Freedom Wealth Planning is an independently owned wealth advisory firm with offices in Columbia, Missouri and Sarasota, Florida. We work as fiduciaries with a select group of families, business owners, and professional athletes who care about more than account balances, because what they’re really building toward is the life those accounts are designed to fund.
Our firm exists because, after years of watching the financial services industry sell products under the language of planning, we wanted to do the opposite. We built a team that gets paid for advice rather than commissions, a process that begins with a real conversation rather than a pitch, and organized everything around one idea: financial freedom is something you build on purpose, with people you trust, and on a plan that touches every part of your financial life, not just the visible parts.
You may know us as WR Wealth Planning. The team, the offices, the leadership, and the relationships are exactly the same. What changed is the name. The “W” in the old name no longer reflects the firm we’ve grown into, so we made the change deliberately, with our clients in mind, to align the brand with what the work has actually become: planning your freedom rather than chasing a retirement date.
Same leadership. Same fiduciary standard. Same offices in Columbia, Missouri and Sarasota, Florida. Same custody and clearing partners. Same Freedom FORMula. Same team you’ve been working with for years. If you’re an existing client, nothing about your accounts or your relationship changes. We will continue to honor every commitment we’ve made, and you’ll see “Freedom Wealth Planning” on the next round of statements rather than the old name.
Most of the financial services industry runs on commissions, shelf-space agreements, and quotas, and most “advisors” are, in practical reality, salespeople with a fiduciary asterisk. We didn’t want to build that. We wanted to build a firm where the structure of the work, not just the marketing of the work, makes objective guidance possible, and where the straight answer is what we actually get paid to give you, even when it’s uncomfortable.
Operating independently through NewEdge Advisors, LLC gives us institutional-quality investment resources without the proprietary product mandates that come with working for a bank or a brokerage. It also means our compensation does not change based on what we recommend, so when we sit across from you, what you’re hearing is the advice we actually believe in, not the advice that pays us better.
Our founding principle is that we cannot be all things to all people and still deliver the level of service our clients deserve. So we work with three kinds of people: established families and individuals closing the Wealth Gap, business owners closing all Three Gaps at once, and professional and NIL athletes closing a compressed, inverted version of the same problem. We’re not the largest firm in town, and by design, we never will be.
“We are not all things to all people. We are all things to select people.”
This selectivity is one of the more honest things we do for our clients. It means everyone we work with gets real attention, deep coordination, and the kind of multi-decade relationship that planning of this complexity requires.
Being a fiduciary is a legal standard, not a marketing claim. It means we are required, by regulation, to put your interests ahead of ours, the firm’s, and any product company’s. Every advisor on our team is held to that standard, so we don’t sell products, we don’t earn commissions on what we recommend, and we’re paid to give advice that’s right for you, even when that advice is “do nothing right now” or “keep the strategy you already have.” Learn more about the CFP fiduciary standard from the CFP Board.
Most clients arrive at our door with a portfolio someone else manages, a tax return someone else prepares, an estate plan someone else drafted, and an insurance policy someone else sold. The problem isn’t usually that any single piece is wrong. The problem is that no one is making sure the pieces talk to each other. We organize your entire financial life around the Freedom FORMula, connecting investment management, risk management, tax planning, income planning, estate planning, philanthropic giving, and advisor coordination into one integrated plan, because that coordination is where most of the value lives.
We can be the best wealth planning firm in the country for some people and the wrong firm for others. So our FIT process is structured around honesty in both directions. We learn whether we can add real value to your situation, and you learn whether our team, philosophy, and process actually fit how you want to be served. Either side can walk away without a sales script in the air, and in our experience, that’s exactly how good relationships start.
These five values were not written for the website. They run our internal meetings, our hiring decisions, the way we treat each other, and the way we treat you. We list them in order because the order matters.
01
We prioritize faith and family above all else by living with selflessness, kindness, and compassion, and that belief sets the tone for every decision we make as a team and for every client we serve. So when we ask about your "why," we mean it. The plan we build with you may exist on paper, but it lives in your family.
02
We practice radical honesty through direct communication, complete transparency, and unwavering trustworthiness. You can expect candor from us. We'll tell you when the plan is off track, we'll tell you when an idea you brought us isn't, in our judgment, the right move, and we'll tell you when the answer is "we don't know, let's find out." That kind of honesty is rarer than it should be in this industry.
03
We uphold extreme accountability by owning our mistakes, acting with integrity, and continually striving to make things right. If we miss something, you'll hear from us first, and if we recommend a strategy and the world changes, we'll proactively revisit it with you. Accountability isn't a marketing line. It's the discipline we use to keep the relationship clean.
04
We maintain an attitude of gratitude by recognizing the good in every situation and expressing appreciation daily. When a client trusts us with the financial picture of a lifetime, we treat that trust as the privilege it is, and that gratitude shapes how we communicate, how we celebrate wins, and how we walk through hard seasons with the families we serve.
