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The story of i•financial began when Kevin Moore and Sally Munford met while serving on the board of a local non-profit organization in San Antonio. It was evident when they met, that they shared a passion for finance, placed a high value on integrity, and believed strongly in giving back to the community. These shared beliefs were the foundation of their business partnership.


After working together for about a year, they decided to form their own practice when the company with whom they had an affiliation was acquired. They decided to formalize their business partnership. At this time, Sally had almost 20 years in the personal financial services industry and Kevin had 17 years in the mutual fund industry. After extensive due diligence and analysis, they decided to join the Commonwealth Financial Network. The decision to join a new broker-dealer was also an opportunity to reimagine the business they were building together.


Having everything they needed to start their business, it was now time to choose the name of their company. After many hours of discussion they settled on i•financial. They gravitated to this name because it reflected their desire to conduct their business in a manner that is individualized to their clients’ needs. The i also reflected their independent thinking, their intention to act with integrity in their actions towards clients and staff, and reflected the comprehensive and inclusive nature of their planning work. With a new identity and a new broker-dealer affiliation, Kevin and Sally officially established i•financial in 2005.


In later years, Sally and Kevin began to discuss preparations for Sally’s retirement. In recognition of the continued growth of the business and the need to ensure the company had sufficient resources to meet current customer needs and support continued growth, the firm hired Jake Rivas in 2013. Jake initially started as a paraplanner, but has since developed into an Advisor at the firm. Jake works with many of our clients, but his particular areas of focus are retirement plans and working with millennials.


In 2015, Sally retired after 31 years in the financial services industry. While this marked the end of an era, due to the incredible staff and extensive planning, the transition was seamless. In mid- 2017, i•financial welcomed Denise Moore as a customer service representative. Denise came on board to ensure continued commitment to clients and to provide high-quality customer service. In early 2019, i•financial welcomed Rachel Crager to the team as our client service manager. Rachel joined us to ensure clients receive the warm, attentive service they have grown accustomed to. 


The company’s core principles have remained intact since the firm was created many years ago. Helping clients realize their life’s goals is why i•financial was established. Treating everyone as an individual, acting with integrity, and always placing clients’ interests before their own is the foundation on which i•financial was built and continues to grow.

Helping our clients live intentional lives while making the financial planning process understandable is our goal. As investment advisors, we operate as fiduciaries, which means we are obligated to act in your best interest, avoid conflicts of interest, disclose all material facts fully and completely, act with utmost good faith, and not mislead clients.