Gerald Fasanella (Jerry) the founder of Heron Financial Partners (HFP) has a long history in the financial services industry. After graduating from college in 1976, he started working for an international full service brokerage company (wire house) headquartered in New York City. His career started in the equities trading division where he excelled, quickly being promoted through three respective roles as a trader within the organization. After several years of trading Over the Counter (OTC) securities as an agency trader, then trading as a principal market maker, a growing desire to expand his experience in financial services led him to make a change. He made the decision to become an account executive in the sales division of the firm. After making the transition to Financial Consultant, Jerry qualified as a member of the executive recognition club and simultaneously studied at the Donald T. Regan School of Advanced Financial Management. In addition, he also acted as the branch office’s equities coordinator. When the opportunity to return to NYC to serve as a Block Trading Specialist in the OTC department came along, he knew that he could once again broaden his experience and went back to New York. Positioned as a block trader, he was responsible for developing the OTC block trading program. While serving in the block trading capacity, he spoke to the financial consultants at 45 branch offices to promote a better understanding of the OTC market and assist the FCs in the execution of trades. Jerry also expanded the number of stocks in which the firm “made a market in” by more than 300 companies. He handled both retail and institutional block trades and was responsible for coordinating communications between research analysts and the trading division.
Over time, the realization that professional trading on the floor of an exchange is primarily suited for young hearts – and, recognizing his passion for building relationships through a financial advisory focus, Jerry made the decision to leave the wire house and relocate to Florida where he become an independent financial advisor. Over the next 6 years he continued to build on his understanding of how to first, best serve his clients and also, to run a successful practice through his affiliation with Independent Broker Dealers of varying sizes, disciplines and platforms. The continuing education process sent him on a quest to find an organization that could give him what he needed to build an organization and that also provided the level of comprehensive wealth management services to individuals and institutions that he had envisioned.
The birth of an idea, formed over many years of both corporate and independent experience, happened in 1996 when Heron Financial Partners, Inc. was founded and then incorporated in 2000. The company was established with the vision of serving clients by bringing aligned professionals to the table to provide comprehensive wealth management services. Jerry has worked for many years to develop Heron’s core competencies as well as relationships with like-minded professionals who provide expertise in areas outside of our own.
In addition to his securities registrations, Jerry has been insurance licensed since 1977 and has been working with advanced insurance marketing for over 35 years. He is a visionary leader who combines large firm know-how with small firm innovation.
When he is not working (which is almost never) he enjoys an occasional round of golf and loves to go to the movies, but spending time at home with his family is his very favorite pastime.
Series 4, 7, 24, 53, 63, 65 Securities Registered
Life/Health and Variable Annuity Licensed