Preston Tharp

Preston Tharp's path to financial advisory ran directly through one of the most respected programs in the field.

Preston is a proud graduate of Texas Tech University's Personal Financial Planning program, earning a Bachelor of Human Sciences from a nationally recognized department that trains advisors in the full breadth of financial planning - investments, insurance, retirement, estate, and tax considerations. That foundation shapes how he approaches every client relationship: comprehensively, analytically, and with a focus on building strategies that account for the full picture rather than isolated pieces of it.

As Chief Investment Officer (CIO) at Intuitive Wealth, Preston leads the firm's research, portfolio construction, and investment analysis. He holds Series 7 and Series 66 licenses and is Life and Health insurance licensed. His technical work goes beyond traditional asset classes - Preston follows macroeconomic trends closely and maintains a working knowledge of emerging sectors, to include artificial intelligence (AI) and digital assets. This is reflected in his ongoing research into the technologies and global forces shaping the next generation of investment landscapes.

What distinguishes Preston's approach is his focus on making the complex accessible. Institutional-level strategy and sophisticated portfolio analysis are only useful if a client understands them well enough to act with confidence. Preston works to distill high-level thinking into clear, actionable plans. He presents options in plain terms so clients can make decisions grounded in understanding rather than assumption.

His interest in this work is personal as well as professional. Preston is drawn to the moments when clients who have spent decades building something significant - a business, a career, a family's financial foundation - are ready to move into a new chapter. Helping families navigate that transition with clarity is work he finds genuinely meaningful.

Preston lives in Lubbock with his wife Siairra and their three sons. He is active in the West Texas business community and involved in youth sports, where he coaches his children. Outside of work and family, Preston's interests include cooking, grilling, and hosting - and he brings the same attention to detail to a meal with friends as he does to a client's portfolio review.