At Heritage Financial Strategies - A Maridea Company - we all love what we do and take great pride in impacting the lives of our clients. We have a motto in our office: We work hard, and we play hard. We strive for balance in our lives. We all have stuff that we love to do outside the office. From biking to scuba diving and skiing, we’d love for you to get to know us better. Take a look below to get to know what we do, both when we’re in the office and at play!
Shanna Reed, AAMS®, CFDA®
FOUNDER
Meet Shanna Reed, the dynamic founder of Heritage Financial Strategies. With a solid 20+ years in the financial services industry, Shanna has made it her mission to empower clients to own their financial future.
Tired of trying to fit into the corporate mold, she took the leap to become an independent advisor, armed with a bachelor’s degree in business and a master's degree in organizational management. Her expertise is backed by FINRA Series 7 and 66 licenses, along with Accredited Asset Management Specialist℠ and Certified Divorce Financial Analyst designations. Currently, she's on her way to earn a CFP® certification.
Shanna's influence extends beyond Heritage. She regularly contributes to reputable finance platforms like Investopedia.com, Kiplinger’s Personal Finance online, and Born2Invest.com. Her voice resonates across Phoenix and nationally through her frequent public speaking engagements, guest radio and TV appearances, and her popular podcast, “We Make Money Fun”, available on iTunes.
Shanna, a SCUBA enthusiast with an advanced certification, loves to spend her leisure time exploring the ocean's depths in various vacation spots. Her passion doesn't stop there; she's also a fervent supporter of the Phoenix Suns, always ready to cheer them on, whether she's at home or on a beach in Hawaii.
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Alden Rowe, MBA, AIF®
PARTNER & FINANCIAL ADVISOR
Alden Rowe is a financial planner with Heritage Financial Strategies whose goal is to help you achieve financial peace. He believes this can be accomplished through comprehensive financial planning and careful investing. Alden understands the role of a financial advisor is to coach and educate, just as much as it is to build a plan. He is passionate about demystifying the world of investing and helping people engage with their finances on a deeper level.
He earned a Bachelor’s and Master’s of Business Administration degree from MIU, in addition to holding financial industry licenses FINRA Series 7, 66, 24, and 3. Alden worked for Heritage’s broker-dealer Cambridge Investment Research for three years before joining the Heritage team in 2020.
Alden uses his extensive knowledge and understanding to help clients get ahead and avoid costly mistakes. Whether it’s understanding the sub-account allocation in their 401k or how much they should be setting aside each month, Alden believes each financial decision should be made by his clients with intention, and he’s simply there to educate, facilitate, and make money fun!
Alden Rowe is a fifth-generation financial planner with a unique heritage—his grandfather once served as Dr. Seuss's insurance agent. Raised in Iowa within a scouting family, Alden achieved the rank of Eagle Scout, fostering a love for nature and adventure from a young age through cross-country camping road trips. This instilled in him a particular fondness for Arizona's and the Southwest's natural landscapes, a beauty he looks forward to sharing with his wife, Janae, and their rescue dog, Penny. The couple, who recently welcomed their first child, Vera, in 2021—delighting the entire team as the first "Heritage" baby—had to leave behind a small greenhouse in Iowa upon moving 1,500 miles to Gilbert, Arizona. However, they eagerly anticipate exploring the new growing opportunities in Arizona's climate. An avid reader, Alden keeps up with market news and enjoys how it intersects with political developments. He has a passion for history, philosophy, and particularly cherishes the works of Cormac McCarthy.
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Shawna Larsh
Director of Operations
Shawna brings more than 12 years of experience in the financial services industry and a passion for helping advisors grow thriving practices. She began her career at Cambridge Investment Research, where she discovered her love for supporting advisors through organic growth, succession planning, and acquisition strategies. Since then, she’s built her career around practice management and operational excellence—two things we value deeply at Heritage Financial Strategies.
She holds a Bachelor of Science in Business Administration and a Master of Science in Administration, along with FINRA Series 7, 66, 52, and 24 licenses.
Outside the office, Shawna enjoys an active family life with her husband, Nate, and their son, Xander. As a family, they ride dirt bikes together and take several riding trips each year. Twice annually, they host a family dirt bike riding camp with their extended family. Over the past decade, Shawna has taught more than a dozen young women how to ride and still loves getting out on the bike whenever she can.
Shawna and Nate are especially passionate about teaching young kids how to ride, believing the experience builds confidence, self-awareness, resilience, and trust in one’s abilities. Xander—an excellent rider himself—has been riding since he was just six months old (yes, really). In addition to dirt biking, he’s an avid guitarist who performs with the School of Rock House Band while being dual-enrolled in high school and college.
If Shawna sounds familiar, that’s because she was part of the Heritage family from 2021 to 2023—and we’re thrilled to welcome her back.
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Peg Reed
DIRECTOR OF FIRST IMPRESSIONS
Peg Reed is an exceptionally dedicated professional with over 40 years of experience in senior services and community center management, both in the public and private sectors. As the Director of First Impressions at Heritage Financial Strategies, Peg is the heartbeat of the office, skillfully handling incoming calls, welcoming visitors, and making everyone feel at home with her warm and engaging personality.
Peg's expertise in organizing and managing large-scale operations shines through in her role at Heritage Financial Strategies. Her vibrant energy and unparalleled organizational skills streamline office operations and infuse the workplace with joy and laughter. Peg’s commitment to excellence and her ability to create a welcoming and fun office environment are integral to the positive office culture at Heritage.
She earned her accolades in community service, managing several large senior citizens and multi-generational community centers, where she honed her administration and client relations skills. Peg is known for her compassionate approach and is often the first friendly voice clients hear, offering reassurance and expert guidance.
Outside of work, Peg is a consummate homemaker, a loving wife to her husband Gary, and a doting grandmother to Teddy and Julia. She enjoys baking, with her treats often becoming the highlight at the office, and spending quality time with her family, including visits to friends across Arizona. Despite living in the state for over a decade, Peg amusingly admits she still avoids driving on the interstates whenever possible.
A resident of Mesa, Arizona, since 2009, Peg cherishes her Midwestern roots and maintains strong connections with loved ones scattered across Ohio and Arizona. Whether baking a batch of her famous cookies or orchestrating office festivities, Peg’s infectious enthusiasm and caring nature make her a beloved member of the Heritage team and a cherished figure in her community.
Heritage Financial Strategies is thrilled to have such a spirited and dedicated person like Peg, whose first impressions leave lasting impressions on everyone she meets.
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