About Us

Lance Larson

Lance Larson

Managing Member & Founder
See Bio
Reid Larson

Reid Larson

Managing Member & Founder
See Bio
Jeff Rosenthal

Jeff Rosenthal

Chief Compliance Officer
See Bio
Matt Zimmerman

Matt Zimmerman

Chief Growth Officer
See Bio
Cooper Bricks, CFA

Cooper Bricks, CFA

Business Development Analyst
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Shelley Johnson

Shelley Johnson

Director of Operations
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Tom Gunderson

Tom Gunderson

Wealth / Investment Management Consultant.
See Bio

A values-based approach to financial planning centers your personal definition of a life well-lived. The first step is figuring out what wealth means to you. Security, independence, peace of mind –– it’s all possible with a financial plan that meets you where you are and takes you where you want to go.

Our Mission

ViaWealth’s mission is to provide a framework that allows our clients, employees, and communities to thrive.

  • Gain clarity around your intentions and goals, so you can make informed, intentional decisions.
  • Create a plan to help achieve what matters most to you and your family.
  • Construct a personal, customized portfolio tailored to your individual preferences

Our Values (R.E.A.D. & C.E.)

Resilience – Life is difficult and full of distractions. Resilience allows us to right the ship and stay the course.

Empowerment – Enables both clients and employees to pursue and achieve their goals, opening the doors to our ultimate potential.

Advocacy – As fiduciaries, we are your constant advocate, acting in your best interest at all times.

Dedication – We are dedicated and committed to your plan. Visualize your goal, Integrate the plan, and Achieve your potential.

Civic Responsibility & Compassion – “To whom much is given, much is required,” or as our father would often say, “Do well, then do good.” Helping and supporting those who are less fortunate can open your eyes to opportunities in life that many never discover.

Energy & Enthusiasm – Know that you have a purpose, and move intentionally. Be happy and excited. Have fun and enjoy the ride!

David & Janis
Larson Foundation

Lance and Reid Larson, together with their Mother, Janis “Jani” have been Trustees of the DJLF since 2013. The family has worked together to ensure that our Father’s vision is carried out. Since 2013, the DJLF has given over $90,000,000 to Institutions and Charitable Endowments that focus on Education, Health and Safety, Goodwill, Leadership, Athletics and Historical Preservation.

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Our Industry Partners

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Plan For the Future You Want.

Or Call Us At 1-844-484-7849

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