Meet the Team

Our Professionals

The Diversify team is a dedicated group of financial services and investment professionals that seek to deepen The Diversify Difference through their unique experience, expertise, and commitment to creating and delivering value for clients.

Wealth Advisory Team

Daniel J. Luke, CFP®

Co-Founder & Chief Executive Officer

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JR Broadbent

Real Estate Specialist

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Ruben Vilorio, CFP®

Financial Advisor

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Ryan O. Smith, CRCP®

Co-Founder & President

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Tyler Fagergren

Financial Advisor

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Matthew Rigby, CFP® AIF®

Financial Advisor

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Chris L. Cook

Partner, Financial Advisor

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Krista Baker, CFP®, MBA, CPA

Financial Advisor

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Colton Jensen

Financial Advisor

Jenie Connors, CFP®

Financial Advisor

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Mark Gilbert, CFP®, CPA

Financial Advisor

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Kye Moser, CEP

Financial Advisor

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Daniel J. Luke, CFP®

Co-Founder & Chief Executive Officer

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Ryan O. Smith, CRCP®

Co-Founder & President

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Christopher L. Cook

Partner, Financial Advisor

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Jenie Connors, CFP®

Financial Advisor

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JR Broadbent

Real Estate Specialist

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Tyler Fagergren

Financial Advisor

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Krista Baker, CFP®, MBA, CPA

Financial Advisor

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Mark Gilbert, CFP®, CPA

Financial Advisor

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Ruben Vilorio, CFP®

Financial Advisor

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Matthew Rigby, CFP® AIF®

Financial Advisor

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Colton Jensen

Financial Advisor

Kye Moser

Financial Advisor

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Insurance/Risk Management Specialists

Rick Morris, MBA

Director of Auto and Home Insurance

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Charmain Morris

Auto and Home Client Service Manager

Steve Wilson

Director of Health Insurance

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Dia Fuller

Health Insurance Specialist

Jessica Herbert

Auto and Home Insurance Producer

Operations and Client Service Team

Karen Chatelain

Senior Account Manager

Savanna Seaman

Account Manager

Lauren Giffin

Senior Account Manager

Abigail Buzzell

Account Manager

Becky Parkin

Processor

Leona Dave

Processor

Starr Fagergren

Scheduling Specialist

Karen Chatelain

Senior Account Manager

Lauren Giffin

Senior Account Manager

Savanna Seaman

Account Manager

Abigail Buzzell

Account Manager

Becky Parkin

Processor

Leona Dave

Processor

Starr Fagergren

Scheduling Specialist

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Daniel J. Luke, CFP®

Co-Founder & Chief Executive Officer

Dan Luke is co-founder and Chief Executive Officer at Diversify. In 2004, Mr. Luke, along with his business partner, Ryan Smith, founded Diversify and the Diversify group of companies (formerly known as Diversified Financial Planning, Inc.). For the past several years, Diversify has been recipients of MWCN Utah 100 award, which recognizes the 100 fastest growing companies in the state of Utah.

In 2011, Mr. Luke co-founded DFPG Investments, Inc., a national FINRA member broker-dealer, for which he currently serves a General Securities Principal. He also serves on DFPG Investments’ investment committee, assisting the committee in research and analysis of a broad base of investment offerings.

For over a decade, Mr. Luke has been an Endorsed Local Provider (ELP) and SmartVestor Professional for New York Times best-selling author and nationally syndicated talk show host, Dave Ramsey. Mr. Luke is recognized for his in-depth knowledge of financial planning and has been asked to speak and present at dozens of Dave Ramsey’s Financial Peace University courses across the western United States, as well as other industry sponsored events. Mr. Luke is also the co-host of Diversify Radio with Dan & Ryan, a weekly finance and investment radio talk show on 105.7 FM and 570 AM KNRS.

Mr. Luke 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. Mr. Luke is a principal mortgage broker and has been responsible for the oversight, origination and procurement of over $100 million of real estate loans.

Mr. Luke has a BA in Finance from the University of Utah. He and his wife have four children and currently reside in Sandy, Utah.

Check the background of this financial professional on FINRA’s BrokerCheck.