05
We live by Semper Providus: the discipline of always being foresighted, always being prepared. The Latin phrase captures what sets exceptional financial planning apart from reactive advice. We anticipate tax consequences before they arrive, sequence liquidations to protect what you have built, and structure estates so your wealth transfers on your terms. Most people face life's financial turning points flat-footed. Our clients do not, because preparation is not a step in the process, it is the foundation of every plan we build.
We’re a small, deliberately built team. Each person here was chosen for what they bring to the relationship, not just what they bring to the spreadsheet. You won’t get handed off to a stranger every time you call; you’ll work with familiar people whose names you know and whose work is trusted and visible.
Jared founded Freedom Wealth Planning to build the kind of advisory firm he wished existed when he started his career: independently owned, fiduciary by standard, and selective by design. He holds four nationally recognized credentials, the Certified Financial Planner (CFP), Certified Private Wealth Advisor (CPWA), Certified Exit Planning Advisor (CEPA), and Certified Plan Fiduciary Advisor (CPFA), each one reflecting a different dimension of the work we do, from wealth planning and private wealth strategy to exit planning for business owners and retirement plan fiduciary oversight.
As CEO, Jared coordinates the firm’s planning process and helps clients identify their targets, recognizing that those targets often shift as life unfolds. He leads the firm’s work with business owners, where his CEPA training and the Exit Planning Institute’s Value Acceleration Methodology shape how we help owners build, protect, and eventually transition enterprise value, and outside the office he’s the team’s most visible reminder of what the firm’s values actually look like in practice: faith and family first, radical honesty, and the everyday discipline of Semper Providus.
Gina helps high-earning professionals, business owners, and established families protect, grow, and move their wealth with purpose. Clients describe her planning style as resilient, focused, and outcome-driven, and she works closely on tax-efficient strategies, long-term income and withdrawal planning, and the harder conversations about what’s next once the building phase of a career is behind you.
What Gina does especially well is translation. She takes complex strategy and walks clients through it in language that respects their intelligence without burying them in jargon, so when a plan touches multiple areas at once, like tax, estate, and investment together, she’s often the one connecting the dots in the client’s words.
Taylor leads our advanced planning work, supporting advisors as we design and implement sophisticated strategies across wealth planning, tax mitigation, estate structure, and insurance solutions for high-net-worth clients. When a client situation requires creative structuring, whether that’s multigenerational trusts, business succession architecture, concentrated stock position planning, or charitable strategies that need to coordinate with attorneys and CPAs, Taylor is the specialist on the inside of the work.
Her small-town roots also shape how she shows up in the relationship. Taylor builds deep, personal connections with the families she works with, so even the most complex planning conversations land with the warmth and follow-through clients tell us they value most.
Payton provides comprehensive operational support to our advisors and helps run the firm’s employer-sponsored retirement plan service line. His commitment to client experience is the kind that shows up in the details: the quick callback, the proactive follow-up, the second look at a form before it goes for signature. If you’re a client, Payton is often the first voice you hear and the last one making sure nothing slips between meetings.
He’s especially focused on the operational backbone behind a client’s financial life, which is one of the quieter but more important parts of how we deliver panoramic planning at scale.
Bill brings nearly two decades of experience in the insurance industry, with deep work alongside financial advisors in the BGA space. He’s developed expertise across carrier selection, product design, and underwriting, which means clients get insurance recommendations grounded in the realities of how policies actually price, perform, and pay over time. In our planning, insurance is a strategic tool rather than a commodity, and Bill’s job is to make sure the right coverage is in place, at the right price, through the right carrier.
He also takes pride in being the person who tells clients when they don’t need more coverage. That kind of honesty is part of why we brought him onto the team.
As the team’s Paraplanner, Bill is also the person behind the scenes making sure every piece of a client’s financial life is accounted for. From IRA statements and brokerage accounts to homeowners insurance and beyond, he gathers the full picture so nothing falls through the cracks. That detail work becomes the foundation for each client’s personalized Wealth Plan, built in eMoney and designed to reflect their life as it actually is — not just a snapshot, but a living picture that evolves with them.
One of the most valuable things Bill does is model life’s big decisions before clients make them. Thinking about buying a home, selling a property, or budgeting for more travel in retirement? Bill runs those scenarios inside the plan so clients can see exactly how each choice ripples through their financial future. It turns abstract “what ifs” into clear, confident decisions.
Lorna runs the operational heartbeat of the firm. She leads client-focused initiatives, oversees executive support, and anticipates the small details that keep the broader experience feeling intentional rather than reactive. From the moment a prospect first reaches out, through every meeting, document, and milestone that follows, Lorna’s fingerprints are somewhere in the experience.
Clients describe her as warm, organized, and unusually attentive, and when something needs to feel taken care of rather than just transactionally handled, she’s the person who makes it happen.
