Born from personal experience and professional insight, TruNorth Companies emerged when two industry veterans discovered a shared vision. When Steve Gordon, a veteran CFP with over 30 years of experience, and Rob Trube, a growth-focused entrepreneur, met to discuss long-term care financial modeling, they uncovered something bigger. Both had faced the challenges of caregiving firsthand, understanding the emotional and financial toll it takes on families. This personal connection, combined with their complementary expertise, sparked an innovative approach to financial services.

Their partnership blends Steve's deep financial advisory experience—including managing a billion-dollar AUM team—with Rob's proven track record of scaling businesses, notably helping Acrisure grow from $100M to $1B in just three years. Together, they've built more than just a financial services company; they've created a comprehensive ecosystem that includes advanced retirement income planning software, a nationwide professional network, and a groundbreaking marketing approach using intent-based identity resolution. This unique combination of traditional financial wisdom and innovative growth strategies has positioned TruNorth to transform how financial services are delivered and accessed.