WELCOME

Dawn Leota Alexander, CFP®, CIMA®, CEPA®, CLTC®, CDFA®
Senior Portfolio Manager, Vice President
Certified Investment Management Analyst™
Certified Divorce Financial Analyst™
Certified Exit Planning Advisor™
Financial Planning Specialist
Certified in Long-Term Care™
Certified Financial Planner™

Family Wealth Advisory | Transitional Wealth Planning | Wealth Management | Holistic Wealth Planning

Morgan Stanley Wealth Management
50 A1A North, Suite 112
Ponte Vedra Beach, FL 32082
Office: 904 273 7589
Dawn.Alexander@MS.com

Biography

With over a decade of experience in the financial services industry, Dawn works closely with clients to develop financial plans that highlight their values, their multi-generational goals, and ultimately, allow them to create their legacy.

Dawn takes care to understand her clients' personal and financial goals, family dynamics, balance sheet needs and philanthropic interests. She enjoys taking a holistic approach, cohesively advising clients across many facets of their lives. Her clients count on her as a thoughtful steward of their wealth, helping to preserve and grow what they have worked hard to achieve.

Over her professional career, Dawn has earned numerous advanced certifications to enhance the services her team provides to clients. She is designated as a Senior Portfolio Manager (SPM), Certified Financial Planner™ (CFP®), Certified Investment Management Analyst™ (CIMA®), Certified Exit Planning Advisor™ (CEPA®), Certified in Long-Term Care™ (CLTC®), Certified Divorce Financial Analyst™ (CDFA®), and Financial Planning Specialist (FPS).

As a Senior Portfolio Manager (SPM) and Certified Investment Management Analyst™ (CIMA®) with Morgan Stanley, Dawn is part of a select group of Financial Advisors qualified by the firm to manage your assets based on training, experience, and commitment to client service. She brings a disciplined approach to portfolio management and investing. Dawn focuses her efforts primarily on providing investment and consulting services to affluent executives, families, and entrepreneurs.

As a Certified Financial Planner™(CFP®), Dawn has extensive training in understanding the complexities involved in managing the multifaceted, nuanced financial concerns and challenges of wealthy families. She follows a highly structured planning process that identifies financial objectives, sources of income, cash flow, asset management, risk management, and estate planning strategies.

Her passion lies in helping clients through times of transitions including retirement, selling a business, loss of loved one, or divorce. Dawn incorporates an educational component in her discussions with clients to ensure that they have a clear understanding of their options and then, assists them in making sound financial decisions that will lay a foundation for greater financial security and flexibility.

After growing up and seeing her own family struggle after the passing of her mother, Dawn has had a deep desire to help people understand and improve their financial situation. This is what led Dawn to the Wealth Management industry where she has built her practice around educating, empowering, and helping individuals and families structure their finances to achieve their unique life goals.

As a Certified Exit Planning Advisor®(CEPA®), Dawn helps entrepreneurs integrate exit strategies into their business, personal and financial goals. The exit plans she constructs with her clients are strategically designed blueprints that assist them in selling a business - ensuring that they are prepared for their life in retirement.

Dawn received an academic scholarship to the University of North Florida where she earned both her bachelor's and MBA, with majors in marketing and business administration, and minors in economics and international business. After completing her undergraduate and graduate degrees, Dawn also earned a graduate certificate in Investment Management Theory and Practice from Yale School of Management, a graduate certificate in Financial Planning from Florida State University and earned her Six Sigma Black Belt Certificate from James Madison University. She holds the Series 7, 66, 215 Life and Health Insurance licenses.

Dawn has been named to Morgan Stanley's prestigious Pacesetter's Club. This is a global recognition program for Financial Advisors who demonstrate the highest professional standards and first-class client service.

