Colleen Schueneman CLF, LUTCF

As CEO of Preferred Financial Partners, I believe that finance is personal. It’s not just about numbers or portfolios—it’s about people, relationships, and the dreams we help turn into reality. My passion is helping individuals, families, and businesses build the financial futures they deserve, with a focus on inclusive, relationship-driven planning that leaves no one behind.

With 35+ years in the financial industry, I’ve learned that the most meaningful part of my work is the relationships I’ve built along the way. Whether I’m mentoring our team or working directly with clients, I prioritize open communication, trust, and an unwavering commitment to doing what’s right. I lead a team of dedicated professionals who share these values, and together, we’ve created a culture at Preferred Financial Partners that puts people first.

Our approach is simple but powerful: we meet our clients where they are, understand their unique stories, and craft personalized strategies that help them achieve their goals—whatever those may be. For us, financial planning isn’t one-size-fits-all; it’s about understanding that every person’s journey is different and that their plan should reflect that.

I’m also passionate about helping financial advisors find their unique path in this evolving industry. For those just starting out, I offer guidance on navigating the complexities of the profession, finding their voice, and building lasting client relationships. For seasoned advisors, I help them overcome the fear of going independent by showing them how to embrace new opportunities while maintaining the integrity of their client relationships. Independence doesn’t mean being alone—it means having the freedom to create a practice that truly reflects your values and vision.

As a leader, I’m dedicated to fostering a diverse and inclusive workplace. I believe that diversity isn’t just a buzzword—it’s the foundation of innovative thinking and better outcomes for our clients. I’m proud of the collaborative environment we’ve built at Preferred Financial Partners, where every voice is valued, and every perspective helps us grow.

Outside of work, being a mom to my three wonderful children is my number one priority. They remind me daily of what truly matters and inspire me to be the best version of myself. I’m also passionate about giving back and serving my community through causes close to my heart, including the Rags Remembered Foundation, where I serve as an executive board member, the American Lung Association, and the Special Olympics. Financial literacy, inclusion, and advocacy are at the heart of who I am, both professionally and personally.