About Us

Power Financial Partners is a fee-based Registered Investment Advisor headquartered in Tampa, Florida. We specialize in a client centric approach to investment management and financial planning for busy professionals and retirees.

Located in Tampa Florida

We are an
Independent RIA

Our firm was built for and around our clients. We believe an open and transparent, client-centered relationship is the key to long-term success. Our thorough wealth planning process is driven by listening first, formulating a strategy, and following through with advice and world-class service.

Meet the founder

Roger Sverre Machlin, CFP®, CPWA®, CIMA®, MSFS, WMCP, CFS®, CLU®, ChFC®, CASL®, CRPS®, AEP®, RICP®, CAP®, ChSNC®, CMFC®, CPFA, QPFC, AWMA®, AAMS®, NQPC

Roger graduated with a Bachelor of Science in Finance from The University of Tampa and a Master of Science in Financial Services from the American College. Roger has been helping individuals and institutions for over 20 years. He has grown up in the financial services industry. Roger specializes in creating comprehensive financial plans for both institutions and individuals using world-class insurance services and internationally recognized investment products. Roger has been recognized in the Financial Times multiple times for being one of the “Top 401 Retirement Advisers”. Roger has been nominated as one of the “Most Influential DC Advisors” from 401kWire.

Roger has earned the CERTIFIED FINANCIAL PLANNER™ (CFP®) certification, the Certified Private Wealth Advisor® (CPWA®) designation, the Certified Investment Management Analyst® (CIMA®) designation, the Master of Science in Financial Service (MSFS) designation, the Wealth Management Certified Professional (WMCP) designation, the Certified Fund Specialist (CFS®) designation, the Chartered Life Underwriter (CLU®) designation, the Chartered Financial Consultant (ChFC®) designation, the Chartered Advisor for Senior Living (CASL®) designation, the Charted Retirement Plans Specialist (CRPS®) designation, the Accredited Estate Planner (AEP®) designation, the Retirement Income Certified Professional (RICP®) designation, the Chartered Advisor in Philanthropy (CAP®) designation, the Charted Special Needs Consultant (ChSNC®) designation, the Chartered Mutual Fund Counselor (CMFC®) designation, the Certified Plan Fiduciary Advisor (CPFA) designation, the Qualified Plan Financial Consultant (QPFC) designation, the Accredited Wealth Management Advisor (AWMA®) designation, and the Accredited Asset Management Specialist (AAMS®) designation.

Roger Sverre Machlin, CFP®, CPWA®, CIMA®, MSFS, WMCP, CFS®, CLU®, ChFC®, CASL®, CRPS®, AEP®, RICP®, CAP®, ChSNC®, CMFC®, AWMA®, AAMS®, NQPC

Founder & Wealth Advisor

Danny Hernandez

Wealth Management Advisor

Danny Hernandez, CFP®

Danny Hernandez is a board-certified financial planner who works with physicians, CRNAs, and other high-income professionals at every stage of their careers — from those graduating residency to those approaching retirement. He also helps clients navigate the transition from W-2 to 1099 income, identifying strategic, tax-efficient opportunities to build, protect, and preserve long-term wealth.

Danny’s approach is relationship-driven and grounded in a holistic, long-term planning philosophy. He focuses on coordinating retirement planning, risk management, tax efficiency, and investment strategy — all thoughtfully aligned with each client’s goals and objectives. By taking the time to understand what matters most, he helps clients simplify complex financial decisions and create a clear path toward financial independence.

Danny believes financial planning is most effective as an ongoing partnership. As his clients’ lives and careers evolve, he works alongside them to refine strategies, address new opportunities, and help ensure they remain on track toward their long-term goals.

Outside of work, Danny is deeply committed to his family. He is married to his high school sweetheart Mili, and together they have two children, Juliana and Liam. When he is not working with clients, you can find him spending time with his family on the water, relaxing by the pool, coaching Liam’s baseball games, or at the barn watching Juliana ride horses.

Facts and Numbers

Wealth Management with you in mind.

Certifications

10x

Advisor Of The Year

200

Households Managed

65%

Of people have no plan

275⁺ M

AUMs

2023

Let us help you

Why Power?

Why Choose

Power FP?

Independent

Our recommendations are based solely on your goals and objectives.

Fiduciary

Putting our client’s best interests FIRST at all times.

Comprehensive

We tend to the details without ever losing sight of the big picture.

Our Clients

Who We Serve

Individuals

Families

Corporations

Employees

Our Process

Discovery

Our client relationships begin with gathering your information and determining your goals and expectations. We make sure that we’re crystal clear about what you want to achieve before providing any advice.

Advise

Having thoroughly analyzed your situation, your goals, your timeframe, your risk tolerance and other factors, our team develops clear, straightforward recommendations.

Implementation

Finally, we agree on who will monitor progress toward your goals. If we handle that responsibility, we will periodically review the situation with you and adjust recommendations as needed.

Evaluate

We don’t just give our clients plans and then move on to new business. We actively monitor your progress, make course corrections and, if your goals change, adjust for a new destination. Our job isn’t complete until your goals are reality.

Let's Talk

We offer a complimentary "Get Acquainted" meeting to describe our services and to see if our services are right for you.

(813) 212-2125