Our History

Diversify was established to provide solutions for clients. Our history tells a powerful story that not only describes the solutions we provide, but it also resonates in the decisions we make, the services we provide, and how we measure our success.  


Our Beginning


“Our story isn’t much different from how most companies get their start. We identified a couple of problems with the way things were being done, and we set-off with a plan to fix them.”  
                           ~ Ryan O. Smith 


In 2004, Diversify’s founders, Ryan O. Smith and Daniel J. Luke, met while working for a large Wall Street-based investment firm. They sat right next to each other and, between phone calls and appointments, they began sharing ideas about how investment firms could improve the service they provide to clients.

These impromptu discussions grew into lunchtime meetings, and then evening and weekend meetings, which were spent drafting business plans directed towards providing solutions to these problems. Over the course of a few months, Smith and Luke created a solid plan with a vision of an investment firm that put the objectives and goals of the client at the center. 

The plan they created would pivot on creating a firm that delivered value to clients in three distinct ways. First, their firm would be truly independent, and thereby free from the limitations most other firms faced in what services or products they could offer clients. Second, their firm would provide highly personalized services characterized by a long-term partnership with clients, a client-centric approach to financial planning, and a genuine mission to educate and inform. Lastly, they would build the firm upon an investment philosophy that advocated portfolio diversification.   

In 2004, Smith and Luke opened for business. They named their company Diversified Financial Planning (DFP), which would later be changed to Diversify, Inc. in mid-2013. On the first day of business, Diversify had three employees, Smith, Luke and Michelle Carter (still with the firm), and fewer than ten clients. 

In a matter of a few short years, their vision would reach thousands of individuals, families and businesses located throughout the United States. 


Our Growth 


“We always knew that the best measure of our success would be the response from clients and the growth of our vision. We're pleased that our team has helped thousands of individuals.” 
~ Daniel J. Luke  


In the course of a few short years, Diversify’s founders, Ryan O. Smith and Daniel J. Luke, would move the firm into its own offices, hire a full-time staff of professionals, and would begin working with thousands of individuals, families and businesses located throughout the United States. 

In 2010, Diversify’s growth would be publicly recognized for the first time, as Smith and Luke received the Utah 100 Award. The Utah 100 Award is awarded by the MountainWest Capital Network (MWCN) and, according to their website, “recognizes the 100 fastest growing companies” in the state of Utah. Diversify would go on to receive this award again in 2011, 2012 and 2013.

Diversify's President, Ryan O. Smith, was also featured in Utah Business Magazine as a recipient of the Forty Under 40 award, which recognizes the top executives in Utah under that age of 40 and who play a critical role in the Utah economy.

In addition to the awards, Diversify’s vision would continue to grow and Smith and Luke would expand their business to include an independent insurance division, Diversify Insurance, Inc., which is a full service insurance planning company for individuals and businesses. Diversify Insurance, Inc. would be awarded the Diamond Producer Award by SelectHealth, which recognizes the top health insurance producers in Utah.  

For over a decade, the team at Diversify has worked with listeners of the Dave Ramsey radio show. Members of the Diversify team are the Endorsed Local Providers (ELP) for investments, health insurance, auto and home insurance, commercial insurance, and long-term care insurance in Utah, Idaho and Wyoming region. Diversify shares Dave Ramsey’s passion for helping individuals and families understand the habits and processes that can help them achieve financial peace and independence.


Diversify Today


“Our mission is to improve the lives of clients by delivering honest investment and wealth management services that create value through personal relationships, a truly independent approach, and a properly diversified portfolio.”
Diversify’s Mission Statement 


Today, Diversify continues to differentiate itself through its continued focus on providing honest investment and wealth management services that are personal, independent and diversified. More than anything else, it is how Diversify executes its mission that makes it different from competitors. With a full time staff of over 20 advisors, analysts, account managers and insurance specialists, Diversify seeks to surround its clients with a dedicated team of financial professionals.  

Diversify founders Dan Luke and Ryan Smith have expanded their mission to educate investors by accepting an invitation to host a weekly radio show on 105.7FM 570AM KNRS. The show is aired on Saturdays at 1:00 PM (MST) and seeks to help thousands of listeners be better prepared as they plan for their financial future.  

In addition, Diversify is recognized for their unique offering of securitized commercial real estate offerings for high net worth individuals, families and businesses. Diversify, and their broker-dealer DFPG Investments, Inc., engages a team of due diligence analysts, and its own in-house due diligence staff, to evaluate real estate sponsors and their securitized real estate offerings. Together, they have been responsible for the review of thousands of  commercial real estate offerings from across the United States.   

Whether you are just starting out or if you have accumulated a substantial net worth, let our team at Diversify help you develop a financial plan and strategy. When clients work with Diversify, we hope they will experience the difference it makes to work with a knowledgeable advisor who is truly your financial partner and advocate.







Tagged under Our History

Diversify, Inc. is a branch office of DFPG Investments, Inc. Securities and Investment Advisory Services offered through DFPG Investments, Inc. Member FINRA/SiPC. Insurances offered through Diversify Insurance, Inc.

This is neither an offer to sell nor a solicitation of an offer to buy securities. Any information contained on this website alone should not be used in making investment decisions. Investors should carefully consider the investment objectives, risks, charges, and expenses associated with any investment.

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