Committed to her community, over her career she has remained actively involved with several non-profit organizations through various leadership and board positions. Outside of the office, Dawn enjoys spending much of her free time outdoors, boating and reading.
Education

  • Yale School of Management, Investment Management Theory & Practice, Topics Covered: Behavioral Finance, the Investment Consulting Process, Portfolio Design & Theory, Graduate Certificate
  • University of North Florida, Master of Business Administration (M.B.A.) with a focus in International Business
  • Florida State University, Graduate Certificate in Financial Planning
  • University of North Florida, Bachelor of Business Administration (B.B.A.) with a focus in Economics & Marketing
  • James Madison University, Lean Six Sigma Black Belt Process Improvement, Executive Certification

Professional Certifications

  • Senior Portfolio Manager (SPM)
  • Certified Investment Management Analyst™ (CIMA®)
  • Certified Financial Planner™ (CFP®)
  • Certified Divorce Financial Analyst™ (CDFA®)
  • Certified Exit Planning Advisor™ (CEPA®)
  • Certified in Long-Term Care™ (CLTC®)
  • Financial Planning Specialist (FPS)

Community & Professional Involvement

  • Member, Investments & Wealth Institute®
  • Member, Exit Planning Institute®
  • Member, Insititute for Divorce Financial Analysts®
  • Member, Jacksonville Women's Network (JWN)
  • Member, Downtown Jacksonville Rotary
  • Board Member, The Salvation Army
  • Member, First Coast Cultural Center in Arts and Culture
  • Past Board Member, Beaches Habitat for Humanity
  • Past Board Member, University of North Florida Financial Services Advisory Board
  • Past Jacksonville Woman of Influence
  • Past Committee Member, Wolfson's Childrens Hospital
  • Past Committee Member, St. Vincent's Healthcare Foundation
  • Leadership Jacksonville Class of 2020 Graduate
Services Include
Securities Agent: RI, WI, OR, TX, UT, OH, SC, PA, SD, OK, NY, NV, NM, VA, TN, NE, NC, WA, MO, MN, MI, ME, VT, KY, IN, LA, IL, IA, GA, FL, DC, CT, MD, CA, MA, AR, AL, CO, AZ, NJ, ND, MT; General Securities Representative; Investment Advisor Representative
NMLS#: 1706394
Check the background of Our Firm and Investment Professionals on FINRA's BrokerCheck.*

Working With You

As your wealth grows, so does its complexities and the resources needed to manage it effectively. Our team leverages our experience and relationships to deliver innovative strategies that are tailored to your needs. We look forward to speaking with you to understand your challenges, so we may map out a strategy to achieve your particular priorities and goals.

We believe that identifying financial solutions begins with a solid understanding of each client's situation, goals, objectives and risk tolerance. We follow a disciplined process that allows me to work with you to craft a solution that helps to meet your individual financial needs.
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    Step 1: Introductory Meeting
    Our relationship begins with an initial discussion aimed towards getting to know you, your lifestyle, and your future goals.
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    Step 2: Discovery Meeting
    During the discovery meeting, I will work together to establish your financial goals by reviewing your current financial situation and developing an appropriate risk tolerance that can help you achieve the financial outcome you envision for yourself.
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    Step 3: Financial Plan Presentation
    Financial plan presentations map out essential factors that play into your financial success such as your employee and employer contributions, liquidity events, and insurance coverage. Examining relevant financial information provides a holistic asset allocation analysis for your accounts helping ensure a comprehensive financial plan.
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    Step 4: Action Items / Next Steps
    After the financial plan presentation, I will follow up with you regarding our analysis and recommendations, which may include adjustments to your financial plan, investment allocation, company benefits and insurance coverage.
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    Step 5: Implementation Meeting
    The implementation meeting focuses on creating prospective strategies custom designed for your specific needs. Recommended changes could include logistics, tax impact, asset allocation adjustments, and saving/benefit modifications.
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    Step 6: Monitoring & Performance Tracking
    Finally, I will be constantly monitoring your assets and analyzing your performance tracking data seeking to ensure your financial expectations are bring met and adjusted accordingly. I will keep a high degree of communication with you to make sure your concerns and requests are always addressed.

