Dena M. Minning

Dena M. Minning


Personal Asset Management

(727) 360-4499

Contact Me

Fee Only Financial Planner Located in St Petersburg, FL and Serving Clients Nationwide


  • Fee-Only Financial Services
  • Comprehensive Financial Planning
  • Free Initial Consultation
  • Investment Management
  • Retirement Planning
  • Education Planning
  • Elder Care Issues
  • Estate Planning
  • Insurance Analysis
  • Charitable Giving and Trusts
  • Planning for Business Owners
  • Cash Flow and Budgeting


Visit Us

5462 Central Ave
St Petersburg, FL 33707

Fee-Only & Fiduciary

The National Association of Personal Financial Advisors (NAPFA) is the country's leading association of fee-only and fiduciary financial planners.

Dena Minning is a St Petersburg, FL Fee-Only Financial Planner serving St Petersburg and all surrounding areas. Personal Asset Management specializes in providing objective financial planning to help clients build, manage, grow, and protect their assets through life's transitions. Dena Minning is a NAPFA-Registered Financial Advisor and a CERTIFIED FINANCIAL PLANNER™ Professional.

Through Personal Asset Management, Dena provides basic investment guidance to any investor and full-service portfolio management for high net worth clients.

Dena Minning has 35 years of experience in the investment industry. When working with Dena, you get a trusted relationship with a seasoned Portfolio Manager. Prior to starting Personal Asset Management (in 2006), Dena’s previous employment included over ten years as a discretionary Portfolio Manager for Merrill Lynch Investment Managers as well as Barnett Trust Company. During that time, Dena structured, managed and reported on performance of portfolios totaling more than $400 million of individual securities for high net worth clients. In addition, while at Merrill Lynch, Dena served on the nation-wide team charged with developing the investment process and discipline for managing almost $30 billion of high net worth client assets.

Dena considers herself an outspoken advocate for individual investors and has set up her portfolio management business accordingly.  She is also a member of the Suncoast Estate Planning Council, Financial Planning Association, National Association of Personal Financial Planners (NAPFA) and of the CFA Institute. Dena has also served as a volunteer for AARP’s Advocacy and Community Outreach divisions, and as Board Member and Officer of the Paradise Island Civic Association, the Suncoast Estate Planning Council and the Women’s Beach Chamber.


Personal Asset Management specializes in providing investment management tailored to clients' specific situations. No "cookie-cutter" solutions here! We strive to structure diversified portfolios that have both low costs and competitive returns. Our management strategy emphasizes tax efficiency, robust asset allocation diversification and preservation of principal. We typically use individual securities (stocks & bonds) and Exchange-Traded Funds (ETFs). In sum, we invest our client's money the way we invest our own. Financial planning services are included, free of charge, to our money management clients.