Committed to delivering exceptional value and trusted advice since 2006
Eric Church is my favorite artist.
The best way to spend a weekend is on the slopes or the trail with friends and family.
I am building a rally go-kart from the ground up and learning a lot along the way.
Sam Watkins, CFP®
CEO and Senior Advisor
From an early age, I saw the difference it made when families had someone they could trust to guide their financial decisions. That experience stayed with me, and when it came time to choose a career, I knew I wanted to make the same positive impact on people’s lives.
I studied economics at Brigham Young University and began interning with TrueNorth Wealth during my junior year. I loved the work right away, especially meeting with clients, listening to their concerns, and helping them make sense of complicated situations. I joined TrueNorth full-time the week after graduation, and I’ve been here ever since.
Today I serve as both CEO of the firm and Senior Advisor. My role is split between overseeing the business side of TrueNorth and continuing to work directly with clients. I still find it deeply rewarding to help them untangle their financial puzzles. Some of my favorite moments are when someone comes into the office carrying stress about money and leaves feeling lighter, because they finally have a clear path forward.
Outside of work, my world revolves around my wife, Halie, and our four (soon to be five) kids. We live on a small farm that is home to two horses, three goats, two cats, a dog, and a flock of chickens. I love skiing, mountain biking, soccer, and motorsports, but you’ll usually find me outdoors with my family, making the most of the time we have together