Our story
Built on trust. Guided by purpose.
Silver Oak Financial was founded with a simple conviction: that every person deserves a financial advisor who genuinely knows them — not just their portfolio.
Founded 2023
Built from the ground up in Pittsburgh, Pennsylvania
17+ years experience
Deep industry expertise from Northwestern Mutual and MassMutual
Truly independent
Free from captive institutions — we answer only to our clients
Pittsburgh-based
Serving individuals, families, and business owners across the region
How we got here
A firm born from frustration with the status quo.
Silver Oak Financial was founded in 2023 by Jesse Goodall after 17 years working within large captive financial institutions. Having spent his career at firms like Northwestern Mutual and MassMutual, Jesse saw firsthand how the captive model could limit what advisors could offer — and how much better clients could be served when their advisor was truly free to act in their interest.
The decision to go independent wasn't just a career move. It was a conviction. Jesse believed that breaking free from the constraints of larger organizations would allow him — and his team — to build their businesses on their own terms and serve clients without the conflicts that come with a captive structure.
Today, Silver Oak Financial is based in Pittsburgh, Pennsylvania, and serves individuals, families, and business owners across the region. The team has grown, but the founding principle hasn't changed: independence exists so we can always put you first.
What we believe
Our values aren't on a poster. They're in every conversation.
Independence, by design
We built this firm independent of any large institution so we could always act in your best interest — without the conflicts that come with a captive model.
Relationships over transactions
We measure success by the peace of mind our clients feel, not by assets under management. We're in this for the long haul.
Clarity over complexity
Financial planning can be complicated. Our job is to make it feel simple. We explain everything in plain language and never leave you confused.
Proactive partnership
We don't wait for you to call us. We reach out when life changes, markets shift, or new opportunities arise. Your plan is always evolving.
The people behind your plan
Advisors who are invested in your future.
Jesse Goodall
Managing Partner & Founder
Jesse founded Silver Oak Financial in 2023 after 17 years in the financial services industry. A graduate of the University of Pittsburgh, Jesse began his career at Northwestern Mutual, where he became one of the firm's top recruiting Sales Managers and earned recognition as a Certified Trainer and Master Coach. He later joined MassMutual, where he established a dynamic College Intern program and received the MassMutual Field Leadership Trophy in 2019. After over a decade with large captive institutions, Jesse made the decision to go independent — believing that freedom from larger organizations allows advisors to build their businesses on their own terms and serve clients without compromise. Outside of work, Jesse and his wife Emily enjoy golfing, supporting the arts, and working with local charities. He received the Cystic Fibrosis 50 Finest award in 2013.
We'd love to meet you.
Schedule a free, no-obligation conversation and see if Silver Oak is the right fit for you.