Andy Whitaker, CRPC®
Gold Tree Financial, Inc.

Tel: 904-725-0556
8596 Arlington Expressway
Jacksonville, FL 32211
Gold Tree Financial, Inc. | Financial Advisor in Jacksonville ,FL

Family Financial Management Services

About Andy Whitaker

Andy Whitaker,Chartered Retirement Planning Counselor (CRPC®), is licensed with the State of Florida Department of Financial Services, Division of Insurance, and holds Series 7 and 66 securities licenses; allowing him to provide clients with both insurance and investment assistance. He learned the basics of financial services with Merrill Lynch and Community First Credit Union. Then, recognizing the need and value to clients of a more comprehensive approach to providing financial services, Andy joined Gold Tree Financial. After two years working under the guidance of thirty year plus veteran and company founder, CFP®, Hal Rogers, he purchased Gold Tree Financial on Jan 1, 2019.

Andy earned a Bachelor's Degree from Florida State University, spent almost ten years in the oil and gas industry, and then returned to school, earning two MBA degrees from Northwestern University.

A Tallahassee native, Andy has lived in the Jacksonville area since 2005 with his wife, Sherri, and their two sons. He enjoys outdoor motor sports, golfing, and fishing with his boys, and coaches baseball and serves on the Little League Board of Directors in Hilliard, FL.

About Gold Tree Financial, Inc.

Gold Tree Financial, Inc. provides Family Financial Management Services including financial planning, tax-efficient portfolio construction and management, and estate planning products and services for individuals and families. In addition to providing investment and insurance products and investment management services on which we are compensated, we provide strategic, tax-efficient, and estate planning services & input regarding all areas of your financial world.

Among the many advantages of our services are probate avoidance and the prevention of "Unintended Heirs". These can include the legal profession, the government, your surviving spouse's new spouse and their children from a previous marriage, and your daughter's divorcing husband three years after she inherits from you.

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General Information

Firm Start Year:   1987
No.of Employees:   5-9
Insurance License#:   W092313
Name of Broker/Dealer:   ProEquities
Name of Custodial Firm:   Pershing LLC
States Licensed in:   FL GA CA CO DE MD MI NC PA SC SD TN TX UT VA Andy holds a license w/FINRA, the securities regulatory agency, that allows him to obtain license in any state in the US. If license is needed to serve your needs, it will be obtained.
Number of Years with Current Firm:   2
Work Experience:   Family Financial Management Services including financial planning, tax-efficient portfolio construction/management, and estate planning.
Work with the following types of clients:   Individual Investors, Businesses
Advisory Services Provided:   Tax Advice and Services, Estate Planning & Trusts, Financial Planning for Businesses, 401K Rollovers, Financial Advice & Consulting, Financial Planning for Individuals, Annuities, Retirement Planning, Education Funding and Planning, Money Management, Portfolio Management, Wealth Management, Insurance Planning


Investment Types:   Bonds, Alternative Investments, Exchange Traded Funds (ETFs), Annuities, Insurance, Mutual Funds
Can meet clients in the following ways:   Your Home, Your Office, Via Phone, Via Email, Video Conference, Our Office

Qualifications & Memberships

Insurance and Annuity Licenses:   Variable Life, Variable Annuity, Long Term Care, Life, Health, Disability, Annuity

Firm Information

Firm's Number of Clients:   600+
Firm's Number of Planning Clients:   600+
Firm's Number of Managed Clients:   300+
Assets Managed by Firm:   $200,000,000
Advisor's Number of Clients:   500
Advisor's Number of Managed Clients:   500
Advisor's Number of Planning Clients:   500
Assets Managed by Advisor:   $200,000,000

Compensation and Fees

Fee Structure:   Fee-Based
Minimum Portfolio Size for New Managed Accounts:   $25,000
Compensation Methods:   Based on Assets
Additional Details on Charges:   Planning fees may apply depending on the specific needs.

Board Positions

Organization:  Hilliard Little League  Hilliard, FL
Position :  Board Member
Duration :  2017-Currently holding


Masters - Business Administration  Northwestern University: The Kellogg School - Evanston, IL

Bachelor of Science - Mechanical Engineering  Florida State University - Tallahassee

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Financial Services

Financial Advice & Consulting

GTF takes a position on your team, making your advisor and staff members available for input regarding the technical decisions related to your financial world. This involves answering questions you know to ask, and many you don't. It includes compensable areas related to financial products and services and areas which don't involve any financial product, such as tax-efficient portfolio construction/management and estate planning to potentially prevent probate costs, delay, and hassles. While it is possible, it isn't generally reasonable to expect your estate planning attorney to design a plan for your estate that removes him/her from the payroll when your estate is transferred. However, even that isn't as critical as implementing strategies designed to prevent unintended heirs. Failure to do this could result in your loved ones never getting a cent from your estate. This is possible from failing to do an estate plan; but is also possible from failing to do an estate plan that includes strategies not included in legal documents provided by your attorney. It is what you do after you leave your attorney's office, with your estate documents under your arm, that can help to avoid probate and prevent unintended heirs.

Financial Planning for Individuals

Yes, but also for their families. The GTF Plan can cover you, your children, your parents, your relatives, your fiance, and your life partner. A successful financial plan isn't successful if it ends with you. The final part of your financial plan is your estate plan, including strategies not incorporated into standard estate plan legal documents such as wills, trusts, powers-of-attorney, etc.

