Category: News

Jeff Jones Named NAPFA Chair-Elect

Press Release
August 2021
For Immediate Release

Longview Financial Advisors’ Jeff Jones Named NAPFA Chair-Elect

Huntsville, AL – Longview Financial Advisors is pleased to announce that Jeff Jones, Director of Financial Planning, has been named as the National Association of Personal Financial Advisors (NAPFA) Board of Directors Chair-Elect. During its most recent meeting, the NAPFA Board of Directors unanimously elected Jeff to serve as Chair-Elect for the 2021-2022 term. Jeff was named to the National Board in 2019 and has served as the organization’s Treasurer during the 2020-2021.

NAPFA is the country’s leading professional organization of Fee-Only financial advisors – highly trained professionals who are committed to working in the best interest of those they serve in a fiduciary manner. NAPFA has developed high standards in the field and each advisor signs and renews a Fiduciary Oath every year. The association provides support and education to practitioners all over the country and is governed by the NAPFA Board of Directors and four Region Boards.

Jeff has a long-history of service to NAPFA including his current role as Treasurer on the NAPFA Board, as well as time spent on the Finance Committee and Membership Committee. Before joining the National Board, he spent three years on the South Region Board as Symposium Chair, President, and Chair.

Jeff is a passionate advocate for NAPFA and its mission and says, “It’s my honor and privilege to be selected for this role and opportunity. There are so many big shoes to fill of those that served before me. I want to continue the great work of others while helping to steward the organization into the future.”

Lydia Shekels, NAPFA’s current Chair said, “I’m very excited that Jeff was elected as NAPFA’s Chair-elect. As Treasurer during a year in which the pandemic impacted our revenue from in-person conferences, Jeff has been a responsible steward of the organization’s finances as he guided the Finance Committee and Board in navigating this challenging year. I have enjoyed collaborating with Jeff since we first met and appreciate his sense of humor and numerous contributions to the association. I’ve been impressed by his passion and willingness to address challenges and embrace opportunities and look forward to his leadership as we approach NAPFA’s 40th anniversary in 2023.”

Longview congratulates Jeff for his leadership in the Fee-Only industry.

Wes Johnson Named as Longview’s New Chief Investment Office (CIO)

Press Release
July 2021
For Immediate Release

Longview Financial Advisors Selects New Chief Investment Officer

Longview Financial Advisors, Inc. is pleased to announce the appointment of Charles Wesley Johnson as its next Chief Investment Officer. Wes will take over the Chief Investment Officer role from Jeff Cedarholm on July 1, 2021.

Cedarholm, who is semi-retiring at year’s end, is excited about this transition.  “It’s hard to believe, but I met Wes Johnson at least 20 years ago, and at our first meeting, we discussed investing. Here we are years later and not only is he still intrigued, but has become a very good investor himself.  Wes earned his bachelor’s degree in economics from Jacksonville State, then earned a master’s degree in Family Financial Planning and Counseling from the University of Alabama. He has recently earned his CIMA® Designation (Chartered Investment Management Analyst®) from the Investment and Wealth Institute.  He has been working on our firm’s investment team since 2006. As his long-time colleague, I feel you will find Wes very knowledgeable and forthcoming about investing and also very caring of client and fellow employee needs.”

“I am honored and humbled to step in as the Chief Investment Officer” says Johnson. “Longview has high standards of education and transparency that I look forward to continuing.  I will continue to foster a collaborative environment focused on helping clients achieve their goals.  I am excited to be a part of Longview as we help people to live with fulfillment and give with purpose.  I truly cannot overstate how excited I am to be chosen to serve in this role” he continued.

Longview Financial Advisors is a financial planning and wealth management firm which specializes in tax, estate, and retirement planning along with philanthropic giving. For more information about Charles Wesley Johnson and the team at Longview Financial Advisors visit

Meet Mallori Gorham, Longview’s Summer Intern

We would like to introduce you to Mallori Gorham, Longview’s summer intern.

