PHX Plan Services

Approach: Phoenix-Based Investment

Is the only investment support you’ve received thus far from some guy at your bank reaching out on the phone? Or your monthly portfolio report delivered to your inbox? If you crave personal attention from someone who knows you, your needs, goals, and values, then Phoencian Financial Planning is for you. 

Based in Midtown Phoenix, Phoenician Financial Planning (PHXplan) has been helping Valley of the Sun residents invest with confidence since 2011. If you’d rather meet your financial advisor at a local coffee shop than a corporate office, if you want to invest in Environmental & Social Governance (ESG)  instead of companies that put profits over people, then PHXplan is the CFP for you.

The PHXplan Approach:

  • Diversification to limit investment risk, helping you through the highs and lows of the market
  • Holistic approach that considers your whole portfolio
  • Invest in People over Profits through ESG: Environmental, Social and Governance-Based Investing
  • Keep fees and risk low with passive strategies vs chasing the latest trends
  • Focus on long term results, not short-term gains
  • PHXplan will always be honest and transparent, putting your goals first
  • Investments must match your values

If you have never worked with a Financial Planner before, PHXplan recommends reading How to Select a Financial Planner before setting up a meeting.


Phoenician Financials’ Principal J.K. Roberts is a Certified Financial Planner, a Chartered Retirement Planning Counselor, and a fee-only fiduciary, and a Registered Investment Advisor. Roberts is committed to ensuring the best for his clients, as his success is based on your success. Roberts has been working as a CFP for nearly two decades.

Phoenician Financial Planning specializes in securing the financial future of Phonecians who want to make an impact with their money for society, their retirement, and their loved ones. 

J.K. Roberts has worked in the investment and finance field since 2003. He is both a Certified Financial Planner certificate holder and a Chartered Retirement Planning Counselor. He earned a Master in Business Administration and a Bachelor of Science in business management. He currently holds an Arizona Life, Accident and Health or Sickness insurance license and the IRS Preparer Tax Identification number required to complete client tax returns. He works as an independent financial advisor as a Arizona Registered Investment Advisor. In the past, he held several Financial Industry Regulatory Authority and National Association of Securities Dealers investment securities licenses.

He has worked with high net worth clients for The Vanguard Group and Ameriprise Financial. While at Merrill Lynch, he created financial plans for hundreds of clients. He has also worked with Jackson Hewitt and the Arizona Department of Revenue during the tax season. 

Mr. Roberts spends his free time volunteering his financial expertise for various organizations. He has served as Treasurer for several non-profit organizations, including his daughter’s Parent Teacher Association, his downtown Phoenix historic district, and several political campaigns. He has also taught financial literacy for charity organizations and offered his tax expertise to help low income families who filed through the IRS Volunteer Tax Assistance and  Tax Counseling for the Elderly program.

Roberts felt that there was a disconnect between what big investment firms were offering, and what was the best value for clients. He started Phoencian Financial Planning to offer more custom-tailored investing at a local level. PHX Plan does not have a sales manager. There is no emphasis on maximizing the company’s profits. Money is simply a resource- a proxy for what you value. Money represents your hard work and how you utilize it represents your values. PHXPlan identifies your values and invests in ways that support your core beliefs and financial goals.

See J.K. Roberts’ full profile at

How to Select a Financial Planner

A relationship between a financial planner and a client is a personal one, after all, your financial planner will have access to your financial information and accounts. For this reason, choosing your planner should be a thoughtful process. Interview a few financial planners before selecting one. In the interview process, evaluate the following five criteria:

  1. Trust: the most important aspect to the relationship is trust. You must be able to trust your financial advisor to do what is right for you. Certifications such as CFP are good indicators of trustworthy partners as they are bound by a code of ethics to put your financial success first.
  2. Experience: J.K. Roberts has two decades of experience as a CFP, as well as a Registered Investment Advisor.
  3. Values: If you have strong values that will dictate how you want to invest, i.e. green investing, then you want to ensure your financial planner shares your values.
  4. Rapport: you should feel comfortable with your financial advisor, you should get along with them and like them. 
  5. Respect: You deserve to have partners whom you respect, and you know that they respect you in return.

Why Use a Certified Financial Planner?

The acronym-heavy world of financial planning can be confusing both to those just getting started, and for clients who have been investing for a while. There is one acronym that rises above the rest: CFP- certified financial planner.

Certified Financial Planners have met rigorous requirements and experience required of the CFP board, have passed the certification exam, and are held to high ethical standards. CFPs are also required to be fiduciaries, which means that they must put the financial interests of their clients first. 

As a fee-only fiduciary, Phoenician Financial Planning will help you understand where you are now, and what steps should be taken to get you where you need to be. Services are assessed with a fixed or hourly fee while portfolio management is assessed as an annualized asset-based fee. As such, PHXPlan will not take a percentage of your earnings, earn commissions, or receive any performance-based fees. These fees and commissions charged by other types of financial planners can cost you thousands now, and much more by the time you retire in lost earning potential.

The CFP Board requires fiduciaries comply with a Code and Standard, including following these seven steps:

  1. Understanding the Client’s Personal and Financial Circumstances
  2. Identifying and Selecting Goals
  3. Analyzing the Client’s Current Course of Action and Potential Alternative Courses of Action
  4. Developing the Financial Planning Recommendation(s)
  5. Presenting the Financial Planning Recommendation(s)
  6. Implementing the Financial Planning Recommendation(s)
  7. Monitoring Progress and Updating