Joan Cowley Ursu, J.D.

Advanced Planning, Insurance Consultant


Joan Cowley Ursu, was brought in by Brian Ursu to better ensure that Intentional Wealth Advisors meets its goal of providing clients with competent strategic planning in the areas of estate and business planning.  This includes working closely with our advisors and our clients’ attorneys, C.P.A.’s and bankers.  Joan’s years of experience as an attorney, together with her independent insurance designation, uniquely qualify her to identify our clients’ unmet wealth planning needs, particularly in the area of life insurance.  Philanthropy and charitable giving are also key areas of the holistic planning Joan brings to our clients.

Joan earned a Bachelor of Arts from the James Madison College of Michigan State University in 1985 and her law degree from Wayne State University in Detroit in 1989. While living downstate, Joan specialized in environmental and business law in both the large and small firm settings.  On moving up north, she continued her focus on environmental law and soon found herself drawn to estate and business planning for the many successful entrepreneurs in our area.  Joan earned the status of partner in a busy, top-rated Traverse City law firm before “retiring” from the law to raise her family.  Upon leaving the law, Joan had two “assets under management” and successfully grew her “firm” to include four unique and wonderful “assets” (Leland, Olivia, Christopher and Maggie) — three of whom, more or less, remain under her management.

Joan’s primary reason for joining Intentional Wealth Advisors is her appreciation of the firm’s holistic approach to client service.

Over the years, I have participated in client events and have always been impressed with the way Intentional Wealth Advisors manages to treat clients like family while at the same time providing an expert level of information.  I believe my talents complement the firm’s focus of identifying all financial services our clients might need throughout their lives and coordinating that strategy with each client’s attorney, accountant and banker.  I am excited to be a part of this uniquely relevant, client-focused approach.”

As a “people” person, Joan is looking forward to talking with all clients of Intentional Wealth Advisors and working with them to develop the strategies that best address their needs.  When not at work, Joan can usually be found with a crossword in hand. Joan enjoys her many areas of community involvement, including Up North SCORE, The Grand Traverse Area Estate Planning Council, Maidens of Michigan, Impact 100 and Kids First Uganda.