Meet Our Team

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Jared Empey, MSFS

Financial Planner
B.S. Accounting, Southern Utah University
M.S. Financial Services, American College of Financial Services

Jared Empey has always had a desire to serve others. Over the years, he has advised friends and family members in regard to budgeting and taxes. While attending Southern Utah University, he connected with Marty Watkins and joined Association Financial Services in May of 2015 as an intern. Jared quickly discovered that he is passionate about financial planning. He loved the idea of developing a close relationship with clients while providing a great service for a great price.  Jared moved to Boise in August of 2016 to help Marty with the IMA Financial Services practice.

After concluding this would be his life-long career, he became licensed as an Investment Advisor Representative. Jared’s background in accounting provides the additional benefit of tax planning strategies. He has also gone on to earn his Masters of Science in Financial Services from the American College of Financial Services, and is working towards the Certified Financial Planner designation.

Jared is passionate about physical fitness and loves advising others about their health and wellness in addition to their finances.  He also enjoys mountain biking, hiking, and camping.  Jared is happily married and loves spending time with his wife.

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Martin Watkins, CFP®


Marty is the Founder and President of Idaho Medical Financial Services and the primary Certified Financial Planner® currently managing over $430 million in client assets. He graduated with a B.A. in History from Brigham Young University. He loves mountain biking, enjoying the outdoors, and spending time with his wife and two sons.

Martin Watkins has been advising individuals and organizations on their finances for more than twenty years. In 1993, Marty co-founded Utah Medical Association Financial Services and served as the Chief Operating Officer and adviser. He grew the practice from its inception until he was advising over 400 clients, with $625 million under advisement and $300 million under management.

Marty is honored to be a part of the development of the Utah 529 Education Savings Plan (“UESP”) investment options, a plan which won the Morningstar Gold Rating for educational savings plans, and currently maintains an advisory role with UESP, which includes managing assets of over $12 Billion.

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Joseph Griffin


Joseph Griffin is very focused on his leadership style. He prioritizes creating an environment that encourages the development and implementation of actionable strategies that drive positioning and profitability.  

This is demonstrated by measurable results. Joseph’s tenure at TrueNorth Wealth has been a period of unprecedented growth, in which new Assets Under Management (AUM) has increased year-over-year. In 2018 alone, TrueNorth Wealth’s new AUM is up over 300% when compared to previous, more traditional years.

The anticipation and mitigation of risk are hallmarks of this as well. Joseph firmly believes that delivering a clear, definable level of service to existing business is an extremely effective hedge against declines, as well as a strong revenue growth matrix. This is evidenced by TrueNorth Wealth’s traditional 96% client retention rate (in an industry where 70-80% is a common average).

Surprising to many is his six-year rise from Director to CEO at a company with more than $425MM under management. It’s not surprising to colleagues, though, who experience his big-picture, hands-on deportment. Before TrueNorth Wealth, Joseph worked in sales, leading teams that regularly exceeded sales projections, and in real estate, holding a Utah Real Estate License.

Joseph is married with three children, and enjoys the outdoors, especially if it involves mountain biking, camping, and/or boating. He’s a believer in self-improvement, avidly competes in triathlons, but also enjoys quiet time with his family as well.  


Mike Haynes

Executive Director

Mike Haynes has over 20 years of business management experience and has led global business development in Europe, Asia, and the U.S. working in, and consulting for, industries including: High-Tech, Manufacturing, Consumer Goods, Marketing, Medical, Automotive, and Legal. Prior to Mike’s entrepreneurial successes, he worked for a Utah technology start-up, driving company revenues to achieve national recognition in the Inc. 500 as one of the fastest growing companies in the country. Mike also worked for Eastman Kodak and Intel Corporation in Sales and Management roles.

Mike’s primary focus at Idaho Medical Financial Services is on providing better retirement plans to small and mid-sized companies. Believing that the retirement plan industry has failed the 401(k) participant, Mike’s objective is to bring sophisticated academically-based investment methodologies at a lower cost to companies, enabling them to support their employees’ retirement goals and comply with the law.

Mike enjoys serving and being involved in his community. He currently serves as President Elect of the Jordan Education Foundation, and has been on the board of the foundation for several years.

Mike has travelled to 29 countries and loves experiencing different places and cultures. His background also includes a 15 year powerlifting career; a field in which he is highly successful. He loves mountain biking and spending time with his family. Mike continues to be a champion of both business and community development in Utah.

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Jake Rushton, AIF®

Vice President Retirement Services

Jake Rushton has spent the last decade working on one of the largest problems in America: Retirement. His fascination with the 401k started during an open enrollment meeting of a large company when he was 18. Soon after this, Jake attended BYU-Hawaii where he excelled as one of the top runners on the cross-country team.  Upon finishing his Bachelors in Economics he jumped into the investment world with a well-known online brokerage firm followed by an even larger investment bank.  Jake is now thrilled to be working with the team at TrueNorth, Utah’s largest fee-only advisor firm, as Vice President of Retirement Services. When Jake isn’t working on creating successful outcomes for his clients, he is usually attending a sporting event for one of his five children, spending time with his wife, or exploring a new road on his bike.




Having been raised by a successful financial planner, Sam Watkins has been in training almost his entire life!

Sam grew up discussing finance and economics around the dinner table with his father. Today, he uses that foundation to help clients build and secure wealth through academically sound financial planning. He is proficient at investment management, tax strategy, and retirement planning, bringing focus and attention to detail as essential parts of his work. Sam is passionate about finance and loves the satisfaction of building relationships and creating financial security for his clients. He is proud of the value that TrueNorth Wealth offers.

Sam has a Bachelor’s degree in Economics from Brigham Young University, with coursework emphasizing finance and accounting. While attending BYU, he interned for a year at TrueNorth Wealth to learn the practice from the ground up. Simultaneously, he obtained his licensing as an Investment Advisor Representative.

Sam is newly married and loves spending time with his wife, Halie, who he met in elementary school. Together, they like board games, mountain biking, rock climbing, hiking, riding horses, snowboarding, and travel. He has visited 22 countries, including: Israel, Czech Republic, Chile and Fiji. Additionally, he plays the piano and the guitar.

What do you like most about your job?
The best aspect of my job is the value I can add to people’s lives by helping them establish and secure their financial foundation. I deeply enjoy developing relationships of trust with clients and making a difference in their lives.

What did you want to be when you grew up?
A Paleontologist.

What is the thing you can’t live without?
My wife, Halie.