Licenses and Registrations:
• Certified Financial Planner™
• Series 7 General Securities Representative
• Series 99 Operations Professional
• Series 63 Uniform Securities License
• Series 66 Registered Investment Advisor
• Series 24 General Securities Principal
• Principal Mortgage License (NMLS #300613)
• Life, Accident & Health, Disability, Property & Casualty, Variable Contracts

JR Broadbent

Real Estate Specialist

JR Broadbent is an investment professional at Diversify. Mr. Broadbent began his career in 1998 as a full-service financial advisor and, since 2001, has focused on investment real estate. He takes great care in his due diligence before making recommendations and he monitors performance after closings. He has advised clients in the purchase of real estate investments at a value exceeding $450 million.

Mr. Broadbent graduated from the University of Utah with a Bachelor of Science in Finance and minor in History. He and his wife have four daughters and currently reside in Draper, Utah.

Check the background of this financial professional on FINRA’s BrokerCheck.

Licenses and Registrations:
Series 7 General Securities Representative
Series 63 Uniform Securities Agent State Law
Series 24 General Securities Principal
Series 79 Investment Banking Representative
Utah Real Estate License

Ruben Vilorio, CFP®

Financial Advisor

Ruben Vilorio is a Financial Advisor at Diversify. As a Financial Advisor, Mr. Vilorio works with clients to identify their goals and implement a financial plan and investment strategy tailored to meet those goals. Prior to joining Diversify in 2015, Mr. Vilorio worked at Deseret First Credit Union as a Member Service Representative where he discovered his love for helping individuals in financial matters.

Mr. Vilorio is bilingual and speaks fluent Spanish. He is passionate about educating and giving back to the community and enjoys working with small business owners, experienced investors, and individuals or families just starting out.

Mr. Vilorio is a member of the Financial Planning Association® and serves in the public relations commettee. The Financial Planning Association® (FPA®) is the principal professional organization for CFP® professionals.

Mr. Vilorio graduated from Utah Valley University (Cum Laude), with a BS in Personal Financial Planning. He and his wife have two children and reside in Spanish Fork, Utah.

Check the background of this financial professional on FINRA’s BrokerCheck.

Licenses and Registrations:
• Certified Financial Planner™
• Series 7 General Securities Representative
• Series 66 Uniform Combined State Law
• Life, Accident & Health Insurance

Ryan O. Smith, CRCP®

Co-Founder & President

Ryan O. Smith is co-founder and President of Diversify and has been involved in the financial services industry since 2001. In addition, Mr. Smith co-founded DFPG Investments, Inc. (DFPG), a FINRA member broker-dealer and SEC registered investment advisor for which he serves as President and Chief Compliance Office.

Mr. Smith was honored with Investment News’ 2014 Forty Under 40, which recognizes the nation’s top investment and financial professionals under the age of 40. In addition, Mr. Smith was featured in Utah Business Magazine as a recipient of the Utah Top Forty Under 40 Award, which recognizes the top executives in the state of Utah who have had a significant impact in Utah’s economy. He is an active member of the Alternative & Direct Investment Securities Association (ADISA), a national trade association providing direction to over 20,000 professionals who offer and manage alternative investments.

In 2014, Mr. Smith was one of only three recipients in the country to receive a scholarship into the FINRA Institute at Wharton’s prestigious Certified Regulatory and Compliance Professional (CRCP) program. This program provides in-depth training in compliance, legal and regulatory theory, and application.

Mr. Smith has a BS in Economics from the University of Utah as well as a Certified Regulatory and Compliance Professional (CRCP) ® designation from The Wharton School of the University of Pennsylvania.

He and his wife have two children and currently reside in Cottonwood Heights, Utah.

Check the background of this financial professional on FINRA’s BrokerCheck.

Licenses and Registrations:
Series 7 General Securities Representative
Series 63 Uniform Securities Agent State Law
Series 66 Uniform Combined State Law
Series 24 General Securities Principal
Series 99 Operations Professional
Life, Accident & Health, Disability, Property & Casualty, Variable Contracts

Tyler Fagergren

Financial Advisor

Tyler Fagregren is a Financial Advisor at Diversify. Prior to joining the Diversify team, Mr. Fagergren was a registered representative for a national brokerage firm. He has over a decade of experience in the financial industry, having spent much of that time working with high net worth clients and active traders.

Mr. Fagergren has a BS in Finance from the University of Phoenix. He and his wife have three children and currently reside in Holladay, Utah.

Check the background of this financial professional on FINRA’s BrokerCheck.

