Matthew Licata

At Sunflower Financial Planning, we specialize in helping families in the midlife stage navigate complex financial responsibilities with clarity and confidence. Our clients are often balancing competing priorities—saving for their own future, supporting aging parents, and funding college education for their children. We guide them in building long-term wealth while creating financial security today. We also work closely with pre-retirees who are preparing to transition into retirement. Through personalized, comprehensive planning, we help align their resources with their goals, offering strategies for income distribution, tax efficiency, and long-term care planning. Whether you're facing the challenges of the “sandwich generation” or approaching retirement, we’re here to provide thoughtful, fee-only advice designed to support your life—not just your portfolio.

I was hanging on every word… It was a beautiful spring day in Palo Alto in 1996. My Modern Portfolio Theory professor – Nobel laureate Bill Sharpe – was explaining the “illusion of stock picking skill” and the idea that stock pickers as a group lose big to the stock market as a whole. I remember closing my eyes and taking it all in. Was it possible that a several hundred billion dollar industry was just harming investors? That the whole thing was built on an illusion? Even a lie? I was just entranced. (It turns out I caught a brief glimpse of my true calling that day, but it would be another 17 years before I actually took concrete steps to become a financial advisor.) But then the class ended, and I went back to the business of graduating from Stanford Business School. I headed back to consulting for a couple years, and then co-founded a dot com. But in 2003, I ended up in awkward position. An awkward position that ultimately lead me to my true calling. I had accepted the position of Publisher & Chief Marketing Officer at The Motley Fool, the personal finance website. I loved the people, and rocked the job. But something was wrong. You see, one of my responsibilities was to convince millions of investors that we had superior stock picking skills. There was just one problem with this – I didn’t believe it. Beliefs are a funny thing. I came to believe back in 1996 that stock picking skills are an illusion, and that belief had just stuck. And I couldn’t unstick it. I eventually left The Fool with mixed feelings. I was proud of our commercial success, and my role in that. But I also felt like I had betrayed my beliefs. It wasn’t a good feeling. I tried jobs in other industries, but something kept pulling me back to investing and personal finance. And then it finally hit me. I knew what I was meant to do, and I set out to form my financial advisory firm, Clark Asset Management, LLC. Now I get to help people directly, and do it in a way that’s 100% consistent with my beliefs. I get to leverage a career’s worth of skills in financial planning and analysis, problem solving and client communication. And I get to do my part to help transform an often shady industry into a helping profession. It’s awesome. …if you’d like to learn more, I encourage you to download one of my complimentary guides or schedule a complimentary phone consultation.

Bryce Haynes is a Planning Consultant at Fidelity Investments, where he partners with local individuals and their loved ones to develop comprehensive financial plans. He emphasizes connecting on a personal level to understand client preferences and utilizes Fidelity's resources to align plans with their financial goals. Bryce has accumulated experience in various roles at Fidelity Investments since 2021, including Relationship Manager, Financial Representative, Retirements Representative, and Customer Relationship Advocate. Prior to joining Fidelity, he worked as an Insurance Representative at Mutual of Omaha from 2020 to 2021. Outside of his professional work, Bryce has interests in comedy, cooking and baking, golf, movies, pets, and traveling.

Diana Erickson is a Financial Consultant at Fidelity Investments, where she currently provides financial advisory services. She has been with Fidelity Investments since 2018, progressing through various roles including Customer Relationship Advocate, Investment Solutions Representative, Client Management Representative, and Portfolio Specialist before assuming her current position in 2023. Her experience at Fidelity Investments spans several aspects of financial services, focusing on client management and investment solutions. Diana holds insurance licenses in Arkansas and California, supporting her ability to assist clients in those states. Diana's professional focus is on helping clients build and grow their wealth.

Sarah Akel is a Planning Consultant at Fidelity Investments, a position she has held since 2025. She has been with Fidelity Investments since 2021, progressing through roles including Relationship Manager, Investment Solutions Representative, High Net Worth Service Associate, and Customer Relationship Advocate. In her current role, Sarah partners with individuals, families, and business owners to develop and maintain financial plans that adapt to their changing goals and circumstances. Her approach emphasizes creating confidence and peace of mind for both short and long term financial objectives. Sarah holds an Arkansas Insurance License. Outside of her professional work, she enjoys cooking and baking, participating in family activities, fitness, music, snowboarding, and yoga.