Financial Planning That Fits Real Life
My name is Dallas Price. I’m a financial planner in Salt Lake City, helping families, professionals, retirees, and business owners make more coordinated financial decisions.
My work centers on a simple idea: protect the people, then grow the money. Investments matter. Insurance matters. Retirement income matters. But the real value is helping those pieces work together toward the life you actually want.
Why I Do This Work
My path into financial planning was shaped by a period of personal and professional change. I began by helping local families and businesses review their insurance needs, and over time I saw how much relief people can feel when confusing financial decisions become clearer.
That experience changed how I viewed this work. It was not just about policies, accounts, or products. It was about helping people feel more prepared, more protected, and more intentional about the direction of their financial lives.
Growing up, I understood what financial stress can feel like. That background still shapes how I serve clients today: with patience, plain language, and a focus on building plans that can adjust as life changes.
My Professional Background
I began helping families and business owners in 2020, initially focused on insurance and risk management. In 2023, I expanded my work to include financial planning and investment management so clients could receive more coordinated guidance across their full financial picture.
My background includes property and casualty insurance, life insurance, variable life insurance, variable annuities, the SIE, Series 7, and Series 66. I also earned the Life Underwriter Training Council Fellow designation.
Today, I help clients think through retirement planning, investment allocation, insurance strategy, annuity evaluation, college savings, budgeting, business-owner planning, and legacy coordination.
My Planning Philosophy
Everybody has a financial direction, whether it has been intentionally designed or not. The question is whether your current path is moving you toward your goals or away from them.
A financial plan does not solve every problem in advance. It sets the sail. From there, we can make adjustments, review investments, update insurance, evaluate income needs, and keep the parts of your financial life working together.
That is the heart of my planning process: understand what matters, protect what needs protecting, and then build toward the future with intention.
How We’ll Work Together
Our first conversation is meant to clarify where you are, what decisions are in front of you, and whether a deeper planning relationship makes sense.
- What are you trying to accomplish financially?
- What risks could interrupt that plan?
- Are your investments, insurance, income strategy, and estate priorities working together?
- What decisions feel unclear or overdue?
- What would make you feel more confident about the next step?
This is not meant to be a sales pitch. It is the beginning of a planning conversation.
Life Outside the Office
Outside of work, most of my time is centered around family and community. I have five kids, all in Utah schools, and I care deeply about the place we call home.
I’m also connected with local Buddhist and yoga communities, including Salt Lake Buddhist Fellowship. To stay balanced, I spend time at the gym, in the pool during the summer, hiking in the Wasatch, and participating in local groups like Toastmasters and Connect Utah.
Ready to Start a Conversation?
If you are trying to make a financial decision and want the pieces to work together more clearly, reach out and share what you are working through.