Matthew Watters, CFP®, ChFC®


As president of Midwest Heritage Advisors, Matt leads a team of professionals who engage with clients across the country. Since entering this industry in 1995, Matt has worked with customers in all stages of life and has helped build personalized financial plans that have withstood the test of time. One of his favorite parts of the job is that no two plans are the same and every client has a different set of circumstances to plan for. 

Over the years Matt has found that many individuals have spent more time planning their next vacation than they have building their financial plan. The job of Matt’s team is to organize the process and make it easier for clients to plan for their financial futures. His team of financial planners has the knowledge and experience to help their clients take an active role in building personalized, comprehensive plans. The team strives to help clients confidently move through their financial lives with a better understanding of the process and the peace of mind that comes with that understanding. 

Matt’s commitment is to set the direction of the firm to ensure the interests of the advisors match the interests of the clients. Midwest Heritage Financial Advisors is not a product-based firm and will not push the hot product of the day. Their advisors will take a consultative approach to their clients’ needs and will find the right solution to fit each unique plan. The financial services industry provides the opportunity to make a positive, long-term impact on clients’ lives and Matt is proud to be part of it. Working with a company like Midwest Heritage and Hy-Vee means that he is able to lead his division with a breadth and depth of support that is uncommon in the industry.