Published by Jessica Weisman-Pitts
Posted on September 19, 2024
7 min readLast updated: January 29, 2026
Jeff Larson is a respected financial advisor and the founder of 25 Financial in St. Louis. Known for his dedication to helping families achieve their financial goals, Jeff combines his expertise in financial services with a profound commitment to philanthropy. His approach to financial advice is grounded in a belief in the power of community support and empowerment.
In this exclusive interview, Jeff Larson shares his thoughts on career challenges, industry trends, and the importance of maintaining a healthy work-life balance, along with valuable insights into how his values shape his business decisions.
I stay inspired and motivated during challenging times by focusing on my faith and the bigger picture. I remind myself that I’m not in control of everything but can control my attitude and efforts. Leaning on scripture for guidance and wisdom gives me a sense of perspective and peace. Additionally, I maintain my daily routines, including morning devotionals with my family, cold plunges, and exercise, which help keep me grounded and energized. By focusing on my faith, family, and well-being, I’m able to navigate difficulties without losing sight of what’s truly important.
A trend that really excites me is the growing emphasis on work-life balance and holistic well-being in the financial industry. This aligns perfectly with our philosophy at 25 Financial, where we encourage our clients and team members to enjoy “more life”—the metaphorical 25th hour of the day. It’s exciting to see more professionals recognizing the importance of balancing financial success with personal fulfillment and family time. More people are starting to understand that wealth isn’t just about money; it’s about living a fulfilling life, which is a concept I try to instill in both my clients and colleagues.
Some of the biggest challenges facing our business today include keeping up with rapidly changing regulations in the financial industry, adapting to new technologies while maintaining a personal touch with our clients, and helping our clients navigate increasingly complex financial landscapes. Additionally, there’s always the challenge of educating clients about the importance of long-term financial planning in a world that often prioritizes short-term gains. Striking a balance between leveraging technology for efficiency and maintaining the human element in our relationships with clients is an ongoing challenge, but it’s one we’re committed to overcoming.
In 5 to 10 years, I believe our industry will see an even greater integration of technology in financial planning, but with a renewed focus on personalized, human-centric advice. We’ll likely see more emphasis on holistic financial wellness, including areas like mental health and work-life balance. I also anticipate a shift toward more transparent fee structures and a continued emphasis on fiduciary responsibility. The demand for advisors who prioritize their clients’ overall well-being, not just their financial portfolios, will grow, and I’m excited to be part of that change.
To someone seeking a career in our industry, I would advise them to focus on building strong relationships and always prioritize their clients‘ best interests. It’s crucial to continually educate yourself, not just about financial products and strategies but also about the human aspects of money management. Develop a niche or specialized knowledge that sets you apart. Most importantly, align your career with your personal values and always strive to make a positive impact in your clients’ lives. The financial industry is evolving, and having a clear sense of purpose and ethical responsibility will set you apart from the rest.
If I were to start again, I don’t think I would do much differently. Every experience, including the challenges and setbacks, has shaped who I am and contributed to the success of our firm. However, I might advise my younger self to find a better work-life balance earlier in my career rather than waiting until I felt overwhelmed to make that change. Early on, it’s easy to get caught up in the drive for success, but it’s crucial to remember that long-term success and happiness come from balancing professional ambitions with personal fulfillment.
St. Louis is a great place to live and work because of its strong sense of community, rich cultural heritage, and diverse economic opportunities. It offers a perfect blend of urban amenities and suburban comfort, making it an ideal place for families. The city’s robust financial sector, coupled with its affordable cost of living, makes it an excellent location for both established professionals and those just starting their careers. St. Louis has a unique culture of collaboration and support, which makes it a nurturing environment for businesses like 25 Financial to grow and serve our clients effectively.
The most significant career accomplishment I would consider is the growth and success of the financial advisory firm I co-founded. We grew it from zero to over $30 million in annual revenue in just 12 years, while providing valuable services like contract negotiations for physicians. However, equally significant was my decision to step away from that business in 2017 to establish 25 Financial, which better aligns with my personal values and allows me to serve clients while maintaining a healthy work-life balance. Building a firm that truly reflects my commitment to integrity, service, and family has been incredibly rewarding.
In my free time, I enjoy spending quality time with my wife and five children. I’m passionate about physical fitness and maintain a regular exercise routine. I also dedicate time to studying scripture and leading a men’s ministry group. Additionally, my wife and I are involved in various community service activities and charitable organizations. My hobbies and interests reflect the values I uphold in my professional life—faith, family, and service to others.
A quote that I find particularly meaningful is from the book of Ecclesiastes: “In the day of prosperity be joyful, and in the day of adversity consider: God has made the one as well as the other.” This reminds me to find joy in good times but also to maintain perspective and faith during challenging periods, understanding that both are part of life’s journey. It serves as a reminder to remain grateful and grounded, no matter the circumstances.
Jeff Larson’s insights offer a unique perspective on the financial planning industry, blending professional expertise with personal values. His approach to balancing career success with family life and community involvement serves as an inspiration to both aspiring and established financial planners. By focusing on faith, family, and the well-being of his clients, Jeff Larson has built a career that reflects his dedication to living a life of purpose. We thank Jeff Larson for sharing his time and wisdom in this interview.
Financial planning is the process of setting goals, developing a strategy to achieve those goals, and managing financial resources to ensure long-term financial stability and success.
Financial services encompass a range of economic services provided by the finance industry, including banking, investment, insurance, and asset management.
A financial advisor is a professional who provides guidance on financial planning, investments, and wealth management to help clients achieve their financial goals.
Fiduciary responsibility is the obligation of a financial advisor to act in the best interest of their clients, prioritizing their clients' needs and interests above their own.
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