Licenses and Registrations:
Series 7 General Securities Representative
Series 63 Uniform Securities Agent State Law
Series 65 Uniform Investment Advisor Law
Life, Accident & Health Insurance

Matthew Rigby, CFP® AIF®

Financial Advisor

Matt Rigby is a financial advisor with Diversify and has been with the team since 2016. He has a BS in Communications Studies from the University of Texas Rio Grande Valley and has also completed a Professional Personal Financial Planning Certificate from Utah Valley University. He helps families, individuals, and businesses with comprehensive financial planning, and strives to bring confidence and education to investors seeking financial independence. During his time at Diversify, he has spent time mentoring under CEO Daniel Luke and has spent extensive time dealing with high net worth families as well as participating in all aspects of the day to day operations and trading of the firm.

He holds the CERTIFIED FINANCIAL PLANNER™ Certification which has been considered the standard of excellence for financial planners. Those who have obtained this designation have met extensive training and experience requirements and commit to the CFP Board’s ethical standards that require them to put their clients’ interests first. He also has the ACCREDITED INVESTMENT FIDUCIARY Designation (AIF®) which focuses on fiduciary standard and building and maintaining qualified plans for businesses to meet specific needs for owners and employees.

He also originates mortgages in addition to comprehensive financial planning through RAN LIFE Home Loans (NMLS #2072077).

He lives in North Salt Lake, UT and is an avid Skier and has recently discovered mountain biking. He enjoys being in the mountains, going to the park with his mini golden doodle Oakley, and spending time with friends and family.

Check the background of this financial professional on FINRA’s BrokerCheck.

Licenses and Registrations:
• Certified Financial Planner™
• Accredited Investment Fiduciary (AIF®)
• Series 7 General Securities Representative
• Series 66 Uniform Combined State Law
• Utah Life, Health & Accident, Variable Contracts
• Mortgage Loan Originator License (NMLS #2072077)

Chris L. Cook

Partner, Financial Advisor

Chris Cook is a Financial Advisor at Diversify. Mr. Cook joined Diversify in 2009 and has worked in the investment and the insurance industry since 1998. Prior to joining Diversify, he worked at Charles Schwab and Fidelity Investments managing client portfolios as an Investment and Fixed Income Analyst. Mr. Cook has worked with hundreds of investors in developing financial plans and analyzing investment options. Mr. Cook is also a SmartVestor Pro for New York Times best-selling author and nationally syndicated radio talk show host, Dave Ramsey.

Mr. Cook has a BS in Finance from Utah Valley University. He and his wife have four children and reside in Lehi, Utah.

Check the background of this financial professional on FINRA’s BrokerCheck.

Licenses and Registrations:
• Series 7 General Securities Representative
• Series 66 Uniform Combined State Law
• Life, Accident & Health, Disability, Variable Contracts

Krista Baker, MBA, CPA, CFP®

Financial Advisor

Krista Baker has been helping clients with their taxes since 1997. Before doing taxes, Mrs. Baker worked in corporate accounting for 10 years doing gas accounting and traveling all over the United States training employees on a program she built. She also taught accounting and consolidations at the University of Phoenix. She enjoys helping her clients save money through innovative tax strategies and business entity formation. She does Individual, Partnership, S Corporation, C Corporation, IRA and Trust tax returns. In addition to being a CPA, Mrs. Baker is also a Certified Financial Planner™ (CFP®) and helps her clients with everything from insurance, retirement and estate planning to investment management. She learned long ago that doing taxes and financial planning are a lot more fun when she gets to know her clients. Her clients are the motivation behind learning about each new tax law and it’s application.

Mrs. Baker has a B.S. degree in Accounting and an MBA from the University of Utah. She and her husband have one son and reside in Stansbury Park, Utah.

Check the background of this financial professional on FINRA’s BrokerCheck.

Licenses and Registrations:
• Certified Public Accountant
• Certified Financial Planner™
• Series 7 General Securities Representative
• Series 6 Investment Company and Variable Contracts Products Representative
• Series 63 Uniform Securities Agent State Law
• Series 65 Uniform Investment Advisor Law
• Life, Accident & Health, Property & Casualty, Variable Contracts
• Notary Public

Jenifer L. Connors, CFP®

Financial Advisor

Jenie Connors is a CERTIFIED FINANCIAL PLANNER ^TM and Senior Financial Advisor at Diversify, Inc. Jenie focuses on holistic wealth management in all areas of financial planning. She is a member of the Financial Planning Association® and is currently serving as the 2019 Utah Chapter President. She is also a regular guest lecturer at Utah Valley University and enjoys teaching and serving in the community. Jenie has been featured in “ThinkAdvisor”, a local publication, as well as KSL news.

