Local firm rebrands, looks to future

The Hoffman Financial sign was replaced by one touting the firm’s rebranding as “White Ember” Monday morning.

Hoffman Financial Resources dropped in a new sign on Monday and has proudly announced they are re-branding with a new name and will now be doing business as White Ember Financial Planning.

Greg Hoffman and Hoffman Financial Resources have been helping people pursue their financial goals for more than 32 years. Over the years, Hoffman expanded the firm substantially. One step in that process was hiring Ross Lawrence to make sure the clients that depended on the firm would have someone that shared Hoffman’s values to continue to help them for decades to come.

For many months now the firm has been making plans to expand and create strategic alliances to best serve their client’s needs. They are making announcements that will provide the firm with greater resources, increased communication and enhance the firm’s flexibility in servicing clients.

“I am really excited to continue serving our clients in the manner that they have come accustomed to under the new name of White Ember. The fact that my name will not be on the door is not an issue to me whatsoever. It is more about the best interest for our clients that I care about,” said Greg Hoffman.

Ross, Greg and the team will continue to guide their clients through crucial decisions for their financial future and ensure they receive a professional level of service. Part of their commitment is to also serve their clients’ heirs in the generations to come.

In addition, White Ember will be partnering with Carson Institutional Alliance, based in Omaha, Neb. CIA currently has nearly $7.8 billion under advisement and has been inducted into the Barron’s Inaugural Hall of Fame. This partnership with CIA provides access to investment strategies managed through it’s SEC Registered Investment Advisory Firm, CWM, LLC as well as many other world class institutional money managers.

The partnership with Carson Institutional Alliance provides the growing White Ember team with enhanced resources to continually improve the level of service. The firm will now have access to a dedicated Investment Committee, Independent Research Department, Wealth Enhancement Group and additional planning professionals who will be available to the White Ember team to bring their clients comprehensive planning strategies.