JSW Financial | The Team

Joel S. Williams
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Joel S. WilliamsJoel is JSW Financial's founder and chairman.

Joel believes in providing unparalleled access to specific expertise and capabilities needed to help individuals and families achieve their life goals.

He is a southern Louisiana native who was taught the value of family, finances and hard work as part of his rural Cajun heritage. His desire for knowledge and experience led him to obtain economic degrees from Louisiana State and Purdue along with a doctorate in economics from the University of Florida. He’s also a graduate of the Certified Investment Management AnalystTM program at the prestigious Wharton School.

An avid bow hunter, Joel admits that his outdoor passion mirrors the patience, experience, knowledge, and research that have been at the hallmark of his firm’s long-term success.

Joel’s passion for teaching others was first recognized as a professor at Virginia Tech, where he taught economics and consulted with agribusiness firms on financial management. He taught courses in small-business management and business start-up. He conducted research on market pricing strategies for Virginia dairy farmers and taught the Certified Financial PlannerTM course at Virginia Tech. His entrepreneurial spirit has led him to own and operate seven retail electronics franchises in four states.

Joel’s community involvement includes co-founding the New River Valley Economic Development Alliance, the Estate Planning Council of the New River Valley and the Community Foundation of the New River Valley.

Joel is a member of InKnowVision, Advisors in Philanthropy and The American Numismatic Association. He is a contributing author of the book Wealth: Enhancement and Preservation. He is also co-author of The Complete Guide to Estate & Financial Planning in Turbulent Times and Being in Business is a Funny Thing - Getting Out is Another.

He is married to his wife, BJ, is the proud father of two engineers, Sarah and Emily, and is a proud grandfather to Emerson.

Check the background of the investment professional on FINRA’s BrokerCheck.

Sarah Moravec
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SarahMoravecSarah is a strategic leader recognized for setting vision and empowering teams to exceed organizational goals and a passion for solving problems through technology.

She has a proven track record of defining strategy, developing new products, fostering innovation and successfully targeting and integrating acquisitions across a variety of industries and technologies. Most recently, she spent seven years with Dell at their headquarters in Austin, TX as Director of Product Management and Marketing. At Dell, she managed a $500m product line and global team; launched two new businesses for Dell, one in data security, the other in next generation computing. Sarah’s breadth of experience, from growing new businesses to managing large global business, makes her a great fit for leading JSW Financial into the future.

Sarah has an engineering degree from Georgia Tech in Industrial and Systems Engineering, with a concentration in Psychology. She also has dual degrees from Northwestern University just outside Chicago, a MBA from the prestigious Kellogg Business School and a Master in Engineering (MEM). Her focus was on New Product Innovation, Leadership and Technology Marketing. 

Ashley Coake
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AshleyCoakeAs a CERTIFIED FINANCIAL PLANNERTM Professional, Ashley has a passion for helping individuals by gaining a deep understanding of what is truly important to them and using her knowledge of the financial tools available to enable them to achieve those goals.

The Pulaski County native has a strong quantitative background having earned a bachelor’s degree in finance from Radford University and completed her Series 7 investment certification. She enjoys giving back to her alma mater by serving as Secretary on the Board of Directors for the Student Managed Investment Portfolio Organization (SMIPO) as well as an ex-officio member of the Investment Committee of the Radford University Foundation.

She began her career at the National Bank of Blacksburg and employed for the past three years with Stifel, Nicolaus, and Company, Inc. She holds the Series 66 Investment Advisor Registration as well as the Virginia Life, Health and Annuity License. 

In her spare time, she enjoys spending time outside on the farm with her husband, Matt. 

Check the background of the investment professional on FINRA’s BrokerCheck.

Beth Ashe
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Beth AsheBeth is often the first voice you hear when you call JSW. Her duties include scheduling client appointments and reviews, scheduling our team for continuing education, managing our office, and overseeing special projects, including client appreciation events.

Beth's 15 years of experience as director of administration and a variety of similar leadership positions with the Free Clinic, and other non-profit organizations helped to fine-tune the executive, management and organizational skills she brings to JSW.

Beth holds a bachelor’s degree in psychology and minor in sociology from Virginia Tech.

Beth and her husband, Harley, are the proud parents of a blended family of five girls, Wendy, Cindy, Kelly, Lauren and Megan.

Andrew Cialek
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AndrewcialekAndrew's background in customer service, planning and research makes him the perfect fit to lead our Operations Department. His focus on quality and efficiency helps us serve our clients with speed and precision.

Andrew holds two bachelor's degrees from the University of Vermont, one in Economics and the other in Philosophy. 

In his spare time, Andrew enjoys playing rugby and running with his dogs.