Born and raised in Jackson County, Alabama, Mallori attended Northeast Alabama Community College to obtain two associate degrees after graduating high school in 2019. Mallori is now a senior at The University of Alabama where she studies consumer science with a concentration in Family Financial Planning and Counseling. She is an active member of the UA Financial Planning Association where she enjoys interacting with other students who want to better themselves and learn as much about the industry as possible. 

Outside of the office and classroom, Mallori enjoys spending time with her family and friends, serving in her church, working out, and being outdoors. Life as a full-time college student and intern is a challenge, but Mallori loves staying busy and working towards a bright future in this career field. 

What Does Fiduciary Mean to Us?

A fiduciary standard, when applied to a financial advisor, says the advisor has a legal duty to act in good faith and trust, placing your best interest above that of the advisor or their firm. The advisor is ethically and legally bound to act in this manner.

At Longview, we aren’t just fiduciary by law; we’re fiduciary by choice. All of our advisors sign a fiduciary oath to put your interest before our own.

Recently, several of our team members talked about what being a fiduciary means to them. Check out the videos below to hear what they had to say.

Congrats to Jonathan Jones – CFP®

Congratulations to Longview’s Jonathan Jones who recently passed the CERTIFIED FINANCIAL PLANNER™ (CFP®) examination.

The CFP® marks identify those individuals who have met the rigorous experience and ethical requirements of the CFP Board, have successfully completed financial planning coursework and have passed the CFP® Certification Examination covering the following areas:  the financial planning process, risk management, investments, tax planning and management, retirement and employee benefits, and estate planning.  CFP® professionals also agree to meet ongoing continuing education requirements and to uphold CFP Board’s Code of Ethics and Standards of Conduct.

CFP Board is a nonprofit certification organization with a mission to benefit the public by granting the CFP® certification and upholding it as the recognized standard of excellence for personal financial planning. For more about CFP Board, please visit their website.

This is a huge undertaking and accomplishment. We are so proud of you, Jonathan!

Happy New Year! A Look Back at 2020.

Our January letter to clients is always a look back at the previous year. We share the many fantastic things that our team and our clients have done. We take time to celebrate the wins of the previous twelve months and use it as momentum toward the next twelve. We cannot think of another year in the history of our firm where this process has been any more important. 2020 was trying. It challenged us all as individuals, families, employers, and employees in ways we could not have expected. It tested our perseverance and our resolve. But, it also highlighted our ability to adapt and be flexible in a situation outside of our control. It delivered important lessons. We became more grateful, more compassionate, and more family-oriented. We cooked at home more, supported local businesses, and enjoyed the great outdoors. We realized that despite what is going on around us, we will make the best of the situation. So, in keeping with that thought, here’s that annual list of celebrations and “making the best of the situation”.

In January, Jeff transitioned the president’s role to Jessica. Jeff and Jessica had been working on this transition for several years. Jeff remains as the Chief Investment Officer.

In March, Longview supported Toasting with Tallulah, an event that raises funds for the Women’s Philanthropy Society. The society is a group of women who are focused on making a difference, with a concentration on women and children. Each year, they give a $50K grant for a project that will create systemic change in the Greater Huntsville area. March was also the month that we were forced to close our offices due to COVID-19. However, we celebrate that we were able to transition into working from home fairly easily.

Chad Odell and his wife, Tyla, welcomed a beautiful and healthy baby girl, Sophia Grace, in April. Also in April, we participated in the HudsonAlpha Alumni meeting. Longview partners with HudsonAlpha to sponsor these events every year. We also took time to celebrate our office manager, Debbie, for Administrative Assistant Day. She is certainly the glue that holds us together! She has done a terrific job of managing the day-to-day as we have transitioned to working from home.

When not working with clients, we spent May and June working toward identifying better tools to communicate and share with clients. You can see this through the increase in communications through social media and our newsletter. We’ve also added videos to our website and are continuing to build out other processes and implement technology that our clients may find valuable.

In July, Andrew Gipner and his wife, Kristin, welcomed sweet baby #2, Liam Shea Gipner. Andrew was also named as a board member on the Leadership Greater Huntsville Board. He has volunteered with the organization for several years now, most recently serving as the Program Chair for the Connect 22 class.