A panoramic plan only works when the professionals around your financial life are coordinated rather than siloed, so a meaningful part of our process involves partnering with the CPAs, estate attorneys, and other specialists already in your circle. We share information with permission, sit in on joint meetings when it helps, and translate between disciplines when needed. The goal is that your tax return, your estate documents, your insurance coverage, and your investment plan all support the same long-term targets rather than quietly working against each other.
Freedom Wealth Planning is independently owned, and we provide advisory services through NewEdge Advisors, LLC, a registered investment adviser. That relationship gives our clients access to institutional-quality investment resources, a national operations platform, and the technology and compliance infrastructure that supports a modern advisory firm. It also gives us independence from proprietary product mandates. So the recommendations we make to you are grounded in your situation rather than a parent company’s shelf.
Jared Reynolds and Gina Tedesco holds the Certified Exit Planning Advisor (CEPA) designation, issued by the Exit Planning Institute. The CEPA training centers on the Value Acceleration Methodology, the same framework used by many of the country’s top exit planning professionals. So for business owners, our planning conversations operate in the same vocabulary used by the bankers, attorneys, and M&A professionals who eventually buy, value, and structure transitions. Continuity of language is one of the smaller but meaningful advantages we bring to owners thinking about an eventual transition.
Yes. Freedom Wealth Planning is the rebranded name of the firm formerly known as WR Wealth Planning. The team, the offices, the leadership, the custody and clearing partners, and the relationships are all unchanged. The only thing that’s different is the name on the door, on your statements, and on the website. If you were a client of WR Wealth Planning, you remain a client of Freedom Wealth Planning, and your accounts continue exactly as they were.
Being a fiduciary is a legal standard, not a marketing claim. It means our advisors are required, by regulation, to put your interests ahead of ours, the firm’s, and any product company’s. So we don’t sell commissioned products, our compensation doesn’t change based on what we recommend, and we’re held accountable to disclose any potential conflicts. Every advisor at Freedom Wealth Planning operates under that standard.
Our team holds several nationally recognized credentials. Founder Jared Reynolds holds four: the Certified Financial Planner (CFP®), Certified Private Wealth Advisor (CPWA®), Certified Exit Planning Advisor (CEPA®), and Certified Plan Fiduciary Advisor (CPFA®). Gina Tedesco, Wealth Strategist, also holds the CPFA® and CEPA® designations. The broader team brings complementary depth: Taylor Knipp leads advanced planning across estate, tax, and business succession structures; Payton Sapp serves as our Advisor Associate and Wealth Advisor; and Bill Grinde supports the team as our Paraplanner and insurance specialist.
Yes. Freedom Wealth Planning is independently owned by its founder. We provide advisory services through NewEdge Advisors, LLC, a registered investment adviser, which gives our clients institutional-quality investment resources and a national platform. That combination, independent ownership with national infrastructure, is by design. It lets us operate without proprietary product mandates while keeping all client-facing decisions inside our team.
Our primary office is in Columbia, Missouri, and our secondary office is in Sarasota, Florida. We also serve clients across the United States through a combination of in-person meetings, secure video conferencing, and phone. So the depth of the relationship doesn’t depend on geography. Your meeting cadence and format can be designed around your life.
We work with three kinds of clients: established families and individuals closing the Wealth Gap, business owners closing all three of the Profit, Value, and Wealth gaps, and professional and NIL athletes closing a compressed and inverted version of the same set of problems. The common thread is that all three groups care about more than account balances. They care about the life their wealth is designed to fund.
The first step is a FIT Meeting, our no-obligation introductory conversation. We ask questions, you share what you’ve built and what you’re worried about, and we both decide whether there’s a meaningful opportunity to work together. Either side can walk away. No pitch, no pressure, no obligation. If we don’t think we can add real value to your situation, we’ll tell you honestly and, where possible, point you toward someone who can.
Semper Providus is Latin for “always foresighted, always prepared,” and it is the fifth of our five core values. The phrase captures what we believe separates exceptional financial planning from reactive advice: anticipating tax consequences before they arrive, sequencing liquidations to protect what you have built, and structuring estates so your wealth transfers on your terms. Most people face life’s financial turning points flat-footed. Our clients are positioned not to, because preparation is not a step in our process. It is the foundation of every plan we build.
If our philosophy resonates and you’re ready to move past transactional advice toward a deeply engaged, fiduciary relationship, we’d welcome the conversation. The FIT Meeting is short, candid, and entirely confidential, so you’ll leave with a clearer sense of where you stand, whether we work together or not.
Prefer to call rather than fill out a form?
Reach our Columbia office at (573) 875-3939, Monday-Thursday 8:30am -4:30pm CST. Friday 8:30am – 3pm CST. A real person picks up, and if we’re with a client when you call, you’ll hear back the same day. That’s a commitment, not a marketing promise.
Advisory services offered through NewEdge Advisors, LLC, a registered investment adviser.
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