Alex Morrall, AIF®, CFP®

Financial Advisor

Get My Column: Well-Being Weekly

An exploration of the intersections between work, health, personal finance, and the pursuit of a good life

I help you use money as a tool to live your desired life.


Check the background of this investment professional on FINRA’s BrokerCheck.

Alex Morrall, AIF®, CFP®

Financial Advisor

Get My Column: Well-Being Weekly

An exploration of the intersections between work, health, personal finance, and the pursuit of a good life

As a business owner, you already have all the tools you need to succeed in life. You’re fast-moving, decisive, and growth-oriented.

All you need is help aligning your objectives to create a life that facilitates whole-person well-being.

This is where I can help.

I help Minnesota business owners use their businesses to drive the lifestyle they desire.

To do this, I first help you clarify what in life is most important to you. Money is a tool to live your desired lifestyle, but you need to first identify what your passions and dreams are so you don’t get 10 years into a plan and realize you are pointed in the wrong direction.

Next, we establish a comprehensive financial strategy that aligns your financial, business, and lifestyle objectives into an actionable roadmap to success. This is where you can start offloading some of the financial management to me, knowing your values, goals, and strategy are being supported through every invested dollar and every product recommended.

When you work with me, financial wellness is more than numbers and money. It’s about your well-being and what’s most important in your life. Everything else is just a tool to achieve the life you love.

Schedule a consultation

Apart from my work as a financial advisor, I am the founder of The Twin Cities Wellness Collective and host our podcast, a volunteer with Fellowship of Christian Athletes, and a deacon of hospitality at Trinity City Church. I also love downhill skiing in Colorado, camping, backpacking, fishing, hiking, and mountain climbing.

I’m originally from Denver, Colorado, but my wife Sonia and I now live and work in the Twin Cities.


  • B.A. in English and Educational Studies, Macalester College – Saint Paul, MN
  • FINRA Series 7 and Series 66 Registered
  • Life and Health Insurance Registered
  • AIF®, Accredited Investment Fiduciary

Comprehensive financial planning

To get where you want to go, you need a roadmap. Your financial plan helps you clarify your most important life goals and outlines how to use your business and money as tools to achieve what matters most and to protect what you’ve worked hard to build.

Separate from the financial plan and my role as a financial planner, I may recommend the purchase of specific investment or insurance products or accounts. These product recommendations are not part of the financial plan and you are under no obligation to follow them.

Employer-sponsored retirement plans

Structure a retirement plan for your company that aids in retaining top talent and helps you maximize your contributions for your own retirement.

Group benefits

We analyze your group benefits to ensure they meet your needs and are competitive in the marketplace.

Employees consistently say improving their benefits is the one thing their employers can do to keep them in their jobs—second only to pay.

Aflac. (2019). Aflac WorkForces Report.

Informal business valuation

Your business is the most important piece of your financial life, and you need to know how much it is worth for estate planning, business succession planning, and retirement planning. We provide you with an informal business valuation to give you an idea of what your most important asset is worth.

Risk management analysis

As a business owner you have more risk in your financial life. We analyze your risk exposure in your life and business and help you to mitigate unnecessary risk and shop cost-effective protections.

Investment management

We help you structure a diversified investment portfolio that can help with meeting your long-term financial objectives.

In addition, we can incorporate principles of responsible investing into your portfolio if desired. Responsible investment is an approach to investing that aims to incorporate environmental, social, and governance (ESG) factors into investment decisions, to better manage risk and generate sustainable, long-term returns.

Coordination with other professionals

A comprehensive financial strategy may require the assistance of other professionals like estate planning attorneys, business attorneys, property and casualty insurance agents, realtors, commercial lenders, and accountants.

Our team has an extensive network and can make introductions to vetted professionals as needed. We also coordinate with any other professionals you already have in place.

Schedule a meeting


Chase Brakke, DIA, DIF, CEPA®
Chase Brakke, DIA, DIF, CEPA®

Vice President of Business Owner Solutions

Chris Sitek, CLTC®, CASL®, CLU®, ChFC®, RHU®, REBC®
Chris Sitek, CLTC®, CASL®, CLU®, ChFC®, RHU®, REBC®

Vice President Life and Long-Term Care

Aimee Speier

Director of Client Services


Contact Alex to align your business, finances, and life

    Minnetonka, Minn.

    Fortune Financial
    10261 Yellow Circle Drive
    Minnetonka, MN 55343

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    Investment advisor representative of Cetera Advisor Networks, LLC. Securities offered through Cetera Advisor Networks LLC, member FINRA/SIPC. Advisory Services offered through Cetera Investment Advisers LLC, a registered investment adviser. Cetera is under separate ownership from any other named entity.