Ozark financial planning firm rebranding

Last edited 1:56 p.m., Aug. 18, 2025 [Editor's note: Revenue data has been clarified.]

An Ozark-based financial planning firm with hundreds of millions of dollars in assets under management is rebranding.

Trinity Insurance & Financial Services Inc. expects to officially change its name to Ozarks Retirement Group LLC around Sept. 1, said co-owner and President Brad Pistole.

The soon-to-be-named Ozarks Retirement Group, which has been in business since 2008, provides retirement financial planning services. Hunter Pistole, vice president, co-owner and son of Brad, said the company serves 1,500 clients and manages $400 million in assets.

"It's a better alignment in what we do for people," said Hunter, who has led the name-change initiative. "Ozarks Retirement Group is foolproof. These people are going to help me retire. It's user-friendly."

Added Brad, "We are strictly financial planning. This will help clarify that."

Hunter said the company has not hired a marketing company for the rebranding initiative, keeping costs around $25,000, largely for signage and website changes.

Brad said the names Trinity Insurance & Financial Services and Safe Money Radio would continue to be utilized under the Ozarks Retirement Group umbrella. He is the weekly host of “Safe Money Radio” on KWTO 560 AM and KSGF 104.1 FM, where he gives financial planning advice and responds to retirement questions.

The company operates at 5511 N. Farm Branch Road, Ste. 101, in Ozark. Brad noted the firm generated $55 million in new assets in 2024, producing $4.5 million in revenue, and is on track to repeat those figures in 2025.