Susan Hedberg Headshot Image

Susan S. Hedberg,

WMS™ Senior Vice President - Investments

As a Wealth Management Specialist™, Susan brings over 37 years of investment experience to the team. Susan's strength is in the personal interaction with each client. She has focused her practice on all aspects of wealth management including but not limited to: comprehensive financial planning, intergenerational wealth transfer, retirement planning and portfolio construction.

Susan graduated from the University of North Florida in December 1985 with a BBA in Finance & Accounting and started training that same month at Dean Witter Reynolds as an advisor trainee, graduating in May 1986 to a full investment advisory position. Susan was recruited into the banking sector to manage client portfolios for Florida National Bank before partnering with her mother at Prudential Securities In 1993.

Susan joined Raymond James in July of 2005 as part of a unique mother/daughter investment team, Saunders & Saunders Wealth Management. Susan currently holds her Series 7,9,10,63 & 65 licenses as well as Life and Annuity Insurance licenses in both Florida and Georgia. Betty Saunders, Susan’s mother, and partner, retired in 2011 at the age of 75. In 2013, Susan met her husband, Bill Hedberg, at the time, also a financial advisor at Raymond James. A few years later, Saunders Wealth Management and Hedberg Wealth Management merged into First Coast Investment Group of Raymond James. Susan feels strongly that partnerships are important as they create a foundation for uninterrupted service to the client.

William “Bill” Hedberg retired April 2023. As the team approach is a fundamental core in Susan’s belief to provide the client continued financial stability, Susan merged First Coast Investment Group into Magnolia Wealth Advisors effective July 1, 2023.

In her spare time, Susan likes to travel and spend quality time enjoying life with good friends and family. She hopes merging with Magnolia will provide her additional time to spend on her current hobbies and to add new hobbies on her wish list such as time to read and learn to cook “better”.

Q & A: Personally Speaking

Q. What is your favorite kind of trip? Why?

A. My favorite kind of trip is a probably an extra long weekend somewhere with good food and good accommodations. I like to say “my tastes are simple, I only like the best“. I also can’t stand to be disorganized and long trips require too much luggage. I love the challenge of packing everything in a medium size suitcase and the challenge of making it all work for the whole trip.

Q. What are your must-have travel items?

A. My must have travel items are first and foremost my wonderful husband Bill. I also like a comfortable pair of shoes and the perfect LBD that can be worn classy and casual for day and classy and sassy for evening. Lastly an organized tote with a journal, pens and a small purse for when the large tote is not needed.

Q. How do you spend your time outside of the office?

A. Outside of the office I like to spend my time with my husband and good friends enjoying many different activities, like travel, reading, eating out and exploring new places. But… I can’t lie… A little online retail therapy goes a long way.

Q. If you weren’t doing what you do today, what other job would you have?

A. Impossible to answer really. There are so many things I still would like to do and feel I would also do well. An interior decorator, Personal Shopper, Concierge, Travel Agent, Travel & Shopping Blogger. Lately I have developed an interest in diet and nutrition. Any and all of the above interest me as a second career or one day retirement hobby. Never say never!!!!

Q. What’s the one thing that might surprise others about you?

A. I am pretty much an open book but I think what surprises most people who know me is that I am a bit of a homebody, often silly and a softie. I like to needlepoint, read romance novels and attempt to cook. Things I can do never leaving my home.

Q. If you could spend a week anywhere in the world, where would it be?

A. Probably Australia but I want 4 weeks. Maybe Fiji. Those are two places I feel are probably just too far for me to fly. Extra long flights don’t work with my compromised skeletal system. I am not giving up though. There just might be some LONG stops along the way.

Q. What’s the one thing you couldn’t live without?

A. I can’t and don’t want to live without William Michael Hedberg… AKA Billy Hedberg.

Q. How do you define success?

A. Success is working to the best of your ability to achieve the things that make YOU happy and provide the lifestyle that you want to live. Those wants are at different degrees for each person. Success is setting the goal, sacrificing sometimes to achieve that goal and keeping your eye on the prize. Success is also having people in your life to share the fruits of your labor. Many people say success is having more money. Not all people need the same amount of money BUT “not enough” money is definitely not an option if it can be avoided.