Our Founding Story
Our story begins with my father, Robert Gunderson, who started this business from scratch in the late 1980s.
With no clients to his name, just a belief in doing right by people, he began his first year in Tama, Iowa before moving closer to home in Aberdeen, South Dakota.
He grew up one of six boys, the son of a football coach who later built a career in financial services. All six brothers followed the same path, and serving families through this work became part of our family’s story.
From the beginning, my dad showed us that this work was never about numbers or titles. It was about people.
Guiding Principles
Dad often said: “Focus on the client, their needs always, and everything else will follow.”
That belief has shaped how we serve to this day. He taught us to show up in person, look people in the eye, and treat them as we would our own family.
Many times he’d ask: “What would you do if it were your mom?”
Whether driving across the Dakotas or flying across the country, he put people first — quietly and consistently. And that same spirit continues to guide us now.
Carrying the Legacy Forward
We carry his principles forward in everything we do:
- Client First – Their needs always come before our own.
- Integrity – Do the right thing, without compromise.
- Commitment – Serve others with the same care we would give our own family.
- Growth Mindset – Work hard, keep learning, and stay curious.
As my dad often said, "this is a noble business."
One that means walking alongside people during some of life’s most important moments. That’s how he served, and it’s how we continue to serve.
Because for us, this has never just been business.
It’s family.