About My Financial Atlas
Consult and find solutions!
Who We Are
My Financial Atlas is a modern wealth management and advisory firm founded by Dan Morris. The firm is built around a simple conviction: Business owners deserve an advisor who sees the whole picture.
Not just the portfolio. Not just the benefits program. Not just the exit. All of it — coordinated, connected, and pointed toward a destination that’s meaningful to the client.
Dan founded My Financial Atlas after watching a pattern repeat itself too many times. Smart, hardworking owners and families making major financial decisions — exits, benefits overhauls, retirement strategies — without a clear road map or a single advisor accountable to the full plan.
They certainly weren’t struggling from lack of effort, determination, or knowledge. They were navigating without a map. My Financial Atlas exists to change that.
Asking The Right Questions
We’ll ask the right questions to get to know you and how you want your money to work for you. It’s our Fit Test—we want to understand your life goals, retirement strategies, education needs, current and future budgeting, preferences about risk, and more—so we can determine if we’re the right fit for you, and you for us.
Keeping You In The Loop
Our goal is a well-informed client, so we welcome your questions, too. We’re always happy to explain the rationale behind our advice and recommendations. That’s how we create a bespoke investment strategy that’s informed by your objectives, making sure you’re comfortable with the roadmap. Then, it’s time to put your custom plan in motion.
Measuring Progress
Staying on the right path is crucial, and your dedicated advisor will actively monitor your
portfolio’s performance. With ongoing tracking, we’ll have a complete picture of selections and be able to predict and navigate any necessary course corrections.
You're in good hands...
Our Team
With you every step of the way.
Dan Morris, CRPC, CRPS
Dan’s approach is built on a long-term partnership model. He’s not transactional. He doesn’t disappear after the paperwork is signed.
He works with a small number of clients deliberately, because the kind of advisory relationship he believes in requires real attention, real continuity, and real accountability.
His background spans personal wealth management, fiduciary benefits governance, and business consulting for owners building toward an exit. That breadth isn’t accidental. It reflects a belief that the best financial outcomes happen when personal wealth strategy and business strategy are built together, not in parallel.
Dan serves as the quarterback. He coordinates the full team of advisors, legal, tax, financial, operational, and holds the road map accountable across every stage of the client relationship.
How We Work
The first conversation is a Fit Test.
Before Dan touches a single number, he wants to understand your life. Your goals, your timeline, your business realities, your definition of success. He starts with the questions most advisors skip, because getting the destination right matters more than picking the vehicle.
If it’s a fit, you get a partner. Someone who stays in your corner through complexity, coordinates the experts around you, and keeps the long-range plan moving.
If it’s not a fit, Dan will tell you that, too – and, he’ll point you toward someone who’s a better match.
What You Can Expect
Clarity, not jargon.
Every recommendation comes with a clear explanation of the rationale behind it. You’ll always know what you own, why you own it, and how it connects to where you’re going.
Your plan gets monitored, adjusted, and stress-tested — not filed away until your next annual review. As your business and life evolve, the map evolves with them.
The Firm’s Foundation
My Financial Atlas operates as a fiduciary.
That means Dan is legally and ethically required to act in your best interest, not his own. No commissions driving recommendations. No products to push. Honest guidance and a long-term commitment to getting you where you want to go.
It’s the standard every advisor should be held to. It’s the only standard we work under.