Preston D. Cherry | MS, CFP®

Founder & President of Concurrent Financial Planning

Preston D. Cherry, MS, CFP® gravitated to Personal Financial Planning because of the plaque he saw hanging in his parents’ home as a young child.  It read, “Why is there so much month left at the end of the money?” From there, a passion for financial planning was born and has since influenced his life purpose and pursuits.

Preston is currently pursuing a Ph.D. in Personal Financial Planning at Texas Tech University.  He also serves as a Part-time Graduate Instructor at Texas Tech University and Dalton Education. He has served in lead and internal 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. Applying 13 years of financial services experience, Preston founded Concurrent Financial Planning Center, LLC a comprehensive financial planning firm serving households and business owners across generational lines. Concurrent will be a “Center” for financial healing & transformation which aspires to produce a harmonious life-money balance. 

Preston’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. Community missions include homeownership for low-income earners & cultivation of youth leadership.  Academic service missions are comprised of financial planning program building and career opportunity creation for future planners in underrepresented groups.  His professional service is associated with the academic study & professional practice of financial therapy. 

Preston has a “Best Uncle Ever” award given to him by his niece whom he loves dearly, writes poetry, plays tennis & golf, collects vinyl records, loves all genres of music and likes a good board game.



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


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