WORKING WITH YOU

Our comprehensive suite of resources are designed to help you achieve your goals in every aspect of your financial life. We have access to a suite of tools meant to transform complex financial analysis into concise and easily digestible content.
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    Clients I Serve: Families
    My team works with your family to uncover your goals and understand your entire financial picture Our financial planning process will address and allow you to access various scenarios across a broad range of family wealth management opportunities and the potential impact on your long-term goals.
    Learn More About Planning for Your Future at Morgan Stanley
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    Services I Provide: Family Wealth Education
    As a service we provide, I can help your families’ next generation. The next generation may be taking a different path through life than the generations that came before them.
    Learn More About Family Wealth Education
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    Clients I Serve: Business Owners
    We help teach our clients how to manage cash flow, retain talented employees and align their business plan with their financial goals.

    I complete business succession planning and the strategies that my clients can employ to bring clarity and confidence to the process.
    Learn More About Critical Strategies for Growing Your Business
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    Services I Provide: Tax, Trust and Estate Planning
    Learn how to use trusts, insurance gifting and other wealth planning tools to help your family secure a legacy that reflects your values, achievements and goals.

    An effective estate plan can help you support the people and institutions you care about the most, long after you are gone.
    Learn More About Securing Your Legacy
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    Clients I Serve: Succession Planning for Business Owners
    If you are contemplating an exit from your business, there are a multitude of personal, business, tax, estate, and financial factors involved in making this important decision. Planning ahead with the help of your professional advisors is essential for mitigating risk, enhancing business value, and ensuring that the exit helps you achieve your most important goals.
    Learn More About Exit Planning Checklist
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    Services I Provide: Lending & Liability Management
    At Morgan Stanley, my team can provide qualified clients with financing solutions for almost any personal or business need.
    Learn More About Lending Strategies
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    Clients I Serve: Executives & Retirees
    Working with me, I can help you determine how much you will need for the retirement you envision and develop a savings strategy that maximizes the likelihood of success.
    Learn More About Taking a Rational Approach to Money
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    Services I Provide: Charitable Giving & Planning
    When giving is connected to issues and values that are collectively important to you and your family, it becomes more than a gesture or a transaction—it becomes an opportunity to make a difference in your local community or the world at large.
    Learn More About Charitable Giving Strategies

Client Resources

Our comprehensive suite of digital tools are designed to help enhance every aspect of your financial life. Below are a few of the technologies we have to offer our clients. We have also included resources meant to transform complex financial analysis and research into concise and easily digestible content.
    Morgan Stanley Online (photo) - DO NOT EDIT CONTENT - MUST USE AS IS
    Morgan Stanley Online
    Morgan Stanley Online allows you to seamlessly and securely manage your investments and everyday finances in one place.
    Register for Morgan Stanley Online Today
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    Total Wealth View
    It's hard to see the complete picture with only half the details. As a Morgan Stanley client, you can now conveniently view your accounts from other financial institutions on Morgan Stanley Online or by using the Morgan Stanley Mobile App, giving you a more complete financial picture.
    Learn more about Total Wealth View
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    Reserved Living & Giving
    Reserved Living & Giving is a tiered complimentary loyalty program that rewards Morgan Stanley's most valued clients. Members can enjoy special discounts and timely insights to support them at home and beyond.
    View Offers
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    Thoughts on the Market Podcast
    With perspectives on the forces shaping the market, join Mike Wilson, Chief Investment Officer and Chief US Equity Strategist for Morgan Stanley, as he and his colleagues discuss a variety of viewpoints regarding the latest trends in the financial marketplace.
    Listen here
    Security Center (photo) - DO NOT EDIT CONTENT - MUST USE AS IS
    Security Center
    Learn about our latest security measures, how we are safeguarding your assets and personal information and find actionable insights and resources on important cybersecurity topics to enhance your own online security.
    Visit our Security Center
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    Morgan Stanley Minute
    Explore insights on today’s most important investment topics, including green bonds, active management, cybercrime and monetizing small business.
    Learn more

