Rebecca Kennell

 Rebecca Kennell is an independent CERTIFIED FINANCIAL PLANNER^® professional, an Investment Adviser Representative of Commonwealth Financial Network^®, and a respected financial advisor working in the Phoenix area.

Small business is in Rebecca’s DNA. She co-founded Custom Financial Design in 2004, but her business roots go back to her early childhood and her family’s livelihood. For more than 75 years and 4 generations, Rebecca’s family has run a book printing/manufacturing company, producing trade, educational, medical, religious, university, and commercial publications. Rebecca grew up hearing discussions about quarterly tax payments due; the difficulties in hiring, training, and keeping good employees; changes in equipment and technology; grooming the next generation; and everything else that goes into running a family business. As a teen, Rebecca worked in the bindery and on the manufacturing line, and she saw firsthand how organizing things properly is crucial to success.

Like most business owners, Rebecca’s family has experienced many ups and downs, some related to the economy at large and some related to the individual decisions made. It’s part of the reason why she works closely with business owners to put a financial plan in place, so they can be prepared no matter what happens next. Rebecca’s business education and financial training, plus her personal insights, add real value to small business owners looking for practical strategies to their pressing business needs.

This background also makes Rebecca well-suited to be a family’s CFO, because managing a family’s entire financial plan is much like running a business. The issues of income versus expenses, taxes, planning for the future, grooming the next generation, and running into problems (and finding solutions!) are very similar, and Rebecca loves when she can assist busy clients like this.

Rebecca is in tune with her clients' needs. Rebecca has received several degrees from Arizona State University, including a bachelor's in music and a master's in music education. She also received her master’s in business administration from the University of Phoenix, holds FINRA Series 6, 7, 63, and 66 securities registrations, and life/health insurance licenses.

In her spare time, Rebecca keeps her love of music alive by playing trumpet in the Latin band Carmela y Más and Mariachi Pasión. She has a great love for jazz and Latin music. Her music collection is filled with Miles Davis, Sarah Vaughn, Ella Fitzgerald, Marc Anthony, and Mariachi Camperos. An avid reader, Rebecca enjoys mystery novels by authors such as Sue Grafton and Tony Hillerman and historical novels and non-fiction, especially by Jared Diamond. She also enjoys hiking the trails of our local South Mountain preserve with her two schnauzers, Bella and Coco.

Lucinda has experience as a product facilitator and operations leader with 16+ years at HealthEquity/WageWorks supporting consumer-directed health benefits and service operations. She is passionate about creating meaningful experiences that connect people, processes, and purpose, with a strong focus on collaboration, continuous improvement, and customer experience. Lucinda is known for translating business and user needs into scalable solutions, aligning teams around shared goals, and fostering positive engagement across diverse groups. Outside of work, Lucinda enjoys snowboarding, exploring culinary festivals, giving back through philanthropic and community-focused initiatives, and spending time with animals, especially dogs, who always bring a little extra joy and perspective to her life.