Retirement Planning

In essence, with the exception of life insurance strategies, all financial planning is Retirement Planning.

401K Rollovers

Yes, but including determining when a 401(k) Rollover isn't an appropriate protocol.

Portfolio Management

GTF uses a proprietary asset allocation model based on "Money Utility", or "what you want your money to do". Different categories of your asset allocation model are asked to do different things; if the model isn't designed based on recognition of that fact, your model can fail, having nothing to do with overall stock market performance. GTF advisors are "fiduciaries" as to assets under management. The Money Utility Model takes into account many factors, including, but not limited to, "risk tolerance".

Insurance Planning

Yes, but including determining when life insurance isn't an appropriate vehicle.


Annuities may or may not be suitable for you as an investor, and thus, may or may not be an appropriate vehicle for your use. Annuities are highly specialized financial vehicles, appropriate in some cases, not in others. When they are appropriate, determining which annuity, and how it is to be structured, is as important as the decision whether to use one at all.

Estate Planning & Trusts

Gold Tree Financial can help families develop a plan to transfer assets at estate time with the least possible cost, delay, hassle, and publicity. A trust may or may not be appropriate in an individual situation. Most importantly, we provide customized estate plans designed to make sure the people you want to inherit your assets actually get them, and get them in the manner that is in their best interest.

Tax Advice and Services

Yes. Your tax return specialist can't do "tax planning" in March for your investments for last year. They are likely to get you whatever savings is available, "based on how you had things structured". A key protocol for all GTF clients is examining that investment structure ahead of time for next year's tax filing.

Education Funding and Planning

Yes, when relevant, Education Funding & Planning is a key part of our practice for all of our clients. We can help clients avoid the common mistake of securing a small "tax advantage" while exposing college planning funds to abuse by a child who turns eighteen (18) but is still a child.

Investment Advice & Management

Yes, a key part of our practice for all of our clients.

Wealth Management

Yes, a key part of our practice for all of our clients.

Risk management

Yes, but not exclusively. A standard "Risk Tolerance" profile doesn't address how certain components of an investment account are to be used. Risk Tolerance decisions can prevent growth or impact your taxes. Among others, Gold Tree Financial incorporates these elements into each custom designed Financial Plan.

Money Management

Yes, a key part of our practice for all of our clients.

Financial Planning for Businesses

Business Financial Planning is a specialized area. GTF provides in-house business financial planning as it impacts your personal finances. However, we do work in relationship with professionals who provide the specialized services which will assist business owners.


Do you have a customer satisfaction or refund policy?

Yes - Gold Tree Financial (GTF) won't take a client unless we know we can provide value greater than the amount of our Planning Fee. If our client isn't 100% satisfied with the results of our analysis and strategy report, the fee is refunded without comment.

Why should I choose you as my financial advisor?

Master of Business Administration (MBA), Master of Science: Mechanical Engineering, Chartered Retirement Planning Counselor (CRPC®)

What are your qualifications? What is your education background?

Gold Tree Financial provides Family Financial Management Services, including financial planning, tax-efficient portfolio construction/management, and estate planning including selection, implementation, and monitoring designed to help investment vehicles; when relevant, insurance vehicles; and asset management services. GTF also designs and implements specialized estate planning strategies to avoid probate and prevent unintended heirs, such as your surviving spouse's new spouse, their children from a previous marriage, and your daughter's divorcing husband three years after inheriting from you.

How do you charge for your services?

Comprehensive Financial Planning including tax-efficient portfolio construction/management, and estate planning.

How are you compensated? How will I pay for your services?




Andy J. Whitaker, CRPC®, Registered Representative. Securities offered through ProEquities, Inc., a Registered Broker-Dealer, Member FINRA & SIPC. Andy J. Whitaker, CRPC® Investment Advisor Representative. Advisory services offered through Investment Advisors, a Registered Investment Advisor, a division of ProEquities, Inc. Gold Tree Financial (GTF), Inc. is independent of ProEquities, Inc. Information is for informational purposes and should not be construed to be specific tax, legal, or investment advice. Decisions regarding individual circumstances should include consultation with a professional who understands your situation. All investment purchases are to be preceded by a current investment prospectus.


Registered Representative:


Investment Advisor Representative:


Acknowledged fiduciary:


Compliance Disclosures in Last 5 years:

Have a clean record

Criminal Disclosures in Last 5 years:

Have a clean record

Office Hours

wiseradvisor-balck-li-img Mon. 9:00 AM - 5:00 PM
wiseradvisor-balck-li-img Tue. 9:00 AM - 5:00 PM
wiseradvisor-balck-li-img Wed. 9:00 AM - 5:00 PM
wiseradvisor-balck-li-img Thu. 9:00 AM - 5:00 PM
wiseradvisor-balck-li-img Fri. 9:00 AM - 5:00 PM

Communities Served

Atlantic Beach Bryceville
Callahan Fernandina Beach
Jacksonville Jacksonville Beach
Middleburg Neptune Beach
Orange Park Ponte Vedra Beach
Saint Johns Yulee
St. Augustine

Compensation Arrangements


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