“I lead with high challenge and support. I say what others won’t, ask what others don’t, and can deliver what others can’t: purposeful, customized planning grounded in truth and care.”

As Founder, President, and Wealth Advisor, RJFS at ApexFlow Wealth Management, I lead a diverse team of dedicated professionals who manage and create financial plans across multiple generations.

Before founding ApexFlow, I served as Senior Vice President for a large financial corporation, where I had the privilege of advising some of the country’s most successful families, business leaders, physicians, high-capacity executives, and large nonprofits, including many of Utah’s most prominent names.

With offices in Salt Lake City, Salina, and St. George, UT, our team was intentionally designed to provide the depth of expertise, resources, and unwavering commitment needed for prudent, responsible wealth management. At the heart of everything we do is the ApexFlow Purposeful Planning Process™, a signature framework that aligns financial strategy with family, health, mindset, and impact.

Leaving my previous role as Senior Vice President was not a decision I made lightly. I didn’t step away, I stepped forward to build something with deeper purpose and lasting impact.

That vision led to the founding of ApexFlow Wealth Management, a practice built around clarity, alignment, and purpose.

“Apex” symbolizes the summit, the goal, the legacy.

“Flow” represents momentum, alignment, and the ability to move through life without chaos or confusion.

Our planning philosophy reflects that balance: structured, personalized, and grounded in what matters most.

I was born in Utah while my family lived in Wyoming, raised in Dubai and Muscat, and later returned to Park City. That global perspective shaped how I see the world—and how I serve others. The mountains taught me discipline. The world taught me vision. Together, they sparked a lifelong pursuit to live and lead with purpose.

Outside of work, I’m a husband, father of three, skier, baseball coach, and explorer. My parents showed me the world, and now I’m proud to do the same for my children.

At ApexFlow Wealth Management, we’re not just financial advisors, we’re purposeful planners. We help high-capacity individuals, including retirees, business owners, physicians, executives, and nonprofits, clear the fog, simplify complexity, and align their wealth with what matters most. We believe money should serve your life, not the other way around. That’s why our work begins with purpose and ends with financial confidence.

Born and raised in the heart of central Utah, Jaden Gurney’s roots run deep in the Salina area, where generations of hard work and community values have shaped his approach to life and business. Growing up on a working cattle ranch, he learned early the importance of discipline, responsibility, and perseverance—qualities that continue to guide his work with clients today. His rural upbringing also gave him a deep appreciation for the simple things: strong relationships, honest work, and the satisfaction of helping others succeed.

With over 12 years of experience in the financial services industry, Jaden most recently served as a Wealth Advisor before co-founding ApexFlow Wealth Management. He specializes in retirement income planning and business succession strategies. As someone who also owns and operates his own set of companies, Jaden understands firsthand the risks, rewards, and responsibilities of running a business—insight that allows him to connect deeply with the entrepreneurs and business owners he serves.

Jaden brings a calm, steady presence to the financial planning process. He understands that money decisions are often life decisions, and he’s built a reputation for helping clients navigate them with clarity and confidence. His clients appreciate his ability to simplify the complex, offer honest guidance, and be a consistent source of support through every stage of life.

As a Founder and President of ApexFlow, Jaden helped create the ApexFlow Purposeful Planning Process™—a proprietary framework that connects financial strategy with what matters most: family, health, mindset, faith, and impact. His ranching background and small-town values bring a unique perspective to the firm’s mission of helping clients achieve their highest financial potential without chaos or confusion—just purposeful progress.

Outside the office, Jaden is a devoted husband and father of three. He spends much of his time with his family on their cattle ranch, where they work hard, play hard, and create meaningful memories together. Whether refereeing basketball games, competing in ranch sorting events, or sitting with a client in the office, Jaden brings discipline, heart, and a steady hand to everything he does.

Katie King is a purposeful planner, trusted advisor, and an essential leader at ApexFlow Wealth Management. With more than 25 years in the financial services industry, Katie brings a rare combination of deep technical expertise and empathetic, high-support leadership to every client relationship.

As Senior Vice President and Practice Manager, Katie helps lead ApexFlow’s mission to clear the fog and bring clarity to complexity. She specializes in crafting thoughtful, personalized financial plans that align with each client’s life, goals, and purpose—whether they’re planning for retirement, navigating a business transition, or stewarding generational wealth.

Known for her ability to simplify even the most intricate financial topics, Katie empowers clients to make confident decisions without second-guessing. She’s worked with high-net-worth individuals, business owners, and institutions across the country, designing strategies that are as intentional as they are effective.

Before co-founding ApexFlow, Katie served in leadership roles at some of the nation's most respected bank-based wealth management firms. These experiences sharpened her skills in tax-aware investing, estate planning, and multi-asset portfolio design—and showed her how much better clients are served when advice is personal, purposeful, and free from bureaucracy.

Katie has partnered with ApexFlow founder Trevor Hanson for more than 15 years. Together, they provide high-challenge, high-support leadership that puts clients first, removes the guesswork, and keeps life at the center of every financial decision.

A proud Utah native, Katie values family, community, and the simple joys in life—like a well-cooked meal, a round of golf, or time with her husband and two daughters. Her approach to wealth management reflects the same clarity and steadiness she brings to every aspect of her life.

With over eight years of expertise as a Payroll Manager, Elisa has built a reputation for precision, leadership, and a deep understanding of financial operations. Her passion for helping individuals navigate complex financial landscapes has now led her to an exciting new chapter in her career.

In pursuit of continued growth, Elisa recently joined ApexFlow Wealth Management as Client Service Manager, working alongside the practice’s founder, Jaden Gurney. In this role, she brings her operational excellence and people-first mindset to support ApexFlow’s mission of delivering tailored financial solutions with integrity and care.

Elisa thrives on building strong client relationships, streamlining service processes, and contributing to a team that’s reshaping the wealth management experience through innovation, collaboration, and a commitment to excellence. She takes pride in anticipating client needs, fostering trust through clear communication, and continuously seeking ways to elevate service standards while supporting her team’s shared vision for long-term success.

Outside of her professional responsibilities, Elisa values spending time with her family, exploring the outdoors through camping and travel, and cherishing every opportunity to make lasting memories.

Elisa is proud to be a part of the ApexFlow Wealth Management team and is genuinely excited for what the future holds as she continues to grow and serve clients with care and purpose.