3) ethical requirements that govern professional engagements with clients. Currently, more than 71,000 individuals have obtained CFP® certification in the United States. To attain the right to use the CFP® marks, an individual must satisfactorily fulfill the following requirements:

 

  • Education – Complete an advanced college-level course of study addressing the financial planning subject areas that CFP Board’s studies have determined as necessary for the competent and professional delivery of financial planning services, and attain a Bachelor’s Degree from a regionally accredited United States college or university (or its equivalent from a foreign university). CFP Board’s financial planning subject areas include insurance planning and risk management, employee benefits planning, investment planning, income tax planning, retirement planning, and estate planning;
  • Examination – Pass the comprehensive CFP® Certification Examination. The examination includes case studies and client scenarios designed to test one’s ability to correctly diagnose financial planning issues and apply one’s knowledge of financial planning to real world circumstances;
  • Experience – Complete at least three years of full-time financial planning-related experience (or the equivalent, measured as 2,000 hours per year); and
  • Ethics – Agree to be bound by CFP Board’s Standards of Professional Conduct, a set of documents outlining the ethical and practice standards for CFP® professionals.

 

Individuals who become certified must complete the following ongoing education and ethics requirements in order to maintain the right to continue to use the CFP® marks:

 

  • Continuing Education – Complete 30 hours of continuing education hours every two years, including two hours on the Code of Ethics and other parts of the Standards of Professional Conduct, to maintain competence and keep up with developments in the financial planning field; and
  • Ethics – Renew an agreement to be bound by the Standards of Professional Conduct. The Standards prominently require that CFP® professionals provide financial planning services at a fiduciary standard of care. This means CFP®professionals must provide financial planning services in the best interests of their clients.

 

CFP® professionals who fail to comply with the above standards and requirements may be subject to CFP Board’s enforcement process, which could result in suspension or permanent revocation of their CFP® certification.

Read About the CTFA Designation

The Certified Trust and Fiduciary Advisor (CTFA) is a professional designation offered by the American Bankers Association (ABA). The CTFA certification demonstrates expertise in the trust and financial advisor field while recognizing the growing client relationship skills necessary to be a successful wealth manager.

To qualify for the CTFA certification, individuals must have certain levels of experience and education in the trust profession, pass an exam, and agree to abide by a code of ethics. The CTFA exam covers many areas including fiduciary and trust activities, financial planning, tax law and planning, investment management and ethics.

To maintain the Certified Trust and Fiduciary Advisor certification in good standing, individuals must complete 45 Continuing Education credits every 3 years and adhere to the Professional Code of Ethics.

ABA Professional Certifications promote the highest standards of performance in the financial services industry by validating individuals’ knowledge and expertise.

To learn more about the CTFA, visit www.aba.com/certifications.

Read About the AEP® Designation

Accredited Estate Planner® (“AEP®”) designation is a graduate level, multi-disciplinary specialization in estate planning, obtained in addition to already recognized professional credentials within the various disciplines of estate planning. It is awarded by the National Association of Estate Planners & Councils (NAEPC) to recognize estate planning professionals who meet stringent requirements of experience, knowledge, education, professional reputation, and character, and who commit to the team concept of estate planning. As part of NAEPC’s advocacy program, designation holders will be given priority in requests for referrals within each professional discipline that result from NAEPC promotion and advertising campaigns. In addition, NAEPC promotion and advertising will prominently feature the AEP® designation and the advantages of working with a professional who holds this special accreditation. An Accredited Estate Planner® applicant must meet ALL of the following requirements as established by the National Association of Estate Planners & Councils:

Credential requirement: To be eligible to be considered for the AEP® designation, the applicant must provide documentation of being licensed to practice law as an Attorney (JD) or to practice as a Certified Public Accountant (CPA), or of being currently designated as a Chartered Life Underwriter® (CLU®), Chartered Financial Consultant® (ChFC®), Certified Financial Planner (CFP®), or Certified Trust & Financial Advisor (CTFA), in any jurisdiction of the United States of America and meet certain educational requirements.

Professional discipline engagement in estate planning requirement: The applicant must be presently and significantly engaged in “estate planning activities” as an attorney, an accountant, an insurance professional and financial planner, or a trust officer.

Education Requirement: A minimum of five (5) years of experience engaged in estate planning and estate planning activities is required. To be exempt from the required education requirements, an applicant must have a minimum of fifteen (15) years of experience engaged in estate planning and estate planning activities.

Membership Requirement: AEP® applicants are required to be members of, and continuously maintain membership in, an affiliated local or regional estate planning council where such membership is available. Where no affiliated local council membership is available, the applicant is required to continuously maintain an At-Large individual membership in the National Association of Estate Planners & Councils.

Professional reputation and character requirement: AEP® applicants must continuously be in good standing with the applicant’s respective professional organization and/or license authority (e.g., State Bar Association for attorneys, etc.) and provide three (3) professional references prior to acceptance.

Continuous Requirements: In addition, AEP® applicants must abide by the NAEPC Code of Ethics, acknowledge a commitment to the team concept of estate planning by signing a declaration statement and meet continuing education and re-certification requirements, which include the yearly payment of dues.

To learn more about the AEP® designation, visit www.naepc.org.