About

Hi, I'm Jessica Cannon

I'm Jessica Cannon, and I've spent my career at the intersection of two worlds most people think have nothing to do with each other: finance and dementia care.

For 28 years, I've worked in finance — 14 of those as a licensed CPA. I've managed accounting for a $12 billion public company subsidiary. I've seen how money moves, how assets get protected, and how families lose everything when no one's paying attention to the structure underneath.

But my path into dementia care wasn't professional. It was personal.

My Story


I Lost My Mother Twice

My mom was a force. An ESL teacher who believed every student deserved a chance. A woman who'd give the grocery money to someone who needed it more. The kind of person who made everyone around her feel seen.

The first signs were easy to dismiss. Fatigue, we blamed on age. Getting lost on familiar routes. Then she fainted at school, and the slow unraveling began.

What followed was four years of misdiagnoses — vascular dementia, bipolar disorder, early-onset Alzheimer's — before we finally landed on frontotemporal dementia. Four years of watching my mother disappear while doctors guessed.

I became her caregiver, her advocate, her protector. And I lost myself in the process.

I stopped socializing. My marriage strained under the weight. I resented my siblings for not showing up the way I needed them to. When my father passed, I didn't speak to one of my siblings for eight years.

I thought I was holding it all together. I wasn't. I was drowning in slow motion while pretending I could swim.


The Moment Everything Changed

After my mom passed, I was left with grief, guilt, and a question I couldn't shake: Why was this so hard? Why didn’t anyone help us see what was coming?

So I started researching. I attended conferences, read every study, and talked to every expert I could find. And I got angry.

Not at the disease — at the system.

I watched families who had done everything "right" get financially gutted by predatory facilities and preventable mistakes. I saw caregivers lose their health, their careers, their marriages. I saw siblings stop speaking over money that could have been protected if someone had just shown them how.

The resources existed. The strategies existed. But no one was connecting the dots for families while they still had time.

So I got certified. I became a Certified Dementia Practitioner. And I built The Proactive Caregiver to be the guide I wish my family had.


This Is My Mission Now

I no longer do support groups. I don't do sympathy. I do strategy.

Every client I sit with — the exhausted daughter Googling at 2 am, the sandwiched professional trying to manage a career and a crisis, the family fighting over what to do next — I see my own family in them.

And I help them build what we never had: a plan that protects their loved one, their assets, their relationships, and themselves.

I watched families who had done everything "right" — worked hard, saved money, raised good kids — get financially gutted by a system that isn't designed to help them. I saw the guilt and the grief compounded by money stress that didn't have to exist. I saw siblings stop speaking. I saw caregivers lose their careers, their marriages, their health.

And I saw that almost all of it was preventable — if someone had helped them build a plan before the crisis hit.

So I got certified. I became a Certified Dementia Practitioner and committed to 40 hours of continuing education every two years to stay current. Not because credentials look good on a wall, but because families deserve someone who understands both the spreadsheet AND the deterioration of the body and brain.

I built The Proactive Caregiver to be the guide I wish those families had. The guide I wish my family had.

The Work Behind the Work

Speaking & Teaching 14 speaking engagements reaching over 3,000 caregivers, healthcare professionals, and financial advisors. Board Member, NSA Austin Chapter.

Content & Education 470+ YouTube videos and 110+ podcast episodes — real answers to the questions families are actually asking at 2 am.

The Book The Proactive Caregiver: Stop Reacting To Life, Start Living Proactively — available on Amazon and Audible.

Credentials

  • Licensed CPA (14 years)
  • Certified Dementia Practitioner (CDP) — 40 hours of continuing education every 2 years
  • 28 years in finance, including corporate accounting at the $12B subsidiary level

What I Believe

I believe caregiving doesn't have to bankrupt you — financially or emotionally.

I believe the system is designed to extract wealth from families who don't know the rules, and that learning the rules isn't optional anymore.

I believe in what I call the Sovereign Steward approach: You are not a victim of circumstances. You are the architect of your family's protection. You can build structures that preserve autonomy, protect assets, and keep relationships intact through the hardest years of your life.

I believe in financial fortification — not just "planning," but building walls that protect what your family spent generations creating.

I believe the dementia industrial complex profits from your confusion, and that clarity is a form of resistance.

I believe you deserve a strategist in your corner, not just a shoulder to cry on.

2 top Reviews from Amazon

Sometimes I read a book and wish I had read it earlier. The Proactive Caregiver: Stop Reacting to Life, Start Living Proactively by Jessica Lizel Cannon is exactly that book. The things I could have understood better when my mom was alive and had dementia would have been so very helpful But the good news is that this book is available for caregivers now and even reading it after my mom's death proved valuable.

The author chronicles her efforts with caring for her mother who was diagnosed with Bipolar Manic Depressive Disorder as well as mixed Dementia. Drawing on her faith and her belief in God, Jessica sought to learn as much as she could about dementia and how to be a good caregiver to her mom.
What she learned over the years and with much research she graciously shares in this intimate look at her life as a caregiver.

There are so many things that I appreciate about this book. At the beginning of each chapter is a scripture that guides the reader spiritually. I appreciated the scriptures and the intent and felt that the author had a great balance without going over board with the religious aspect. While it was obvious that her faith was and is a strong force in her life and in her caregiving, it was not presented in a preachy manner at all so I think even non believers would find this book invaluable.

It was also obvious that she knows what she is writing about. Her research into so many aspects of health, diet, exercise and even aromatherapy was top rate and truly interesting. I found myself nodding my head often in agreement and loved that she was able to incorporate so much into this book.

I would truly recommend this book to anyone who has questions about dementia or caregiving. Her writing style is conversational, easy to read and enlightening. Top marks to author Jessica Lizel Cannon for sharing such an intimate experience with readers in an effort to help us all be more informed about dementia and what we can each do to help those we love who suffer from this on a daily basis. Thank you for a truly insightful and inspiring book.

B.A. Chiles - 5 stars - Very Insightful Book for Caregivers
Reviewed in the United States on January 8, 2023
Format: Paperback

The Proactive Caregiver by Jessica Lizel Cannon provides an up-close and personal view of what happens in the lives of people who find themselves thrust into the tumultuous, life-changing experience of extended care.

In her own very personal stories, Jessica takes us into the depths of the challenges, limitations, trials, tribulations and successes of families along the journey of the caregiving experience including the feelings, the stresses, the confusion, exhaustion, and physical, mental, emotional, spiritual and financial challenges of the person needing care, the primary caregiver on the front lines and the extended family.

I recommend this book as a solid source of valuable information for anyone who may find themselves in a situation involving caregiving in any way.

Stephen L Gonzales, CLTC Found Benefits

SIG - 5 stars - A Solid Source of Caregiver Information
Reviewed in the United States on January 20, 2023
Format: Kindle

Credentials That Matter

  • Licensed CPA (14 years)
  • Certified Dementia Practitioner (CDP) (6 years) — 40 hours of continuing education every 2 years
  • 28 years in finance, including corporate accounting at the $12B subsidiary level
  • Board Member of the National Speaker Association, Austin, TX Chapter

The Invitation

You're here because something is shifting in your family — or already has.

Maybe you're early in this journey, and you want to get ahead of it. Maybe you're in the thick of it and drowning. Maybe you've just realized that the free resources aren't going to cut it, and you need someone who can look at your actual situation and help you build a real plan.

Whatever brought you here, you don't have to figure this out alone.

See How I Can Help → Book a Discovery Call →