Danika Waddell, CFP®, RLP®, MSFP
Financial Advisor to Women in Tech
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Financial Advisor to Women in Tech
Areas of Focus
- Employee Stock Options
- Equity Compensation Options
- Estate Planning
- Financial Life Planning
- High Net Worth
- Inherited Wealth
- Insurance
- Investment Management
- LGBTQ Couples
- Money Psychology
- Retirement Planning
- Taxes
- Women & Wealth
About Danika Waddell, CFP®, RLP®, MSFP
Hi, I'm Danika Waddell. From early on, I would sit down with my dad and a stack of bills once per month. I would write out all the checks (he signed them) and then balance his checkbook. I loved being involved in the process and seeing where our family’s money went. Even more, I appreciated my dad’s willingness to “pull back the curtain” and give me a front row seat into how our budget worked. I am a firm believer in removing the stigma we have around money conversations, even with our closest family and friends.I went on to get a BA in Mathematics but had no idea how I planned to use it. I spent roughly 15 years after college in various accounting roles, slowly working my way up to be a Controller. I loved the order and problem solving, but there was virtually no human interaction and I was increasingly bored with helping the company bottom line. Finally, in 2012, after much research and consideration, I decided to pursue the CFP® designation and change careers. At long last, in my late 30s, I found my passion; putting together the problem-solving and technical side with client relationships and interpersonal dynamics. I find the work deeply satisfying.
In 2020, I founded Xena Financial Planning. While I enjoyed the role at my prior firm, I felt called to be bold and create something from the ground up. Starting my own practice allows me to be more nimble and innovative, while specializing in a particular niche.
Women are so often left out of the conversation when it comes to their finances and investing. I have many years of experience with equity compensation: going back to my husband’s years of working at Amazon.com in the early 2000s, when I first learned about RSUs and had to figure out what the heck to do with them. Since becoming a CFP®, I’ve worked with clients at many of the big tech companies and know my way around ISOs, NQSOs and ESPP.
While originally from Western New York, I’ve lived in Seattle for over 20 years. Along with my husband, our chaotic household includes our two daughters plus two cats and a dog (named Xena). We’re huge travelers and are happiest when we’re planning our next overseas adventure. Our last international trips were Japan/Thailand in December 2024 and Mexico City in July 2025. When we’re not traveling, we also love being in the mountains (skiing, running) and throwing a frisbee.
Professional Designations
- CERTIFIED FINANCIAL PLANNER ®
- Master of Science in Financial Planning (MSFP)
- Registered Life Planner (RLP)
Affiliations
-
Fee Only Network
- Financial Planning Association
- Kinder Institute of Life Planning
- National Association of Personal Financial Advisors
- Financial Planning Association
Primary Location
Additional Locations
📍 Portland, Oregon
Meeting Options
- Video Conference
- In-Person
- Phone
Compensation Methods
- Fee Only
- Percentage of Assets Managed
What to expect in the first meeting
Click the 'Book Intro Call' button above to schedule a free Introductory Fit Meeting. This is an opportunity for us to explore if we are a good fit. If you are part of a couple, it's best if both members can attend the call. I look forward to speaking with you.Offers Investment Management
Yes
About Xena Financial Planning
At Xena Financial Planning, we help women in tech and their families navigate financial life transitions with purpose, joy and agency. Our firm is based in Portland & Seattle but the practice is 100% virtual. We work with clients all over the United States to provide fee-only advice.Take control of your finances
We work together to navigate all that life is throwing at you, from managing your company stock to setting up a structured charitable giving plan. Spend more time doing what you love and less time worrying about your finances with a strong and dynamic financial plan in place.
We focus on women and members of the LGBTQ+ community who are in the tech industry and receive equity compensation, typically in the early to mid-career stages. We especially love to work with people who are passionate about giving back to their communities and care about the future of our planet.
How we can work together: Ongoing financial planning
An ongoing working relationship means you aren’t overwhelmed by a “one-off” hundred-page financial plan, and allows us to calibrate the plan as your life inevitably changes. We work best with clients who are curious and want to be engaged in the planning process and who are seeking a long-term, collaborative relationship.
