Ralph Freibert, CFP®, CIMA®, MBA
President | Managing Member
Ralph Freibert is the founder and Managing Member of Planning Associates Wealth Management, where he brings more than 37 years of experience in financial planning, investment management, and business strategy. A CERTIFIED FINANCIAL PLANNER™ professional and Certified Investment Management Analyst®, Ralph is known for his thoughtful, relationship-driven approach to helping clients align their financial decisions with the lives they want to lead.
Ralph launched Planning Associates with a vision of creating a firm that offers objective, fiduciary advice rooted in both technical expertise and human understanding. Over the years, he has guided hundreds of families, professionals, and business owners through life’s transitions—retirement, inheritance, education planning, and business exits—always with an eye toward clarity and long-term confidence.
He holds a B.S. in Marketing and an MBA with a concentration in Organizational Behavior. As a graduate student, Ralph co-authored several peer-reviewed articles on cross-cultural differences in motivation, which were published in major academic journals and widely cited by other researchers. His academic work continues to shape the way he approaches behavioral finance and client engagement.
Ralph is also the author of *Financial Alignment*, a recent book designed to help individuals navigate financial complexity with purpose and ease. It is available on Amazon.
A lifelong learner and community supporter, Ralph is active in the Civil Air Patrol, where he serves as a pilot and Education & Training Officer. He has served on the board of several professional and civic organizations including the Young Leadership Counsel, Forum 35 in Baton Rouge, Louisiana Association of Financial Advisors and the Financial Planning Association of New Orleans, where he served as president. He is a proud father of two sons—one a graduate of the United States Military Academy at West Point and the other a sergeant in the 82nd Airborne Division. Their commitment to service is a source of deep pride and inspiration.
Ralph and his wife Melanie live and work in the New Orleans area. Melanie is the owner of Stretch Zone Metairie, where the couple shares a passion for wellness, community, and entrepreneurship. When Ralph isn’t working with clients or flying with CAP, you’ll likely find him in the garden, refining his workouts at the local fitness park, or supporting their growing business ventures.
Robert L. Heintz, CFA®
Investment Advisor Representative
Robert “Bob” Heintz is a seasoned investment professional with over four decades of experience in portfolio management, equity research, and private wealth advisory.
Bob began his career as a trainee in the Bank of New York Investment Division immediately after earning his MBA. He went on to hold senior leadership roles at respected institutions including Texas Commerce, Chase Manhattan, JP Morgan Chase, Amegy Bank, and Avalon Advisors.
During his 19-year tenure as lead manager of the Equity-Income Funds, Bob guided the strategy through multiple organizational mergers, ultimately growing the assets to more than $5 billion. His disciplined investment process and rigorous equity research earned recognition from The Wall Street Journal, Standard & Poor’s, Investor’s Business Daily, and Morningstar. The funds he managed were later merged into the JPM Equity Income Funds family, extending the legacy of his work.
Today, Bob serves as an Investment Advisor Representative with Planning Associates Wealth Management, LLC. Based in Texas, he partners with the Louisiana-based team to align client portfolios with long-term financial goals, drawing on his expertise in global economics and equity markets.
Bob holds a BA in Economics from Vassar College, an MBA in Finance from NYU Stern School of Business, and the Chartered Financial Analyst (CFA) designation.
Outside of his professional life, Bob and his wife Liza are dedicated to wildlife preservation efforts in Texas and have supported community organizations including Awty International School, Houston Grand Opera, and the Salvation Army Women’s Shelter. A proud fifth-generation New Orleanian and Archbishop Rummel alum, Bob remains deeply connected to his roots while bringing a global perspective to his work.
Rizy Rodriguez
Business Manager
Rizy is business manager in the finance industry, and she thrives on discovering new ideas and turning them into meaningful results. Each day presents an opportunity for her to master new concepts, improve processes, and find better ways to support both her team and clients. Curiosity has always been the driving force behind Rizy Rodriguez’s career.
