Designing Your Financial Life with Purpose and Precision
At Financial Planning By Design, we believe that aligning your financial strategies with your personal values leads to a life of significance and freedom.
Hear Our Founding Story
I’ve always dreamed of owning my own company — not just to be independent, but to build something that reflects the way I believe wealth should be handled: thoughtfully, intentionally, and without compromise.
Financial Planning By Design was born out of that vision.
I’ve had a lifelong interest in real estate and investing. Early in my career, I saw firsthand how many high-net-worth families were underserved by traditional advisory firms — especially those with complex portfolios, family businesses, or unique income structures. Most large firms were focused only on assets under management, often neglecting the planning needs that didn’t “fit their billing model.”
What was missing? Personalized strategy. Big-picture thinking. Coordination across tax, legal, and financial areas. And most of all, high-touch service that made clients feel seen, understood, and empowered.
So I built it.
Today, Financial Planning By Design serves a small number of families who value proactive planning, candid advice, and a relationship that goes far beyond performance reports. We specialize in working with real estate investors, business owners, and physicians — people whose financial lives can’t be fully understood by a balance sheet alone.
Our Virtual Family Office model combines high-touch service with high-tech tools, allowing us to coordinate every aspect of your financial picture. Providing thoughtful, values-based planning — on your terms.
If that resonates with you, we may be a great fit.
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 seasoned team that blends experience, discretion, and forward-thinking strategy.
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Penny Di Giovanna, Founder & Wealth Manager
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 acts as the lead financial architect for every client, guiding them through life’s biggest decisions with purpose and confidence.
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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. Joe prefers working in the background and helps oversee the firm’s operations. Joe is committed to delivering the same care and excellence that defines our firm.
Why Clients Choose Financial Planning By Design
✔️ Boutique, high-touch service designed for complexity
✔️ Deep knowledge in real estate, business, and private practice wealth
✔️ Virtual Family Office model that simplifies your financial life
✔️ No sales pressure — just clarity, coordination, and strategy
✔️ A trusted advocate through transitions, exits, and growth
✔️ Custom planning built around your values and goals
Our Core Values
Our Approach
Our Virtual Family Office (VFO) model is built to simplify your financial life and bring everything under one coordinated umbrella.
We help manage:
Investment strategy & cash flow
Tax planning and coordination
Estate planning and legacy design
Business or real estate integration
Philanthropy and family education
Risk management and insurance
Whether we’re working with your CPA and attorney—or bringing in our trusted network—we ensure every part of your financial life works together, with intention.
Who We Serve
Business owners integrating personal and business wealth
Real estate investors with non-traditional portfolios
Physicians in private practice managing high income and long-term planning
Individuals and families with complex wealth and multigenerational planning needs
