Morgan Irvin, CFP
By working with leading ﬁrms such as Goldman Sachs, UBS, and Raymond James, Morgan Irvin attained an esteemed reputation as a CERTIFIED FINANCIAL PLANNER™ and trailblazer in the industry. Today, she serves as a managing director and co-founder of Park City Family Office, a nationwide multifamily office. Along with co-founder Bruce Greenwald, she advises families about their businesses, philanthropic legacies, and family constitutions. Through aligning inter-generational values and vision, Morgan’s primary responsibility is to work with families to implement investment and governance strategies that will endure the test of time.
Located in Deer Valley, Utah, Park City Family Office is a ﬁrm that offers “depth, breadth, and collaboration of resources unique to the ultra-high net worth family space.” Morgan and Bruce guide each family in deﬁning an identity, mission, and purpose that culminates in a family business plan. Morgan explains, “For families who are searching for an enduring legacy, we are doing things differently. We are returning the deﬁnition of wealth to its origin: the transfer of knowledge, skill, and ability.” Therefore, Morgan says, the company is unlike any other model available in the market place today. Their approach is to lead with value-based decision making and to take the time to understand each client’s purpose and beliefs.
According to Morgan, the main aspect that sets Park City Family Office apart from other ﬁrms is their ability to bring an array of disciplines under one umbrella. She and Bruce bring in additional experts as needed to guide clients in deﬁning their family legacies and in accomplishing their ﬁnancial goals. Therefore, a multidisciplinary team of professionals, including attorneys, investment bankers, accountants, chief investment officers, and senior living specialists, work together to support the unique needs of their clients. Morgan explains, “We set our team up differently because we believed the ﬁnancial services industry was too transactional in nature when it should be about putting people ﬁrst.”
In fact, Park City Family Office’s motto is “People. Purpose. Process.” They especially pride themselves on properly educating families, including children as young as 5-years-old. According to Morgan,“The dialogue is catered to what each family wants to share. It is important for children to be exposed to the environment as well as the trials and tribulations of the family because transparency and inter-generational dialogue are the cornerstone of successful family governance.” The ﬁrm’s goal is to prepare beneﬁciaries for the wealth they are to receive, rather than prepare the wealth for the beneﬁciaries.
Community involvement is also a central part of the culture at Park City Family Office. For instance, Morgan is in the process of co-founding Park City Family Office Foundation, which will focus on bringing ﬁnancial literacy and education to the community. In addition, Morgan serves as the vice president of the board of trustees at The Egyptian Theatre, is a volunteer radio DJ at KPCW, and a gala committee member for the Kimball Art Center.
Park City Family Office
1375 Deer Valley Drive, Suite 219, Park City, Utah 84060