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William O'Donnell, CFP®, BFA™

William O'Donnell, CFP®, BFA™


Will is a 20 year veteran of the military, an independent CERTIFIED FINANCIAL PLANNER™ professional, and a Behavioral Finance Advisor.  He served two combat tours in Iraq and one combat tour in Afghanistan, along with being stationed in Japan, Germany, South Korea, and numerous states throughout the U.S. He officially retired from the military in December of 2014. Will had focused on becoming a financial advisor several years before his leaving the service, completing his Masters Degree specializing in Family Financial Planning and Counseling with the University of Alabama in 2013. He knew this was the path he wanted to follow, as this was a way to continue serving those who may benefit from working with an advisor.

Will is married to his beautiful wife Rachel, and they have a son named Finn. They chose to settle in Rochester upon Will's retirement from the Army to be near family in the area. Will enjoys traveling, snowboarding, hiking, camping, and kayaking to name a few. Will and his family had the opportunity to visit numerous countries and experience many different cultures. He hopes to bring his worldwide experience to his clients and provide them with unparalleled service.


  • FINRA Series 7 and 66 securities licenses
  • Life, accident & health insurance license
  • Masters degree in Financial Planning and Counseling
  • Fee or commission accounts
  • No cost or obligation first meeting
  • Securities America, Inc.


I will do my best to meet with you at your home, place of business, or other geographically convenient location. Zoom and phone are options as well.  We also have our main office located at:

  • 118 West Main Street Victor, NY 14564

Our First Meeting

We don't require that you sign anything at that time since its simply an opportunity for us to get acquainted. We evaluate your comfort level and see what we can bring to the table to add value.

I would love the opportunity to further engage. Please call my direct cell phone, email or complete the contact us form and I will be in touch within 24 business hours to discuss your request. 

Certified Financial Planner™ Professional

The mission of Certified Financial Planner Board of Standards, Inc. is to benefit the public by granting the CFP® certification and upholding it as the recognized standard of excellence for competent and ethical personal financial planning.