Our Company Values

For those who are looking for financial advice, we realize the available options are many and deciding who to work with is a challenging problem. Listed below are our Company Values which we hope will give you a better understanding of how we operate.

  1. People Matter – We believe that each person is innately valuable and worthy of respect and honor. We believe that relationships matter and that business is relational, top to bottom. People First, Money Second is a priority statement that places people and relationships ahead of financial matters.
  2. Integrity Matters – We believe that integrity and truth matter. We believe we need to conduct our business in such a way that we are “above reproach. We believe suitability and ethical practices come from placing a high value on other people and their needs before our own.
  3. Communication Matters – We believe that communication with our client partners builds and maintains the trust that is necessary for business relationships to reach their full potential. We believe that our client partners deserve the type of communication that is frequent, timely, truthful, & relevant.
  4. Service Matters – We believe that good service is practical and that great service is necessary in the pursuit of business excellence. We will pursue perfection and in so doing “catch a little excellence along the way.” (Vince Lombardi)

Bryan Head Shot (1)

Bryan M. Rich, President

Secure Financial Group, Inc.

The Picture You’re Painting:  A Short Story


Seek first to understand, then to be understood  is a great quote from author Stephen Covey.  However, many in the financial world have it backwards.  Too often advisors seek first to be understood (sell their product).  This “sale” becomes the focus and the goal.  As a result, they often fail to take the time to understand who you are, your retirement goals, dreams and concerns about current economic conditions.  They don’t allow you the time to “Paint Your Picture”.  Some forget that retirement is one of the biggest transitional times in your life and therefore the development of a solid plan should not be rushed into.

Bryan Rich is a financial advisor and speaker with over 24 years of experience.  He  began his financial services career in 1992 prior to graduating with honors from Liberty University with a Bachelors degree in Business: Finance.  After working for over a decade for a national financial planning company, he decided to pursue his own career.  As part of that decision, in 2005, he assisted experienced insurance and investment professionals from the Roanoke Valley in establishing Secure Financial Group, Inc. or Roanoke, VA.  Since its founding Mr. Rich became the face of Secure Financial after speaking to hundreds of “50 and Uppers” throughout the Roanoke area in presentations and educational workshops.  Now, as President of SFG since 2008, he has continued to develop strategic relationships with attorneys, CPA’s and other experienced professionals in order to enhance his holistic approach to financial and estate planning.  These NETWORK Partners share in SFG’s desire to fully inform and educate each and every prospective client.

Bryan is proudly an independent advisor when it comes to meeting the insurance and lifetime income needs of his clients.  And, as an Investment Advisor Representative for Brookstone Investment Management, LLC provides active daily management for their Risk Portfolios as well.  This helps provide a balanced approach to retirement…instead of a one-size fits all approach.  Brookstone Investment Management offers tactical management and not the “BUY & HOPE” method of most brokers.  If losses of nearly 50% twice in the last 15 years have taught us anything:  in times of economic stress “BUY AND HOLD” just might not work.


PEOPLE FIRST, MONEY SECOND is not just a motto; it is the way SFG chooses to do business by taking the time to get to know you and the “Picture You’re Painting” for this stage of life.  This before we ever start talking about the “products”.  The “products” are important, but they are simply the tools.  How do we know what tools to use until we know what you’re wanting to build?  Let’s dream first and once your goals for retirement are understood, we implement the ABC PLANNING PROCESS.  This process is designed for the Conservative & Moderate Investor that doesn’t want to simply leave retirement to “I HOPE IT WORKS”….as long as the stock market does well. Risk investments certainly have their place.  They are a major part of the ABC PLANNING PROCESS, but we must minimize our Liquidity and Income risks first. So that when we ask the key question:  That question is NOT can I retire?  But, can I STAY retired?

Plan For Your Future

There is no one “best place” to put your retirement money because each individual and couple has unique requirements, different tolerances for risk, and need their money at different times. Likewise, there is no one place to keep your money that fits everyone for exactly the same reasons. Your unique circumstances must be taken into consideration if you seek to find the “most favorable place” for your retirement money. This is where we can be of service.