Transforming Financial Services: A Look at Our Leadership (Part 1)

The leadership team at LibertyFi believes in transforming the financial services industry by helping RIAs like yours drive revenue and scale their businesses with the Envestnet unified advice platform of integrated solutions. Learn more about three of our leaders in this first of two blogs:

Trey Ruch, CEO

Trey Ruch started his career in banking, working in a trust department that prioritized relationship management and client service. An early lesson he learned was about the importance of focusing on the client’s expectations and aligning his service to satisfy them. Trey recognizes that while financial technology continues to improve, RIAs need help conforming that technology to the needs of their practices.

With more than 30 years of experience in investment management consulting, trust, and financial planning, Trey has been responsible for technology, operations, and compliance at two regional B/D holding companies. He served concurrently as Chairman and CEO of their Trust Company and as Managing Director of all retail products and advisory services. 

As CEO of LibertyFi, he 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. With help from LibertyFi, advisors can deepen their client relationships by more effectively managing a wide variety of client responsibilities. In contrast with a transactional model based on selling product and accounting for performance on a weekly, monthly, or end-of-cycle basis, the relationship model can build lifelong clients.

Trey believes that if you do meaningful work and build meaningful relationships around that work, success will take care of itself.

In his free time, Trey enjoys hiking, fly fishing, and skiing. He and his wife divide their time between coastal Alabama and the mountains of western North Carolina. Trey has served on the board of trustees for the Asheville School, where he currently serves on the endowment committee.

Davis Priester, Senior Consultant

With over six years’ experience in financial services, Davis Priester is responsible for helping RIAs streamline their operations with Envestnet. 

Earlier in his career, Davis was able to attend a Berkshire Hathaway shareholders meeting. The experience, which included hearing directly from Warren Buffett and Charlie Munger, cemented Davis’ passion for the industry. 

Previously employed by Sterne Agee & Leach, Inc., Davis was an investment analyst for the wealth management division. He worked with financial advisors, consulting with them on how to make their books of business more efficient. His consulting contributions focused on helping clients develop competency and efficiency using Envestnet advisory technology and workflows.

In his role as Senior Consultant at LibertyFi, Davis is responsible for ensuring that the Envestnet platform is configured to support the clients’ needs. Providing a mix of problem resolution and training, Davis values the trust LibertyFi has earned from its clients. He gains a lot of professional satisfaction from helping RIAs and advisors increase their proficiency in their use of Envestnet to enhance the service they can offer their investors. 

Davis believes in positivity and the power of a smile. He feels this attitude helps him connect with clients as he works to quickly overcome their challenges. 

In his spare time, Davis loves spending time with his wife and dog. He exercises several times a week, doing either yoga or visiting the gym, to clear his head. As an avid golfer and hunter, he loves to spend time outdoors.

Davis previously served as the Vice President of Fundraising to support the Birmingham Boys and Girls Club, where he currently serves as Treasurer.

Adair Moody, Consultant

Responsible for handling day-to-day account service requests, Adair Moody helps RIAs manage changes to their client accounts, allowing advisors to focus on serving their clients. With several years of experience working with the Envestnet platform, Adair shares best practices and training to help RIAs improve their workflows.

Adair gains a lot satisfaction helping RIAs grow their books of business by providing middle-office consulting and support. She believes that LibertyFi’s tight-knit, energetic team of consultants, who share a commitment to client success, has led to the company’s growth.

Previously employed by SA Stone Wealth Management, Adair was a lead relationship manager for independent financial advisors. She also has experience working with financial advisors at the broker dealer to help facilitate their middle- and back-office needs. She was also responsible for overseeing 100 financial advisors to ensure their practices were running smoothly and efficiently. 

Adair loves spending time with family and friends. She enjoys cooking, traveling, and passing the time on a lake near her home.

Learn How LibertyFi Can Help You

With deep experience helping over 40 independent, growth-oriented RIAs evaluate their technology needs, LibertyFi is the industry leader in Envestnet middle-office consulting services. Learn how we can help you:


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