Empowering 100,000

Families to Flourish

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Our mission to see 100,000 families, colleagues, and communities thriving by 2030. 

LARSON’S VISION

Empowering All to Flourish

At Larson, flourishing means more than financial growth — it’s about helping families, colleagues, clients, and communities live with purpose, security, and love. Our North Star is clear:
By 2030, we will see 100,000 families flourishing.

This goal reflects not just a number, but a movement toward whole-life well-being. It connects directly to Larson’s mission “to be our clients’ most trusted, one-stop financial resource” and our culture of goal-oriented, servant-leader, warrior-spirited values.

Why it Matters

Flourishing is the heartbeat of Larson — it’s how we measure success beyond numbers. As we grow toward 2030, each client relationship, every community effort, and all internal growth contributes to that 100,000-family milestone.

Together, we are One Larson — driven by love, guided by service, and determined to see lives changed for the better.

20 Years of Flourishing Through Service

For two decades, we’ve been guided by a simple belief: when people flourish, they give back. What began in 2006 with Paul’s vision to create a more comprehensive and values-driven financial firm has grown into a nationwide family of companies serving thousands of families, businesses, and communities.

Along the way, our mission has remained unchanged: to empower people to flourish through service, stewardship, and meaningful relationships.

As we celebrate our 20th anniversary in 2026, we invite you to explore the story behind Larson’s growth, challenges, milestones, and impact.

This commemorative brochure highlights the people, moments, and values that have shaped our journey, and our vision that continues to guide us toward helping 100,000 families, colleagues, and communities flourish by 2030.

Our 20th Anniversary Summer Celebration

In August 2026, our Larson family came together in St. Louis to celebrate an extraordinary milestone: 20 years of empowering all to flourish.

Our 20th Anniversary Summer Celebration gave Warriors and their families from across the country an opportunity to reconnect, learn, celebrate how far we’ve come, and look with hope toward what’s ahead. But one of the most meaningful moments of the week happened when more than 150 Larson Warriors rolled up their sleeves to serve the St. Louis community.

Putting Our Mission into Action

In partnership with LifeWiseSTL and Hope Nation International Church, our Warriors spent the day serving the Greater Ville neighborhood in North St. Louis through a variety of hands-on projects.

Teams prepared, grilled, and served lunch for community members and fellow volunteers; sorted and packed donated shoes, toiletries, laundry supplies, and other household essentials; and unloaded, organized, and distributed a truckload of food to local families. About two dozen Warriors took to the surrounding streets for a neighborhood cleanup, collecting trash across several blocks.

Another team tackled one of the day’s largest projects at Hope Nation International Church: dismantling a broken ADA-accessible ramp and building a brand-new one in its place. Armed with everything from sledgehammers and saws to drills and screwdrivers, our Warriors created something that will continue serving Hope Nation and its neighbors long after our Summer Celebration ended.

It was a powerful reminder that flourishing isn’t simply something we talk about. It’s something we help create, both for one another and for the communities we call home.

20 Years: Then, Now, and What Comes Next

Our anniversary was an opportunity to reflect on the people, moments, challenges, and leaps of faith that transformed an idea started in 2006 into the Larson of today. We invite you to take a look back at our journey and the people who made it possible. Watch our 20th Anniversary video to learn more about who we are:

Twenty years in, we’re grateful for where we’ve been, proud of the impact we’re making today, and excited about what’s still to come.

Here’s to the many more years of serving, restoring hope, and empowering all to flourish.

What counts towards the 100,000?

At Larson, flourishing isn’t just an idea — it’s something we actively track. To reach our goal of helping 100,000 families, colleagues, clients, and communities thrive by 2030, we use four key indicators that reflect both financial health and human impact.

1. Clients and Their Families

We measure flourishing among our clients when they experience exceptional satisfaction and trust in our partnership.
Metric: A Net Promoter Score (NPS) above 60 — a benchmark that signals our clients feel genuinely supported and would confidently recommend Larson to others.
Meaning: When clients flourish, they’re not just meeting financial goals — they’re building lasting legacies.

2. Employees and Their Families

Flourishing starts within our own walls. We measure the well-being and engagement of every team member across all Larson affiliates.
Metric: Employee Satisfaction (ESAT) above 80, combined with average pay above the 50th percentile for our industry.
Meaning: When employees are empowered, fairly compensated, and fulfilled, they can better serve our clients and communities.

3. Charitable Organizations

A flourishing company gives back. We count the number of charitable organizations that Larson employees and the Larson Financial Foundation have supported through donations, volunteering, or partnerships.
Metric: Total number of organizations impacted.
Meaning: Each organization we touch extends the ripple of flourishing beyond our firm — creating stronger, healthier communities.

4. Warrior Impact Time (WIT)

We encourage our team to invest time in causes that matter. Warrior Impact Time tracks the total volunteer hours available to employees and the percentage of those hours actually used.
Metric: Total hours completed and aggregate days served over a 12-month period (TTM).
Meaning: True flourishing happens when we dedicate time, not just resources, to lifting others.

How are we doing?