Helen Martinez, Attorney
Downs Aaron

Helen Martinez is an attorney and serial entrepreneur who joined Downs Aaron in 2025.  Helen leverages her technical expertise, vast experience and extensive professional network to deliver the best possible result for her partners and clients.  Her areas of expertise include corporate law, M&A, real estate, payments processing and fintech.  Helen is a trusted advisor for all stages of business from start-up to exit and adds value in all areas from deal structuring, contract negotiation and due diligence, to visioning, marketing, and strategic branding.  

Prior to joining Downs Aaron, Helen was General Counsel of Stax Payments, one of the fastest growing fintech companies in the United States.  During Helen’s tenure at Stax, the company reached “unicorn” status, with a valuation of over $1 billion. Prior to her role at Stax, Helen built and exited a SaaS-based tech company focused on the financial due diligence sector, which she sold to a public financial services firm in New York in late 2014. 

Helen Martinez is also the owner and President of Black Elk, Group, LLC, (est. 2017), a commercial real estate development, investment and consulting firm located in Downtown Orlando. Black Elk Group, LLC has been integrally involved in the development of over $250M in real estate projects in Downtown Orlando, including the 68-acre public/private partnership, Creative Village, which is valued at over $1.5 billion in development activity.  In addition to her real estate and investment endeavors, Helen is the Founder of WKND, a specialty women’s apparel and accessories brand that was sold in over 125 stores nationwide, including major retailers such as the TJ Maxx Companies. 

Helen also served as Corporate Counsel for CNL Capital Markets Corp. and Corporate Capital Trust, where she oversaw all selling syndicates and SEC/FINRA related matters for several multi-billion-dollar offerings.  Helen was also a member of the litigation and real estate practice groups at Greenberg Traurig, P.A.

Cabbi Brooks

Licensed Clinical Social Worker

Cindy Price, CFP®
Founder
Price Financial Services

Cindy Price, CFP®, has dedicated over 34 years to her practice in Central Florida, where she founded Price Financial Services. Her firm is committed to supporting pre-retirees, retirees, and women navigating the transitions of widowhood and divorce. What drives Cindy is her genuine passion for helping clients turn their personal life goals into reality through informed financial decisions.

In 2024, she was recognized by AdvisorHub Magazine as the #9 Female Advisor in the country in their Top 100 Advisors to Watch list. In the past her firms has been recognized in the OBJ and she has been awarded the Women’s Achievement award by WEC.  She holds degrees from Stetson University and the College of Financial Planning.

In addition to FEW, she is involved with The Modern Widows Club, American Heart Association and 100 Women Strong to name a few.

Originally from New York, Massachusetts, and North Carolina, Cindy has made Longwood, Florida her home since 1987. Outside of her professional life, she is passionate about ministry and philanthropy and spending time with her 3 adult children, mother and mother in law and other extended family.  In her free time, she enjoys physical activities like bootcamp workouts, waterskiing, tennis, and pickleball.