An Independent, Fee-Only
Financial Advisory Firm
Founded by Mark and Bruce — two families, one mission: to treat every client like a member of our own family and deliver the kind of honest, unconflicted financial guidance everyone deserves.
"You are our only special interest — treat each client as a family member."
OUR STORY
Two families.
One standard.
"Everyone deserves access to quality financial advice regardless of age or amount of accumulated assets."
When Mark and Bruce started the company, they had one idea: that great financial advice should be available to anyone serious about their future, not just those who already have it figured out. They started the firm with how they felt it should be delivered: independently and with a dedication to the client above any other consideration.
As a Registered Investment Advisor, we are committed to the Fiduciary Standard. This means that we are legally required to always place your interests ahead of our own. As an independent company, we are not required to answer to any product shelf or quota that may arise within the firm.
Our investment approach is focused on the controllable factors in managing your investments: fees, taxes, and risk. We have built the firm in a manner that reflects the importance of personal relationships and an understanding of your own financial situation.
Two families brought this firm together. One standard holds it to account.
WHAT WE STAND FOR
Six principles that define
how we work
01
Family
You are our only special interest. We treat each client as a family member — delivering quality financial advice regardless of age or accumulated assets.
02
Independent
We provide objective advice without the encumbrances of large Wall Street firms — competent, refreshingly unbiased guidance as you navigate life’s financial decisions.
03
Transparent
As a fee-only firm, we earn no commissions. We invest our own personal portfolios in the same investments we recommend for our clients.
04
Solid
Your financial assets are held by a trusted custodian — one of the largest for independent investment advisors. It’s your account, with your name.
05
Depth
Bruce brings 30+ years of entrepreneurial and business experience. Mark brings Fortune 500 corporate expertise. Together, they cover the full spectrum of financial life — and partner directly with your attorney, CPA, or accountant.
06
Available
Headquartered in Midland, Michigan with a satellite office in Maui, Hawaii. We also offer services virtually — meaning you can live anywhere in the country and stay connected to us.
OUR FOUNDERS
Meet Bruce & Mark
Two experienced professionals who left behind the constraints of commission-driven firms to build something different — a practice grounded in integrity, transparency, and genuine care for every client.
Bruce Beckett
Chief Compliance Officer · Co-Founder · Financial Advisor
Bruce is a self-taught entrepreneur and investor with over 30 years of diverse business experience spanning services, sales, technology, and manufacturing. His expertise lies in identifying undercapitalized companies with high growth potential and transforming them into profitable, well-managed enterprises.
Bruce has negotiated numerous strategic acquisitions and built sales organizations that achieved substantial growth — in 1989, Michigan Business Magazine recognized Beckett Business Products as the 76th fastest-growing company in Michigan. He now brings that analytical depth to the management of diversified financial portfolios.
Bruce, guided by the principles of Philippians 4:4-9, is married with three children and seven grandchildren. When not engaged in the financial markets, you’ll usually find him on a tennis court.
Satellite Office
- Maui, Hawaii (Contact us for office address)
- (989) 239-5189
- bruce@myfinancial.coach
Hours (Eastern Time)
Mark Fetterolf
Co-Founder · Financial Advisor
Mark brings extensive experience spanning both the corporate environment of Fortune 500 companies and the financial industry. His designations include the Series 66, Life Insurance, AAMS, and AWMA.
With strong business acumen and a deep passion for finance, Mark specializes in building effective investment models with minimal layers of management fees. He believes firmly in investing his own money in the same investments and models he recommends to clients.
Mark and his wife have three grown children, with whom they enjoy traveling to see the beautiful sights this country has to offer.
HEADQUARTERS
- 3320 Ridgecrest Dr, Suite 300 Midland, MI 48642
- (989) 859-5376
- mark@myfinancial.coach
Hours (Eastern Time)