Greg Caldwell Jr.

Greg Caldwell Jr. is a Wealth Advisor at Diversify, working with high net worth families and business owners to help them make confident, purposeful decisions with their wealth. He partners with clients across life stages, with a particular focus on business owner needs and estate and wealth transfer planning, helping them protect what they've built and pass it on with intention. With 13 years of experience, Greg is driven by a simple goal: freeing clients up to focus on their highest and best use of time by handling the complexity of their financial lives with care and precision.

Greg takes a holistic, goals-based approach to advising, helping clients navigate areas such as business succession, estate planning, tax-aware strategies, and long-term wealth transfer. He believes that good advice should reduce complexity rather than add to it, giving clients the freedom and confidence to focus on what matters most to them, whether that's running a business, spending time with family, or planning for the next generation. His goal is to serve as a steady, trusted partner through every stage of a client's financial journey.

Prior to joining Diversify, Greg served as a Partner at both FirstPurpose Wealth and LJCooper Wealth Advisors, building deep experience advising high net worth families and business owners. He holds Series 7, 63, and 65 securities registrations, is a CFP® professional, and earned both his Bachelor's degree in Personal Finance and his MBA from Utah Valley University.

Outside of the office, Greg is happily married with two children and lives on a small family farm in Georgia. He enjoys automotive restoration and welding, and he's also an avid hunter and golfer who loves to travel.