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Meet The Team

  • Susan M. KrogerSusan M. Kroger, CDFA,™ MBA, CMFC®
    Co-founder and financial advisor

    Susan Kroger began her career as a Financial Advisor with a sincere desire to help people on their path to financial security. As a financial advisor, Susan's mission is to help people create a plan that allows them to pursue their goals and simplify their finances so they can focus on what is important to them in their day-to-day lives. Since 2003, Susan has been helping people identify and work toward the most important goals in their lives, whether they include a comfortable retirement, higher education, estate preservation, long-term wealth accumulation or something else entirely. Susan is a Chartered Mutual Funds Counselor (CMFC) designee, focusing on personal, comprehensive financial planning for individuals, families and business owners.  As a Financial Advisor with Intentional Finance, she goes beyond basic financial planning to create a personalized “financial roadmap” for clients, helping to identify their values and goals, and to define what each person wants to accomplish with their money.


    Over the years Susan has specialized in working with women who are going through a life transition due to Widowhood or Divorce. With her designation as a Certified Divorce Financial Advisor (CDFA), Susan brings a fresh focus to the unique financial challenges that divorce brings. Susan's approach centers largely on client education and interaction. This approach allows clients to be part of the team, rather than bystanders. Susan utilizes her experiences to develop strategies that focus on managing risk from market volatility, customizing portfolios to match individual goals and constraints, and assisting clients with the many curve balls and uncertainties that life throws at them. By focusing on cultivating close relationships, she helps her clients shift their focus from short-term worries to long-term strategies.

    Susan also uses her focus on client education as the basis for her seminars. Susan is committed to improving financial literacy within her community and has made presentations to groups in both the private and public sectors. Susan has an MBA from the University of Chicago Graduate School of Business with a major in Finance. She did her undergraduate work at Oregon State University, where she received a Bachelor of Science Degree in Business with dual majors in International Business and Marketing and a minor in Broadcast Communications.

    Susan is an active member of the Albuquerque Rotary Club, which celebrated its 100th anniversary in 2016. She was Rotarian of the Quarter in 2015 for her work as Co-Chair of the annual Rotary Golf Tournament, which helped raise $500,000 for the club’s Centennial project benefitting the ¡Explora! children’s museum. As a resident of Albuquerque since 2001, Susan enjoys taking her two dogs, Luka and Teddy, for walks and playing golf as much as possible. Susan is also actively involved as a board member and Past-President of the local chapter of the Executive Women's Golf Association. As with most people, her golf game still has room for improvement.

  • Ann ShubertAnn J. Shubert, MBA
    co-founder and financial advisor

    Born and raised in New York City, Ann started her professional career planning to be an astrophysicist.  After receiving her BA in Physics from Princeton University and her MS in Astrophysics from Caltech, she realized that being a pure research scientist was not a good match for her practical, problem solving and planning oriented personality.  She shifted gears into a 30-year career in the defense industry, applying her analytical skills and facility with numbers first to designing and building software systems and then as a program and business manager running multi-million-dollar programs for large and small defense contractors.

    In 2014, while enrolled in the University of New Mexico’s Executive MBA program, Ann made another major career transition.  She decided to combine her long-term interest in investing, developed as she managed her own family’s savings, with her extensive experience in planning, tracking, and risk management to help other people improve their financial lives.  Ann loves to share knowledge with others and is passionate about helping people reach clarity and confidence around their finances, no matter where they are in their life’s journey.  She particularly enjoys helping analyze the options around financial issues such as mid-life career changes, or balancing debt reduction with saving, to help her clients make the best financial decisions going forward.

    In her most recent career move, co-founding Intentional Finance, Ann is excited to have joined with Susan to create a firm that embodies the core values she feels are essential to providing the best financial advice, including honesty, transparency, fairness, and absolute integrity.  She looks forward to developing long term partnerships with her clients and helping them as they navigate the transitions in their lives in the years to come.

    While working in Southern California in the 1980’s, Ann met her husband Paul, a laser physicist. After getting married in Yosemite Valley they moved to the Land of Enchantment in 1992 in search of a beautiful and less crowded place to raise a family.  Their two young adult children are in the process of moving from school into the “real world,” leaving Ann to focus her spare time on their five horses, three dogs, and five cats as well as her African Violet collection, and her husband to build his observatory in the back yard and plan for the next eclipse trip.

  • Marcia FinicalMarcia Finical
    office manager

    Marcia Finical joined Susan Kroger’s financial services team not long after she retired from UNM in 2015 and moved with her when Susan and Ann founded Intentional Finance in 2017.  Although Marcia never envisioned working in the financial industry, she has found her accounting background and natural attention to detail are a great match for her role as Office Manager at the new firm.

    Originally from sun-starved Seattle, Marcia moved to Albuquerque in 1994 where she enjoys gardening, bike riding, and taking her 3 rescue dogs to the dog park.