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Joseph Griffin


Joseph Griffin is very focused on his leadership style. He prioritizes creating an environment that encourages the development and implementation of actionable strategies that drive positioning and profitability.  

This is demonstrated by measurable results. Joseph’s tenure at TrueNorth Wealth has been a period of unprecedented growth, in which new Assets Under Management (AUM) has increased year-over-year. In 2018 alone, TrueNorth Wealth’s new AUM is up over 300% when compared to previous, more traditional years.

The anticipation and mitigation of risk are hallmarks of this as well. Joseph firmly believes that delivering a clear, definable level of service to existing business is an extremely effective hedge against declines, as well as a strong revenue growth matrix. This is evidenced by TrueNorth Wealth’s traditional 96% client retention rate (in an industry where 70-80% is a common average).

Surprising to many is his six-year rise from Director to CEO at a company with more than $425MM under management. It’s not surprising to colleagues, though, who experience his big-picture, hands-on deportment. Before TrueNorth Wealth, Joseph worked in sales, leading teams that regularly exceeded sales projections, and in real estate, holding a Utah Real Estate License.

Joseph is married with three children, and enjoys the outdoors, especially if it involves mountain biking, camping, and/or boating. He’s a believer in self-improvement, avidly competes in triathlons, but also enjoys quiet time with his family as well.