James Marsden, CFP®, CRPC®, AIF®
Partner, Financial Planner
My Story
As a Dallas native, my journey in financial services began in 2008 after earning a B.B.A. in Finance from the University of North Texas.
Over the years, I've had the opportunity to work with individuals, families, business owners, and physicians navigating some of life's most important financial decisions. Those experiences have reinforced a simple belief: financial planning works best when it helps simplify complexity and create confidence around the future.
Today, as a Partner at Apeiron Planning Partners, I divide my time between serving clients and helping guide the growth of our firm. In addition to working directly with clients, I lead several core areas of the business, including investment philosophy, retirement plan relationships, firm finance, and strategic planning.
Helping Families Make Confident Decisions
Many of the clients I work with have spent years building successful careers, businesses, and financial resources. As their lives become more complex, so do the decisions they face.
They may be preparing for retirement, managing significant investment portfolios, navigating tax planning opportunities, evaluating pension elections, coordinating estate planning, or thinking about how to create long-term financial security for future generations.
As a CERTIFIED FINANCIAL PLANNER™ professional, I work closely with clients to coordinate retirement planning, tax planning, investment management, estate planning, and business owner planning.
Rather than focusing on individual products or isolated recommendations, we build comprehensive plans designed to help clients make thoughtful decisions with confidence. You can learn more about how that process works on our Our Process page.
One of the most rewarding aspects of my work is helping families gain clarity around their financial future so they can spend less time worrying about money and more time focused on the people and experiences that matter most.
Building Apeiron Planning Partners
As a partner at Apeiron, I help shape many of the systems and philosophies that guide our firm.
This includes overseeing our investment philosophy, helping manage key business functions, and working with business owners and employers on retirement plan relationships.
We believe financial planning is ultimately about helping people make better decisions. While markets, tax laws, and economic conditions change over time, the value of thoughtful planning remains constant.
Our team works with families and professionals throughout Dallas, Highland Village, Flower Mound, Plano, Frisco, Southlake, Denton County, and the broader Dallas-Fort Worth area. While every client's circumstances are unique, many share a common desire: confidence that their financial life is organized, intentional, and aligned with their goals. To learn more about the families and professionals we serve, visit our overview of who we work with.
Outside The Office
Outside of work, much of my time is spent coaching, supporting, and cheering on my children through their various activities and sports.
My wife Brittney and I are proud to raise our family in Highland Village, where we're actively involved in the local community. Whether it's attending sporting events, volunteering, or supporting our children's pursuits, family remains at the center of our lives.
Recently, I had the opportunity to watch my daughter Emily earn five ATA Southern District Championships and qualify for the Tournament of Champions. You can read more about that experience in Emily's Road to the ATA Tournament of Champions. Experiences like that serve as a reminder that meaningful accomplishments are often built through years of consistency, dedication, and hard work.
When I'm not at a sporting event, you'll likely find me golfing, hunting, fishing, following the Dallas Cowboys, Rangers, and Mavericks, or enjoying a good bourbon with friends.
The same lessons that apply to sports, family, and life often apply to financial planning as well: success is rarely built overnight. It is usually the result of discipline, patience, and making good decisions consistently over time. It's a principle we explore in depth in our article on long-term investing.