Florence Smith is a CFP^® professional and experienced financial advisor with Raymond James. She has established trusted, long-term relationships with a wide variety of clients, including high-net-worth individuals, small businesses, retirees, and intergenerational families. In particular, she has a passion for working with women from all walks of life.

Florence is dedicated to building and preserving wealth for you by providing sound investment and financial planning strategies with the support of Raymond James, one of the largest independent financial service firms in the nation. By establishing deep and valued relationships with you, she is able to gain a comprehensive understanding of your needs, life goals, aspirations, and concerns. She works diligently to help you develop both your personal financial plan and a customized investment strategy. She provides a comprehensive approach to wealth planning, retirement planning, insurance and taxes, estate planning, college planning, and more. 

While every client’s situation is different, Florence’s ultimate goal remains the same: to ensure that her clients feel confident about their financial future. With annual updates to their plans and ongoing support, Florence aims to leave each client feeling secure and well-prepared for whatever comes their way.

As a CERTIFIED FINANCIAL PLANNER™ professional, Florence follows a fiduciary standard, putting her clients’ interest first at all times. She holds MBA degrees from Université Jean Moulin (Lyon III) in her native France and from Portland State University in Oregon. Florence has her Series 66 and Series 7 licenses as well as a NC Insurance License in Health, Life, Medicare, and long-term care.

Community Leadership: Florence is an enthusiastic community volunteer, generous with her time and bilingual talents. She’s a member of Alliance Française and several other organizations celebrating French culture. Florence is also passionate about educating and empowering women in personal finance. She loves teaching young adults about saving early and the power of compound interest.

On a Personal Note: Florence moved to the U.S. as an international exchange student in 1995, where she met her husband at Portland State University. The couple moved to Mississippi, and then Durham, where her husband worked as a pediatric neurologist at Duke for 19 years. He now leads clinical research in rare diseases at RDC in Hillsborough, NC. They have two sons in college. Florence is especially fond of dancing to any music that moves her and experiencing different cultures and languages. She finds joy in appreciating even the smallest things, such as a sunny day or a smile on someone’s face.