Pete Hero, MS, CFP®

Pete Hero, MS, CFP®

Partner & Resident Optimist



I discovered my passion for financial planning during my sophomore year of college. A culmination of meeting my future wife, reading everything about money, paying my own way through school, my wedding, including the engagement ring, and planning for my future put financial planning front and center in my life. That was 28 years ago, and now I am a 22 year veteran of this industry who has helped over a thousand individuals and households, the 1% and 99% alike, efficiently manage the resources for which they have been blessed.

During the past 28 years, what I've learned is that money truley isn't everything. In fact, it simply helps us to live the life that we set forth. Whether that's to travel, help our families, invest in our communities or simply manage stress, money is the fuel to get us where we want to go. In my opinion, having an abudance of fuel with nowhere to go or an improper roadmap can be more problematic than someone with low fuel but with the right directions. Money is a means to an end, and not the end point itself. Proper financial management around our core values and the achievement of our life goals is the path to the best version of ourselves. We are not perfect, for there was only one who was, but we are mostly products of the choices we have made and our future will be impacted by the choices to come.

For myself, God willing, I envision a future not without challenges, but with my spouse of 23 years traveling the US in our RV, visiting our two adult daughters and our granchildren. I'm an avid reader, BBQ coneseur, decent golfer and CASA volunteer. Professionally, my highest level of academic achievement is a Masters of Science in Personal Financial Planning from Kansas State University. I earned my Certified Financial Planner Designation in 2001 and earned a certificate in Financial Therapy in 2018. My most proudest professional achievement is the relationships I've built over the years with my clients. If I could describe who I am professionally in one phrase it would be, "An honest man with a mind for business and a heart for people."