Prior to joining Diversify, Inc. Jenie worked as a small business owner. With over 18 years of professional experience, she has worked in operations, marketing, accounting, and customer relations. Jenie finds joy in bringing the same skills and dedication she acquired while working as a business owner to financial planning and investments. She is passionate about working with others to help them plan for and organize their financial future.

Mrs. Connors has B.S. degrees in Economics and Personal Financial Planning from Utah Valley University (Magna Cum Laude). She and her husband have five children and reside in Orem, Utah.

Check the background of this financial professional on FINRA’s BrokerCheck.

Licenses and Registrations:

Certified Financial Planner™

Series 7 General Securities Representative

Series 66 Uniform Combined State Law

Life, Accident & Health, Disability, Variable Contract

Mark Gilbert, CFP®, CPA

Financial Advisor

Mark Gilbert is a Financial Advisor at Diversify. For over three decades he has served his clients and the community as a Certified Public Accountant and a Certified Financial Planner™. Mr. Gilbert takes great pride in helping clients and their families save taxes and plan for their financial future.

Mr. Gilbert has a BS in Accounting from the University of Utah. He has been married to his lovely wife Kim for forty one years. Together they have three daughters and five grandchildren.

Check the background of this financial professional on FINRA’s BrokerCheck.

Licenses and Registrations:
• Certified Public Accountant
• Certified Financial Planner™
• Series 7 General Securities Representative
• Series 63 Uniform Securities Agent State Law
• Life, Accident & Health, Disability, Variable Contracts

Kye Moser, CEP

Financial Advisor

Kye Moser is a Financial Advisor at Diversify. Before joining the Diversify team, he worked as an Executive Platinum Relationship Manager for E*TRADE Financial where he assisted corporate executives with managing their accounts, particularly with their company stock plans. He is an avid Dave Ramsey enthusiast and is dedicated to financial education and success.

Mr. Moser has a BS in Political Science from the University of Nevada, Las Vegas and has earned the Certified Equity Professional (CEP) Certification. He and his wife have two children and live in South Jordan, Utah.

Check the background of this financial professional on FINRA’s BrokerCheck.

Licenses and Registrations:
• Series 7 General Securities Representative
• Series 63 Uniform Securities Agent State Law
• Series 66 Uniform Combined State Law
• Life, Accident & Health Insurance
• Certified Equity Professional (CEP) Certification

Kye Moser, CEP

Financial Advisor

Check the background of this financial professional on FINRA’s BrokerCheck.

Rick Morris, MBA

Director of Auto and Home Insurance

Rick Morris is the Director of Insurance Sales at Diversify Insurance. Mr. Morris helped create the Property & Casualty division of Diversify Insurance, one of the leading auto and home insurance producers in the State of Utah. Mr. Morris is the endorsed local provider (ELP) for auto and home insurance for the New York Times best-selling author and nationally syndicated talk show host Dave Ramsey.

Prior to joining Diversify, Mr. Morris worked in the insurance and finance industry in many locations throughout the world, including: Dallas, Texas; Detroit, Michigan; Sydney, Australia; Seattle, Washington; and Salt Lake City, Utah. Mr. Morris’s extensive finance experience, coupled with his insurance expertise, allows him to provide a comprehensive review and analysis of his client’s risk management and asset protection needs.

Mr. Morris has a BS in Finance from Brigham Young University and an MBA from the University of Utah. He and his wife have four children, and four step-children, and currently reside in Cottonwood Heights, Utah.

Licenses and Registrations:
Life, Accident & Health, Property & Casualty

Steve Wilson

Director of Health Insurance

Steve Wilson is the Director of Health Insurance at Diversify. In the ever-changing healthcare industry, Steve has become an expert in the State of Utah on all things related to health insurance. He is a featured presenter at the annual Diversify Retirement Symposium, educating the public on health insurance options, group benefits and Medicare solutions. Steve is the health insurance Endorsed Local Provider (ELP) for the best-selling author and nationally syndicated talk show host, Dave Ramsey.

Mr. Wilson has a BA in Finance and Economics from Utah State University. He and his wife have two children and currently reside in Lehi, Utah.

Licenses and Registrations:
Life, Accident & Health Insurance