Rick Cundey, CFP®, CLU®, ChFC®, AIF®, RICP®

Examiner
DISC Type : cs

Managing Director at Choreo

Augusta, Georgia, United States

Overview

Rick Cundey is a Managing Director and founding partner at Choreo in Augusta, GA. He specializes in comprehensive wealth planning for families and business owners, leveraging his extensive financial certifications and education from the University of Georgia and Augusta University to provide expert guidance.

Outside of work, Rick lives in Augusta with his wife and two children. He is an avid sports fan, enjoys playing golf, and is actively involved in his local community, serving on the board of the Augusta Preparatory Day School.

He holds five distinct professional designations: CFP®, CLU®, ChFC®, AIF®, and RICP®.

Personality Overview

Tough To Convince

Late Adopter

Unexpressive

They tend to be clear about their needs and limitations and are unlikely to promise too much.  They do not like taking risks at all and go for proven options in the end. They are heavily focused on quality and prefer doing things the right way, even if it takes time.

Topics They Care About

Tax-Efficient Planning
Frequently discusses strategies like QCDs and donor-advised funds to help clients optimize tax outcomes and prepare for legislative changes.
Legacy Planning
Focuses on multi-generational wealth transfer and strategic charitable gifting, helping families support causes they value while gaining tax advantages.
Business Owner Finances
Advises business owners on structuring their finances to optimize tax outcomes, allowing them to reinvest in their company's growth.

Media Appearances

Rick has no verified media appearances

Work History

4-2025
Managing Director at Choreo
1-2023 - 3-2025
Senior Director at Choreo
5-2004 - 12-2022
Senior Financial Advisor at Cherry Bekaert Wealth Management LLC

Education

1980 - 1982
Bachelor of Science (B.S.) from The University of Georgia
1986 - 1988
Master's degree from Augusta University

More Information

Social Presence :

Prographics :

Exp : 21 Location : Augusta, Georgia, United States Job Level : Mid-senior Designation : Managing Director at Choreo
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Insights For Selling To Rick

During A Call Or A Meeting

DO's

  • First of all, focus on building their confidence by sharing examples, case studies etc.
  • Be firm in your communication and stay in control
  • Ask them which other stakeholders would be important for this purchase decision

DONT's

  • Don't rely on relationship building even if they act pleasantly
  • Don't use phrases like 'do not worry', 'i promise' etc.
  • Don't be very accepting if that is your natural style, stay firm

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Rick is

  • Proof of usage by others in the industry, case studies showing ROI are likely to work the best with them.
  • Will you ever get a clear answer from Rick

  • Often, they don't say no, or keep going about it in circles.

Insights For Deal Planning

    How fast (or slow) will Rick move?

  • They are some of the slowest movers and take their time reaching decisions.
  • Can Rick take some risk or not?

  • They have very low acceptance of risk even if they do not say it directly.

You And Rick

Personality Compatibility


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