At Palmer Financial Wellness, we go beyond numbers and charts—we focus on people. We help entrepreneurs and their teams build financial stability and confidence, one paycheck, one decision, and one relationship at a time. With the right financial strategy, you can gain the peace of mind to focus on what matters most—bringing your vision to life.
Our Advisors
Toby Palmer
Founded by Toby Palmer—a former tech entrepreneur and CTO turned licensed financial professional—Palmer Financial Wellness is dedicated to helping startup founders and employees navigate the complexities of financial well-being.
Raised in a small rural community on Virginia’s Eastern Shore by two public high school teachers and coaches, Toby developed a deep appreciation for education, resilience, and the power of financial literacy. A proud graduate of James Madison University, he built a 30+ year career spanning business, financial services, and technology. His experience ranges from working with high-growth startups to leadership roles at global tech nonprofits such as CompTIA. As a former Principal Owner, Managing Director, and Chief Technology Officer at a financial services firm, Toby understands firsthand the financial challenges entrepreneurs and their teams face.
After relocating to Charleston, SC, Toby founded Palmer Financial Wellness to bridge the gap between financial strategy, tech startups and personal well-being. By providing tailored financial guidance to startup teams, the firm helps founders and employees gain stability, confidence, and long-term success—empowering them to focus on innovation without financial stress.
At Palmer Financial Wellness, we believe that financial clarity fuels business growth. Let us help you build a thriving future.
What is financial wellness?
Financial wellness is a state of financial health where individuals can effectively manage their daily finances, save for future goals, and have the resilience to handle unexpected financial setbacks.
It includes both quantitative and qualitative characteristics:
- Financial Security: Having enough income to cover essential expenses without undue stress.
- Financial Control: Being able to manage day-to-day finances, including budgeting, managing debt, and maintaining a positive cash flow.
- Financial Freedom: Having the capacity to make choices that enable a quality life and allow individuals to pursue personal and professional goals.
- Financial Preparedness: Being prepared for emergencies and having a plan for long-term financial goals, such as retirement or major life events.
- Financial Confidence: Having trust and belief in one's ability to achieve their goals while enjoying peace of mind regarding financial matters.
Services We Offer
Palmer Financial Wellness serves startup founders and their employees
We Develop a Customized Financial Playbook
for Startup Founders
Navigating the financial challenges of a startup isn’t just about survival—it’s about positioning yourself and your company for long-term success. From managing personal cash flow while taking a reduced salary to making strategic decisions about fundraising, equity, and taxation, every financial choice impacts your ability to build and scale your business.
At Palmer Financial Wellness, we help startup founders create a clear financial roadmap—balancing personal financial security with the demands of growing a company. Whether it’s optimizing compensation, planning for liquidity events, or ensuring your long-term wealth strategy aligns with your entrepreneurial vision, we provide the guidance you need to thrive at every stage of your startup journey."
Personal Financial Planning
for Individuals and Families
Are you in control of your money?
Or is your money in control of you?
Startup employees face unique financial challenges—working for less than market value in exchange for equity, dealing with job volatility, managing uneven cash flow, and navigating limited benefits like health insurance and retirement plans. Add to that the complexities of equity compensation, taxation, liquidity events, and the high-stress, long-hour culture, and financial stability can feel out of reach.
At Palmer Financial Wellness, we help you make sense of it all. From optimizing cash flow to planning for exits and maximizing your equity’s value, we provide the financial guidance you need to thrive—so you can focus on building the next great startup with confidence.