About you
Tech employees are busy. Believe us, we get it. The last thing anyone has time to do is research how their equity compensation works or evaluate investment options. We’re here to help you sift through the details, develop actions items and then hold you accountable to them. It’s easy to get overwhelmed, so we focus on one item at a time.
In addition to helping you manage any ongoing challenges, our goal is to make all this financial stuff more accessible. No idea what the difference is between whole life insurance and term life insurance? Wondering what the heck an index fund is? We will break it down in “plain English”. We don’t think there are ANY stupid questions.
Education
Oberlin College, Bachelor of Arts (B.A.), Major: Mathematics, Minor: Psychology | Golden Gate University, Master of Science - MS, Advanced Financial Planning, Concentration: Life Planning
Hobbies and Interests
- Family
- Hiking
- Running
- Skiing
- Traveling
SEC Lookup
View DisclosureWho We Serve
- Baby Boomers
- BIPOC
- Corporate Executives
- Dual Income Family
- Gen X
- Gen Y / Millennials
- Intergenerational Families
- LGBTQ
- Living in Retirement
- Non-Traditional Clients
- Single Women
- Technology Professionals
- Women in Transition
- Women Professionals
- Women’s Finance
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Danika helped me move from overwhelmed to thinking big!
I highly recommend Danika and the entire team at XENA Financial Planning. I began working with Danika with a specific goal: to improve my financial literacy around my compensation and develop a clear understanding of my net worth. In the two years since, I've made major strides thanks to her support and education. What sets Danika apart is her ability to take financial concepts that once felt inaccessible and make them click using plain language. She never makes me feel judged for what I don't know. Instead, she presents options clearly and helps me arrive at informed decisions. She also keeps her finger on the pulse of the market and legislation and is proactive about explaining how shifts might impact my personal situation. I'd recommend Danika and XENA to anyone looking for a team that is empathetic and informed. She's helped me fundamentally reframe my relationship with money. Where I once approached finances with fear and intimidation, I now feel confident managing my own financial life and thinking bigger about the future.
Empowered in my financial literacy!
I came to Danika at the recommendation of colleagues who have worked with her and thank goodness I did. I had been working with a financial planner and an investment broker who were condescending and talked down to me as a woman consistently telling me they'd "just take care" of my money and "not to worry" when I'd ask them questions so I could learn. Working with Danika is a complete change from that experience. She empowers me to learn, includes me in decision making and ensures that my investment portfolio aligns with my values. I've learned so much from her, feel confident in making decisions and am never afraid to ask questions so I know I understand decisions we are making. What a refreshing take on financial planning compared to the traditional "finance bro" approach!
Thoughtful, reliable, engaged financial advising
My husband and I have been working with Danika for almost a year and she has already been invaluable in so many ways. She has helped us get a handle our existing accounts, set up new investments based on our values and priorities, ensured we have the right level of insurance, and have a will in place, and more. It is so reassuring knowing that we have an expert on our side, helping us make the right moves thoughtfully, and keeping us on track. Danika and her team have been a delight to work with.
Proactive, pragmatic, and handles complexity
Danika has been great to work with. My financial situation is complicated—international considerations, equity compensation, real estate projects, lots of moving pieces—and she's one of the few planners I've talked to who actually seems to enjoy the puzzle rather than defaulting to generic advice. What stands out most is how she's always thinking ahead. She's literally planning, not waiting for things to happen and reacting. Detailed meeting notes with clear follow-ups, reaching out before big financial events rather than after, and actually digging into problems that don't have easy answers. Her team is also responsive when things need to move quickly. What makes me happiest about working with her is that she's pragmatic. It all starts with what I want from my life, and then we work backwards from there. Not the other way around. If you're looking for someone who can handle non-standard situations and thinks through tradeoffs with you rather than at you, she's worth talking to.
5 Stars
I love working with Danika Waddell at Xena. She takes a process that can feel daunting and overwhelming—managing finances and planning for the future, be it retirement or something more near term—and makes it feel manageable, understandable, doable. She's smart, warm, well informed, patient. She's great at explaining the esoterica intrinsic to financial planning, talking me through my options, making sure I understand, helping me make informed decisions. I feel very comfortable asking questions, whatever they may be. I come away from my conversations with Danika feeling encouraged and confident that I'm doing the right things to manage my finances and plan for the future.
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