We exist to make your financial and insurance decisions easy.
Rootfin (Root Financial) is a personal finance resource dedicated to helping families make the best financial decisions.
We rigorously research and review financial and insurance products, companies and strategies in depth so you can have a clear and confident path forward.
Rootfin started back in 2007 as a financial advice blog with an emphasis on life insurance. Over the last 12 years, our research and expertise has been featured in Forbes, Wikipedia, Bloomberg, Yahoo Finance!, Huffington Post and dozen’s of finance blogs across the web.
About Jeff Root
All of the content on this website was researched by me personally and I have a team to help distribute and correct all my grammar 🙂
I thrive on researching and sharing knowledge to help others. There is so much bad information online from marketers trying to make a quick buck and recommending anything that will pay them the most. We do the complete opposite and aim to be the authentic voice backed up by unbiased research. I value providing the readers of Rootfin with enough information to make informed financial decisions.
I have personally helped more than 3,000 families with various aspects of their financial planning – 100% over the phone. Everything from purchasing life insurance, budgeting, recommending credit cards, earning “side hustle” income all the way to advising businesses on securing funding.
Helping thousands of families financially (all over the phone) took up all of my time and limited the amount of families I could help. Also, I noticed a trend of “do it yourself” financial planning. So I decided to stop helping families over the phone and focus on getting all the knowledge and research I’ve done over the last decade onto this website. Now I have ample time to research and share with the public.
Prior to stopping helping families over the phone, I trained life insurance agents and financial advisors on how to help families over the phone using my podcast, The Modern Life Insurance Selling Podcast and book The Digital Life Insurance Agent as teaching tools.
I met my wife, Michelle, back in 2006 while working for a large life insurance company. She came in to open a retirement account and I tried to sell her a whole life insurance policy at age 23 with no kids, and it’s something we still laugh about to this day. (FYI – I finally sold her the policy 8 years later right before we had our first child).
Along with sharing my passion for helping others, Michelle is an integral part of Rootfin and exercises a methodical, due diligence approach to finance.
An avid entrepreneur, Michelle started and solely managed the financial and legal aspects of a bootstrapped company she and Jeff grew from idea to $3 million in annual revenue within two years.
Beyond finance, she’s also renovated two fixer uppers and has fundraised, helped, and visited AIDS orphanages in South Africa.
According to Michelle, Jeff is not only the champion of others, but also serves as the Root of their family.
Jeff and Michelle currently reside in Austin, Texas with their son, Mac, daughter, Ellie, and dog, Basil.