Roger Asel


Certified Financial Strategies

Principal and President

Roger Asel


Certified Financial Strategies

Principal and President

As a fee-only financial planner, my focus is to offer unbiased financial advice to help you achieve your life goals. - Roger Asel, CFP®, CPA, PFS


Fee Only Financial Planner with offices in Dallas, TX and Santa Fe, NM. Serving clients nationwide.

Roger Asel is a Santa Fe, NM and Dallas, TX fee-only financial planner. Certified Financial Strategies provides comprehensive and objective financial planning to help clients organize, grow and protect their assets through life’s transitions. As a fee-only, fiduciary, and independent financial advisor, Roger Asel is never paid a commission of any kind, and has a legal obligation to provide unbiased and trustworthy financial advice.

With decades of investment experience, Roger Asel is Principal and President of CFS.  Roger has over 30 years of investment experience and was a founder of CFS in 1990.

Roger graduated from the Cox School of Business at SMU in 1971 with a major in Accounting.  He obtained his CPA designation in Texas in 1977 and is also licensed in New Mexico.  He obtained the CFP® designation in 1990 after attending the College for Financial Planning in Denver, CO.  He earned the Personal Financial Specialist designation (PFS) granted by the American Institute of CPAs in 1996 and is a member of NAPFA.  

Roger has served on various Boards of Directors, both business and charitable.  Aside from professional endeavors, he is an avid snow skier and is married to Jerrye Asel and has one daughter Brennan Edgerton and one Granddaughter.


Roger Asel 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.

Founded in 1990, Certified Financial Strategies' is an independent registered investment advisor based in Dallas, with an office in Santa Fe, New Mexico.  Our mission is to help our clients achieve their financial goals through comprehensive financial planning, which is the foundation for securing financial independence.  

Certified Financial Strategies is a fee only financial planning firm.  As such, we act in our clients’ best interest in a fiduciary capacity.  We never receive commissions for products sold.

Our approach to financial planning and investment management is from a taxpayer advocate position - we help clients lower their tax burden.  Our team has many years of successful investment management experience under a variety of market and economic conditions.

At Certified Financial Strategies, we embrace our clients and their unique situations.  We encourage you to reach out for a free initial consultation to discuss how our unbiased recommendations are truly in the best interest of our 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)
    Roger Asel 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)
    Roger Asel 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.

  • CPA - Certified Public Accountant
    Roger Asel is a Certified Public Accountant (Learn More)

    Certified Public Accountants are licensed by the state and authorized by the state to practice public or private accounting. CPA licensing requirements are state specific, but typically include a bachelors degree with additional accounting coursework, successful completion of the Uniform CPA Exam, work experience, successful completion of an approved ethics course, and ongoing continuing education.

  • CPA/PFS - Personal Financial Specialist
    Roger Asel is a Personal Financial Specialist (PFS)

    The Personal Financial Specialist (PFS) credential is granted solely to CPAs (Certified Public Accountants) with considerable personal financial planning education and experience. All areas of personal financial planning—including estate, retirement, investments, and insurance—have tax implications, and the PFS professional has the experience, ethics, and expertise to get the job done right.

Contact Roger Asel

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Office Locations:

  • 40 Calle Encanto
    Tesuque, NM 87574
  • 12700 Hillcrest Rd.
    Suite 210
    Dallas, TX 75230

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