JoAnn May, CPA/PFS, MBA, CFP®
Principal & Co-Founder, Forest Asset Management
As principal and co-founder of Forest Asset Management, JoAnn May brings decades of experience helping individuals and families navigate their financial lives with clarity and confidence. She specializes in holistic financial planning, with a focus on retirement strategies, IRA planning, and tax-efficient investing.
JoAnn has a true passion for digging in and helping clients solve complex challenges whether it's structuring investments after the sale of a business to manage capital gains, or planning for a loved one with special needs. She believes in going deep with her clients, understanding their values and long-term goals, and creating strategies that support not just financial growth, but peace of mind.
At Forest, every investment decision is made through the lens of tax efficiency and not just for today, but for long-term wealth building and legacy planning.
JoAnn began her career as a CPA with KPMG, followed by a management role at TransUnion. She transitioned into personal finance while at Pesavento & Pesavento LTD, where her passion for planning truly took off. In 2006, she co-founded Forest Asset Management with her brother, Mark Pesavento, to offer deeper, more personalized service. In 2025, Mark sold his interest to JoAnn and her son, Tyler May, who is now her business partner. Mark continues to contribute his expertise in tax and business valuation as part of the extended team.
JoAnn is a CERTIFIED FINANCIAL PLANNER™ and holds an MBA in Finance from DePaul University. She is a Master Elite Advisor with Ed Slott & Company, a designation reserved for advisors deeply versed in retirement planning and IRA strategies. She is also a longtime member of the AICPA, Illinois CPA Society, and Financial Planning Association.
Outside of work, JoAnn is energized by the outdoors such as biking, hiking, kayaking, and playing pickleball whenever she gets the chance. She and her husband Peter, love to travel and explore new cultures with their family. Their son Tyler, a graduate of Miami University, is now her partner at Forest Asset Management, while their daughter Julia, a physician and Rush Medical Center dermatology resident, is equally committed to service and community.
2025 is an exciting year for the May family with both Ty and Julia set to be married. Lots to celebrate!
A Few of JoAnn’s Favorite Things
- Books: All the Light We Cannot See (Doerr) & The River of Doubt (Millard)
- Movie: Love Actually — rom-com + great soundtrack
- Music: Tom Petty, Elton John, Peter Gabriel, Phil Collins, Paul McCartney
- Food: Thai, Italian, French—bold flavors, lots of veggies
- Pizza Style: Very thin!
- Quote: “Now is no time to think of what you do not have. Think of what you can do with what there is.” – Hemingway
- Travel Destination: Italy
- Hobbies: Biking & pickleball
- Childhood Memory: Saturday jam sessions at 4511 with her siblings and 70s rock blasting
- Person in History: Theodore Roosevelt—for his vision and legacy through the National Parks