Dena Minning


Personal Asset Management

President/Senior Portfolio Manager

Dena Minning


Personal Asset Management

President/Senior Portfolio Manager

As a fee-only financial planner, my focus is to offer unbiased financial advice to help you achieve your life goals. - Dena Minning, CFP®, CFA®, MBA, BS

(727) 360-4499

Fee-Only financial planner located in St. Petersburg, FL, serving clients locally and across the country

Dena Minning is a St. Petersburg, FL fee-only financial planner. Personal Asset Management provides financial planning, portfolio management, and financial advice to help clients organize, grow and protect their assets through life’s transitions. As a fee-only, fiduciary, and independent financial advisor, Dena Minning is never paid a commission of any kind, and has a legal obligation to provide unbiased and trustworthy financial advice.

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.

Dena Minning is a Member of the National Association of Personal Financial Advisors

The National Association of Personal Financial Advisors (NAPFA) is a leading professional association of Fee-Only financial advisors - highly trained professionals who are committed to working in the best interests of those they serve.

NAPFA members live by three important values:

  • To be the beacon for independent, objective financial advice for individuals and families.
  • To be the champion of financial services delivered in the public interest.
  • To be the standard bearer for the emerging profession of financial planning.

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.

Fee-Only, Fiduciary, Independent: Three Important Criteria to Consider When Choosing a Financial Advisor.


  • Comprehensive Financial Planning
  • Retirement Income Planning
  • Investment Management
  • College Education Planning
  • Tax Planning

Ideal Clients

  • Retirees and Near Retirees
  • Growing Families
  • Business Owners and Executives
  • Sudden Money Situations
  • Novice Investors

Working Together

  • In-Office Meetings
  • Virtual Meetings
  • Clearly Defined Fees
  • No Product Sales
  • Complimentary Initial Consultation

Professional Designations & Affiliations

  • National Association of Personal Financial Advisors (NAPFA)
    Dena Minning is a NAPFA-Registered Financial Advisor

    The National Association of Personal Financial Advisors (NAPFA) is a leading professional association of Fee-Only financial advisors—highly trained professionals who are committed to working in the best interests of those they serve.

  • Certified Financial Planner (CFP)
    Dena Minning is a CERTIFIED FINANCIAL PLANNER™ Professional - Click for Verification

    CFP® professionals are held to strict ethical standards to ensure financial planning recommendations are in your best interest. What’s more, a CFP® professional must acquire several years of experience related to delivering financial planning services to clients and pass the comprehensive CFP® Certification Exam before they can use the CFP® designation.

  • Financial Planning Association
    Dena Minning is a member of The Financial Planning Association® (FPA®)

    FPA® is the largest membership organization for CFP® professionals in the U.S. and supports high standards of professional competence, ethical conduct, and clear, complete disclosure when serving clients.

  • CFA - Chartered Financial Analyst

    Dena Minning is a CFA® charterholder

    The CFA Program is the most respected and recognized investment management designation in the world with less than 200,000 charterholders globally.

    This advisor has earned the Chartered Financial Analyst® designation (CFA® charter) by passing all three of the CFA exams and gaining relevant industry experience, demonstrating their mastery of the investment analysis and decision-making skills most needed in the global investment management profession.

Contact Dena Minning

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Office Locations:

  • 5462 Central Ave
    St. Petersburg, FL 33707

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