About

Hi, I'm Jesse.

The fastest way to get a feel for how I think, and whether we'd work well together. Give me about two minutes.

The essentials

What "True Stewards" means

Jesse Plunkett with his family

Money has the power to do real good, real harm, or simply exist without purpose. I was raised to be a good steward of my own money, and the whole point of this practice is to help other people do the same.

The name is plural on purpose. I'm not the sole steward of your money. Stewardship is shared: organized around what matters most to you, across your whole picture, with execution that matches your intentions.

A few fun facts

Jesse baking in the kitchen with his daughter
  • My hero: my dad, an incredible role model as a father and husband, who patiently taught me what a Roth IRA was ten times before I was ten years old
  • Core values: kindness; honesty, even when it costs me; intellectual humility
  • Happy place: our lakeside "Cracker Barrel" porch, having a drink with my wife, Karli
  • Favorite books: Enlightenment Now (Steven Pinker), The Scout Mindset (Julia Galef), and Crucial Conversations
  • Favorite podcasts: Hard Fork, Rational Reminder, and Huberman Lab
  • What I'm thinking about lately: AI progress, safety, and how I can use and build with it well to improve our lives and build fun things
"There are no solutions. There are only trade-offs."Thomas Sowell

Outside of work

The Plunkett family in their backyard
  • Morning and evening bike commute with Nala
  • Making powerballs with my three-year-old
  • Spending an evening on the dock with Karli
  • Evening walks with the whole crew
  • Sunday one-on-one dates with the girls

What clients say

Reviews from Google

Clients were not compensated and there are no material conflicts of interest. Testimonials may not be reflective of the experience of all clients and are not a guarantee of future performance.

If you're building your best life too, I'd be glad to talk.

Book a 15 to 30 minute call

Check me out, and check anyone you're considering

Before you hire any financial advisor, look them up on FINRA BrokerCheck. It's free, and it shows regulatory actions, customer complaints, bankruptcies, terminations, and legal disclosures. It's one of the smartest five-minute checks you can run on anyone you're trusting with your money.

Here's mine: in 13 years I have zero disclosures of any kind. Check me, and check anyone else you're considering.

Common questions

Why did you leave a large firm to go independent?

After 12 years at Edward Jones, I went independent in 2025 to remove the constraints that come with a large firm, on tools, on investment options, and on how deeply I could go on tax planning. Independence means I can build the relationship and the strategy around each client instead of fitting people into a corporate template.

What does CEPA mean, and why does it matter?

CEPA stands for Certified Exit Planning Advisor, a professional designation awarded by the Exit Planning Institute. It indicates specialized training in helping business owners plan a successful transition out of their company, covering business valuation, tax strategy around a sale, and the personal financial planning that should happen before and after an exit.

What does CRPC mean, and why does it matter?

CRPC stands for Chartered Retirement Planning Counselor, a professional designation from the College for Financial Planning. It indicates advanced training in retirement income planning, including distribution strategies, Social Security optimization, and managing assets across a multi-decade retirement horizon.

What is your investment philosophy?

Broad diversification, low costs, and tax efficiency, held through good years and bad. I do not try to beat the market by picking stocks. I try to help you avoid the costly mistakes that derail long-term plans.

What does "evidence-based" mean in how you invest?

Evidence-based investing means building portfolios on peer-reviewed academic research rather than predictions, stock tips, or market timing. The approach draws on decades of finance research, including work by Nobel Prize winners Eugene Fama and Robert Shiller, and focuses on broad diversification, low costs, and disciplined rebalancing over trying to beat the market.

What does the name "True Stewards" mean?

Stewardship means taking responsible, careful care of something that matters. The name reflects both a personal philosophy, I was raised to be a good steward of money, and how the practice is structured: stewardship is shared between advisor and client, organized around your goals and values. The plural is intentional.

Where are you based, and do you work with clients outside Florida?

True Stewards Advisory is located in Sanford, Florida, in the greater Orlando area. The practice operates virtually, so geography is rarely a constraint. Clients are spread across multiple states, and all planning, meetings, and account management happen remotely.

Do you work with clients in my state?

Almost always. Everything is handled virtually, so where you live is rarely a barrier. The only exception is a handful of states where I am not registered yet, and if that is you, I will tell you on our first call.

How do I get started?

Book a 15 to 30 minute call. There is nothing to prepare. We will figure out together whether we are a good fit.