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Meet your team

Edwin R. Baldrige III, CFP®


Ed Baldrige, Certified Financial Planner (CFP®), has more than 35 years of professional investment experience in a broad range of financial markets. Prior to founding Baldrige Asset Management in 1999, Ed was a member of the Chicago Board of Trade from 1980-1986 and the New York Mercantile Exchange (COMEX) since 1982, where he served on the Institutional Investor Committee and traded for his personal account. He is a member of the Financial Planning Association (FPA) and holds the CFP®, Certified Financial Planner, designation. Ed graduated from Dartmouth College with an A.B. in Economics. He is active in the community where he serves as Board President of the Communities in Schools of the Lehigh Valley and is Treasurer of the Sustainable Food Alliance, a sister organization to the UK’s Sustainable Food Trust. Ed is married to fine arts photographer Lydia Panas and has three children. He enjoys fly fishing and skiing in his spare time.

Jeffery W. Lanscek, CFP®

Portfolio Administrator

Jeff Lanscek, Certified Financial Planner (CFP®), joined Baldrige Asset Management in 2003 and is responsible for Portfolio Operations. Prior to joining Baldrige Asset Management, he worked in investments and fund accounting with several major financial institutions including SEI Investments and Guardian Group Pensions. In 1998, Jeff graduated from Lehigh University with a B.S. in Finance and is a member of Delta Chi National Fraternity. In 2017, Jeff earned the CFP® designation. He enjoys golfing and spending time with his wife and three young daughters.

Diana J. Lormand, FPQP™

Director of Client Services

Diana Lormand, Financial Paraplanner Qualified Professional (FPQP™) joined Baldrige Asset Management in 2015 and is responsible for client services and office administration. A graduate of Messiah College with a degree in Art History and a minor in Business Administration, she also earned her FPQP™ designation in 2016. Diana brings 8 years of administrative experience, including legal assistance, sales, and non-profit work. She currently serves on the board of trustees at the Unitarian Universalist Church of the Lehigh Valley, volunteers her time teaching a comprehensive health education program to middle schoolers throughout the school year, and mentors a middle school student one on one. Diana enjoys practicing yoga and spending time outdoors with her spouse and daughter.