Matthew Watters, CFP®, ChFC®

President & CCO

As president of Midwest Heritage Financial Services, it is my privilege to lead a team of professionals who engage with clients across the country. Since entering this industry in 1995, I have worked with customers in all stages of life and have helped build personalized financial plans that have withstood the test of time. One of the favorite parts of my job is that no two plans are the same and every client has a different set of circumstances to plan for.

Over the years I have found that most individuals have spent more time planning their next vacation than they have building their financial plan. Our job is to organize the process and make it easier for our clients to plan for their financial futures. Our financial planners have the knowledge and experience to help people take an active role in building personalized, comprehensive plans. I believe our advisors perform noble work and that work allows our clients to confidently move through their financial lives with a better understanding of the process and the peace of mind that comes with that understanding.

My commitment is to set the direction of our firm to align the interests of our advisors with the interests of our clients and to create an environment that supports both the success of our clients and the efforts of our advisors. We are not a product-based firm and we do not push the hot product of the day. We take a consultative approach to our clients’ needs and find the right solution to fit each unique plan.

The financial services industry provides the opportunity to make a positive, long-term impact on our clients’ lives and I am proud to be part of it. Working with a company like Midwest Heritage and Hy-Vee means that I am able to lead my division with a breadth and depth of support that is uncommon in our industry.