Designing Your Financial Life with Purpose and Clarity
At Financial Planning By Design, we believe that aligning your financial strategies with your personal values leads to a life of significance and freedom.
Our Founding Story
I always dreamed of owning my own company — not just for independence, but to build something that reflects the way I believe wealth should be handled: thoughtfully, intentionally, and with care.
Financial Planning By Design was born out of that vision.
Early in my career, I saw how many successful families were underserved by traditional firms—especially those navigating complex dynamics, multi-entity businesses, or real estate-heavy portfolios.
Most large firms focused solely on assets under management, often neglecting real planning that doesn’t fit neatly into a billing model.
What was missing?
✔️ Personalized strategy
✔️ Big-picture thinking
✔️ Coordination across tax, legal, and financial domains
✔️ High-touch service that makes clients feel seen and understood
So, I built it.
Today, Financial Planning By Design serves a select number of families who value proactive planning, candid guidance, and long-term partnership.
We specialize in guiding multi-generational families, business owners, and individuals navigating complex financial lives.
Through our Virtual Family Office model, we bring together tax, legal, investment, and estate coordination into one coordinated experience—providing thoughtful, values-based planning designed around you.
If that resonates with you, we may be a great fit.
Best regards,
Penny Di Giovanna, CFP®, CDFA®, AAMS®
Founder & Wealth Manager
Penny Di Giovanna, CFP®, CDFA®, AAMS®
Founder & Wealth Manager
“The People Behind the Plan”
Your financial life deserves more than a cookie-cutter plan.
At Financial Planning By Design, you’ll work directly with a boutique team that blends experience, discretion, and forward-thinking strategy.
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Penny Di Giovanna, Founder & Family Wealth Strategist
Penny brings over 20 years of experience in wealth management, financial planning, and real estate strategy. Known for her clarity, compassion, and deep relationships, she serves as the lead financial architect for every client, guiding them through life’s major transitions with intention and care.
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Joe Di Giovanna, Operations Manager
Joe brings over 20 years of experience in healthcare and nearly a decade in real estate operations. He prefers working behind the scenes and helps support the smooth day-to-day functioning of the firm. Joe is committed to delivering the same care and operational excellence that defines FPBD.
Why Clients Choose Financial Planning By Design
✔️ Boutique, high-touch service for complex needs
✔️ Deep knowledge in family wealth, business, and real estate
✔️ Virtual Family Office model that helps simplify financial coordination
✔️ No sales pressure — just clarity, coordination, and strategy
✔️ A collaborative partner through transitions, exits, and growth
✔️ Planning tailored to your values and goals
Our Core Values