Location

50 A1A North
Suite 112
Ponte Vedra Beach, FL 32082
US
Direct:
(904) 273-7589(904) 273-7589
Fax:
(904) 425-2785(904) 425-2785
Wealth Management
Global Investment Office

Portfolio Insights

Investing

Working closely with you to guide your wealth and investments through the most challenging market cycles.
  • Asset Management
  • Wealth Planning
  • Traditional Investments
  • Alternative Investments
  • Impact Investing
2025 Global Economic Outlook: U.S. Policies May Temper Global Growth
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2025 Global Economic Outlook: U.S. Policies May Temper Global Growth

Global growth is likely to be around 3% in 2025 and 2026, as tariff and immigration policies begin to slow the U.S. economy late next year, and China's underperformance restrains emerging markets.

Retirement

Working with you to understand your life goals and develop a personalized wealth strategy. Today and for the years to come.
  • 401(k) Rollovers
  • IRA Plans
  • Retirement income strategies
  • Retirement plan participants
  • Annuities
4 Financially Smart Ways to Take Money Out of Retirement Accounts
Article Image

4 Financially Smart Ways to Take Money Out of Retirement Accounts

Discover how planning for required minimum distributions from retirement accounts can help you fund future needs and support loved ones.

Family

Creating customized financial strategies for the challenges that today’s families face.
  • Estate Planning Strategies
  • 529 Plans / Education Savings Planning
  • Long Term Care Insurance
  • Special Needs Planning
  • Trust Services
Taking Control of Your Finances After Death of a Spouse
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Taking Control of Your Finances After Death of a Spouse

Financial planning after a divorce or death can be trying, but with the right approach and the right advice you can turn a difficult situation into empowerment.

Business Planning

Helping you on key aspects of your business such as ownership, liquidity and developing opportunities.
  • Succession Planning
  • Business Planning
  • Qualified Retirement Plans
Financial Planning for Life After Selling a Business
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Financial Planning for Life After Selling a Business

Selling your business can mean big changes for your life, both personally and financially. Know how to make the most of your windfall.

Mosaic

Explore ideas and inspiration with captivating, original lifestyle stories created exclusively for Morgan Stanley clients.
A Change of Greenery
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A Change of Greenery

Houseplants add oxygen, flair, and warmth year-round, and the right one in the right space can do just as much for a room as any painting or side table.
Ready to start a conversation? Contact Dawn Alexander today.
Market Information Delayed 20 Minutes
Certified Financial Planner Board of Standards, Inc. (CFP Board) owns the certification marks CFP®, CERTIFIED FINANCIAL PLANNER™, and CFP® (with plaque design) in the United States, which it authorizes use of by individuals who successfully complete CFP Board’s initial and ongoing certification requirements.

1Morgan Stanley Wealth Management is the trade name of Morgan Stanley Smith Barney LLC, a registered broker-dealer in the United States.

For more information, please see the Morgan Stanley Smith Barney LLC Client Relationship Summary.

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2Morgan Stanley’s investment advisory programs may require a minimum asset level and, depending on your specific investment objectives and financial position, may not be appropriate for you. Please see the Morgan Stanley Smith Barney LLC program disclosure brochure (the “Morgan Stanley ADV”) for more information in the investment advisory programs available. The Morgan Stanley ADV is available at www.morganstanley.com/ADV.

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3Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors and Private Wealth Advisors do not provide tax or legal advice. Clients should consult their tax advisor for matters involving taxation and tax planning and their attorney for matters involving trust and estate planning and other legal matters.

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4Morgan Stanley offers a wide array of brokerage and advisory services to its clients, each of which may create a different type of relationship with different obligations to you. Please consult with your Financial Advisor to understand these differences or review our Understanding Your Brokerage and Investment Advisory Relationships brochure available at www.morganstanley.com/wealth-relationshipwithms/pdfs/understandingyourrelationship.pdf.

