Committed to delivering exceptional value and trusted advice since 2006
My favorite weekends are spent at the mountain bike park.
I refurbished a three-story Burger King playset for my grandkids to enjoy in the backyard.
Martin Watkins, CFP®
Founder, President, and Chief Investment Officer
I took a financial planning class as a freshman in college and immediately knew it was what I wanted to do. The idea of helping people make meaningful financial decisions and build better lives really resonated with me, and I’ve been doing it ever since.
After graduating from Brigham Young University with a degree in history, I co-founded Utah Medical Association Financial Services in 1993 and served as Chief Operating Officer and advisor for 13 years. When I exited the firm in 2006, I went on to create TrueNorth Wealth and Idaho Medical Association Financial Services.
Today, as Founder, President, and Chief Investment Officer of TrueNorth Wealth, I meet with clients one-on-one to develop personalized financial plans and oversee the firm’s investment strategies. I also lead our institutional consulting practice and continue to enjoy helping clients make wise choices and feel comfortable with their finances. Over the course of my career, I’ve had the privilege of helping thousands of households achieve their goals and priorities.
One of the professional experiences I’m most proud of is serving on the development team for Utah’s 529 Education Savings Plan (My529). The plan has consistently received national recognition, earning Morningstar’s Gold Rating for more than a decade. I continue to maintain a fiduciary role with My529, which now holds over $22 billion in assets.
Outside of work, my best days are spent mountain biking, enjoying the outdoors, and spending time with my wife, Sarah, our two sons, and four grandchildren.