Our Firm
“Success is achieved and maintained by those who try and keep trying.” – W. Clement Stone
Here at Red Rocks Financial, we have worked in the industry for over 25 years and partner with experts with decades of experience, in each area of specialty.
We understand accumulating wealth is only half the battle. We also specialize in helping clients with risk management, protection of income, and assets, and the ultimate transfer of their wealth. We have in-house insurance planning experts, and extensive relationships with some of Colorado’s best CPA’s, and Estate Planning Attorneys.
We take pride in the firm we have created and look forward to building more personal success stories, one client, one family, and one business at a time.
- Walter Heidenreich, Financial Planner (CEO)
- Averee Heidenreich, Director of Insurance & Operations
- Loren Surmeli, Office Assistant
- Felicia Aplara, Office Assistant
I started Red Rocks Financial in 2012, and now have been in business for 11 years.
In that time, I have gravitated towards offering comprehensive planning for my clients and a process focusing on goal obtainment through a disciplined and consistent approach.
I have found a true love in helping clients identify their objectives and partnering with them in the monitoring and accomplishment of their goals. I am passionate about Financial Planning as a tool to educate and empower my clients.
I specialize in working with clients who are leading up to or are now in retirement, consulting with business owners, and circumstances requiring creative solutions. Additionally, I have devoted a strong emphasis in my career to Investment Management and Advanced Insurance Planning.
I have lived in the Littleton area for nearly 30 years and graduated from Columbine High School. I have a BA from Metro State College in Psychology and attended Regis University for graduate school.
I began with Red Rocks Financial in 2012 after 15 years in the banking industry at Key Bank.
After acquiring my licenses, I began to build my knowledge and education in various specialties in insurance.
Today, I lead our Insurance Business Team which includes our Personal and Commercial Property and Casualty Insurance sales and management. I am also responsible for leading the processing and administration of our Life Insurance and Fixed Annuity Products, as well as, managing relationships with our various General Agency Partnerships.
Additionally, I am responsible for Business Operations for Red Rocks Financial and Columbine Limited.
I pride myself in serving clients and being a resource for providing education and support to build long-term relationships.
I am a Colorado Native, and lived in the Littleton area for the last 10 years. I enjoy spending time in the mountains, and outdoors, with my husband and daughter, Madysen. I am also an avid Bronco Fan.
Loren Surmeli is a seasoned Executive Assistant with over 9 years in the field with insurance and finance. She has extensive experience with all administrative tasks, including scheduling and correspondence. Loren has held positions with four previous firms that process and service; life insurance, health insurance, disability, long term care, property and casualty insurance, securities, and annuities making her able to tailor her skills to meet the needs of our clients. Her last two firms she helped build all Standard Operating Procedures and is very effective at teaching new trainees. She remains highly approachable with a pleasant attitude and a passion for helping. She looks forward to helping you service your investments with Red Rocks Financial!
In her free time, she spends time with her husband, two girls, and her shiba inu (Akira) outside at the dog park, kayaking, hiking, or at the local farmer’s market supporting her local community growers and upcoming artists. She is a new transplant to Bradenton, Florida.
Felicia started her career in the financial industry in 2014 at Cambridge Investment Research, where she grew as an assistant and as a person over a 4 year period. Since December of 2018, she has been working independently as a virtual assistant for a small group of financial advisors. She enjoys assisting them with day to day tasks and servicing their client’s needs. The passion of supporting small businesses and bettering client lives is what drive’s Felicia to come up with efficient and effective processes to help grow and maintain financial advisors’ business as well as enrich the lives of their clients.
Felicia resides in SouthEastern Iowa, where she was born and raised. When she is not focused on supporting her client’s and theirs’, she enjoys spending time in her garden and working on various projects around the homestead with her husband and their three dogs, Dixie, Benny, and Rosco.