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Creating and Preserving Wealth Through Planning, Investments, and Insurance.

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Our mission is to provide financial services to the public through trained and skilled professionals and to offer a variety of quality products and services that serve the best interests of our clientele. 







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Cetera Market Resources

Cetera Investment Management provides multiple resources to take a closer look at the market and economic events.

  Weekly Commentary

This Cetera Weekly Commentary is a specialized series of commentaries that provide timely, comprehensive analysis of economic or investment-related topics.  

The Week Ahead Outlook

Straight from our Chief Investment Officer Gene Goldman, get a quick take on what the week might have in store for the markets.

Weekly Market Recap

The Weekly Recap summarizes market performance, major events, and news from the previous week.

Monthly Market Recap

The  Monthly Recap summarizes market performance, major events and news from the previous month. In January, April, July and October, you get a comprehensive recap of the previous business quarter.

Quarterly Market Recap

The Quarterly Recap summarizes market performance, major events and news from the previous quarter.

Market Outlook

The Market Outlook is a quarterly publication that discusses the current economic environment and offers an outlook for the coming business quarter.

Meet your CFS Team!

Heather D. Matheney, CRPC® Photo Heather D. Matheney, CRPC® Hover Photo

Heather D. Matheney, CRPC®

Managing Partner, Financial Advisor
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Mrs. Heather D. Matheney is a Managing Partner of CFS and an Investment Adviser Representative with Cetera Advisor Networks LLC. She strives to help each client feel more confidence about their financial futures through planning, investments, and insurance. She started with Cantrell Financial Services in March 2002 as an intern and quickly began obtaining her registrations and moving into her current role of working with Clients and Registered Representatives.

Heather was born and raised in the Upper Cumberland. She married Chris Matheney in 2002 and they share two children, Bentley and Harper. She graduated in 2003 from Tennessee Technological University with a degree in Business Administration and an emphasis in Finance. She is series 7, 66, and 24 securities registered with Cetera Advisor Networks LLC and has her Life and Health Licenses.


Josh J. Bauer, CRPC® Photo Josh J. Bauer, CRPC® Hover Photo

Josh J. Bauer, CRPC®

Financial Advisor
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Mr. Josh Bauer joined our organization in May 2011 as an Investment Adviser Representative with Cetera Advisor Networks LLC. Mr. Bauer has worked with residents of the Upper Cumberland since 2004 and has proven that his holistic view to financial planning is conveniently aligned with Cantrell Financial Services' vision. Today's turbulent economic environment calls for advisors who strive to manage for today and plan for tomorrow. With this in mind, Mr. Bauer's practice focuses on asset accumulation & distribution plans as well as estate planning and risk analysis.

Josh Bauer, his wife Jennifer, and two daughters Kaitlyn and Taylor reside in Cookeville, Tennessee. Mr. Bauer is a graduate of the University of WI-River Falls where he graduated with an Agricultural Bachelor of Science degree with a focus on agricultural commodities and farm business management. He is Series 7 and 66 securities registered & Life and Health licensed. Josh Bauer joined forces with Cantrell Financial Services as a veteran with 7 years' experience in the financial services industry. His analytical approach to investing provides an additional investment philosophy for clients.  


Louella Gentry Photo Louella Gentry Hover Photo

Louella Gentry

Client Relationship Manager - Insurance
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Louella has been a part of our organization since April 1994. Her experience provides quick answers to most questions regarding insurance products, fixed new business, and customer service. Her experience dealing with a wide range of topics are essential to the growth of our organization.

Louella has been married for 30+ years and is a proud Mom of her daughter, Heather, who is a Veterinarian Technician in South Carolina.  She is a member of the Sycamore Church of Christ an in her spare time she enjoys crafting, volunteering, and cuddling animals.  


Casey Bates Photo Casey Bates Hover Photo

Casey Bates

Client Relationship Manager - Investments
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Casey joined our organization in January of 2019.  She serves as our Client Relationship Manager for Investments.  She holds Tennessee insurance licenses in Life and Accident and Health. She attended Brigham Young University in Idaho and received a Bachelor’s of Science Degree in Business Management with an Emphasis in Marketing.  Her organizational skills, customer service experience and marketing knowledge bring a new outlook to better serve our clients and representatives. In her free time she enjoys traveling and learning new skills. 


