HaeSoo Cheon

My interest in finance didn't come from finance. It came from psychology.
At Cornell, I studied Psychology and Asian Studies, and I was fascinated by how people make decisions, especially under uncertainty. Why do some people stay calm when markets drop while others panic? Why does one person see an asset where another sees a liability? Those questions led me toward wealth management, and what started as intellectual curiosity became a career I genuinely love.

Over the past eleven years, I've worked across wealth management and investment banking at firms including Morgan Stanley, Guggenheim Securities, and a fintech student loan lender where I led Pricing and Capital Markets. In 2025, my husband Jonathan and I relocated from Manhattan to the Lehigh Valley, and I joined the Capital Planning team. The shift from a large institutional setting to a firm like this one was intentional. The kind of work that fulfills me most is the kind where I can actually know the people I'm serving.

The thing I find most valuable in my work is the listening. People come to us with real concerns, and a big part of my job is hearing what's underneath those concerns and helping translate those feelings into a clear plan of action. I hope my clients would say I'm personable, knowledgeable, and maybe even occasionally funny.

We live in Easton with our daughters Hope and Madison. Our backyard has deer and foxes, which is a significant change from our Manhattan apartment. Outside of work, running and exercise have been essential for me, along with cooking and baking for people we care about. Traveling internationally with our girls, and opening up the world to them the way the world was opened to me, is something Jonathan and I think about a lot.