Built by Advisors, for Advisors.
Your Practice. Your Path. Your Partner for the Journey.
TrueJourney gives successful advisors the freedom of independence with the strength of shared support, including full ownership of your book, institutional-grade infrastructure, and a team that treats your growth like its own.
As a successful advisor, you deserve a business model that works for you. At TrueJourney, you keep what you've built, including your clients, your brand, and your ability to make the decisions that shape your practice. We provide the operational support, technology, compliance, and resources that allow you to focus on serving clients and growing your business.
That philosophy has guided TrueJourney from the beginning. Founded in 2021 by entrepreneurial advisors, the firm was built on the belief that independence shouldn't mean going it alone. By combining shared values, collective growth, and the strength of an experienced team, we've created an environment where advisors can thrive while delivering exceptional service to their clients
$2.165 billion
in assets under management
(as of June 30, 2025)
20 advisors
16 support staff
18 locations
across Minnesota, Wisconsin, and Florida
100+ combined years
financial services experience in our leadership
Why Advisors Choose TrueJourney
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Keep more of what you earn.
Competitive, customizable compensation models.
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Your clients stay yours.
You own your book — and full control of your succession and legacy.
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Real independence.
Run YOUR practice YOUR way, with the flexibility to serve clients how you know best.
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Never alone in the move.
Dedicated, one-on-one transition support from day one.
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A deeper shelf.
Expanded investment options to better serve your clients.
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Less admin, more advising.
Comprehensive back-office support that streamlines operations.
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Grow visibly.
Strategic marketing support and ready-to-use, custom-branded resources.
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Community, not competition.
A collaborative network of advisors and industry experts.
Choose Your Affiliation Model
Independence isn’t one-size-fits-all. TrueJourney offers two ways to affiliate, both with full compliance support, marketing resources and practice management guidance:
Hybrid Affiliation
Stay focused on your clients while we handle the day-to-day operations. TrueJourney provides a turnkey office with space, technology, utilities, furnishings, and staffing support. We allocate 5% of your trailing 12-month revenue toward support staff costs while you maintain full control over salaries and bonuses. We also handle benefits, HR, and backup coverage, so your practice keeps running smoothly.
Best for: advisors who want maximum time with clients and minimum time on operations.
Supported Independence
Designed for advisors who already have the infrastructure in place. You retain full responsibility for your office, staffing, and benefits while leveraging TrueJourney's compliance, marketing, practice management, and advisor network.
Best for: advisors who want to own every operational decision.
Not sure which fits?
Download the side-by-side model comparison (PDF) or talk it through with us.
The Support Behind Your Success
Independence doesn't mean doing everything yourself. Every TrueJourney affiliate is backed by the people, resources, and operational support needed to build a thriving practice.
An experienced executive team advocating for your practice, plus the opportunity to participate in TrueJourney’s non-voting stock program and share in the firm’s long-term growth.
Access Helios Quantitative Research as your fractional investment department (an institutional-quality portfolio construction without building an internal team) plus the Wells Fargo Investment Institute, PIM discretionary trading, SMAs, alternatives, and trust services.
Custom-branded content, one-on-one marketing consultation, your own page on the TrueJourney website, and an on-demand resource portal of approved materials.
TrueJourney can serve as the employer for your administrative staff including payroll, PTO, taxes, and benefits, with recruiting, onboarding, and backup coverage when your local staff is out.
Turnkey IT and cybersecurity managed with Nuvera, integrated portfolio and research platforms, and compliance supervision with annual audits; no supervisory licenses (Series 24 or 9/10) required of you.
A structured continuity plan for death or disability and a Guaranteed Buyout Program that gives you a defined, standardized value for your client relationships at retirement plus clarity and security for you and your family.
"Joining together with my partners to form TrueJourney was the best decision I have made in my career. … It’s empowering to be part of a group that puts relationships first, embraces innovation, and supports each other."
Aimee Peltier, Senior Financial Advisor, Partner
Leadership That Invests in Your Success
When you join TrueJourney, you're backed by a leadership team with more than 100 combined years of industry experience. From your first conversation through your transition and every stage of growth that follows, you'll have leaders who understand your business, advocate for your goals, and are invested in your long-term success.
Steven Rice, CFP® (CEO)
Aimee Peltier
Caleb Paulson, CFP®
Evan Wilson, MBA, CFP®
Todd Guenningsmann
The experiences discussed are specific to those associates listed and may not be representative of the experience of other associates.
Payout, rate, or other compensation information is strictly hypothetical, provided for illustrative purposes only, and not indicative of actual or guaranteed earnings. Actual compensation structures vary and are subject to separate agreement between financial advisor and TrueJourney.
Investment products and services are offered through Wells Fargo Advisors Financial Network, LLC (WFAFN), Member SIPC. TrueJourney is a separate entity from WFAFN.
Let’s build a more resilient strategy
If market volatility has you questioning your next move, you’re not alone. Let’s take a closer look at your portfolio and create a plan designed to help you stay confident through every market cycle.
The experiences discussed are specific to those associates listed and may not be representative of the experience of other associates.
Payout, rate, or other compensation information is strictly hypothetical, provided for illustrative purposes only, and not indicative of actual or guaranteed earnings. Actual compensation structures vary and are subject to separate agreement between financial advisor and TrueJourney.
Investment products and services are offered through Wells Fargo Advisors Financial Network, LLC (WFAFN), Member SIPC. TrueJourney is a separate entity from WFAFN.