TruFinancial

TruFinancial is an independent, full-service financial services firm based in San Diego, CA, founded in 2016 by Daniel Meyers. The firm's mission centers on educating clients, promoting responsible spending habits, fostering savings, and alleviating financial stress through an innovative approach to personal finance. Meyers established TruFinancial out of a frustration with the traditional industry's limitations, particularly its failure to address common client concerns like debt management and budgeting, and its restricted product offerings.

TruFinancial distinguishes itself by offering a broad array of services, including debt and credit management, tax and accounting, budgeting and cash flow, insurance planning, estate planning, and comprehensive retirement and investment planning. The firm partners with numerous investment and insurance companies to provide competitive and varied product options, aligning client interests with a wide market. They provide services through flexible membership packages (Bronze, Silver, Gold, Platinum) and emphasize independence and client advocacy.

While primarily focused on holistic financial planning, TruFinancial's services extend to include professional consulting on significant financial decisions, such as "loan refinance analysis." Their commitment to client education and a personalized approach aims to empower individuals to achieve their financial goals, moving beyond traditional, outdated views of personal finance.