Meet the team

Four partners. Equal say. One table.

Veritas is a partnership, not a practice with staff attached. Every plan gets looked at by more than one of us, which is harder, slower, and considerably better for the person the plan belongs to.

The four founding partners of Veritas Financial Partners.
Bob Ross, founding partner at Veritas Financial Partners.

Bob Ross

Founding Partner

Bob is a founding partner of Veritas and sets the firm's direction, from how it serves clients to how it grows and where it invests. In client work he holds the whole picture: what someone is ultimately trying to build, and whether every piece of the plan is actually pulling toward it. The specialists go deep in their lanes. His job is making sure the lanes lead somewhere together.

He entered the industry in 2010 and has held leadership roles at several advisory firms since. He works most often with business owners and families whose finances have outgrown the structure around them, where the goal is reducing what gets paid in tax, protecting what has been built, and moving it intact to the next generation.

Bob earned his degree in business administration from the University of Florida, holds the CLU designation from The American College, and has lived in Hoover since 2008 with his wife Jen and their three children, Bobby, Evie, and Jax. The family is active at Hunter Street Baptist Church and in local youth sports. Bob has served the Hope for Autumn Foundation since 2020 and is its treasurer. The foundation helps Alabama families carrying the cost of childhood cancer, covering rent, utilities, and medical bills while their child is treated at Children's of Alabama, and funds research into the cancers that have proven hardest to treat. Outside the office he trains, works with wood, and is usually at one of his kids' games.

Matt Hope, founding partner at Veritas Financial Partners.

Matt Hope

Founding Partner

Matt leads the firm's business tax planning and its most complex case work. When an owner's income has outgrown the structure around it, he is the one who builds the answer, and the answers he builds tend to be less obvious and more durable than the ones off the shelf.

Sixteen years in, most of his work still arrives by referral, which is what tends to happen when clients come away confident that a recommendation was made because it was right rather than because it was available.

Matt earned a degree in business management from the University of Montevallo and served as a managing director at a national firm before co-founding Veritas, where he shaped much of the structure the firm still runs on. He and his wife Katy are raising three daughters, Mattilee, Ivey Kate, and McKinley, and open their home to foster children needing temporary care. A devoted follower of Christ, he aims to live out the command to love God and love his neighbor. When he is not working he is on a golf course, on a ski slope, or at the beach with his family.

Trent Geringer, founding partner at Veritas Financial Partners.

Trent Geringer

Founding Partner

Trent leads investment management at Veritas: portfolio construction, account location, and the discipline of staying with a strategy through the stretches when it is uncomfortable.

His view is that most portfolio damage is self-inflicted and preventable, and that the advisor's real job during a bad market is to be reachable and unexcited. Twenty years in, he still builds each plan from the client's actual goals rather than from a model, and he is happy to argue with anyone about the difference.

Trent earned a degree in finance with a concentration in investment management from the University of Alabama, and holds the CLU and RICP designations from The American College. He and his wife Ashley have two daughters, Caroline and Catelyn, and a dog named Maggie. He plays bass and drums, rarely misses an Alabama football game, and has followed the Boston Red Sox longer than is strictly advisable.

Stewart Parks, founding partner at Veritas Financial Partners.

Stewart Parks

Founding Partner

Stewart leads business development and is the firm's specialist in alternative investments, the assets that sit outside a conventional portfolio, where the diligence matters more and the shortcuts cost more.

He is usually the reason a first conversation happens, and he will tell you early if Veritas isn't the right fit for what you need. His working philosophy is that consistency beats occasional brilliance, which is a less exciting thing to say and a more reliable thing to do.

A Huntsville native, Stewart studied business administration at Auburn and has lived in Birmingham since 2012. He and his wife Anna Claire welcomed their first child, Bennett, this year, and are active at Redeemer Community Church. He is a long-time member and former president of the Phoenix Club of Birmingham, which raises money for the Boys and Girls Clubs of Central Alabama. Outside work he travels with Anna Claire, cooks, fishes, hunts, and watches an unreasonable amount of football.

The four Veritas partners in a working meeting around a conference table.
The Veritas partners in conversation during a visit to Boston.

The rest of the firm

The people who make it happen

A recommendation is worth nothing until it is filed, funded, and followed through. That is what these three do.

Tyler Vann, Director of Insurance Operations at Veritas Financial Partners.

Tyler Vann, JD*

Director of Insurance Operations

Tyler practiced estate and business law from 2006 before joining Veritas, and he still approaches a client situation the way a lawyer approaches a case: read everything, assume nothing, and find the problem before it finds you. He is the one who pressure-tests a strategy and then makes sure it gets implemented rather than admired.

He studied at the University of Alabama and Mississippi College School of Law, and served as an officer of the Tuscaloosa County Bar Association. He is married with two children, coaches little league, and cooks barbecue with the same attention he brings to a case file.

*Licensed but not practicing on behalf of MML Investors Services, LLC. or its affiliated companies.

Morgan Bruce, Director of Planning Services at Veritas Financial Partners.

Morgan Bruce

Director of Planning Services

Morgan runs the firm. Scheduling, process, follow-through, and the hundred things that decide whether a client feels looked after or merely served. If something at Veritas happens on time and without anyone chasing it, that is usually her.

She grew up in Pelham and studied business at the University of Alabama, where she captained the Alabama Dance Team. She and her husband have two daughters, Elliott and Palmer, and most weekends involve a pool, a backyard, or a dance party.

Landon Davis, Director of Investment Operations at Veritas Financial Partners.

Landon Davis

Director of Investment Operations

Landon has spent fifteen years in the industry across banking, planning, investments, and compliance, and he now owns the machinery behind portfolio management: accuracy, workflow, and the standards that keep everything defensible. It is precise, detailed work, and getting it right is what lets everything in front of the client run smoothly.

He and his wife Kayla have two sons, Titan and Ryker. He is a competitive bodybuilder, and won Mr. Central Alabama in 2015 and Mr. Birmingham in 2025, which tells you most of what you need to know about how he approaches a standard.

Why a partnership matters to you

In most advisory firms, your plan is one person's opinion. If that person has a blind spot, so does your plan. There's no structural reason for anyone to challenge it.

Four equal partners changes that arithmetic. Recommendations get argued about before they reach you, by people who know the situation and have no reason to go along with something they think is wrong. You never see those conversations, but you get the benefit of them.

It also means continuity. If one of us is unreachable, three other people already know your situation. Not a queue, not a portal, not whoever is on the rotation this week. The value of that is invisible right up until the week you need it.

Let's talk next steps

One conversation, and you'll know whether we're useful.

Thirty minutes. No cost, no pitch. You tell us what's on your mind and we tell you honestly what we see, including when the answer is that you don't need us.