James Hurst began building his financial advisory practice in 2008 after eight years as an executive for a large non-profit organization. As an independent financial advisor and fiduciary, he holds multiple FINRA and insurance licenses and is committed to putting clients’ best interests first. His designation as a Behavioral Financial Advisor (BFA™) equips him to help clients make smarter financial decisions by guiding both their investments and their mindsets. Drawing on years of experience in holistic planning and advice, James works with both individual and institutional clients to navigate today’s complex financial landscape with clarity and confidence.

James holds an undergraduate degree in Vocal Music with K–12 certification and maintains a lifelong passion for the arts — especially great music. He enjoys performing, conducting, and supporting local artistic endeavors. Outside of his professional work, James treasures time with his four children, grandchildren, and his wife, Cassy, to whom he has been happily married since 1998.

Paul Merz, a former financial advisor with 20 years of experience, supports our team with client communication and new client acquisition. He enjoys golf, RV camping trips, and other outdoor activities, and does his best to keep up with the busy lives of his 17 grandchildren.

Felicia has been a licensed insurance agent since 2013 and joined the firm in November 2024 as our office manager. She keeps the firm’s daily operations running seamlessly, managing schedules, coordinating client needs, and supporting our advisor. When she’s not here, you’ll find her outdoors camping, hiking, fishing, and spending time with her three amazing boys.