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Salt Lake City Office

2150 East 1300 South,

Suite 500
Salt Lake City, UT 84106

Our Code of the West

TruNorth's Code of the West

As a team we have adopted the Code of the West, an unwritten law of the old American West. We have taken these principles, made them our own and they shape the work we do for our clients.

Our Code of the West

<strong>Live Each Day With Courage</strong>

Live Each Day With Courage

Courage is doing the right thing even when the wrong thing is easier.  When your money is on the line, you deserve a financial advisor with courage.
This is how you can tell if your advisor has nerve:

  • Owning the ups and downs of the portfolio is an act of valor.
  • Reaching out and communicating, especially when the going gets tough or times are hard, is a sign of bravery. Interacting with your trusted professional makes the road easier to see and navigate.
  • An advisor with grit will tell you the entire truth, even the hard stuff, not just what you want to hear. People can only make great choices if they know where they are now, where they are going, and they trust their guide to get them there.

“From caring comes courage.” -Lao Tzu

<strong>Take Pride In Your Work</strong>

Take Pride In Your Work

Your financial advisor should exhibit pride in every part of their work. Having true pride in your work takes not only attention to detail but mastering your craft and being the best at what you do.

An advisor who takes pride in their work puts their name on the portfolios. They stand by their decisions and if there is a problem, they own it until it’s resolved. They build a reputation to be proud of, on a foundation of competency and expertise. Pride is working hard for your clients at all stages of their life, from accumulating and growing wealth all the way through retirement.

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.” -Aristotle

<strong>Always Finish What You Start</strong>

Always Finish What You Start

When you start on a life-long project remember to take one step, and another, and another, until the job is done, being flexible to allow for course corrections. A good guide will be with you through it all, helping you craft a plan, broken down into actionable steps, to help you reach the finish line.

Your advisor should guide you through all of life’s challenges, the good, the bad, and the real times. From the time you or your company earned that first dollar to the time you pass it on to your heirs, it is important to have someone you know and trust that can help you finish what you started.

“A river cuts through rock, not because of its power, but its persistence.” -James N. Watkins

<strong>Do What Has to Be Done</strong>

Do What Has to Be Done

The best path is not often the one of least resistance. Following the herd is easier than leading. A leader will do what needs to be done, when it needs to be done even if it isn’t the comfortable easy choice. A good advisor will be doing what has to be done to help you identify and plan for all of your goals, big and small. You shouldn’t settle for someone who does the bare minimum.

Times change, and as they do if you are not moving ahead, you will be stuck in the past. It takes continual learning to stay up-to-date. If you’re not getting better, you’re falling behind. Yesterday’s investment strategies won’t keep up with your needs today or tomorrow. There will always be challenges, the secret to overcoming them is not giving up and working towards the best possible outcome.

“Do what needs to be done, when it needs to be done the best way it can be done, and do it that way every time.” -Bobby Knight

<strong>Be Tough, but Fair</strong>

Be Tough, but Fair

Being tough, but fair can be a balancing act that requires skill to get the job done while taking care of people. You want an advisor who will remain calm and level-headed in their decision making. Good advisors are emotionally tough, weathering ferocious storms with calm confidence. They communicate that confidence and assurance to their clients because they know that a crisis never lasts forever.

Being tough also requires telling hard truths. There are no guarantees, and sometimes you need someone who can tell it like it is. Speaking the truth with empathy and respect will always be better in the long run.

“Life is rough. So you gotta be tough.” -Johnny Cash

<strong>When You Make a Promise, Keep It</strong>

When You Make a Promise, Keep It

Keeping a promise is a sign of integrity and character. So is not making empty promises that can not be kept. Our commitment to you is an outward sign of respect. We value our relationships with you and our promise to work hard for you will not falter. We are steadfast and never wavering, when it comes to helping you reach your goals. Not just the numbers that need to be crunched, the assessments made, the trades place, the reviews, or the ongoing adjustments, but we value you on a personal level, you are not a number or an account to us, you are a relationship we value.

We can not control the markets, the weather, or the world, but we can and do control our commitment to you. That pledge coupled with hard work, plus experience in navigating both up and down markets, is our promise to you.

“People with good intentions make promises, but people with good character keep them.” -Anonymous

<strong>Ride for the Brand</strong>

Ride for the Brand

Cowboy poet Red Steagall wrote, “Son, a man’s brand is his own special mark that says this is mine, leave it alone. If you hire out to a man, ride for his brand and protect it like it was your own.”

Does your advisor protect your money like it was their own? Part of being a good advisor is honoring the trust given. People trust their advisors to make good decisions and to give good advice. Riding for the brand is managing your client’s money diligently, maintaining their trust, and doing it all with integrity. At TruNorth, our clients are the brand we ride for.

“If you are honest, truthful, and transparent, people trust you. If people trust you, you have no grounds for fear, suspicion or jealousy.” -Dalai Lama

<strong>Talk Less and Say More</strong>

Talk Less and Say More

When it comes to your money, talking less and saying more means that your advisor doesn’t just talk, they ask questions. They listen and know what keeps you awake at night. They know what your worries are, what your concerns are, and what brings you joy.

You want an advisor who actively listens and understands where you are and where you want to be. They ask questions, show compassion, and build understanding. You should look for an advisor with integrity, confidence, and empathy. Good advisors listen and all day, every day actions speak louder than words.

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” -Maya Angelou

<strong>Remember That Some Things Aren't For Sale</strong>

Remember That Some Things Aren't For Sale

Some things should never be compromised. There are values that should not be cast aside. Some things just aren’t for sale.

At TruNorth, our character defines what we do, and it isn’t for sale.

“The foundation stones for a balanced success are honesty, character, integrity, faith, love, and loyalty.” -Zig Ziglar

<strong>Know Where to Draw the Line</strong>

Know Where to Draw the Line

Drawing the line is setting up boundaries based on your values. You should work with an advisor who’s values align with your own. You and your advisor should have a shared understanding on where to draw the line, understanding what is non-negotiable.

Some examples of your advisor drawing the line include:

Not letting you sacrifice long term goals for short term comfort
Not taking undue risks for higher rewards
Drawing the line at sensational investments
Not jumping on the bandwagon, just because everyone else is

“Morality, like art, means drawing a line someplace.” -Oscar Wilde

Everyone needs a little direction in life. Yours should be guided by TruNorth.

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