Craig Price | CFP®, CTFA, CEO
In 2008, Craig’s previous employer approved the name “Price Wealth Management” to describe Craig’s team approach to his clients. Craig’s interest in investing began at an early age with his father, Gary, talking about stocks at the family dinner table. In 1993, Craig decided to join his father in the industry at Prudential Securities and in 2000, they moved their growing investment practice to UBS. In 2008, Craig broadened the scope of services he offered in order to be a comprehensive wealth manager.
As a leader of the firm, Craig instills the mission “to care for each client of the firm, and to care for their financial well-being as we would want to be cared for ourselves.” Practicing Florida financial planning and investment management to include pre-retirement income planning, estate planning, generation gift planning and strategic philanthropy and social impact analysis, Price Wealth Management act as fiduciaries of client wealth. Craig’s business philosophy is, “We endeavor to earn returns, not just for our clients, but through personal and corporate giving, to produce human and social returns for our community and the world at large.”
Involvement in the community is a priority for Craig and his family and the firm. He has served on multiple community boards over the years and previously served as Treasurer of Light of the World Charities. When he is not working and serving the community, Craig enjoys gardening, running and the arts.
Darla Cederberg | MBA, Registered Representative
Director of Client Services
Darla brings nearly two decades of experience in the financial services industry to Price Wealth Management. Her interest in the industry was piqued in the 1980’s by watching Louis Rukeyser, the legendary host of PBS’s, “Wall Street Week.” Darla joined Price Wealth Management when Craig launched the firm in 2016 as an independent advisor operating under the fiduciary standard. As Director of Client Services and a Series 7 Registered Representative, Darla is committed to providing clients with attentive, personalized and intelligent assistance in meeting their financial goals. Her intention, and the philosophy of the firm, is to serve clients as she would want to be served. Prior to joining Price Wealth Management, Darla acquired industry experience at Vanguard, where she spent seven years, and at Wells Fargo Advisors as a registered client services representative. Darla also worked for the legendary value investor, the late Sir John Templeton. She assisted the Templeton Prize, the largest cash award given on an annual basis in the world, with moving their operations from Nassau in the Bahamas to Radnor, PA. Darla earned her undergraduate degree from Immaculata University and her Masters of Business Administration in Finance from Penn State University. She holds her Series 6, 7, 63 and 65 investment advisor licenses and is registered with the SEC. Darla also holds her Florida Life, Health and Annuity insurance license.
She is very involved in the community and served as a board member at the Samaritan Center For Boys and is still an avid supporter. She is an outreach representative at St. Mary’s Episcopal Church in Stuart, Florida where she attends with her husband, Todd, who is the Rector. Darla has four grown children, and a grandaughter.
Nancy Zehr | CTFA, Registered Representative
Senior Registered Client Service Associate
Nancy joined Price Wealth Management in May 2018 with more than 25 years’ experience in the financial services profession. The industry has undergone many changes in that time, but a key component that remains vital and constant is the need for clear, effective communication when building relationships with clients.
She started her career as an assistant for an independent financial advisor when he started a firm in Stuart in 1992. Nancy learned the ropes by reading the Wall Street Journal daily, and surfing a new revolution that was starting to take hold–the World Wide Web!
Nancy moved to FNB Brokerage Services at First National Bank & Trust of Stuart. Her roles progressed through the years as she grew along with the bank. She moved through the ranks as sales assistant, registered sales assistant, Assistant Vice President, Vice President, and Senior Vice President, Sales Support and Operations.
Nancy earned her FINRA Series 7, 63 and 24 registrations as well as her Florida Life, Health and Variable Annuity insurance licenses. She also attained the professional designation, CTFA, Certified Trust and Financial Advisor.
Nancy’s career changed course in 2014 when she joined Raymond James & Associates and worked with a financial advisor to grow a financial services practice in Fort Pierce.
In 2018, Nancy returned “home” to Stuart to join the team at Price Wealth Management. She appreciates the team approach that Craig Price has created at his firm as well as the holistic, comprehensive approach he takes with his clients.
A native of Illinois, Nancy graduated with Honors from Southern Illinois University where she earned a Bachelor of Science degree in Speech Communication/Public Relations and a minor in Journalism. She is the proud mother of two grown sons and a beautiful daughter-in-law and has been active with various community organizations including the Boy Scouts of America Troop 888, S.P.A.M. Robotics of the Martin County School District, and the United Way of Martin County.
Advisory services offered through Naples Wealth Planning, a state registered investment advisory firm. Price Wealth Management may only conduct business with residents of the states for which they are properly registered.