Preston D. Cherry, Ph.D., AFC®, CFT™, CFP®, and Lizbeth Menjivar, ChFC, are to be awarded the 2025 Heart of Financial Planning Award
DENVER (August 6, 2025) — The Financial Planning Association® (FPA®), the leading membership organization and trade association for CERTIFIED FINANCIAL PLANNER® professionals, is proud to announce Preston D. Cherry, Ph.D., AFC®, CFT™, CFP®, and Lizbeth Menjivar, ChFC, as recipients of the Association’s 2025 Heart of Financial Planning Award.
The 2025 Heart of Financial Planning Award recognizes financial planning professionals, firms, and organizations that demonstrate remarkable commitment and passion for contributing to or giving back to the financial planning community and/or public. Awardees exemplify the spirit of financial planning and represent FPA’s goal to elevate the profession that transforms lives.
“The Heart of Financial Planning Award celebrates individuals who significantly influence both financial planning and society. For the past 20 years, we have had the privilege of honoring many professionals, thought leaders, and dedicated individuals who have worked tirelessly to advance financial planning and support those around them,” says 2025 FPA President Paul Brahim, CFP®. “Preston and Lizbeth have each made significant contributions to our profession, and we look forward to honoring them at FPA Annual Conference 2025 in Las Vegas this November.”
Preston D. Cherry, Ph.D., AFC®, CFT™, CFP®, is founder and CEO of Concurrent Wealth Management, author of Wealth in the Key of Life: Finding Your Financial Harmony (Wiley, 2024), and serves as the Director of the Financial Planning Program and the Charles Schwab Foundation Center for Financial Wellness at University of Wisconsin–Green Bay. A nationally recognized financial planner and speaker, Cherry is past president of the Financial Therapy Association, and his work has been featured in numerous prominent publications. He was featured in the Top 10 of Investopedia’s “100 Financial Advisors” list and was named as one of WealthManagement.com’s “Ten to Watch in 2023”. Cherry is a member of the CNBC Advisor Council, Investopedia Advisor Council, and Kiplinger’s Advisor Collective. In 2024, the Texas Tech University School of Financial Planning awarded Cherry the Distinguished Alumni Award.
Cherry was nominated for consistently making a concerted effort to bring financial wellness, literacy, and education in all the communities he is a part of and is noted for his compassion and kindness. In his nomination, it was said, “His work transforms how individuals relate to money, how professionals grow in service, and how the public experiences the power of financial advice.”
Lizbeth Menjivar, ChFC, is a financial consultant at Fidelity Investments and president of the FPA of Illinois chapter. At Fidelity, she serves as Regional Co-chair of SOHL (Support and Outreach for Hispanics and Latinx) employees. She was nominated for her dedication to educating underserved communities on financial literacy and her pro bono financial planning efforts. She holds a master's degree in business from Hult International Business School and a bachelor's degree in business finance from the University of Phoenix, as well as having completed the CFP® program at Northwestern University School of Professional Studies. She is a past member of the boards of Arden Shore Family Services and the Chicago Financial Women Association (CFW).
In her nomination, it was said, “Lizbeth creates meaningful pathways for those historically excluded from the profession, especially Latinas and first-gen students. She doesn't just model excellence—she multiplies it in others. Her leadership, service, and story are reshaping access and belonging in our field.”
Cherry and Menjivar will be recognized at a special Honors Reception during FPA Annual Conference 2025 in Las Vegas, November 3-5, 2025.
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About the Financial Planning Association
For 25 years, the Financial Planning Association® (FPA®) has been the leading membership organization and trade association for CERTIFIED FINANCIAL PLANNER® professionals and those engaged in the financial planning process. FPA is the CFP® professional’s partner in planning by helping them realize their vision of professional fulfillment through practice support, learning, advocacy, and networking. Learn more about FPA at financialplanningassociation.org.