Who I Am

I’m Sue Danson, a Certified Financial Planner™ and the founder of New Shore Financial. New Shore is an independent, fee-only, financial advisory firm focused on helping professional women like you take control of your money, especially during financial transition.

I’m an over-scheduled working woman, wife and mother who falls into bed at night completely spent. I’m blessed to have a supportive and hands-on partner in crime in raising three awesome teenage boys who, fingers crossed, won’t become criminals because of our parental missteps. My “free time” is spent between sports fields and the supermarket, trying to restock the “Mom, there’s nothing to eat” fridge. (Do you have that fridge too?)

My best “me” days start with a workout and end with binge watching Netflix while eating Extra Toasty Cheez-Its. It’s a bonus day if there’s a mani/pedi, time with family and friends, or trip to TJ Maxx thrown in.

Why I Help Women

I choose to specialize in helping professional women — because I’m a woman who gets it. I’ve been through a lot of changes myself, both personal and professional, and even though I’m in the business, decisions around money are still stressful. Having the knowledge and confidence that I’m making the best financial decisions for my situation has been monumental for me in pursuing my personal and financial goals.

The most simplistic answer to “WHY WOMEN” is because I want to help. I champion women supporting women and I want more women to be financially confident and less stressed-out about their finances.

Aside from the day to day juggling, being a woman brings a whole slew of implications you must consider when doing your financial planning. So if you’ve been “hands-off” when it comes to your money and are ready for that to change, I want to partner with you to make that happen.

My Story

As a young woman, it was important for me to be financially independent. I remember hiring my first CPA to do my taxes and my father saying, “Don’t just file those away. Look them over and get an understanding of what’s going on.”

I took his advice and learned I actually enjoyed diving into the numbers. It was then I discovered I had a strong interest in personal finance. I enjoyed reading about it, learning new strategies, and implementing what I learned in my own financial life.

My strengths and interests came together in a career path that allows me to help others navigate their own finances in a way they can understand, implement and feel confident about. Visit my services page to learn more about how I can help you.

Facts About This Firm

…the boring (but equally important!) details…

  • I’m an independent, fee-only financial advisor.
  • What does Fee-Only mean? It means…
    • I am not a salesperson. My only product is the financial and investment advice you receive.
    • I do not receive commission on my recommendations for products or investments I use on your behalf.
    • I do not get paid by anyone but you.
  • I maintain the well-respected industry designation of Certified Financial Planner™.
  • I’m a Fiduciary, which means I will guide you in financial decisions that are only in your best interest, not mine.

Sue Danson is a Certified Financial Planner™ and the founder of New Shore Financial. New Shore is an independent, fee-only firm specializing in supporting professional women going through financial transitions. Sue holds the Series 65 license and is part of the Fee-Only Network of financial advisors. She is also an active member in the National Association of Personal Financial Advisors (NAPFA), the Financial Planning Association (FPA) and a member of the XY Planning Network. When Sue isn’t helping her clients achieve their goals, she and her husband spend their “free time” Ubering their three, very active tween-teen boys to hockey, football, basketball, and lacrosse — with a little skiing thrown in when time allows.

The CFP® certification process, administered by CFP Board, identifies to the public that those individuals who have been authorized to use the CFP® certification marks in the U.S. have met rigorous professional standards and have agreed to adhere to the principles of integrity, objectivity, competence, fairness, confidentiality, professionalism and diligence when dealing with clients. The mission of Certified Financial Planner Board of Standards, Inc. (CFP Board) 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.