Dan Luke

Dan has over 30 years of experience in the financial services industry, specializing in wealth management, financial planning, insurance, mortgage, and retail banking. He is a co-founder of the Diversify Advisor Network. In 2004, he co-founded Diversify, Inc., a wealth management firm and the Diversify group of companies (formerly known as Diversified Financial Planning, Inc.), where he served as Chief Executive Officer. Diversify was acquired by the Diversify Advisor Network in 2024.  In 2011, Dan co-founded DFPG Investments, LLC (“DFPG”), the broker-dealer arm of Diversify.

Dan is an active member of the Utah Financial Planning Association, having served as Chairman, President, and Vice President. He continues to work closely with investors across the country and frequently presents at industry events. Additionally, Dan is a valued member of Diversify’s Investment Committee, contributing to the review and capital raise of numerous alternative investment offerings in private equity, private credit, real estate, and venture capital.

Dan holds a Bachelor of Arts in Finance from the University of Utah, and he is a Certified Financial Planner™ professional (CFP®). He maintains the series 6, 7, 24, 63, 66, and 99, securities registrations and possesses life, property, casualty, accident, health, and variable insurance licenses.

Dan has worked in finance and investments since 1993. Prior to founding Diversify, Mr. Luke worked in the banking industry, he spent three years with Zions Bank and two years with First Utah Bank in retail banking and lending.  With this background he has also held his principal mortgage broker license and has years of experience in mortgage and lending.

Dan Luke and his wife have four children and currently reside in Sandy, Utah.

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