Toney Cuellar, CFP®

Financial Planner

Grateful to have found my passion, excited to share my knowledge.

Welcoming individuals and families who are searching for a financial professional they can trust over the years to come.

“Happiness is not in the mere possession of money; it lies in the joy of achievement, in the thrill of creative effort.”
—Franklin D. Roosevelt

Check the background of this investment professional on FINRA’s BrokerCheck.

Toney Cuellar, CFP®

Financial Planner

Grateful to have found my passion, excited to share my knowledge.

Welcoming individuals and families who are searching for a financial professional they can trust over the years to come.

About Toney

Toney Cuellar is a CERTIFIED FINANCIAL PLANNER™ professional who manages an advice-based financial practice with long-term client relationships nationwide. She meets with most of her clients virtually, where she helps them define their goals, develop comprehensive strategies, and implement their plans with ongoing service, support, and monitoring.

Often, she works with people who are happy with their income but lack strategy and conviction about what they should be doing with their finances in the accumulation stage of their life. She has extensive knowledge of:

  • Robust employee benefits packages
  • Company stock plans
  • Tax minimization strategies
  • Military benefits & nuances
  • Retirement and non-retirement investment strategies
  • Home purchase strategies
  • Student loan management

Toney is very passionate about her client relationships and is honored to still work with those whom she initially met when she first launched in 2015. She has a reputation for being very personable, integrous, and dedicated.

She is upheld to the fiduciary standard as she focuses on fee-based financial planning as an independent financial advisor partnered with North Star Resource Group, one of the nation’s largest and oldest privately held independent financial advising firms. They manage over $11 billion of client assets entrusted to them with origins tracing back to 19081.

Toney’s hobbies include running, reading, and going to the beach. She resides in San Diego, CA, but frequently visits Austin, TX, where she grew up and her family still lives.


In her work with clients nearing or in retirement, Toney assists them by planning for and managing their distribution phase. In addition to the above, she can assist clients with:

  • Social security planning
  • Pension planning
  • Distribution/Income Strategies
  • Estate planning
  • Protection planning
  • Account consolidation and management
  • Tax Planning


  • FINRA Series 6
  • FINRA Series 7
  • FINRA Series 63
  • FINRA Series 65
  • Licensed Life, Accident, and Health Insurance Agent
  • University of Texas at Austin, Bachelor of Economics
  • University of Texas at Austin, McCombs School of Business Certificate
  • Pepperdine University, Graziadio Business School Online


  • Texas Darlins Alumnae
  • Texas Exes
  • Securian Financial WISE- Women Inspiring & Supporting Excellence
  • Community Bible Study
  • Financial Planning Association

Support team

Lilliana Galarneau

Client Services Assistant

North Star resource team

Carrie Hancock
Carrie Hancock

Vice President, Financial Planning Resource Center

Shannon McGinty
Shannon McGinty

Financial Planning Consultant

Chase Brakke, DIA, DIF, CEPA®
Chase Brakke, DIA, DIF, CEPA®

Vice President of Business Owner Solutions

Max Miller
Max Miller

Disability Insurance Consultant

Jason Urdahl
Jason Urdahl

Insurance Consultant

Chris Sitek, CLTC®, CASL®, CLU®, ChFC®, RHU®, REBC®
Chris Sitek, CLTC®, CASL®, CLU®, ChFC®, RHU®, REBC®

Vice President Life and Long-Term Care

Jeff Landt, CFA, CFP®
Jeff Landt, CFA, CFP®

Senior Vice President and Chief Investment Officer

Chris Abbott
Chris Abbott

Medicare Specialist


Connect with Toney

    Office locations

    San Diego

    Ten Governor
    5075 Shoreham Pl, Suite 260
    San Diego, CA 92122

    Get directions

    1as of December 31, 2020

    Investment advisor representative of Cetera Advisor Networks, LLC. Securities offered through Cetera Advisor Networks LLC (doing insurance business in CA as CFGAN Insurance Agency LLC, CA Insurance Lic # 0644976), member FINRA/SIPC. Advisory Services offered through Cetera Investment Advisers LLC, a registered investment adviser. Cetera is under separate ownership from any other named entity. CA Insurance License #0M47982.

    Separate from the financial plan and our role as financial planner, we may recommend the purchase of specific investment or insurance products or accounts. These product recommendations are not part of the financial plan, and you are under no obligation to follow them.


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