Demel Gonzalez
Heartwood Financial Services · Sanford, Florida
Demel Gonzalez is a fee-only financial advisor at Heartwood Financial Services in Sanford, Florida, who holds the CFP credential. Demel charges a percentage of assets and a one-time planning fee (one-time plans from $1,500 and 1.25% a year on the first tier of assets managed) and focuses on retirement planning, estate & legacy planning and tax planning.
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Specialties
Who they serve
- Retirees
- Pre-retirees
- Mid-life transitions
Facts
| Firm | Heartwood Financial Services |
|---|---|
| Based in | Sanford, Florida |
| Fee model | Percentage of assets · One-time planning fee |
| Fees (firm's website) | One-time plans from $1,500 · 1.25% a year on the first tier of assets managed |
| Accepting new clients | Yes |
| Assets under management | $83.1M across 73 accounts |
| Credentials | CFP |
| SEC registration | Investment adviser representative in FL, TX · CRD 3068212 |
| Exams passed | Series 63 (1998) · Series 66 (2003) |
| Firm size | 2 employees |
| Disclosures | Reported; see the SEC record |
| Website | myheartwood.com |
| Profile |
How Demel's firm compares
- A one-time plan starts at $1,500, below the Florida median of $2,500 for fee-only firms that publish prices.
- Heartwood Financial Services's average account is about $1.1 million, from its Form ADV (assets managed divided by 73 accounts).
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Questions about Demel
Is Demel Gonzalez a fee-only financial advisor?
Yes. Demel Gonzalez is listed in the XY Planning Network directory (XYPN members are fee-only). SEC records as of October 27, 2026 show no broker registration and no commission compensation reported by Demel's firm.
How does Demel charge for financial advice?
Demel charges a percentage of assets and a one-time planning fee.
How much does Demel charge?
According to Heartwood Financial Services's website, checked October 28, 2026: one-time plans from $1,500; 1.25% a year on the first tier of assets managed.
Where is Demel Gonzalez based?
Demel Gonzalez is based in Sanford, Florida.
What does Demel specialize in?
Demel's specialties include retirement planning, estate & legacy planning and tax planning. Demel works with retirees, pre-retirees and mid-life transitions.
What credentials does Demel Gonzalez hold?
Demel Gonzalez holds the CFP credential.
Is Demel Gonzalez registered with the SEC?
Yes. Demel Gonzalez is registered as an investment adviser representative in FL and TX (CRD 3068212), per SEC Investment Adviser Public Disclosure data as of October 27, 2026. The record lists disclosures; see the SEC record for details.
How much does Heartwood Financial Services manage?
Heartwood Financial Services reports $83.1M across 73 accounts in assets under management.
How do I contact Demel Gonzalez?
Through Demel's website, myheartwood.com.
What these terms mean: fee-only · fiduciary · CFP · CRD number · all terms
Where this information comes from
- XY Planning Network directory listing : XYPN members are fee-only
- Heartwood Financial Services website : specialties, clients served, and fees, checked October 28, 2026
- SEC Investment Adviser Public Disclosure : registration, exams, and the firm's Form ADV, data as of October 27, 2026
- Directory listing last checked April 21, 2026.
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