About Us

Joe's financial advisor journey began in 2009 after a 15-year corporate finance career. J. Gordon Financial Services is a trusted and reliable financial advisory firm dedicated to helping individuals and families achieve their financial goals. With a passion for providing expert guidance and a commitment to building trust, Joe Gordon has established himself as a reputable advisor in the industry.

Trust is the cornerstone of our approach. Joe understands the importance of earning and maintaining the trust of his clients. He believes that trust is built through transparency, open communication, and a commitment to acting in the best interests of each client. By cultivating strong relationships based on trust, Joe and his team can provide personalized financial advice tailored to the unique needs and aspirations of each individual.

Joe’s reputation for reliability is a testament to his commitment to excellence. His dedication to providing a safe and secure financial journey for his clients is exemplified by a memorable anecdote. As he says, he once attended a wedding where guests had the opportunity to drive fast cars, which is exciting but also risky. Almost instinctively, the guests started to tell each other to trust Joe to drive them. Not that he was a professional driver, but everyone knew that Joe was a reliable set of hands who never put them in any danger. They would yell “Go with Joe! That’s the safe car!” This is the same feeling he strives to create for his clients - a sense of security and trust in his expertise.

<b>Joseph Gordon</b>

Joseph Gordon

Financial Advisor, Investment Advisor, Registered Representative 


I am dedicated to helping individuals, businesses, and organizations create comprehensive financial roadmaps. My main objective is to adopt a client-centric approach and develop targeted strategies that align with your unique needs.

After a successful career in corporate finance with a Fortune 100 company, I pursued my lifelong aspiration of becoming a personal financial advisor. In 2009, I joined Diversified Asset Planners, Inc., a financial services company serving clients since 1987. Alongside my extensive corporate finance background, I hold FINRA series 7, 63, and 65 licenses. I also offer life, health, accident, disability, and long-term care insurance solutions, providing comprehensive solutions to meet your financial needs.

With over 15 years of global finance experience in diverse roles such as financial analysis, planning, mergers and acquisitions, budgeting, and leadership, I possess a comprehensive understanding of the business landscape and its potential impact on you. I graduated with honors from Penn State University in 1994, earning a Bachelor's of Science degree in finance (with an Economics minor). Additionally, I hold a Master's in Business Administration with a Finance concentration from Bucknell University.

Outside of my professional pursuits, I actively contribute to the community. I serve as a board member of the State College Quarterback Club, a Penn State football booster club, where I was also the President from 2017 to 2019. I am a board member of the Penn State All-Sports Museum, which celebrates the achievements of Penn State Intercollegiate Athletes, and the Treasurer and board member of the Centre Hills Country Club. Furthermore, I have also pursued my passion for teaching as a part-time adjunct instructor at St. Francis University, where I teach Economics, one of my favorite subjects.

Beyond work and community involvement, I find immense joy in spending quality time with my wife of 27 years, Stephanie, and our two daughters. Those who know me are aware of my love for outdoor activities and the value I place on building strong relationships. I actively participate in charitable events and have raised funds for organizations such as Multiple Sclerosis, Type 1 Diabetes, The Ruffed Grouse Society, and other non-profit organizations.

Stephanie Gordon

Stephanie Gordon

Director of Client Relations and Business Development 


As the Director of Client Relationships and Business Development, my main focus is to enhance the client experience by connecting them with our comprehensive financial planning services.

With over 20 years of sales experience in the aluminum and software industries, I bring a wealth of professional expertise to support your financial well-being journey. My goal is to leverage my established background to deliver an exceptional experience for you. I am responsible for generating relevant content through newsletters, blogs, and other comprehensive resources. You can expect relatable and timely financial emails, as well as engaging and enjoyable social media content. Additionally, I will lead the efforts in lead generation, advertising, and business development. Building strong relationships is one of my strengths, and I aspire to enhance the services we offer, catering to both new and existing clients.

Before joining J. Gordon Financial, I gained valuable sales experience in the metal industry over 8 years, specializing in regional sales within the aluminum extrusion sector. I also had the privilege of contributing to the development team for the self-funded Penn State University Athletics program. After that, I spent 9 years utilizing my sales acumen to sell statistical software to companies in the United States and Canada. My educational background includes an ASB in Marketing Management, with studies at Penn State University, St. Francis University, and South Hills School of Business and Technology.

Outside of my professional pursuits, I have a deep love for the outdoors. Camping, boating, and golfing are among my diverse set of hobbies. I cherish the time spent with our wonderful group of friends and family, creating lasting memories. Above all, the greatest joy in my life comes from spending quality time with Joe, my husband, and our two college-aged daughters, both of whom are studying at Penn State University.

Heidi Luchs

Heidi Luchs

Registered Assistant to Registered Representatives 


Heidi is an invaluable asset to the team, bringing with her extensive expertise and over 20 years of experience in the financial services industry. With her deep knowledge and understanding of the field, she plays a crucial role in the success of the team.

Heidi's impressive credentials include holding a series 7 & 63 license, as well as life, accident, and health insurance certifications.  These qualifications demonstrate her commitment to staying up-to-date with industry regulations and her dedication to providing comprehensive financial solutions for you.

Having joined J. W. Cole in 2014, Heidi has built a strong background in the banking and has been instrumental in delivering exceptional service to her clients.  Her remarkable work ethic and attention to detail have consistently earned her recognition and trust of our clients

Heidi's pursuit of excellence is evident in her academic achievements.  She graduated Magna Cum Laude from Southern New Hampshire University, where she earned a Bachelor of Science degree in accounting. Her educational background further enhances her ability to analyze financial data and offer strategic advice to you.

Outside of her professional life, Heidi finds fulfillment in her personal relationships.  She resides in Julian, PA, with her husband of over 23 years.  Her greatest joy comes from spending quality time with her three daughters, a granddaughter and a grandson.  Her strong family values and ability to maintain a healthy work-life balance contribute her overall success and well-being.

Heidi's passion for her work, combined with her extensive experience, unwavering commitment, strong personal connections, make her an indispensable member of the team. She continues to inspire and empower our clients on their financial journeys, helping them achieve their goals and secure their financial futures.

Shelby Furr

Shelby Furr

Administrative Assistant


Meet Shelby, a dynamic individual who wears many hats with flair! By day, she's a dedicated administrative assistant in the financial advisory realm, ensuring that every company and client receives the necessary information to seamlessly open and maintain accounts. With meticulous attention to detail, Shelby tackles administrative tasks head-on, allowing her advisors to prioritize their clients' needs without the burden of paperwork.

But wait, there's more to Shelby's story! When the sun sets, she transforms into a captivating circus artist, showcasing her talents under the big top. Balancing the structured world of finance with the whimsical world of circus arts, Shelby embodies versatility and passion in everything she does. Whether she's crunching numbers or captivating audiences with her acrobatic feats, Shelby is a true multitasking marvel!