About Us
A Strategy for Every Stage in Life
The financial part of life can be confusing and challenging to deal with. Everyone has an opinion, few have sound advice. Working as a “Personal CFO”, I provide you with a comprehensive financial plan with tailored strategies and information to help you make sound financial decisions.
Why We Care
Money is more about a person’s emotions than it is about the math. If money were simply a mathematical problem, making more money would solve financial problems.
I learned years ago that helping people accomplish their goals is a reward I truly enjoy. A big part of life is the financial interactions we have with one another. Helping people become more self-reliant in their lives relieves worry and provides more time to be together, which creates successful families. Everyone is part of a family.
Let’s start talking about your goals and review your current financial strategies. From there, you can decide if we are a good fit.
Advisor, Principal
Wendell Brock, MBA, ChFC
Wendell W. Brock, MBA, ChFC, earned his Masters of Business Administration from Utah State University and his Bachelor of Science degree in financial planning from Brigham Young University. Upon graduation, he spent four years in commercial real estate and residential appraisal in Arizona. He then practiced business consulting and financial planning with the firm Apex Advisors, Inc., as a senior financial consultant in Salt Lake City, Utah, leaving that firm in 2002. During that time he was also a general securities registered principal managing a branch office for a broker/dealer. In 1995 he completed the national exams for the Chartered Financial Consultant professional, designation, ChFC, from The American College, in Byrn Mawr, Pennsylvania. He added de novo bank consulting to that mix in 2001, when he and his team won regulatory approval of his first bank application.
In the spring of 2012 he organized and received a license for Yield Financial Advisors, Registered Investment Advisory Firm, licensed by the Texas State Securities Board. With this firm he manages investment assets for his clients as well as provides comprehensive financial planning services. He also holds an insurance license in several states.
Over the years he has taught thousands of people at financial workshops on topics that include cash flow management, insurance and risk management, estate planning, tax-related issues, securities and investment portfolio management and debt elimination, income tax strategies, and how to start and capitalize a bank, etc. His consulting practice is located in the Dallas, Texas Metro Area, which is more accessible to a nationwide client base.
Helping people succeed is a passion; financial and personal success is defined differently by every person. Understanding client’s goals and how to help them accomplish their goals is why he wakes up in the morning. Self-reliance and providing financial security are typically key elements to what clients seek the most. Whatever those goals may be he enjoys being a team member and working to make it happen.
Over the years, Wendell has served in various leadership positions with Boy Scouts of America; including as a District Committee member and conducted Eagle Scout Boards of Review, and as Scoutmaster of Troop 123 in McKinney, Texas. He is also an Eagle Scout. Wendell served six years as a member of the board of trustees of the Make-A-Wish Foundation of Utah and currently serves as the Executive Director of CREED, Inc., a non-profit that focuses on economic education and development. He also serves as a Board Member of the BYU Management Society, which promotes moral and ethical leadership in business. Additionally, his community involvement included leadership in the Collin County Hobby Beekeepers Association, and the Collin County Republican Men’s Club. His hobbies and interests include: Church activity, photography, beekeeping, history/biographies, reading, backpacking, ham radio, and business.
He is happily married to his amazing wife, Taunie for 28 years, and they have six children, four daughters and two sons, three sons-in-law, a daughter-in-law and four grandchildren!
Administrative Assistant
Jess Morris
Jess Morris is a multifaceted professional with a diverse background spanning education, wellness, entrepreneurship, and administration. She studied psychology at the University of Utah and began her career working in special education, where she developed a deep appreciation for individual learning needs and inclusive environments.
In 2007, Jess shifted her focus to raising her daughters, while continuing to grow personally and professionally. As a small business owner, she launched and operated a custom bakery known for its highly detailed, design-focused baked goods. Her experience managing the business sharpened her skills in customer service, time management, and creative problem-solving—particularly under pressure.
Her passion for health and wellness led her to become a Certified Personal Trainer and Yoga Instructor, roles that allow her to support others in reaching their physical and mental wellness goals.
Over the past five years, Jess has also built a strong foundation in administrative work, supporting our business and clients through efficient organization, communication, and back-end operations.
In addition to her work in wellness and business, Jess developed an interest in personal finance. She continues to expand her knowledge in key areas such as budgeting and cash flow management, risk and insurance planning, estate strategies, retirement planning, tax fundamentals, and bookkeeping.
Originally from Salt Lake City, Utah, Jess has lived across the country and now resides on a farm with her two daughters. She enjoys spending her free time with them, embracing a lifestyle rooted in balance, hard work, learning, and intentional living.
