ABOUT US

Our beliefs center around fulfilling our fiduciary responsibilities to our clients and treating others as we would like to be treated ourselves. From our mission to our vision to our values, our role is to help clients live their lives richly versus just getting rich.

VIRTIX LEADERSHIP

Lance Larson
Lance Larson
Managing Member & Founder
Reid Larson, Managing Member & Founder
Reid Larson
Managing Member & Founder
Jeff Rosenthal, Chief Compliance Officer
Jeff Rosenthal
Chief Compliance Officer

Our Mission, Vision and Values

Mission

To provide guidance where
life & finance meet.

Vision

To guide clients who thrive
& enrich their communities.

Values

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Resilience – Life is difficult and full of distractions; resilience allows us to right the ship and stay the course.

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Empowerment – Enables our clients and employees to pursue and achieve their goals, opening the doors to their ultimate potential.

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Advocacy - As fiduciaries, we are your constant advocate, acting in your best interest at all times.

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Dedication – We are dedicated and committed to your Via-Life Plan. Visualize the goal, Integrate the plan and Achieve your potential.

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Civic Responsibility & Compassion – “To whom much is given, much is required,” or as our Father would often say, “Do Well, Then Do Good." Helping and supporting those that are less fortunate can open your eyes to opportunities in life that many never discover.

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Energy & Enthusiasm – Know that you have a purpose, and move intentionally with purpose. Be happy and excited. Have fun and enjoy the ride!

David and Janis Larson Foundation (DJLF)

Lance and Reid Larson, together with their Mother, Janis “Jani” have been Trustees of the DJLF since 2013. The family has worked together to ensure that our Father’s vision is carried out. Since 2013, the DJLF has given over $80,000,000 to Institutions and Charitable Endowments that focus on Education, Health and Safety, Goodwill, Leadership, Athletics and Historical Preservation.

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Larson Scholars University of Minnesota and University of Kansas.

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The Pinky Swear Foundation, benefiting children and families fighting cancer.

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Voyager Outward Bound.

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College Possible.

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University of Minnesota Athletics – Larson Leadership Development Program.

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Food for Hungry Minds.

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YMCA.

Our Industry Partners

Goldman Sachs
TD Ameritrade
Orion
Redtail