Catherine Bennett

American Wealth Management Wealth Advisor Talks Money, Motherhood, and the Psychology Behind Financial Decisions

We’re proud to share that Heidi Foster, CFP®, Vice President and Wealth Advisor at American Wealth Management, is the featured guest on Episode 29 of the What She Does podcast. In the episode, “Building Financial Confidence: Wealth Advisor Heidi Foster on the Path and Practice,” Heidi sits down with hosts Liane and Annie for a candid conversation about wealth, psychology, working motherhood, and what it really takes to help people find financial peace.

Building Financial Confidence: Wealth Advisor Heidi Foster on the Path and Practice

With more than 30 years of experience managing investments for individuals, families, and charities, Heidi has sat across from clients at some of the most financially fraught moments of their lives — divorces, inheritances, retirements, new babies, and market downturns. Her perspective, shaped by three decades in the industry: money is rarely the real problem. As she explains in the episode, most people’s relationship with money was already shaped by the time they were eight years old — long before they had any say in it. Heidi has built her career on the idea that financial guidance is, at its core, a form of healing.

The episode is a fitting home for that message. What She Does is a careers-focused podcast that profiles women in unexpected or lesser-understood jobs, giving listeners a real look at what the work actually involves day to day. Heidi’s conversation with Liane and Annie fits squarely into that mission: an honest, unpolished look at what it means to build a career around other people’s money — and their anxieties about it.

In This Episode

• Why the goal isn’t just growing a portfolio — it’s helping clients sleep at night
• The food analogy Heidi keeps coming back to — and why it captures financial planning so well
• What a week in the life of a wealth advisor really looks like — part spreadsheets, part couples therapy
• The personal story behind why Heidi chose finance: her grandmother’s independence, her mother’s struggle, and a chance internship at Morgan Stanley
• How she navigated raising three kids across her entire career, balancing motherhood with a demanding client base
• Her advice for career-changers considering wealth management — and why doctors and athletes make natural fits for the profession
• The childhood book that, to this day, explains everything she does

About Heidi Foster

Heidi brings more than 30 years of experience managing investments for individuals, families, and charities, building diversified portfolios aimed at long-term financial goals. Before joining American Wealth Management, she advised high-net-worth families as Vice President and Senior Investment Manager in the private banks of two major financial institutions, where she developed and implemented sophisticated investment strategies. She is a FINRA registered representative.

Heidi earned her BS in Business Administration with an emphasis in finance from the University of Southern California, where she was honored with the Order of the Laurel — USC’s top distinction for graduating seniors who demonstrate outstanding leadership and scholarship. She went on to complete her MBA at the University of Nevada, Reno. In 2010, she was recognized by the Reno Gazette Journal and the Reno Tahoe Young Professionals Network with a Twenty Under 40 award, honoring exceptional young leaders in the community.

The mother of three, Heidi is active in her community, belongs to several professional organizations, and volunteers with a number of local charities. It’s that same blend of professional rigor and personal warmth that comes through in her podcast conversation — and the same combination clients say they value most when working with her.

Read Heidi’s full bio: Heidi Foster Certified Financial Planner, CFP®, Wealth Advisor & Investment Manager  

Listen to the Episode

Read the full episode write-up: What She Does Podcast, Episode 29

Listen on Apple Podcasts: Apple Podcasts

Listen on Spotify: Spotify

Or find it on your favorite platform: pod.link/1859819927

Ready to Talk Through Your Own Financial Picture?

Heidi and the team at American Wealth Management offer a free, no-obligation 1-hour consultation to help you see whether working together is the right fit. Whether you’re planning for retirement, navigating a life transition like a divorce or inheritance, or simply want a second set of eyes on your finances, it’s a low-pressure way to start the conversation. There’s no sales pitch and no obligation — just an honest conversation about where you stand and where you’d like to go.

Schedule a free consultation with Heidi: financialhealth.com/contact

For more information regarding your financial professional designation(s), click here.

Investment advice offered through American Wealth Management (“AWM”), a SEC- registered investment adviser. Certain personnel of AWM may also be registered representatives of M.S. Howells & Co. (“MSH”), Member FINRA/SIPC, a registered broker-dealer, and therefore, may offer securities through MSH. AWM and MSH are not affiliated entities. M.S Howells does not provide tax or legal advice. Please consult your legal or tax advisor regarding your individual situation.

Exciting News: American Wealth Management has won in three categories for the Best in Business 2025 Contest!

We are thrilled to announce that American Wealth Management has been voted the winner in three categories for the Best in Business 2025 hosted by Northern Nevada Weekly! This incredible recognition highlights the dedication and hard work of our team.

We Are Honored to Be Recognized as Winners in the Following Categories:

1st Place for Most Philanthropic (under 30 employees) 

It’s an honor to serve the Reno/Tahoe community. Our financial advisors invest in Reno to strengthen future generations by serving several non-profit organizations by giving our time and resources to Renown Health, the Boy and Girls Club of Truckee Meadows, the University of Nevada, Reno, the Boy Scouts of America, the Reno Philharmonic, and the Food Bank of Northern Nevada, among others.

