Meet
Jessica L. Cannon, CPA

Caregiver • Educator • Coach • Founder of The Proactive Caregiver

Jessica didn’t create The Proactive Caregiver simply by studying caregiving from the outside.

She lived it.

Like so many family caregivers, Jessica experienced the shift from being a daughter to becoming a caregiver—and discovered how quickly caring for someone you love can begin affecting every part of your own life.

Your time changes. Your routines change. Your relationships change. Your finances can change. And somewhere among the appointments, decisions, responsibilities, and worry, you can begin to change, too.

Caregivers deserve to be cared for, too.

Experience Meets Understanding

Jessica L. Cannon is a Certified Public Accountant, educator, speaker, coach, and founder of The Proactive Caregiver.

Her financial background gives her a valuable perspective on an area caregiving families can easily overlook: how the decisions being made today may affect both a loved one’s care and the caregiver’s own financial future.

But credentials are only part of what Jessica brings to this work.

She understands that caregiving decisions aren’t made on spreadsheets alone.

They involve people you love, complicated emotions, changing family roles, uncertainty, responsibility, and sometimes grief.

The Proactive Caregiver brings those worlds together:

Practical preparation with genuine understanding of the human experience behind caregiving.

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.

Two women sitting together outdoors at a table with a mug and a notebook.
A smiling woman poses for a selfie with an older woman wearing a nasal cannula.

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 — but 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.

A woman presenting in front of a screen titled The Proactive Caregiver with the name Jess Lizel Cannon.
Jessica Lizel Cannon stands in front of a screen displaying The Proactive Caregiver: Becoming Proactive.

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 That Matter

What Jessica Wants for Every Caregiver

Jessica’s goal isn’t to create the “perfect caregiver.”

It’s to help caregivers become more informed, supported, prepared, and intentional about caring for themselves while caring for someone else.

You shouldn’t have to lose your inner peace

to be present for someone you love.

You shouldn’t have to lose your health

while protecting theirs.

You shouldn’t have to lose your identity

because caregiving became part of your life.

You shouldn’t have to lose your financial future

because no one helped you prepare.

Why The Proactive Caregiver?

Because caregiving shouldn’t require losing yourself along the way.

Much of caregiving is reactive by nature. Something happens. A decision has to be made. A new responsibility appears. Another need gets added to the list.Jessica saw an opportunity to help caregivers approach their journeys differently.

The Proactive Caregiver isn’t about predicting every challenge ahead.

It’s about becoming better equipped for whatever comes next.

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 →

Three Paths. One Whole Caregiver.

You may need one path more than another right now—and that’s okay.

Begin with the area that speaks most directly to where you are today, or bring all three areas together through the Trinity Wellness Toolkit.

SPIRITUAL WELLNESS

The Gold Path

Find calm. Reconnect with yourself. Strengthen the spirit that carries you through caregiving.

Explore meditation, reflection, emotional release, connection, personal beliefs, and ways to create greater calm and awareness throughout the caregiving journey.

LIFESTYLE WELLNESS

The Blue Path

Care for the person behind the caregiver.

Reconnect with the everyday habits, energy, health, identity, and enjoyment that can easily get pushed aside when so much of your attention is focused on someone else.

FINANCIAL WELLNESS

The Green Path

Prepare today so financial decisions don’t become tomorrow’s crisis.

Build greater clarity around documents, responsibilities, future care needs, living arrangements, and the financial realities that can accompany caregiving.

A gold toolbox featuring a tree icon, surrounded by three glowing circular emblems representing personal growth, health, and financial prosperity.

THE FULL PACKAGE

Trinity Wellness Toolkit

Spiritual Wellness + Lifestyle Wellness + Financial Wellness

Experience all three Trinity Wellness Paths in one complete caregiver wellness package and save with bundled pricing.

Sometimes You Need More Than a Course

Education gives you tools. Coaching helps you apply them to your life.

Trinity Academy gives caregivers an opportunity to learn, reflect, and prepare at their own pace.

But every caregiving journey is different.

Sometimes the challenge isn’t knowing that something needs to change. It’s figuring out what that change should look like for you and your family.

Jessica’s caregiver coaching offers a more personalized level of support for caregivers who want help sorting through their individual circumstances, identifying priorities, and developing a more proactive path forward.

Personalized Caregiver Coaching Is Coming to Trinity Academy

As Trinity Academy grows, caregivers will have additional opportunities to work directly with Jessica through personalized coaching.

Interested in working with Jessica now?

You Don’t Have to Prepare for Everything Today.

You just have to start somewhere.

Maybe what you need right now is greater peace.

Maybe you need to begin caring for your own body and energy again.

Maybe financial questions have been sitting in the back of your mind because you aren’t sure where to begin.

Or maybe you’re ready to look at the entire caregiving journey differently.

Wherever you are, there is a place to begin.

Choose Your Path

SPIRITUAL WELLNESS

The Gold Path

LIFESTYLE WELLNESS

The Blue Path

FINANCIAL WELLNESS

The Green Path

All three paths. One complete approach to caregiver wellness.

Trinity Wellness Toolkit