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.
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.
Early in my career, I saw how many successful families were underserved by traditional firms—especially those navigating complex family dynamics, multi-entity businesses, or real estate-heavy portfolios.
Most large firms were focused solely on assets under management, often neglecting the 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 advice, 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—delivering 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 & 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. He prefers working behind the scenes and helps ensure the smooth day-to-day functioning of the firm. Joe is committed to delivering the same care and operational excellence that defines Financial Planning By Design.
Why Clients Choose Financial Planning By Design
✔️ Boutique, high-touch service designed for complexity
✔️ Deep knowledge in family wealth, business, and real estate.
✔️ 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