2nd Place for Best Financial Planner – Laif E. Meidell, CMT, AIF®, President, Wealth Advisor, Registered Representative at American Wealth Management

Laif’s desire to help clients manage risk led him to study quantitative and technical analysis. He’s a Chartered Market Technician and created his own proprietary tactical strategies, known as Market Adaptive™ strategies. Merging a tactical strategy with strategic asset allocation provides a belt and suspenders approach to investing, which for some investors means peace of mind.

2nd Place for Best Small Business (under 30 employees)

Winning for Best Small Business in The Biggest Little City highlights the impact of being a small, community-focused office. Our close-knit team knows each other’s clients, families, and stories, creating a strong foundation of trust and understanding. This connection enables seamless, real-time communication and allows us to tailor workflows not only to meet our clients’ needs but also to support one another effectively.

A Special Thanks to Our Community

We appreciate every one of you who has helped us reach this milestone. Your support means everything to us.

—The American Wealth Management Team

Financial Advisors in the Reno-Tahoe Area

Contact an American Wealth Management financial advisor to learn more about our advisory services and how we can work with you to develop a personalized plan aimed at supporting your financial goals and long-term objectives.

Take advantage of our 1-hour no-cost financial consultation. Fill out our financial advisor consultation form.

For more information regarding your financial professional designation(s), click here.

Investment advice offered through American Wealth Management (“AWM”), a SEC-registered investment adviser. Certain personnel of AWM may also be registered representatives of M.S. Howells & Co. (“MSH”), Member FINRA/SIPC, a registered broker-dealer, and therefore, may offer securities through MSH. AWM and MSH are not affiliated entities. M.S. Howells does not provide tax or legal advice. Please consult your legal or tax advisor regarding your individual situation

The Best in Business 2025 Contest for Northern Nevada is presented by Northern Nevada Weekly and is determined through public voting held from October 8, 2025 through October 26, 2025. Nominees were selected by open nominations. Voting may include clients and non-clients. American Wealth Management did not pay a fee to be nominated or included. After the voting period, American Wealth Management did not pay a licensing or promotional fee related to the results. This recognition is based solely on the number of votes received and is not indicative of investment performance or client experience. A nomination or award is not a guarantee of future investment results and should not be construed as a testimonial or endorsement by any current client. The rating organization’s methodology, eligibility criteria, and limitations can be reviewed here: Best in Business 2025. Participation in voting is voluntary and open to the general public. Clients are under no obligation to vote, and their decision to do so will not influence their current or future advisory relationship with American Wealth Management.

We are proud to announce that Heidi A. Foster, CFP®, vice president and wealth advisor at American Wealth Management, has been recognized by Money.com as one of the best women financial planners in the United States for 2025. She is the only financial planner in the state of Nevada awarded this honor.

Money’s Best Women Financial Planners in the U.S.

Money’s Best Women Financial Planners in the U.S. for 2025 is a curated list that highlights top female professionals in the financial planning industry across the United States. This selection recognizes women who demonstrate exceptional expertise, client service, and leadership in managing personal finance, investment strategies, retirement planning, and wealth management. The list serves as a resource for individuals seeking trusted, knowledgeable female financial advisors who can provide tailored advice to meet diverse financial goals. It emphasizes the growing influence and success of women in a traditionally male-dominated field, promoting greater diversity and inclusion within the industry.

Heidi’s inclusion on this list reflects her dedication to providing personalized, strategic wealth management and financial planning services that guide individuals and families toward financial security and success.

As a Certified Financial Planner®, Heidi combines industry knowledge with a client-focused approach that simplifies complex financial decisions. Her leadership at American Wealth Management exemplifies commitment to excellence and unwavering integrity, making her a trusted advisor for many.

This recognition from Money.com not only highlights Heidi’s professional achievements but also underscores the important role women play in the financial planning profession.

Please join us in congratulating Heidi A. Foster, CFP®, on this well-deserved accolade as she continues to set a high standard in the industry and make a positive impact on clients’ financial futures.

Top Financial Planner in Nevada

With 20+ years of experience, Heidi Foster is available to assist you with your financial planning needs. 

Take advantage of our 1-hour no-cost financial consultation. Fill out our financial advisor consultation form.

For more information regarding your financial professional designation(s), click here.

Investment advice offered through American Wealth Management (“AWM”), an SEC-registered investment adviser. Certain personnel of AWM may also be registered representatives of M.S. Howells & Co. (“MSH”), Member FINRA/SIPC, a registered broker-dealer, and therefore, may offer securities through MSH. AWM and MSH are not affiliated entities. M.S. Howells does not provide tax or legal advice. Please consult your legal or tax advisor regarding your individual situation

A Certified Financial Planner (CFP®) is a trained and certified professional who provides financial planning services and advice to clients. The CFP® designation is awarded by the Certified Financial Planner Board of Standards in the United States and is recognized worldwide.

