At Heartfire Wealth, we prioritize investing in our team to help ensure that your family receives the support you truly deserve. We’re proud to have a knowledgeable team who employ a disciplined approach to financial planning. This approach takes a holistic view of your financial goals and creates a personalized plan just for you. Serving Dunedin, Clearwater, Palm Harbor, Safety Harbor, St. Petersburg, and Tampa Florida. Our team provides financial experience focused on you and your goals. Together, we offer a breadth of knowledge, specialized advice and ongoing dedication to exceptional service.

Learn how to get started with Heartfire Wealth today!

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Team photo for Heartfire Wealth

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Our advisors

Advisor photo for Kevin Donoghue

Kevin Donoghue

CFP®, CRPC, CPA

Private Wealth Advisor

CERTIFIED FINANCIAL PLANNER® practitioner
Learn more about Kevin Donoghue
Advisor photo for Patrick Donoghue

Patrick Donoghue

MBA, CFP®, CRPC, CEPA®

Private Wealth Advisor

Managing Partner of Heartfire Wealth
Learn more about Patrick Donoghue
Advisor photo for Michael Ross

Michael Ross

CFP®, CRPC

Financial Advisor

Learn more about Michael Ross
Advisor photo for Samantha Swift

Samantha Swift

MSF

Associate Financial Advisor

Learn more about Samantha Swift


Our team

Jody Craig

Jody Craig

Practice Manager

Personal Intro

Jody, Practice Leader & Chaos Coordinator is our Southern-charmed fixer of everything, with a heart as big as her to-do list. A mom of two sons, three bonus daughters and proud rescue-dog mom to Sassy (who lives up to her name). Born in Kentucky, Jody loves gardening, reading detective novels, and spending time outdoors. She even rereads Jane Eyre every Christmas—tradition matters! Bless your heart, darlin’!

Roles & Responsibilities

  • Practice Administration & Operations
  • Client Concierge
  • Executive Assistant to Managing Partner
  • Marketing & Community Outreach
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Alexander "Alex" LaJoy

Alexander "Alex" LaJoy

Paraplanner

Personal Intro

Alex, Financial Strategy Sidekick, enjoys riding motorcycles and has an impressive collection of pets: two cats, a bird, and a turtle. Very active, routinely hitting the gym at 5:30 AM, and playing basketball every Thursday, he brings great energy to our team. Fun fact: Alex's grandfather was a Polish Count and and even grew up in a castle. He is the newest addition to our team.

Qualifications

  • Graduate of the University of South Florida

Roles & Responsibilities

  • Support advisors in the financial planning process by gathering, organizing, and analyzing client data
  • Prepare financial plans, recommendations, and client-ready deliverables (reports, charts, and visuals) for advisor review
  • Assist in developing portfolio and product solution recommendations aligned with client needs
  • Provide client service support, including maintaining communication, answering questions, and resolving service issues
  • Coordinate planning activities and business operations, including tracking projects, updating client records, and supporting meetings and events
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Laura Passarella

Laura Passarella

Operations Specialist

Personal Intro

Laura, Business Processing Specialist & Squirrel Whisperer, Laura keeps everything running smoothly behind the scenes—and always with love. A New York Native, married for 32 years, a mom to two sons, a dog and 2 cats she balances work and family like a pro. You’ll find her feeding the birds and squirrels daily or soaking up Florida sunshine with her 86-year-old mom.

Roles & Responsibilities

  • Business Processing
  • Transactions & Money Movements
  • Claims Processing
  • Client Account Updates & Workflows
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Kimberly Cerda

Kimberly Cerda

Client Service Manager

Personal Intro

Kim, Client Service Manager & Queen of Cheer, was born to serve and always ready with a smile or a homemade dessert. A 3rd generation Floridian, Kim brings warmth to every client interaction. A cat magnet with six feline friends (who walk on leashes!), she’s also a proud mom of two boys. From throwing office parties to dreaming of Mexico getaways, Kim’s all about heart, home, and happiness.

Roles & Responsibilities

  • Appointment Scheduling
  • Meeting Preperation
  • Client Reception
  • Client Communications
  • Social Media
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Nancy Ridenour

Nancy Ridenour

Business Development Specialist

Personal Intro

Nancy, Business Development Specialist & People Person Extraordinaire is energized by people and powered by cookies (seriously—any cookie will do!). Though she once dreamed of Broadway or joining a convent, she now brings charisma and warmth to everything she does. Most at ease at home or enjoying college football, she’s a connector who turns conversations into opportunities with heart.

Roles & Responsibilities

  • Advanced Planning
  • Charitable Giving Strategies
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