About Us

It takes a great deal of work to become a success.

We are a family-owned, Denver-based financial services firm founded in 1989 dedicated to guiding other family-owned and private companies toward multigenerational financial independence.

We work with companies and clients nationally.

We know how much work it takes to be successful and we understand your often complex problems dealing with taxes, executive and employee benefits, estate planning, and business transitioning. In our family-owned company, we have dealt with many of those issues ourselves.

The Assured Equity Family

Assured Equity is a small group of dedicated associates devoted to customer service and meeting the needs of clients. We understand changing financial markets, and offer individualized plans to help you meet your unique needs. We strive to exceed your expectations, paying attention to your concerns and tailoring strategies specific to your financial goals.

The Assured Equity Family also includes Donohue Feiman Retirement Plan Services*, experienced in designing comprehensive, customized employee benefit plans and administration and AEM Benefits, focused on designing competitive employee group benefit plans.


Assured Equity was founded by Ed Feiman in 1989 to serve the planning needs of privately-owned companies. Ed was renowned and highly experienced in fringe benefit and multi-generational planning across the country.  Ed worked with business owners for more than 40 years assisting them in the transition of the business to either family members or key employees helping to ensure the longevity of the business after the founder was no longer involved. Ed also mastered the art of designing creative benefit plans for the founders, owners and the employees of the business creating opportunities to build personal wealth so each could continue to live their best life after leaving the business.

Assured Equity is now led by his two sons, Shane and Josh Feiman who continue his legacy.

Shane Feiman, CFP®, ChFC, CLU

Shane is the President of Assured Equity Management, located in Denver, Colorado and President and CEO of Donohue Feiman Retirement Plan Services, Inc., a pension administration company*, both which are located in Denver, Colorado.

Shane is a member of The Million Dollar Round Table and has qualified numerous times for both the Court and the Top of the Table. Additionally, Shane is a member of the American Society of Pension Actuaries (ASPA), the Association for Advanced Life Underwriters (AALU), and the National Association of Insurance and Financial Advisors (NAIFA). In 2003, he received his Chartered Life Underwriters (CLU) designation, his CERTIFIED FINANCIAL PLANNER™ professional (CFP®) certification**, and Chartered Financial Consultant (ChFC) designation.

Shane is a graduate of Syracuse University. He, his wife Amy, and their two sons, Samuel and Maxwell, reside in Denver, Colorado.

California Insurance License #0D03737

Connect with Shane on LinkedIn

Please see full financial professional disclosure at the bottom of this page

Joshua Feiman, REBC®

Josh joined Assured Equity in 2004 as Executive Vice President leading the organization with his brother, Shane. Josh focuses on providing clients with employee benefit plans tailored to fit each companies specific goals. Prior to joining Assured Equity, Josh started his career with Cambridge Consulting Group, an employee benefits consulting company located in Troy, Michigan.

He has over 20 years of experience advising clients on their employee benefit programs. Josh is responsible for supervising the overall client experience: developing budgets, reviewing claims analytics, plan implementation and oversight of account management.

Josh received the Registered Employee Benefit Consultant® (REBC®) designation from The National Association of Health Underwriters.

Josh attended the University of Wyoming, where he earned his Bachelors of Science in Finance in 1999. He continues to be active with the University as an active member with the Cowboy Joe Club and Alumni Association.

Josh, his wife Rachel and their 4 children reside in Highlands Ranch, Colorado.

Connect with Josh on LinkedIn

Please see full financial professional disclosure at the bottom of this page

Deborah L. O'Neil, JD, LL.M., AIF®, CFP®, CLU

Debbie joined Assured Equity in 2012 as Vice President and is also Vice President and Board Member of Donohue Feiman Retirement Plan Services, LLC.* Debbie works with individuals and business owners to help them identify and implement strategies to help them reach their financial and estate planning goals, business succession and charitable planning options. Debbie started working directly with her own clients in 2010 after designing and implementing plans on behalf of financial professionals and clients for eighteen years as the leader of the design and planning organizations of the company formerly known as AXA Equitable Life Insurance Company (AXA Equitable), which is now Equitable Advisors.

Debbie joined the financial industry in 1993 after serving eight years in the United States Air Force. Debbie received her Bachelor of Science in Business Management from the University of Maryland, European Division in 1990 in Heidelberg, Germany. She received her Juris Doctor and Masters of Law in Taxation from the University of Denver, College of Law in 1994 and 2014, respectively. Debbie also received her CERTIFIED FINANCIAL PLANNER™ professional (CFP®) certification** and a Chartered Life Underwriter (CLU).

Debbie has spoken at various national conferences on topics including estate planning, business succession, wealth transfer and charitable planning and has been published and quoted in numerous publications.

Deborah ONeil

Debbie is a member of the American Bar Association (ABA), Association of Advanced Life Underwriters (AALU), Financial Planning Association (FPA), Michigan Bar Association, Colorado Bar Association, Denver Bar Association, Society of Financial Service Professionals (SFSP), and the Women's Estate Planning Council. Debbie is also a member of the Board of Trustees of the CO-WY Chapter of the National MS Society.

Debbie and her husband, Shawn, reside in Denver, Colorado.

California Insurance License #0H61051

Connect with Debbie on LinkedIn

Please see full financial professional disclosure at the bottom of this page

Sean Lorenz, CFP®, ChFC, CLU

Sean joined Assured Equity as a member in 2018 with a role as Director of Planning for Closely Held Businesses. Sean works alongside business owners and their executive teams on their estate and financial goals relating to business succession, group benefits and retirement planning. Sean began his career in 2014 with the company formerly known as AXA Advisors, which is now Equitable Advisors, after playing a year of professional hockey in the Minnesota Wild system.

Sean attended the University of Notre Dame, where he earned his Bachelors of Science in Finance in 2012. During his four years at Notre Dame, he was a member of the varsity hockey team and was a team captain in his final year. Sean continues to be involved with the Monogram Club and the Alumni Association.

Sean resides in Highlands Ranch, CO

California Insurance Licencse #0M81092

Connect with Sean on LinkedIn

Please see full financial professional disclosure at the bottom of this page

For more information: visit www.equitable.com.

Securities and Investment Advisory Services Offered Through M Holdings Securities, Inc. A Registered Broker/Dealer and Investment Advisor, Member FINRA/SIPC. Assured Equity and AEM Partners, LLC are independently owned and operated. CA Insurance License #0D03737, 0H61051, 0M81092.

Please go to www.mfin.com/DisclosureStatement.htm for further details regarding this relationship. Check the background of this firm and/or investment professional on FINRA’s BrokerCheck.

For important information related to M Securities, refer to the M Securities’ Client Relationship Summary (Form CRS) by navigating to https://mfin.com/m-securities.

The site is for information purposes and should no be construed as legal or tax advice and is not intended to replace the advice of a qualified attorney, financial or tax advisor or plan provider.