Mission and History
We purposefully serve our clients
and address their personal financial goals by guiding them
through a complex and often emotional economic environment
using education and an intentional plan
that enables them to focus on what they value most.
We will operate with the utmost care to provide all services
with integrity, compassion, and clear and reliable communication.
A Compelling Vision
For 14 years Brian Ursu earned his keep in large financial firms but over time discerned this was no longer a good fit. His career vision and propensity to serve included developing real relationships with his clients. Impersonal meetings, sales quotas and career tracks were not in keeping with his true respect for people, his integrity and his definition of success. Not a risk taker, Brian determined what he needed to support his young family and before long concluded that the time had come to blaze his own trail in the financial industry.
Now fully confident in his abilities and his purpose, with his wife’s blessing and legal expertise, Brian set to work. In the summer of 2005, having only a rental space, a phone and a pad of paper on its list of assets, Veritas Investment Management hung its shingle.
"I wanted a name that was ‘bigger’ than my last name," explained Brian when asked how he chose the name. “I had finished a men’s study of Pope John Paul II’s encyclical Veritas Splendor (The Splendor of Truth) and came to believe there is ‘Absolute Truth’ even with respect to investing."
Along with a compelling name, Brian chose to partner with LPL Financial, allowing him to focus on client service and research while LPL handled account logistics and provided support. Brian also joined PEAK, a coaching firm for developing successful independent advisors.
In his first year, Brian and his assistant, Bonnie Barley, worked the business together. Wanting to provide more investment options and ever-better service for his growing list of clients, he added a second assistant, Diana Tarsa, and an associate wealth advisor. Brian also committed to additional training, particularly in True Wealth Planning, that he believed his clients would find beneficial in their pursuit of financial security.
A New Name
At the 5-year mark, Brian reflected upon all that had transpired and realized that he and his business had both grown to the point where the firm's original name did not fully reflect his focus and purpose, both in life and in his career.
“While truth and integrity are still central to my practice,” he explained, “I wanted a name that also encompasses my personal and professional focus, goals and training. I believe life should be lived intentionally, with purpose. I believe, too, that true wealth comes from actively pursuing well-defined goals and aligning your resources with what truly matters to you.”
So after much deliberation, he changed the business name to Intentional Wealth Advisors, intent on helping people align their resources with what’s important to them. His goal remains the same: to provide excellent, personalized service and to develop genuine, long-lasting relationships with his clients. He is honored to help them pursue their own intentional wealth.