Roy Larsen, CFP®, AAMS®

Roy Larsen joined Elwood & Goetz Wealth Advisory Group as a Senior Wealth Strategist, bringing more than two decades of experience and a deeply rooted commitment to client-first financial planning. In 2026, he merged his firm (Larsen Wealth Management) with Elwood & Goetz Wealth Advisory Group, reflecting a shared philosophy centered on thoughtful advice, independence, and an unwavering focus on client outcomes. Roy originally founded his firm in 2005 with a clear vision: to build a practice free from the product-driven culture and competing interests often found in traditional Wall Street environments. His goal was simple yet profound—to deliver personalized strategies tailored to the unique needs and aspirations of each client.

Roy’s passion for the markets began at the age of 18 and has since evolved into a disciplined and nuanced investment philosophy. He views investing as both an art and a science, integrating fundamental and technical analysis to design customized asset allocation strategies. Known for his ability to distill complex financial concepts into clear, accessible insights, Roy empowers clients to make confident, informed decisions—without the burden of industry jargon.

He earned his Bachelor of Science in Business Administration from Temple University and has continued to deepen his expertise with a focus on retirement planning. Roy holds the CERTIFIED FINANCIAL PLANNER® designation and is an Accredited Asset Management Specialist® (AAMS®), underscoring his commitment to the highest standards of knowledge and fiduciary care.

Earlier in his career, Roy served as Director of Medicare in Georgia for Aetna, an experience that broadened his perspective on healthcare planning and its critical role in retirement. He has also shared his expertise as an educator, teaching “Successful Retirement Living” at Clayton State University, where he emphasized the importance of aligning wealth, health, and estate strategies into a cohesive plan. In addition, Roy has contributed financial insights to both local and national publications, as well as various online platforms.

Roy resides in Gainesville, GA and remains actively engaged in his community. He is a past Chairman of the Forsyth County Chamber of Commerce Ambassador Program and a former member of the Board of Directors for Leadership Forsyth. His civic involvement has also included service on the Citizens Review Panel for the Forsyth County Juvenile Court. Today, he volunteers regularly with the Atlanta Community Food Bank. Outside the office, Roy enjoys spending time with his two daughters, playing adult baseball, and occasionally pursuing his interest in acting through feature film appearances.