Christopher Cannon, CFA
Partner / Chief Investment Officer
Mr. Cannon is a CFA charterholder with over 33 years of investment experience spanning institutional trading, arbitrage, derivatives and private client services.

Education
Bachelor's Degree
Centre College, Government & Economics
Investment Management Workshop
Harvard Business School Executive Education & CFA Institute
Licenses & Certifications
Chartered Financial Analyst (CFA)
CFA Institute
Investment Advisor Representative
U.S. Securities & Exchange Commission (SEC)
Professional Affiliations
The CFA Institute
Member
The CFA Society of Orlando
Advisory Council Member & Past President
Embry-Riddle's College of Business
Industry Advisory Board Member
National Association of Personal Financial Advisors (NAPFA)
Registered Financial Advisor
Industry Experience
Years of Experience
Specializations
Legacy Portfolio Management
Multi-Asset Portfolio Construction
Equity & Fixed Income Analysis
Derivatives & Hedging Strategies
Pension & Retirement Plan Consulting
Investment Policy Development
Capital Markets Research
Professional History

Partner / Chief Investment Officer
FirsTrust
Current
Oversees investment management and portfolio strategy for private clients and families.
- •Fee-Only fiduciary practice
- •Tax-efficient portfolio management
- •Client-first investment philosophy
Institutional Equity Trader
NASDAQ Market Maker Equity Trading Desk
Previous
Executed institutional equity trades and developed expertise in market dynamics.
- •Order Flow
- •Proprietary Trading Desk
Registered Representative
Career Start
Began investment career with a Wall Street Firm after graduating from Centre College.
“If I were king for a day, I'd abolish the rule that allows fee-paid financial advisors to also receive sales compensation.”
Insights from Chris - After 32 Years
You're a sixth-generation Floridian. How has that shaped your outlook?
Growing up with public school teacher parents, I learned early the value of education, hard work, and staying true to your compass. Those lessons still guide me in life and in investing.
How did you get your start in finance?
I majored in government and economics and was heading to grad school, but a Wall Street firm recruited me. That first role opened the door, and soon I was back in Florida trading on an institutional equity desk.
What drew you from trading to wealth management?
Trading was exciting, but I realized I wanted to help individual investors directly. That's when I pursued my CFA and moved into private wealth management—designing portfolios that fit real people's lives.
How would you describe your investment philosophy?
I step into my clients' shoes and make decisions like it's my own money—prudent, cost-conscious, and tax-smart. Often the best move is actually doing nothing when the crowd is acting, and I help clients navigate that counterintuitive side of investing.
What do you enjoy most about working with clients?
Every client is a puzzle. Different accounts, cost bases, and tax considerations mean I get to assemble a strategy that fits their big picture. It's incredibly satisfying to see it all come together.
What frustrates you most about the financial services industry?
The biggest frustration is the tarnish that hangs over our industry and the lack of real investor protections. Without strong fiduciary standards, consumers are left at a serious disadvantage navigating confusing and sometimes deceptive practices.
You've advocated on Capitol Hill for investor protections. What was that like?
It's eye-opening. Meeting with members of Congress and the SEC, I make the case for stricter fiduciary rules and transparency. It's about trying to level the playing field for investors and push real reforms.
How do you stand out from other advisors?
I focus on eliminating conflicts of interest, not just disclosing them. At FirsTrust, we're Fee-Only, meaning our advice is never influenced by commissions or product incentives. Doing the right thing for clients always comes first.
You're very active in the community. Can you tell us about that?
I was on the CFA Society of Orlando board for a very long time. I also created an ethics competition for students across Florida, mentor business students, and serve on boards focused on fiduciary best practices and supporting children in need.
Outside of work, what's something people might not know about you?
I love mentoring young people—it keeps me connected and inspired. I also enjoy the challenge of teaching ethics; seeing students think critically about real-world financial dilemmas is incredibly rewarding.
