Cullen Brokaw

I’m a CFA® and CFP® professional who helps young professionals and growing families navigate life’s big financial decisions with clarity and confidence. Many of my clients are in the middle of major transitions—equity compensation, an inheritance, buying a home, or welcoming a child—and want expert guidance without the jargon. I combine deep technical expertise with a straightforward, approachable style so you can make smart moves today and build lasting wealth for tomorrow. My approach is collaborative and grounded in your real-life goals. We’ll create a plan that’s clear, flexible, and tailored to your priorities—whether that’s funding your next big move, investing for long-term growth, or making work optional someday. The result? You spend less time stressing about money and more time enjoying the life you’re building.

Mindful Wealth is an independent financial planning and investment advisory firm dedicated to helping individuals and families navigate financial complexity with clarity, confidence, and intention. We believe that financial planning is not simply about managing money; it is about helping people live meaningful lives aligned with their values, goals, and evolving circumstances. Money touches every aspect of life: career decisions, family relationships, health, geography, opportunity, and legacy. Yet traditional financial advice often focuses narrowly on investments or isolated transactions. At Mindful Wealth, we take a different approach. We view financial planning as an integrated, ongoing process that connects every financial decision to the broader story of a person’s life. Our work begins not with markets or products, but with people. We partner with clients during moments of transition, growth, uncertainty, and reinvention to help them make thoughtful financial decisions in an increasingly complex world.

Meet Joe Petry, Ph.D., CFP®, EA, CRPC®— Passionate hooper, hiker, and dog lover who founded Mayfair Financial. -Ph.D. in Economics and a Master's in Personal Financial Planning. -Extensive academic and professional background in teaching finance and economics at renowned institutions. -Certified Financial Planner™ and Chartered Retirement Planning Counselor®. -Has received awards for his volunteerism and leadership. -He believes in the power of random acts of kindness to make the world a better place. Fun Fact: Joe and his neighbors are now novice beekeepers.

Describe the education and business background of the adviser’s principal executive officer: Carl Dwayne Goodin was born March 7, 1951, in Springfield, Missouri. He grew up in and around St. Louis, Missouri. He attended Lafayette High School in St. Louis County, MO, graduating with honors. He was conferred a BM in Education from the University of Missouri at St. Louis in May of 1973. He has completed coursework toward an MA in Finance and Economics from Webster University, St. Louis, MO. His grade point average in graduate studies is 4.0. He completed the CFP professional education program (College for Financial Planning, Denver, CO) in 1989. He continues to study, analyze, and research all matters related to personal financial planning, investments, insurance, estate planning, accounting, and taxation, generally devoting from 5 to 20 hours per week to independent study and advanced seminars. Carl D Goodin, CFP™: Having completed the education, examination, experience and ethics requirements he was awarded the CERTIFIED FINANCIAL PLANNER designation in March 1989. The Financial Planning Association: Carl Goodin has been a member in good standing of the Financial Planning Association since 1985. For many years he served on the Board of Directors of the Financial Planning Association of Greater St. Louis, serving as Director of Professional Development, Director of Public Relations, President Elect, and President. Financial services career and education: Carl Goodin began his career in finance and insurance in 1979 as an aircraft insurance (property and liability) underwriter. In 1981 he chose to continue serving the aviation community, but in a different capacity, primarily as a life and health insurance producer associated with the company now called Lincoln Financial Group. During this period his clientele expanded from those associated with aviation to include small business owners and other professionals. Also, during this period, he became interested in providing personal financial planning services not focused on life insurance sales. In 1986 he accepted an offer to be the regional manager of the UNUM non-cancelable disability income office in St. Louis, only to return to Lincoln Financial as regional manager in 1988. During this period, he successfully completed the examination requirements for the Missouri Uniform Securities license (Series 63), the Investment Company/Variable Products license (Series 6), the General Securities Representative (stock/bond broker's license, Series 7), the General Securities Principal license (stock/bond broker's supervisor, Series 24) and the CERTIFIED FINANCIAL PLANNER. Financial Planning Associates, Inc., A Registered Investment Adviser: Believing that he could offer better, more objective advice for his clients in a more independent setting, he left Lincoln Financial and incorporated Financial Planning Associates, Inc. in 1998. Carl D Goodin, Professor, College for Financial Planning: From March 1999 until July 2005 Carl served as an adjunct faculty member of the College for Financial Planning, teaching all of the required classes for CERTIFIED FINANCIAL PLANNER candidates. Those classes included: Financial Planning, Insurance, Retirement Planning, Employee Benefits, Tax Planning, Investment Planning, and Estate Planning. Carl D Goodin, Professor, University of Missouri at St. Louis: In July 2005, Carl resigned his teaching activities at the College for Financial Planning and assumed a similar teaching position as an adjunct faculty member at the University of Missouri at St. Louis, where he continued until 2015. Fee Only financial planning and investment management: In 2009 Carl Goodin voluntarily relinquished his securities and insurance licenses and terminated all associated residual benefits in the interest of offering his clients valuable, objective advice unaffected by conflicts of interest associated with commission compensation.

Craig Toberman is a Partner at Toberman Becker Wealth in St. Louis. He assists families and businesses with strategic financial planning and long-term wealth management. He has over a decade of experience in financial services and has crafted custom financial plans for hundreds of families and businesses. Craig received a Bachelor of Science (B.S.) degree in Agricultural and Consumer Economics from the University of Illinois and a Master of Business Administration (M.B.A.) degree in Finance from Saint Louis University. He is a Certified Financial Planner (CFP), Chartered Financial Analyst (CFA) charterholder, and Certified Public Accountant (CPA). Craig is a member of the National Association of Personal Financial Advisors (NAPFA), Fee-Only Network, and XY Planning Network. He has recently been featured in Bloomberg, CNN Business, and InvestmentNews. Craig lives in the greater St. Louis area with his wife, Ally and son, Hank. They enjoy hiking at Castlewood State Park and visiting the Missouri Botanical Garden. Toberman Becker Wealth serves families as a fee-only, independent, and fiduciary financial advisor. Craig never receives commissions or sells any investment products or insurance. The client’s fee is the firm’s only source of revenue.

Amy Madura is a Wealth Management Planning Consultant at Fidelity Investments, where she collaborates with Senior Relationship Managers to deliver comprehensive wealth management services. In her current role since 2023, she focuses on providing a seamless experience for clients within the Private Wealth Management team. Amy has been with Fidelity Investments since 2016, progressing through roles including Relationship Manager from 2016 to 2021 and Wealth Management Service Specialist II from 2021 to 2023. Her experience spans various aspects of wealth management and client relationship services within the firm.