Financial Advisors

Apella’s Dallas team is committed to building lasting relationships based on trust. We focus on each client’s unique needs and concerns, and addressing these needs through customized, comprehensive wealth management plans.

In addition to offering objective advice based on each client’s personal circumstances, we emphasize education to inform the decision-making process. Knowledge is a powerful tool for clients focused on achieving their long-term financial goals.

Our team has extensive experience working with corporate executives and their families. Our team also has been serving younger clients just starting to build wealth, women in transition and LGBTQ+ clients in Dallas. Our firm began in 2006 as Bacon Financial Management, and we joined Apella in 2020. Today, we can bring all of Apella’s vast resources to bear, including investment research and educational tools, as we continue to offer the high touch service our clients have come to expect.

No matter where you are in your journey, we can help you anticipate and prepare for life’s financial challenges. For clients who may have been underserved by traditional firms, we offer unique insight into your individual circumstances, Whether you’re a widow struggling with financial decisions, a newly divorced woman seeking to establish a secure future, or a same-sex couple planning for retirement, we can help you create a plan to achieve your most important financial goals with confidence.

We’re committed to putting our collective knowledge and experience to work for you.

Diana Bacon, CFP^®

Partner & Senior Financial Advisor

dbacon@apellawealth.com

For more than 25 years, Diana Bacon, CFP® has built her work on a fundamental belief: exceptional financial planning begins with truly understanding the values of the person across the table. Since 1998, she has guided executives at Fortune 500 companies, small business owners, retirees, and multi-generational families through every financial chapter of their lives.

Diana's work with corporate executives is comprehensive and deeply integrated. She specializes in helping clients make decisions that optimize long-term outcomes rather than short-term gains. Her planning extends well beyond the portfolio: income and estate tax planning, retirement savings, investment management, and cash flow strategy are all woven together into a single, coherent financial picture.

That same holistic philosophy extends to the families she serves. Diana works closely with parents and trustees to prepare the next generation — teaching beneficiaries and children how to budget, manage money responsibly, and ultimately transition from family support to full financial independence. She understands that wealth is most meaningful when it is accompanied by the knowledge and confidence to steward it well.

A particularly meaningful dimension of Diana's practice is her long-standing commitment to the LGBTQ+ community and their families. She understands that LGBTQ+ individuals and couples have historically faced a distinct set of financial challenges - from navigating the patchwork of legal protections across states and countries, to estate planning in the context of complex family structures, to retirement strategies that account for healthcare costs and potential gaps in survivor benefits. Diana stays current on the evolving legal and tax landscape so her clients don't have to, and she creates a space where clients can speak openly about their lives, their relationships, and their goals without reservation.

Whether working with same-sex couples on joint financial planning, advising transgender clients on name and beneficiary updates across accounts, or helping LGBTQ+ families think through adoption-related financial considerations, Diana brings both technical expertise and genuine personal commitment to every conversation. She believes that sound, comprehensive financial planning should be available to everyone, and she has made that belief a cornerstone of her practice.

Diana has a particular passion for working with women navigating significant life and career transitions. She meets clients where they are whether facing a career change, a divorce, the loss of a spouse, or a milestone birthday - and helps them move forward with clarity, confidence, and decisions grounded in a thorough understanding of their financial picture. Her goal is always the same: to turn uncertainty into a plan.

Outside the office, Diana and her spouse have two children and two rescue dogs. She is a committed community leader through her church and various charitable organizations. The values that drive her in those roles - service, trust, and a genuine investment in the people around her are the same ones she brings to her clients every day.