Education and Certification

To achieve the CFP® designation, candidates must meet specific educational, examination, experience, and ethical requirements. This includes obtaining a bachelor’s degree or higher and completing a set of courses covering various financial planning topics such as retirement, taxes, insurance, and estate planning. Following this education, candidates must pass the CFP® examination, which tests their knowledge and ability to apply financial planning concepts in real-world situations.

Additionally, candidates must possess at least three years of relevant work experience in the financial services field and adhere to a strict code of ethics, ensuring they act in the best interests of their clients (CFP® Board, 2023).

Scope of Services

CFP®s offer a wide range of services tailored to individual needs:

• Retirement Planning: Helping clients assess their future retirement needs and create a sustainable withdrawal strategy.
• Investment Management: Assisting clients in developing an investment strategy aligned with their risk tolerance and financial goals.
• Tax Planning: Providing strategies to minimize tax liabilities and maximize tax benefits.
• Estate Planning: Helping clients plan for the distribution of their assets after death, ensuring their wishes are executed as intended.
• Insurance Planning: Evaluating necessary insurance coverage to protect clients’ assets and families.

Credibility and Trust

The CFP® designation signifies a high level of professionalism, knowledge, and commitment to ethical practices. Clients can trust that a CFP® has undergone rigorous training and adheres to a fiduciary standard, meaning they are required to act in their clients’ best interests, rather than prioritizing their own commissions or fees.

Why Choose a CFP?

Choosing a Certified Financial Planner offers several advantages:

1. Comprehensive Planning: CFP®s take a holistic approach to financial planning, integrating various financial aspects into one cohesive plan.
2. Personalized Services: They tailor their services to meet clients’ unique financial situations and goals.
3. Ongoing Support: Many CFP®s provide ongoing advice and support, adjusting plans as clients’ circumstances change.
4. Regulatory Oversight: The CFP® Board enforces strict standards for its members, promoting trust and accountability.

A Certified Financial Planner (CFP®) serves as a valuable ally in navigating the complexities of personal finance. With their extensive education, commitment to ethical practices, and comprehensive approach to financial planning, CFP®s can help individuals and families achieve their financial goals. Whether you are planning for retirement, investing for the future, or managing your estate, a CFP® can provide the expertise and guidance needed to make informed financial decisions.

American Wealth Management Financial Advisors Serving the Reno-Tahoe, Nevada Area

At American Wealth Management, our team of experienced financial planners can help you create a customized financial plan that reflects your personal goals and circumstances. We help you prepare for retirement, invest based on your risk tolerance, consider tax implications, create an estate plan, and more.

Schedule a consultation with American Wealth Management today. Let us help you build a secure legacy for your loved ones.

Sign up for a free consultation with American Wealth Management.

For more information regarding your financial professional designation(s), click here.

Sources:

Certified Financial Planner Board of Standards. (2023). “Become a CFP Professional.”

Sign up for a free consultation with American Wealth Management.

For more information regarding your financial professional designation(s), click here.

Investment advice offered through American Wealth Management (“AWM”), a SEC- registered investment adviser. Certain personnel of AWM may also be registered representatives of M.S. Howells & Co. (“MSH”), Member FINRA/SIPC, a registered broker-dealer, and therefore, may offer securities through MSH. AWM and MSH are not affiliated entities. M.S Howells does not provide tax or legal advice. Please consult your legal or tax advisor regarding your individual situation.

Heidi Foster, Vice President and Wealth Advisor, American Wealth Management, on KNPR’s State of Nevada with Joe Schoenmann

On KNPR’s show State of Nevada, Joe Schoenmann brings together retirement advisors and financial experts, including Heidi Foster, to address pressing concerns facing Nevadans, especially around Social Security, Medicaid, retirement accounts and personal savings as economic uncertainty looms. With about one in five Nevadans relying on Social Security and 800,000 depending on Medicaid, many are anxious about possible federal cuts and the impact of market volatility on their retirement security.

The Financial Experts Agree

With several call-in questions, the financial experts addressed concerns with sound advice, including the following: 

• Don’t make rash decisions in response to fear. 
• Focus on the fundamentals, save consistently, diversify investments, pay down debt, and seek professional advice tailored to your situation. 
• While the future of programs like Social Security is uncertain, proactive personal finance management remains the best defense against economic instability.

Listen to the full broadcast and what Heidi has to say on KNPR:

When the market’s a gamble: financial tips for Las Vegas locals

Heidi Foster CFP® 

Heidi works closely with every client to design, implement, and monitor comprehensive, multi-generational wealth management strategies.

Learn more about Heidi’s wealth management offerings here: 

Heidi Foster, CFP®, Vice President, Wealth Advisor, Registered Representative serving the Reno-Tahoe area and throughout Nevada.

Sign up for a free consultation with American Wealth Management.

For more information regarding your financial professional designation(s), click here.

Investment advice offered through American Wealth Management (“AWM”), a SEC-registered investment adviser. Certain personnel of AWM may also be registered representatives of M.S. Howells & Co. (“MSH”), Member FINRA/SIPC, a registered broker-dealer, and therefore, may offer securities through MSH. AWM and MSH are not affiliated entities. M.S Howells does not provide tax or legal advice. Please consult your legal or tax advisor regarding your individual situation.