Inspired by the example of her grandfather, a Nebraska farmer who rose to become a state senator, Gina Hagen, CFP® deeply values service to others.

Throughout his journey from working in the fields to owning a tractor company to ultimately serving in public office, Gina’s grandfather remained committed to the farming community, advocating for their needs and never forgetting those who helped him succeed.

Gina has a similar calling. After spending over two decades as a CFO, leading financial operations at large companies such as O.P.I. and Milani Cosmetics, her true passion emerged in connection with the personal side of finance. Observing financial disparities throughout her corporate life, as well as among friends, family, and colleagues, she recognized a growing need for accessible, trustworthy financial advice, especially for those who think they aren’t entitled to a financial plan. “It was eye-opening,” she reflects. “People at lower financial levels weren’t getting transparent advice. They were navigating complex systems without support.”

Gina went back to school to earn a Certificate in Personal Financial Planning. In November 2022, she received the CFP® certification and then opened her own firm, designed to serve people who, like herself, had once felt disconnected from financial planning. “My firm doesn’t have a minimum,” Gina shares. “I want to help those who don’t think they deserve financial advice—those who may mistakenly think they need millions to start planning, but in fact can benefit today from expert financial guidance and preparation.” Gina intentionally keeps her rates reasonable and within reach for clients who don’t meet the high minimums required by other firms.

In addition to working with her paid clients, Gina is an extremely active volunteer with many of Foundation for Financial Planning’s (FFP) nonprofit grantees. She learned about pro bono financial planning through her participation in Amplified Planning’s Externship, an 8-week online program that introduces aspiring CFP® professionals to financial planning through real client experiences and flexible learning. She was inspired to get involved after hearing Hannah Moore, CFP® and founder of the Externship, interview FFP CEO Jon Dauphiné about the impact that CFP® professionals who provide pro bono service can have on people in need or crisis.

Gina has volunteered with over 50 clients through FFP grantee Savvy Ladies. She meets with each client for an hour-long session to foster open and supportive communication. Many of the individuals she works with have historically lacked access to quality, fiduciary financial services and advice. By providing guidance on topics such as debt management, investing, cash flow planning, and spending guidelines.

Gina helps empower clients with the financial knowledge and tools they need to make informed decisions to improve their financial well-being. In addition to working with Savvy Ladies, Gina has helped over a dozen veterans navigate their finances through FFP grantee Coordinated Assistance Network (CAN), as well as assisting many other pro bono clients through the Financial Planning Association of Los Angeles Chapter’s pro bono work.

Through these efforts, she has seen how financial planning can benefit not just underserved individuals, but also entire families. One pro bono client, a woman in her forties, was struggling with debt and unsure how to invest her savings. After Gina introduced her to budgeting strategies and low-cost ETFs, the client stabilized her finances and began teaching her children what she learned. “It’s amazing to see how far the ripple effects of financial education can go,” Gina says.

Another one of her most impactful engagements involved helping a woman who was struggling financially during an extended entertainment industry strike. “She had drained her emergency savings, but I was able to guide her on Roth conversions and free tax returns through the VITA program. She was so relieved to get answers and was amazed at how much of a difference the right guidance could make,” Gina recalls.

In addition to giving her time as a volunteer, Gina is also a generous donor to FFP, supporting our mission to expand pro bono advice and planning to more Americans in need. “I feel extremely blessed for everything I’ve received,” she shares. “And I like to be part of something bigger than myself.” For Gina, giving her time, talent and treasure to help others improve their finances and their lives has become a motivating north star.

Her advice to other financial planners? “Volunteer. It really opens your eyes to what others are going through. You learn so much from their challenges, and it deepens your understanding of how important this work truly is.”