Brian M. Ursu, CFP ®
President and Advisor
Author of: Now What? A Practical Guide to Figuring Out Your Financial Future
Focused on What Matters
Having worked for over 30 years in the financial industry, actively listening to his clients, Brian has a clear idea of their concerns: enough money for a comfortable retirement, the ability to help their children through school and their parents through life, manageable taxes, and financial stability and confidence. Sixteen years ago, this knowledge, coupled with his integrity, compelled Brian to open his own, small-by-design wealth management firm where he could freely choose and design investment strategies that best address his clients’ individual needs and risk tolerance. An avid reader and passionate about his work, Brian strives to stay well-educated and current in what the financial industry is doing, using his experience, skills, and advanced financial planning software to help individuals, their families, and their closely held businesses.
“I just like helping people, especially helping them navigate through tough situations and keep perspective. Every day the job is different. What’s most important to me, though, are the relationships we build. My clients are not just my business; they’re my friends.”
Brian uses asset allocation (that is, the process of dividing a portfolio among major asset categories such as bonds, stocks, or cash) and rebalancing to keep portfolios diversified and to manage loss. (See “Our Mission.”) His goal is to provide clients with some of the best professional and personal service they have experienced in this industry as he works with them toward building and preserving their wealth and financial confidence.
Brian has been a Certified Financial Planner ® since 1994. He is also a registered Principal currently holding the Series 7, 24, & 63 licenses with LPL Financial and is licensed in the state of Michigan for life and variable insurance. He is the Past President of the Economic Club of Traverse City, MI and has earned a place in the LPL Financial Patriot Club (top 5% of LPL Advisors, based on revenue).
Brian, his wife, and one of their five children live in Leland, Michigan, near where they met while working for a resort in the 80’s. As much as possible, they enjoy reading, outdoor activities, and getting away to Mackinac Island. Brian’s personal goal is to live with intention, to enjoy a long, healthy, meaningful life while helping others do the same.
*Asset allocation does not ensure a profit or protect against a loss. There is no guarantee that a diversified portfolio will enhance overall returns or outperform a non-diversified portfolio. Diversification does not protect against market risk.