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5Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors and Private Wealth Advisors do not provide tax or legal advice. Clients should consult their tax advisor for matters involving taxation and tax planning and their attorney for matters involving trust and estate planning and other legal matters.

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6Morgan Stanley Smith Barney LLC is a registered Broker/Dealer, Member SIPC, and not a bank. Where appropriate, Morgan Stanley Smith Barney LLC has entered into arrangements with banks and other third parties to assist in offering certain banking related products and services.

Investment, insurance and annuity products offered through Morgan Stanley Smith Barney LLC are: NOT FDIC INSURED | MAY LOSE VALUE | NOT BANK GUARANTEED | NOT A BANK DEPOSIT | NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY

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7Alternative Investments are speculative and include a high degree of risk. An investor could lose all or a substantial amount of his/her investment. Alternative investments are appropriate only for qualified, long-term investors who are willing to forgo liquidity and put capital at risk for an indefinite period of time.

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8An investment in an exchange-traded fund (ETF) involves risks similar to those of investing in a broadly based portfolio of equity securities traded on exchange in the relevant securities market, such as market fluctuations caused by such factors as economic and political developments, changes in interest rates and perceived trends in stock prices. The investment return and principal value of ETF investments will fluctuate, so that an investor’s ETF shares, if or when sold, may be worth more or less than the original cost.

Investors should carefully consider the investment objectives, risks, charges and expenses of an exchange-traded fund (ETF) before investing. The prospectus contains this and other information about the ETF. To obtain a prospectus, contact your Financial Advisor or visit the ETF company’s website. Please read the prospectus carefully before investing.

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9Fixed Income investing entails credit risks and interest rate risks. When interest rates rise, bond prices generally fall.

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10When Morgan Stanley Smith Barney LLC, its affiliates and Morgan Stanley Financial Advisors and Private Wealth Advisors (collectively, “Morgan Stanley”) provide “investment advice” regarding a retirement or welfare benefit plan account, an individual retirement account or a Coverdell education savings account (“Retirement Account”), Morgan Stanley is a “fiduciary” as those terms are defined under the Employee Retirement Income Security Act of 1974, as amended (“ERISA”), and/or the Internal Revenue Code of 1986 (the “Code”), as applicable. When Morgan Stanley provides investment education, takes orders on an unsolicited basis or otherwise does not provide “investment advice”, Morgan Stanley will not be considered a “fiduciary” under ERISA and/or the Code. For more information regarding Morgan Stanley’s role with respect to a Retirement Account, please visit www.morganstanley.com/disclosures/dol. Tax laws are complex and subject to change. Morgan Stanley does not provide tax or legal advice. Individuals are encouraged to consult their tax and legal advisors (a) before establishing a Retirement Account, and (b) regarding any potential tax, ERISA and related consequences of any investments or other transactions made with respect to a Retirement Account. Individuals should consult their tax advisor for matters involving taxation and tax planning and their attorney for matters involving trust and estate planning, charitable giving, philanthropic planning and other legal matters.

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11Insurance products are offered in conjunction with Morgan Stanley Smith Barney LLC’s licensed insurance agency affiliates.

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Check the background of our Firm and Investment Professionals on FINRA's BrokerCheck*.

The information, products and services described here are intended only for individuals residing in states where this Financial Advisor is properly registered as described in this site.

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Morgan Stanley Smith Barney LLC (“Morgan Stanley”), its affiliates and Morgan Stanley Financial Advisors or Private Wealth Advisors do not provide tax or legal advice. Individuals should consult their tax advisor for matters involving taxation and tax planning and their attorney for legal matters.

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Certified Financial Planner Board of Standards Inc. owns the certification marks CFP®, CERTIFIED FINANCIAL PLANNER™ and federally registered CFP (with flame design) in the U.S, which it awards to individuals who successfully complete CFP Board’s initial and ongoing certification requirements.

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Awards Disclosures
CRC 6491812 (04/2024)