Elliott Appel, CFP®, CLU®, RLP®

Fee-only financial planner focused on widows and caregivers

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Kindness Financial Planning Elliott Appel, CFP®, CLU®, RLP® He/Him
Madison, WI

Serving Clients Nationwide

Fee-only financial planner focused on widows and caregivers

Areas of Focus

  • Caregiving for Parents
  • Financial Life Planning
  • Health Care Planning
  • Investment Management
  • Loss of Spouse or Partner

About Me

Elliott Appel is a Madison-based fee-only financial advisor who can work with clients virtually across the country.

I spent the first part of my career at a large firm as a Seattle-based financial planner.

I launched Kindness Financial Planning in 2021 to work with fewer clients and focus on widows and caregivers.

My dad was diagnosed with Stage IV Lung Cancer in July 2016 and died in July 2023. I know the difficulties of managing doctor's appointments, work, loss, grief, and everything else that comes with a major health diagnosis while still trying to make time for your finances.

I've seen the costly mistakes families can make because financial decisions are put on the back burner. Whether it's not doing tax planning, updating beneficiaries, or making the most of your investments because you are busy and tired from everything else, I see the challenges you face. I'm here to help.

While I love the technical side of financial planning, I enjoy helping people think deeply about what's important to them and through a process, helping them create an ideal life for themselves.

I see the financial planning process as an educational process. You can check out my blog about retirement planning or my YouTube videos. I can be a sounding board and serve as an accountability partner to help you make the financial decisions that align with your values.

When I'm not working, my wife and I enjoy exploring what life has to offer - the funny, sad, and everything in between. I also enjoy hiking, tennis, photography and cooking.

You can learn more about my process with clients by clicking here.

Professional Designations

  • Chartered Life Underwriter (CLU)
  • Registered Life Planner (RLP)


  • Fee Only Network
  • Kinder Institute of Life Planning
  • National Association of Personal Financial Advisors
  • The AGC
  • XY Planning Network

Primary Location

Madison, WI 53705


Meeting Options

  • Video Conference
  • In-Person
  • Phone

Compensation Methods

  • Fee Only
  • Hourly Rate
  • Percentage of Assets Managed

What to expect in the first meeting

You can book a free 30 minute introductory call. You do not need to prepare anything for this meeting. I'll share my background, ask questions to learn more about you, and we will decide together if it makes sense to have another meeting. If not, I'll point you to other resources or financial planners who may be a better fit.

Offers Investment Management


About our Firm

Kindness Financial Planning is a fiduciary virtual firm focused on working with widows and caregivers to simplify and prioritize what needs to be done among everything else life throws at you.

Here's what you can expect to receive from me:

✅ KINDNESS: We cannot change what the world throws at us, but I can show up with kindness in every interaction. Life is hard enough. No matter what you are going through, you can expect kindness, empathy, and listening in every conversation. You will be heard.

✅ INTEGRITY: You deserve to work with a fiduciary, which is someone who will put your best interests first. Every decision starts and ends with what is best for you.

✅ OPENNESS: I know firsthand what it means to be a caregiver and watch someone experience cancer and dementia. No question is off-limits. I will educate you through every decision to help you make the best decision for you and your family.

✅ EDUCATION: You need the information to make the best decision for yourself. Through my blogs, podcast, and conversations with you, I can present the options, pros and cons of each, and help you think through what works for you.


Seattle University, Bachelor of Arts, Business Administration, Finance Major

Volunteer Experience

Pro-bono financial planning with Savvy Ladies and Wings for Widows


Hobbies and Interests

  • Cooking
  • Family
  • Hiking
  • Photography
  • Tennis
  • Working Out

Who We Serve

  • Baby Boomers
  • Blended Family
  • Caregivers
  • Couples
  • Gen X
  • Living in Retirement
  • Parents
  • Single Women
  • Technology Professionals
  • Widow
  • Women in Transition
  • Women Professionals

To make Wealthtender free for readers, we earn a nominal monthly fee from financial advisors and firms in exchange for providing access to the benefits described here (including being featured on this profile page), subject to these terms. This compensation creates a natural conflict of interest when we favor their promotion over others. Wealthtender is not a client of these advisors or firms. Testimonials may not be representative of other clients’ experiences and do not guarantee future performance or success.