Leadership Team

Marty Watkins

CEO

Marty is the CEO of TrueNorth Retirement Services and the primary financial Certified Financial Planner® currently managing over $330 million in client assets. He graduated with a B.A. in History from Brigham Young University. He loves mountain biking, enjoying the outdoors, and spending time with his wife and two sons.

Martin Watkins has been advising individuals and organizations on their finances for more than twenty years. In 1993, Marty co-founded Utah Medical Association Financial Services and served as the Chief Operating Officer and adviser. He grew the practice from its inception until he was advising over 400 clients, with $625 million under advisement and $300 million under management.

Marty played an essential role in the development of the Utah 529 Education Savings Plan (“UESP”) investment options, a plan which won the Morningstar Gold Rating for educational savings plans, and currently maintains an advisory role with UESP, which includes managing assets of over $7 Billion.

Marty is the primary financial advisor at AFS and is a Certified Financial Planner®. He graduated with a B.A. in History from Brigham Young University. He loves mountain biking, enjoying the outdoors, and spending time with his wife and two sons.

 

Joseph Griffin

COO

Joseph Griffin came to TrueNorth Retirement Services in 2012, bringing a successful and diverse background with him. He worked in sales for four years, and the teams he managed and generated over $6.6 million. During this period, he consistently placed in the top ten percent of his peers.  Later, he pursued his passion for real estate by acquiring his real estate license and working as the Client Relations Manager for a successful real estate company.

As COO, Joseph manages a broad range of responsibilities. He works side by side with Mike and Marty, ensuring that client portfolios are properly aligned. Joseph collaborates with clients in managing the details of their accounts, creates Social Security reports, and helps clients working with estate attorneys to ensure that all of their accounts are registered accurately.  Joseph is knowledgeable about donations and gifting, tax forms, and adjustments for Required Minimum Distributions. He executes all adjustments to accounts and leads our transfer team in handling all incoming and outgoing assets.

Joseph is married with two children. He loves being outdoors, particularly if he is mountain biking, camping, boating, or competing in a triathlon. Joseph enjoys working in finance and looks forward to broadening his financial education by obtaining further licensing.