One principal. Two sides.
One standard.
Homan Financial Services is a fee-only financial planning firm based in Arlington, Texas. We serve people who want a real financial plan and an advisor who actually knows them, and small business owners who need a real financial partner, not another vendor sending monthly reports.
Built by someone who worked the other side of the desk.
Jake graduated from the University of Michigan with a degree in Industrial & Operations Engineering — the discipline of making complex systems work better. He also minored in Business and Computer Science, which shapes how he thinks about finance: find the inefficiency, eliminate it, build something that actually scales.
After graduating, he joined Goldman Sachs before moving into operational finance. At Loftwall, he joined as an Operations Analyst and moved to Director of Finance over two years, overseeing accounting, finance, HR, IT, and purchasing as the business scaled from $5M to $20M in revenue. He then spent three years at Interstate Batteries as Commercial Finance Manager, responsible for the firm's largest revenue vertical.
Two things drove him to start Homan Financial: a belief that most people are overpaying for advice that doesn't serve them, and a deep appreciation for small businesses. He's seen them grow from the inside, understands the pressure owners carry, and believes they deserve a financial partner who's genuinely invested in their success — not just their billing cycle.
The principles behind everything.
We earn compensation exclusively from client fees — no commissions, no product sales, no referral fees tied to product purchases. This is the structure that eliminates conflicts of interest.
We operate as a fee-only fiduciary financial planner — your interests come first, full stop, with no product sales or commissions that could compromise that standard.
The first conversation costs nothing.
20 minutes. Tell us what you're working on. We'll tell you honestly if we can help.