Danika Waddell, CFP®, RLP®, MSFP
Financial Advisor to Women in Tech
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Serving Clients Nationwide
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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