Preston D. Cherry | Ph.D., CFP®

Founder & President of Concurrent Financial Planning

Dr. Cherry is the Founder & President of Concurrent Financial Planning, LLC, a comprehensive financial planning firm serving households and business owners across generational lines. Concurrent Financial Planning specifically partners W.I.T.H. individuals that possess the motivation to change and apply their financial resources towards achieving their Life Money Balance™ aspirations. Using Over 14 years of professional financial services and academic experience, Dr. Cherry developed the guiding philosophy for the clients he serves.

life money balance™

“Let your life lead your money, not your money lead your life”


Dr. Cherry has served in lead and internal personal financial planning roles and institutional retirement sales. He has also served as an RIA co-investment manager of $120M in firm assets, and a mutual fund wholesaler. Currently, Dr. Cherry serves as a Part-time Graduate Instructor at Texas Tech University  (view profile) and Dalton Education (view profile) where he helps students and professionals attain their career goals in the financial planning profession through on-campus and online class instruction, and dedicated mentorship. He teaches graduate and undergraduate level fundamentals of financial planning courses, and across all financial planning modules of the CFP® exam review. 


In Fall 2020, Dr. Cherry will join the Austin E. Cofrin School of Business at the University of Wisconsin – Green Bay as Assistant Professor of Finance, where he will teach household insurance, retirement, and estate planning, and also help build a thriving personal financial planning program to prepare the next generation of financial planners for success. 


Dr. Cherry also serves as a financial advisor’s coach for Carson Group Coaching, a leading national financial advisor coaching, and resource program. He has been published in the Wall Street JournalThePennyHoarder.comThe New York Magazine blog The Cut, and the Lubbock Avalanche-Journal.


Dr. Cherry’s passion for people impacts his commitment to serve. Service to faith, family, community and profession are core values that guide his life decisions. He currently serves on boards whose missions represent his values. He currently serves as a Board member on the Financial Therapy Association, the Association of African American Financial Advisors Foundation, and the Texas Tech Personal Financial Planning Alumni Board. He recently served two terms on the FPA®National Conference Task Force, and actively served on the Boards of Lubbock Habitat for Humanity and the 100 Black Men of West Texas. His degrees include an MS and Ph.D. in Personal Financial Planning from Texas Tech University and a BBA in Finance from Prairie View A & M University.


On a personal note, Preston writes poetry, plays tennis, taking up hiking, has a vinyl music collection, enjoys a fun board game, loves all genres of music, appreciates good film, loves to smile and laugh, and according to his niece, "is the best uncle in the world".


3410 98th Street, Suite 4-144 Lubbock, Texas 79423     |        888-332-2372        |      By Appointment Only 


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