Dena Minning


Personal Asset Management

President, Sr. Portfolio Manager

Dena Minning


Personal Asset Management

President, Sr. Portfolio Manager

As a fiduciary financial planner, you can rest assured that we alway have your best interest as our top priority. - Dena Minning, CFA, CFP®

Dena Minning is a St Petersburg, FL financial advisor and investment manager. Personal Asset Management specializes in financial planning, investment management, and retirement planning to help clients work towards their financial goals at all stages of life. Dena Minning is a fiduciary financial planner.

Through Personal Asset Management, Dena provides basic investment guidance to any investor and full-service portfolio management for high net worth clients.

Dena Minning has 35 years of experience in the investment industry. When working with Dena, you get a trusted relationship with a seasoned Portfolio Manager. Prior to starting Personal Asset Management (in 2006), Dena’s previous employment included over ten years as a discretionary Portfolio Manager for Merrill Lynch Investment Managers as well as Barnett Trust Company. During that time, Dena structured, managed and reported on performance of portfolios totaling more than $400 million of individual securities for high net worth clients. In addition, while at Merrill Lynch, Dena served on the nation-wide team charged with developing the investment process and discipline for managing almost $30 billion of high net worth client assets.

Dena considers herself an outspoken advocate for individual investors and has set up her portfolio management business accordingly.  She is also a member of the Suncoast Estate Planning Council, Financial Planning Association, National Association of Personal Financial Planners (NAPFA) and of the CFA Institute. Dena has also served as a volunteer for AARP’s Advocacy and Community Outreach divisions, and as Board Member and Officer of the Paradise Island Civic Association, the Suncoast Estate Planning Council and the Women’s Beach Chamber.

Dena Minning's fiduciary obligation is governed by:

  • National Association of Personal Financial Advisors (NAPFA)
  • Certified Financial Planner (CFP)

If you are looking for an experienced, informed and conflict-free investment partner, who will help you get the most from your investments, you have come to the right place…

We offer personal investment management with common sense portfolios, transparent fees and no conflicts of interest.  Our Senior Manager, Dena Minning, will design a unique investment strategy to meet your personal needs. With Dena, you will be able to establish the level of involvement you would like to have in the management of your portfolio as well as formulate a plan and approach that makes you comfortable.  Because, with Personal Asset Management, it is all about YOU!

How can you judge whether you will be satisfied with us?

If you can answer “yes” to any of these questions, it is a pretty safe bet…

  • Are you uneasy because you do not have the time, interest and/or ability to manage your own portfolio?
  • Do you desire to find a competent and trustworthy person who could help your money make money?
  • Are you concerned that your best interests may not be driving your advisor’s recommendations?
  • Do you wonder how much understanding of investments your advisor really has?
  • Are you being overwhelmed with information but still do not know how your investments are doing?
  • Do you wonder if having hundreds of positions and frequent trading is really necessary?
  • Do you feel that your portfolio is not given much attention until it is down substantially?
  • Are you mostly in the dark regarding the appropriate amount to pay to have your money managed?

Learn Why Fiduciary Matters When Choosing a Financial Advisor:


  • Financial Planning
  • Retirement Planning
  • Investment Management
  • Estate Services

Ideal Clients

  • Retirees and Near Retirees
  • Entrepreneurs & Business Owners
  • Medical Professionals
  • Sudden Money Situations
  • Young Professional

Working Together

  • In-Office Meetings
  • Virtual Meetings
  • No-Cost Initial Consultation
  • Hourly Fee
  • % of Assets Under Management

Professional Designations & Affiliations

  • National Association of Personal Financial Advisors (NAPFA)
    Dena Minning is a NAPFA-Registered Financial Advisor

    The National Association of Personal Financial Advisors (NAPFA) is the country’s leading professional association of Fee-Only financial advisors—highly trained professionals who are committed to working in the best interests of those they serve.

  • Certified Financial Planner (CFP)
    Dena Minning is a CERTIFIED FINANCIAL PLANNER™ Professional - Click for Verification

    CFP® professionals are held to strict ethical standards to ensure financial planning recommendations are in your best interest. What’s more, a CFP® professional must acquire several years of experience related to delivering financial planning services to clients and pass the comprehensive CFP® Certification Exam before they can use the CFP® designation.

  • Financial Planning Association
    Dena Minning is a member of The Financial Planning Association® (FPA®)

    FPA® is the largest membership organization for CFP® professionals in the U.S. and supports high standards of professional competence, ethical conduct, and clear, complete disclosure when serving clients.

  • CFA - Chartered Financial Analyst
    Dena Minning is a CFA® charterholder

    A Chartered Financial Analyst® (CFA®) is a professional designation given by the CFA Institute, formerly AIMR, that measures the competence and integrity of financial analysts. Candidates are required to pass three levels of exams covering areas such as accounting, economics, ethics, money management and security analysis.

Contact Dena Minning

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Office Locations:

  • 5462 Central Ave
    St Petersburg, FL 33707

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