# Diane Esser > Diane Esser is a fee-only financial advisor at Direction Financial Management, LLC in Germantown, Wisconsin, who holds the CFP, CPA and RICP credentials. Diane charges a subscription, a one-time planning fee and hourly fees (one-time plans from $5,000 and $360 an hour) and focuses on retirement planning, tax planning and estate & legacy planning. Page: https://find.wellspent.co/advisors/diane-esser/ Built from public directory listings; last checked April 21, 2026. ## Facts - **Firm:** Direction Financial Management, LLC - **Based in:** Germantown, Wisconsin - **Fee model:** Subscription; One-time planning fee; Hourly - **Fees (firm's website):** one-time plans from $5,000; $360 an hour; no asset minimum - **Fees (Advice-Only Network profile):** $360 an hour - **Works virtually:** Yes (Advice-Only Network profile) - **Accepting new clients:** Yes (firm's website) - **Credentials:** CFP, CPA, RICP - **Specialties:** Retirement planning, Tax planning, Estate & legacy planning - **Works with:** Pre-retirees, Retirees - **CRD:** 2008872 (https://adviserinfo.sec.gov/individual/summary/2008872) - **SEC registration:** Investment adviser representative in WI - **Firm size:** 1 employee - **Disclosures:** None reported - **Website:** http://directionforyou.com ## About Diane Esser founded Direction Financial Management, LLC to work closely with couples nearing retirement and with Federal employees. She helps clients through the move into retirement, including the financial and lifestyle questions it raises, and teaches them about every part of their financial lives rather than pressing them to buy insurance or investment products. Diane is a Certified Financial Planner (CFP®), Certified Public Accountant, Retirement Income Certified Professional (RICP®) and Certified Elder Planning Specialist. She belongs to the Garrett Planning Network and NAPFA, two national networks of fee-only advisors, and works in her clients' best interests. She believes in a "wellthy" life, one rich in mental, physical and emotional health. At home she enjoys time with her husband, Kevin, and their dogs, and her interests include faith, barre, travel, cooking and tandem road biking with Kevin. ## Frequently asked questions ### Is Diane Esser a fee-only financial advisor? Yes. Diane Esser is listed in the NAPFA directory (NAPFA admits only fee-only advisors) and the Advice-Only Network (advice-only practices, no product sales). SEC records as of October 27, 2026 show no broker registration and no commission compensation reported by Diane's firm. ### How does Diane charge for financial advice? Diane charges a subscription, a one-time planning fee and hourly fees. ### How much does Diane charge? According to Direction Financial Management, LLC's website, checked October 28, 2026: one-time plans from $5,000; $360 an hour; no asset minimum. ### Does Diane work with clients virtually? Yes. Diane's Advice-Only Network profile says they meet with clients virtually and in person. ### Where is Diane Esser based? Diane Esser is based in Germantown, Wisconsin. ### What does Diane specialize in? Diane's specialties include retirement planning, tax planning and estate & legacy planning. Diane works with pre-retirees and retirees. ### What credentials does Diane Esser hold? Diane Esser holds the CFP, CPA and RICP credentials. ### Is Diane Esser registered with the SEC? Yes. Diane Esser is registered as an investment adviser representative in WI (CRD 2008872), per SEC Investment Adviser Public Disclosure data as of October 27, 2026. ### How do I contact Diane Esser? Through Diane's website, directionforyou.com. ## Sources - NAPFA directory listing (https://www.napfa.org/find-an-advisor/firm/7330): NAPFA admits only fee-only advisors - Advice-Only Network listing: advice-only practices, no product sales - SEC Investment Adviser Public Disclosure and Form ADV: registration, exams, and firm facts, data as of October 27, 2026 - The firm's website (https://directionforyou.com/): specialties, clients served, and fees, checked October 28, 2026 --- Source: Wellspent, the public graph of fee-only advisors (https://find.wellspent.co). No paid placement.