In September, Jeff Jones was named as the National Association of Personal Financial Advisors (NAPFA) Treasurer. Jeff was named to the National Board in 2019.  Also, in September, Longview supported the Community Foundation’s Summit On Philanthropy. We have been long time partners of the Community Foundation and are so proud to be able to continue to support this organization.

In October, we supported the HudsonAlpha Tie The Ribbons event. This is an annual event that supports vital breast cancer research.

Once again, we supported the HudsonAlpha Alumni event in November.

In December, Chad Odell not only earned his CIMA® designation, but also passed his Series 65 exam, which allows him to become a Registered Investment Advisor. We finished off the year with a virtual holiday party and fun games. The Gipners are indeed the reigning champions!

We celebrate that even during difficult times, we have had the opportunity to continue to support our communities through our time, efforts and assets.

As we embark into 2021, we want to thank you. Thank you for your continued trust and support. Thank you for adapting with us to new technology and new ways of meeting and communicating. We learned a great deal over the last year. But, the most important lesson we learned is that we are all in this together. So, thank you for your support of not only our firm, but the other families and businesses in our communities.  May 2021 bring even more to celebrate!

Congrats to Chad Odell – Series 65

Congratulations to Longview’s Chad Odell who recently passed the Series 65 exam!

Designed by the North American Securities Administrators Association (NASAA) and administered by the Financial Industry Regulatory Authority (FINRA), the Series 65 is an exam and securities license required for individuals to act as investment advisers in the US. The Series 65 exam, known formally as the Uniform Investment Adviser Law Examination, covers laws, regulations, ethics, and various topics important to the role of a financial adviser.

We are so proud of you, Chad!

Congrats to Chad Odell – CIMA®

Congratulations to Longview’s Chad Odell who recently received the Certified Investment Management Analyst (CIMA®) designation.

CIMA® is an advanced professional certification for investment consultants, which places an emphasis on combining theory and practical application. CIMA® professionals have completed the Investments & Wealth Institute’s Certified Investment Management Analyst certification program, which includes topics such as Modern Portfolio Theory, Asset Allocation, Manager Search and Selection, Investment Policy, and Performance Measurements. Recipients have passed the 4-hour Certification Exam, completed a background check, signed a compliance disclosure, and completed the CIMA® license agreement. It requires 40 hours of continuing education every two years.

This is a huge undertaking and accomplishment. We are so proud of you, Chad!

Jessica Hovis Smith Named as Firm’s Next President

Longview Financial Advisors, Inc., a financial planning and wealth management firm, is pleased to announce the appointment of Jessica Hovis Smith as the firm’s next President. Jessica takes over the President’s role from Jeff Cedarholm. Jeff will remain active on the investment team and will serve as the firm’s Chief Investment Officer.

“When Longview merged with West Financial in early 2010, I already had 35 years of experience managing small businesses.  As Longview’s president, when I asked my team who would eventually want to run the company in its second decade and beyond… Jessica meekly raised her hand,” said outgoing President Jeff Cedarholm. “Now, after working together for almost 11 years, she certainly has the experience, and is qualified to lead Longview. More than that, she is grateful, outgoing, and very caring of our employees and our clients.”

Jessica, who has more than 15 years of experience in financial planning and wealth management, joined West Financial in 2005. A merger in 2010 established the newly-joined firms as an employee-owned firm. Since that time, she has served as the firm’s Vice-President and Director of Financial Planning.  

“I am honored to step into this role, and grateful for our amazing team and clients who make this possible,” says Jessica. “With a continual focus on our core values of collaboration, education, and transparency, Longview has created a legacy of trust and impact, not just in our clients’ lives, but the in the lives of our employees and within the communities we serve. I look forward to working with our team to expand that influence, touch more lives, and to create greater impact,” she continued.

Longview Financial Advisors is a financial planning and wealth management firm which focuses heavily on philanthropic giving. For more information about Jessica Smith and the team at Longview Financial Advisors visit

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