About Apropos FP


Kay Conheady, CFP® is the Principal of Apropos Financial Planning L.L.C., a financial planning and investment advisory firm based in Rochester, New York. Apropos Financial Planning provides as needed, fee-only financial planning and advice, tailored appropriately to fit the specific needs of each client.

Through her financial planning practice, Kay is fulfilling her dream of devoting herself to helping people from all walks of life with their personal finances using a service model that fosters the objectivity of her advice. After 15 years of investing and informally helping others with their personal finances, she felt compelled to make her accumulated wisdom available to others.

To demonstrate her commitment to turning her avocation into a career, Kay completed the demanding CERTIFIED FINANCIAL PLANNER™ professional curriculum including the 10 hour comprehensive exam. She completed the rigorous CFP® experience requirements in June of 2007. (Click here to see the extensive list of topics that a CFP® certificant studies, is tested on and is required to maintain expertise regarding.) Her educational background also includes a Bachelor of Arts Degree in Religious Studies from Nazareth College of Rochester and a Bachelor of Science Degree in Computer Science from St. John Fisher College in Rochester.

While maintaining a broad base of financial planning expertise, Kay specializes in investing, retirement planning and funding, college funding, budget creation and helping unmarried couples manage their unique financial challenges. Additionally, she is leveraging the numerous technical and soft skills she developed during her 15 year software engineering career and her professional golf career.

Apropos Financial Planning is a Registered Investment Adviser in New York State. Kay maintains a membership in The Garrett Planning Network to tap into the more than 300 financial, tax, insurance and legal professionals who freely share information and advice with one another in an effort to bring the very best advice and planning techniques to their clientele. Kay is also a member in good standing of the Financial Planning Association and the National Association of Personal Financial Advisers (NAPFA).

In November 2006 Kay was named an “Up and Coming Businesswoman” by the Rochester Women’s Network as recognition of her vision and courage in implementing an innovative approach to offering financial services to people from all walks of life.

When she is not working with her financial planning clients, Kay enjoys volunteering as a docent at the Susan B. Anthony House in the heart of Rochester. Kay lives her life by Ms. Anthony’s famous inspirational words, “Failure is Impossible.” Her other interests include golf, hiking, motorcycling, boating and fishing, fitness, music, Euchre and wine tasting.

She is a lifelong Rochester resident. She currently resides in Rush, a southern suburb of Rochester.

CFP® and CERTIFIED FINANCIAL PLANNER™ are certification marks owned by the Certified Financial Planner Board of Standards, Inc. These marks are awarded to individuals who successfully complete the CFP Board’s initial and ongoing certification requirements.