Walter (Trey) Ruch, III

CEO

As CEO of LibertyFi, Trey attributes the success of the company to the team’s energy and passion for helping RIAs manage comprehensive client relationships at scale using technology and tools. 

Trey has more than 30 years of experience in investment management consulting, trust, and financial planning. For the past 20 years, he worked as an executive for two regional B/D holding companies, where he served concurrently as Chairman and CEO of their Trust Company and as Managing Director of all retail products and advisory services. He was directly responsible for technology, operations, and compliance of these subsidiaries. Trey is a graduate of the University of Tennessee.

Alli Jordan

President & COO

Alli is responsible for many aspects of the business, from sales to service escalations from other team members.

Alli has been in the financial services industry for nearly 10 years. She was previously employed by Sterne Agee and Leach, Inc., where she was an investment analyst and business consultant for the wealth management division. Alli worked with Sterne Agee financial advisors, consulting with them on how to make their books of business more efficient by utilizing technology. She served as the principal Envestnet administrator and relationship manager for the company and coordinated conversion and support for her firm and the external RIAs and IARs using the Envestnet platform. Alli is a graduate of the University of Florida.

John Brooks

Senior Consultant

John is responsible for consulting with clients and ensuring the Envestnet platform is configured to meet their needs. He also helps onboard new clients.

John has been in the financial services industry for nearly 10 years. Previously he was at Sterne, Agee, & Leach, Inc. serving as an Investment Analyst in its Corporate RIA. His work centered on due diligence within the advisory product marketing group, working directly with financial advisors to leverage the company’s investment advisory and financial planning expertise and programming. After 18 months in this role, John shifted to a business consulting position and began working with hybrid RIAs and dually registered Broker Dealers using the Envestnet wealth management platform. His consulting contributions were focused on helping clients develop competency and efficiency using Envestnet advisory technology and workflows. John is a graduate of the University of Alabama.

Davis is responsible for ensuring that the Envestnet platform is configured to support our clients’ needs. Davis has been in the financial services industry for nearly 10 years. He was previously employed by Sterne Agee and Leach, Inc., where he was an Investment Analyst for the wealth management division. Davis worked with financial advisors, consulting with them on how to make their books of business more efficient. His consulting contributions were focused on helping clients develop competency and efficiency using Envestnet advisory technology and workflows. Davis is a graduate of the University of Alabama.

Thomas is responsible for managing the billing for LibertyFi’s partner-firms executed through the Envestnet platform. This function serves 20,000 client accounts each quarter, and he works to ensure their accuracy while making certain that advisors are paid their fees, on time. 

Prior to LibertyFi, Thomas worked in a financial reporting and analysis role with BBVA Compass before moving to Regions Bank in the Controller’s group. He worked directly with Regions’ business partners, specifically Credit, Risk, and HR-Compensation, to make their processes and policies more efficient and compliant. Additionally, he and his group were responsible for the bank-wide implementation of new accounting standards. Prior to that, Thomas spent four years in public accounting at Sellers, Richardson, Holman & West (now RSM, LLP) where his work centered on high-net-worth individual, family, and trust tax planning and compliance and had a specialization serving large multi-state manufacturing and distribution clients. Thomas earned his undergraduate credentials as well as a Masters degree in Accounting and Taxation from the University of Alabama.

Adair is responsible for handling day-to-day account service requests, helping RIAs manage changes to their client accounts, which allows advisors to focus on serving their clients. With several years of experience working with the Envestnet platform, she loves sharing best practices to help RIAs improve their workflows.

Adair has been in the financial services industry for nearly 10 years. She was previously employed by SA Stone Wealth Management, where she was a lead relationship manager for independent financial advisors. Adair worked with financial advisors at the broker dealer to help facilitate their middle and back office needs. Adair oversaw 100 financial advisors to make sure their practices were running smooth and efficiently. Adair is a graduate of Auburn University.

Caroline is responsible for helping RIAs manage changes to their accounts and completing service requests, which allows advisors to focus on serving their clients. 

With 10 years of experience in the financial services industry, Caroline previously worked at Birmingham Investment Group. Prior to that, she worked at a small boutique investment banking firm specializing in the oil and gas sector in Washington, DC and later located to New York City.