Rizy is currently pursuing a Master’s Degree in Accounting at Louisiana State University Shreveport, building on a Bachelor’s Degree from the University of Belize and certifications in management, customer service, public speaking, emotional intelligence, and QuickBooks. With a strong background in accounting and project management, she has developed valuable technical and organizational skills, but she believes true growth comes from embracing challenges and seeking fresh perspectives.
She has been fortunate to learn under the mentorship of Ralph Freibert, whose guidance has sharpened her approach to leadership and client service. His mentorship has inspired her to bridge technical expertise with real-world business needs and to view every challenge as an opportunity for learning.
In her current role, Rizy is committed to continuous improvement—whether managing operations, coordinating strategic initiatives, or fostering stronger client relationships. She actively seeks out new knowledge and best practices to deliver measurable value to her team and clients alike.
Outside of work, she enjoys exploring new experiences, reading novels, and connecting with people from diverse backgrounds. These passions keep her curious, adaptable, and open-minded—qualities she carries into her professional life every day.
Kelly Xiao
Associate Financial Planner
Kelly is a finance professional with a strong academic foundation and a growing passion for helping individuals and families achieve their financial goals. She earned a Bachelor of Science in Finance from the University of New Orleans, where she developed a solid grounding in investment analysis, corporate finance, and personal financial management. Building on this foundation, Kelly is currently pursuing the Certified Financial Planner™ (CFP®) designation, a credential that reflects her dedication to providing clients of all ages and backgrounds with ethical, comprehensive, and strategic guidance for their financial futures.
Kelly has the privilege of gaining hands-on experience under the mentorship of Ralph Freibert, whose leadership has been instrumental in shaping her understanding of financial planning in practice. Through this guidance, she has learned how to connect technical knowledge with the real-world needs of clients, while also developing a deeper appreciation for the importance of trust, clarity, and tailored strategies. This mentorship continues to prepare Kelly to serve clients with professionalism, care, and confidence, while also strengthening her ability to adapt to each client’s unique situation.
Beyond her career pursuits, Kelly enjoys exploring new experiences that bring balance and creativity to her life. She often spends her free time discovering new restaurants and cafés, supporting local businesses while connecting with diverse cultures and ideas. She also enjoys shopping as a fun and expressive outlet, and she loves taking spontaneous trips that broaden her perspective, spark new ideas, and inspire personal growth. Kelly is excited to continue to learn and create long-lasting relationships at Planning Associates.
Alexis Knecht
Marketing Assistant
Alexis is a recent graduate of Loyola University New Orleans with a degree in Business Administration with a concentration in Marketing. In August 2025, she joined Planning Associates and Stretch Zone Metairie as a Marketing Assistant, bringing fresh ideas, creativity, and an eagerness to grow within the field of marketing.
During her time at Loyola, Alexis built a strong foundation in marketing, communications, public relations, and social media management, gaining hands-on experience through competitive internships with organizations such as Ochsner and New Orleans Entrepreneurship Week. Some of her most meaningful projects included a semester- long case study evaluating the medical spa industry, where she was the selected group facilitator, and her advertising campaign for the non-profit, Never Use Alone. These experiences shaped her passion for content marketing and digital strategy.
In her role at Planning Associates, Alexis supports daily marketing efforts by developing content, writing copy, managing social media accounts, coordinating events, and analyzing real results. She is especially excited to help elevate the company’s brand presence, and connect with clients through engaging content.
Beyond academics and career, Alexis is a Gamma Phi Beta Sorority Alumna, where she was elected and served as Risk Management Chairwoman. She values continuous learning and plans to pursue her MBA at Tulane University while fostering her commitment to give back to the city of New Orleans. In her free time, Alexis enjoys painting and exploring different creative outlets. Whether she’s experimenting with new techniques, or finding inspiration in everyday life, she values the opportunity to express herself artistically.