Jennifer Wheeler Photo Jennifer Wheeler Hover Photo

Jennifer Wheeler

Administrative Assistant
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Jennifer rejoined our organization in February 2022. She serves as our Administrative Assistant for Investments and Insurance. She attended Tennessee Technological University and received a Bachelor's of Science Degree in Business Management with an emphasis in Human Resources. Her attention to detail and organization increases efficiencies in our daily operations. 

In her spare time she enjoys spending time with her friends and family.


CFS History

Cantrell Financial Services was founded in 1970 by Jerry D. Cantrell, CLU, ChFC.  His vision for our company has brought us to where we are today.  He retired after 46 years in the business on June 30, 2016.

He has been a true asset to our community as he has been an Adjunct Professor at Tennessee Technological University and WCTE-TV Color Commentator for the Tennessee Technological University Golden Eagles Football games (25 years). 

He has also been a Past President and Vice President of the Chamber of Commerce of Putnam County, Northeast Parent/Teachers Association and the Tennessee Technological University Athletic Foundation

He was a Founding President of the Cookeville Boys Club; Charter Member, Cookeville Exchange Club; Recreation Chairman and Cookeville Tomorrow Committee.

His experience in business and passion for his community have been the foundation of our organization.

Frequently Asked Questions 

These resources are here to help answer some of your financial questions. They are not intended to predict future returns or results. Rates of return will vary over time, particularly for long term investments. Investments offering the potential for higher rates of return also involve a higher degree of risk of loss. Actual results will vary.

How much do I need to save for Retirement?

This calculator will show you the future monthly income you may need when you retire. It is a good way to see how close you are to reaching your retirement goal.

Email us your results and we can help you get started today!

How much life insurance do I need?

This calculator is here to help you decide how much life insurance you may need in order to cover your risks. Answering a few simple questions is all it takes. 

Email us your results and we can help you get started today!

How much do I need to take for my required minimum distribution?

Once you have reached age 72 the IRS requires you to withdraw a minimum amount, also known as the Required Minimum Distribution, from your retirement account. This amount is based on your age and your December 31st account value from the prior year; therefore, it will change each year. This resource is here to help you estimate your required amount each year. 

How do you measure up?

This analysis lets you see how you compare to your peers in a number of financial areas.  

How much do I need to save for College?

This resource will give you a better idea of the potential costs associated with sending one or more children to college. Plan now to start saving for your child's future.   

Email us your results and we can help you get started today!

How can I keep my expenses & savings on track?

This report can help you itemize your expenses to see where your money is going each month. Tracking your spending can help you save more and prepare for a better financial future. 

Should I consider converting a Traditional IRA to a Roth IRA? 

This resources will help you determine if converting your Traditional IRA account makes sense for you and your financial goals.

Email us your results and we can help you get started today!

How much am I required to withdraw from my inherited retirement account?

This helps you calculate the Required Minimum Distribution you must take from a Traditional IRA account you inherited (different rules may apply if it was inherited from a spouse).  This amount is based on a number of different factors including your current age; therefore, it will change each year. This resource is here to help you estimate your required amount each year. 

Distributions from traditional IRAs and employer sponsored retirement plans are taxed as ordinary income and, if taken prior to reaching age 59½, may be subject to an additional 10% IRS tax penalty. Converting from a traditional IRA to a Roth IRA is a taxable event. A Roth IRA offers tax free withdrawals on taxable contributions. To qualify for the tax-free and penalty-free withdrawal of earnings, a Roth IRA must be in place for at least five tax years, and the distribution must take place after age 59½ or due to death, disability, or a first time home purchase (up to a $10,000 lifetime maximum). Depending on state law, Roth IRA distributions may be subject to state taxes. For a comprehensive review of your personal situation, always consult with a tax or legal advisor. Neither Cetera Advisor Networks LLC nor any of its representatives may give legal or tax advice.

Please Note: These links are being provided strictly as a courtesy. When you link to any of the websites provided here, you are leaving this website. We make no representation as to the completeness or accuracy of information provided at these websites. Nor is the company liable for any direct or indirect technical or system issues or any consequences arising out of your access to or your use of third-party technologies, websites, information or programs made available through this website. When you access one of these websites, you are leaving our website and assume total responsibility and risk for your use of the websites to which you are linking.

Getting Started is Easy

While every conversation is different, you should expect to cover some general information and get a sense of what it’s like to collaborate with us.

To help prepare for this meeting, you should have a basic idea of your current financial picture and financial goals. How are things now? Do you have any concerns? What do you hope to accomplish in the next few years and longer term?