About GEN Financial
GEN Financial is a group of individuals all skilled in financial management with the same determination to work as a team to exceed our clients’ goals and expectations. We are an independent, fee-only advisory firm. Since 1998, we have helped our clients reach their financial goals with high-quality, objective financial advice. We offer personal financial planning, investment management and retirement services to a select group of entrepreneurs, business owners, and retirees.
We have a simple philosophy: We craft custom solutions for our clients because every client has unique needs, goals and dreams.
Flexibility is fundamental in our approach. We constantly monitor and re-evaluate your plan — making changes as needed — to ensure your plan keeps pace with your changing needs in life.
Core Values
Integrity in All Matters
Fostering Long-Term Relationships
Commitment to Our Clients and Community
Creating a Supportive and Respectful Working Environment
Philanthropy
GEN Children’s Charity
In July of 2026, GEN Children’s Charity will host a charity golf tournament to benefit the Freddie Solum Fund at the Minneapolis Foundation. Freddie is the beloved grandson of our GEN team member, Tracy Westhoff, who courageously battled Lymphoma throughout late 2023 and much of 2024. His battle, forever inspiring, was fought with toughness and resolve well beyond his years until the time of his passing in July 2024. Freddie was five years old. Their focus is granting funds to three unique and very deserving areas which need funding to support progress in living with, and ultimately ending, childhood cancer – providing necessary funding to hospital systems, critical funding to research organizations, and provide happiness to kids enduring the hardship through programs like Make a Wish.
For more information or sponsorship opportunities, please contact Tracy Westhoff at tracy.westhoff@genfinancial.com.
GEN Children’s Charity is a 501(c)(3) organization that holds a golf tournament every two years to raise money on behalf of a Twin Cities organization focused on helping disadvantaged children. Since 1998, GEN Children’s Charity events have raised funds for organizations like The Page Foundation, College Possible, Bolder Options, Make A Wish, and others.
Holiday Gift Match
GEN Financial celebrates the holiday season by matching our clients’ donations to the charity of their choice. For the past decade, GEN Financial has been matching donations up to $50 made by our clients to organizations like area churches, Alzheimer’s Association, Second Harvest Heartland, the Salvation Army, and many others.
GEN Client Birthday Contribution
We like to celebrate our clients’ birthdays by making a charitable donation to a different charity each year. In honor of your birthday in 2026, a donation has been made to the Freddie Solum Fund at the Minneapolis Foundation. To read more about Freddie’s journey and legacy, visit www.freddiesolumfoundation.org.
