top of page

Preston D. Cherry | Ph.D., CFP

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.

Schedule a call and take a step

towards Life Money Balance

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 Assistant Professor of Personal Financial Planning & Finance in the Austin E. Cofrin School of Business at the University of Wisconsin – Green Bay, where he is Head of the CFP Board Registered Approved Personal Financial Planning Program. The program helps prepare the next generation of financial planners for success.

Dr. Cherry is currently developing the Center for Personal Financial Planning at the Cofirn School of Business, which houses financial literacy counseling and education for UWGB and high school students, and the community of NE Wisconsin.

His financial planning-based research focuses on client connection and communication that leverages money psychology tools, potentially increasing their engagement with their personal finance journey.

Let your life lead your money, not your money lead your life

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.

Life Money Balance™

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 President-elect of the Financial Therapy Association, a member of the CFP Board Council on Education, the Board of the Association of African American Financial Advisors Foundation, the Texas Tech Personal Financial Planning Alumni Board, and the Economic Development Board of the Greater Green Bay Chamber of Commerce. He recently served two terms on the FPA®National Conference Task Force and currently serves on the Partnership Committee of FPA Wisconsin. 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.


Family Life

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".

bottom of page