At Palmer Financial Wellness, we go beyond numbers and charts—we focus on people. We help founders, small businesses and their teams build financial stability and confidence, one paycheck, one decision, and one relationship at a time. With the right financial strategy, you can gain the peace of mind to focus on what matters most—bringing your vision to life.
Our Advisors
Toby Palmer
Founded by Toby Palmer—a former tech entrepreneur and CTO turned licensed financial professional—Palmer Financial Wellness is dedicated to helping startup founders, small businesses and their employees to navigate the complexities of financial well-being.
Raised in a small rural community on Virginia’s Eastern Shore by two public high school teachers and coaches, Toby developed a deep appreciation for education, resilience, and the power of financial literacy. A proud graduate of James Madison University, he built a 30+ year career spanning business, financial services, and technology. His experience ranges from working with high-growth startups to leadership roles at global tech nonprofits such as CompTIA. As a former Principal Owner, Managing Director, and Chief Technology Officer at a financial services firm, Toby understands firsthand the financial challenges entrepreneurs and their teams face.
After relocating to Charleston, SC, Toby founded Palmer Financial Wellness to bridge the gap between financial strategy, startup businesses and personal well-being. By providing tailored financial guidance to startup teams, the firm helps founders and employees gain stability, confidence, and long-term success—empowering them to focus on innovation without financial stress.
In the spring of 2025, Toby launched two strategic initiatives to strengthen the Charleston business community:
- Founded and launched the Chucktown Startups community to support and strengthen the entrepreneurial ecosystem in the Charleston, SC Metro Region.
- Partnered with local startup Swell Space to deliver the Wellness 360 Benefits Bundle for the Hourly Workforce. This unique offering is designed to help organizations build strong, resilient teams, especially among the hourly and part-time workforce, so critical to Charleston’s continued success as a leading tourism destination. Far too often, these employees are treated as less valuable than salaried staff. The Wellness 360 Benefits Bundle empowers employers with an affordable and powerful way to show their teams they matter, while helping to solve pressing challenges around attrition and talent retention.
At Palmer Financial Wellness, we believe that financial clarity fuels business growth. Let us help you build a thriving future.
What is financial wellness?
Financial wellness is a state of financial health where individuals can effectively manage their daily finances, save for future goals, and have the resilience to handle unexpected financial setbacks.
It includes both quantitative and qualitative characteristics:
- Financial Security: Having enough income to cover essential expenses without undue stress.
- Financial Control: Being able to manage day-to-day finances, including budgeting, managing debt, and maintaining a positive cash flow.
- Financial Freedom: Having the capacity to make choices that enable a quality life and allow individuals to pursue personal and professional goals.
- Financial Preparedness: Being prepared for emergencies and having a plan for long-term financial goals, such as retirement or major life events.
- Financial Confidence: Having trust and belief in one's ability to achieve their goals while enjoying peace of mind regarding financial matters.
