By Terry Horan, CEO, HORAN Wealth

Building Something Greater Than Ourselves

Legacy is much more than what we leave behind—it's what we build together. That's exactly how HORAN Wealth came to be—through people, relationships, and a deep commitment to serving others.

My father, Jack Horan, originally sold office furniture. One day, after a sale to Great West Life, they saw something in him: a problem-solver who put people first. That unexpected opportunity led him to build something far greater.

He believed financial security was just the beginning, because it enabled his clients to create opportunities, protect their families, and strengthen their communities. That mindset became the foundation of HORAN Wealth.

From One Generation to the Next

When I joined the business straight out of college, I knew I wanted to help people like my father did. But he had already sold to nearly every prime prospect. That forced me to think differently, to find my own way, and to expand our services to meet the needs of my generation.

And that's exactly what HORAN Wealth has continued to do over the decades: evolve, grow, and ensure that the people we serve always have the right guidance to navigate their financial future.

Over the years, I've come to see that our legacy became the foundation we built over time. For HORAN Wealth, that foundation rests on three essential pillars: Purpose & Values, Putting People First, and Strengthening Brand & Culture.

1. Purpose & Values: The Heart of Who We Are

HORAN Wealth has always been built on purpose. My father got into this business because he wanted to make a difference in people's lives. That's the mindset that shaped our values, and those values have never changed.

Guided by Principles That Endure

We are guided by five core principles: Integrity, Commitment, Accountability, Corporate Social Responsibility, and Innovation. These values are more than words on a wall—they are the foundation of every decision we make, every relationship we build, and every promise we keep.

Abundant Wealth Strategies That Go Beyond Finances

Our purpose is to relentlessly pursue an abundant and productive life for our clients and to help them transfer that wealth across generations. We want to ensure their legacy continues to build and grow. It's what pushes us to innovate, to anticipate needs before they arise, and to always ask, "How can we serve better?"

Explore how giving can strengthen family legacy.

2. Putting People First: A Commitment That Spans Generations

If there's one thing I've learned, it's that a business is built on people. The relationships we form, the trust we earn, and the promises we keep are what define HORAN Wealth.

A Legacy of Continuity for Families and Businesses

Early on, we recognized that financial planning at its core ensures that families and businesses have continuity for generations. At many firms, when an advisor retires, their clients are scattered. That never sat right with me. If we're making promises to guide clients for life, that promise shouldn't end when one person leaves. That's why we built HORAN Wealth—to provide continuity, to ensure that no client is ever left without a trusted partner who truly knows them, their family, and their goals.

Strategic Wealth Solutions for Business Owners & Families

It's also why we expanded our services over time. When we saw that our clients needed more than insurance, we added investments, estate planning, and wealth transfer strategies. As business owners faced challenges with succession, we developed strategies to help them run and transition their businesses smoothly. Every step of our growth has been about meeting the evolving needs of the people we serve.

Empowering a Multi-Generational Team to Serve Exceptionally

One of my greatest responsibilities now is bringing out the best in our people. We have a multi-generational team of experts who bring different perspectives, strengths, and knowledge to the table. My role is to ensure they can become the best they can be; that they are empowered to grow, to serve, and to carry our commitment to excellence.

3. Strengthening Brand & Culture: The HORAN Way

A great business is built on its culture as much as its strategy. The way we work, the way we treat people, and the way we hold ourselves accountable are all part of what makes HORAN Wealth stand the test of time for over 75 years and four generations, always remaining one of the top wealth management firms in the Cincinnati area.

Living Our Fundamentals Every Day

That's why we formalized our culture into something we call The HORAN Way. It's a set of 27 guiding principles that define how we operate, how we serve, and how we grow. These fundamentals aren't just about business—they're about character, relationships, and the unwavering commitment to doing what's right.

Here are just a few of the principles that shape our daily work:

• Do What's Best for the Clients. Every decision we make must prioritize the client's best interest—even if it's to our own short-term detriment.
• Be Relentless About Improvement. We never stop learning, adapting, and pushing for better solutions.
• Invest in Relationships. Strong relationships are the foundation of trust, and trust is the foundation of success.

Stewarding a Trusted Private Wealth Brand

Every meeting at HORAN Wealth starts with a review of one of these fundamentals. Why? Because culture isn't something you say—it's something you live, every single day.

We also understand that a brand is more than a logo or a tagline—it's our reputation. It's what people say about you when you're not in the room. A strong brand ensures that the values, mission, and impact of a business outlast any individual. That's why we treat our brand as something to be stewarded and protected.

Legacy is Built with Purpose

When I look at what we've built over the past 75 years, I'm proud. But I'm even more excited about what's ahead. Legacy isn't about standing still—it's about evolving, preparing for the next generation, and making sure that every decision we make today creates opportunities for those who come after us.

Generational Wealth Planning for the Future

Now, my focus is on the next generation. Millennials are beginning to inherit and shape the financial world in ways we've never seen before. It's our job to support and guide them, to ensure they understand not just how to manage wealth, but how to carry forward the values and purpose that create true, lasting success.

A legacy that lasts generations requires vision, the right people, and the discipline to stay the course. My challenge to you is this: Who are you bringing along on your journey? Because together, we build more than wealth—we build futures.

Together, We Build More Than Wealth—We Build Futures

If you're thinking about your own legacy—whether it's for your business, your family, or the next generation—know that you don't have to do it alone. At Private Wealth Management at HORAN Wealth, we've spent over 75 years guiding individuals, families, and business owners through the decisions that shape their futures.

We believe in building lives of abundance and purpose—and in helping our clients create a legacy that lives on through people, values, and impact.

📩 If you're ready to take the next step in your legacy journey, talk with your Private Wealth advisor or reach out to us at PrivateWealth@horanwealth.com. We'd be honored to help you build something greater, together.

HORAN Wealth is the marketing name of HORAN Securities, Inc. ("HSI") and HORAN Capital Advisors, LLC ("HCA"). Securities Offered Through M Holdings Securities, Inc., a Registered Broker/Dealer, Member FINRA/SIPC. HORAN Wealth Management ("HWM") is the investment advisory firm. HCA is an affiliated investment advisory firm.

The information herein has been obtained from sources believed to be reliable but we cannot assure its accuracy or completeness. Neither the information nor any opinion expressed constitutes a solicitation for the purchase or sale of any security. Any reference to past performance is not to be implied or construed as a guarantee of future results. Market conditions can vary widely over time and there is always the potential of losing money when investing in securities. HORAN Wealth and its affiliates do not provide tax, legal, or accounting advice. This material has been prepared for informational purposes only and is not intended to provide and should not be relied on for tax, legal, or accounting advice. You should consult your own tax, legal, and accounting advisors before engaging in any transaction.