Mark Verity: Bringing Personalized Guidance to Retirement Planning

Retirement planning has changed dramatically over the past few decades. As traditional pensions have become less common, more responsibility has shifted to individuals to build and manage their own financial futures. Yet many workers still rely on limited guidance and generic investment options, often without realizing that additional resources may already be available to them.

For Mark Verity, that gap in awareness has become a driving force behind his career. With nearly two decades in financial services, he has built his professional life around education, mentorship and helping people make more informed decisions about their long-term financial well-being.

“We specialize in this area, and it’s a significantly overlooked need for most people,” Mr. Verity says.

An Educator at Heart

Mr. Verity earned a Bachelor of Science in finance and management from the University at Buffalo in 2007. Soon after graduating, he entered the financial services industry and quickly moved into leadership roles.

During Mr. Verity’s early years at AXA Equitable (now Equitable), he worked extensively with public school employees, helping educators understand how pensions fit into their broader retirement plans. 

Mr. Verity also trained new advisers and led educational presentations for school administrators and other professional groups, noting that because he came from a family of teachers, “I initially planned to be a teacher myself.”

That passion for education remained a constant theme throughout Mr. Verity’s career. Whether mentoring advisers, leading retirement counseling teams or working directly with clients, he focused on helping people understand complex financial concepts and make confident decisions.

Mr. Verity’s leadership earned recognition early in his career. At age 24, he obtained his Series 24 license. He later received the 2010 Management Development Award for leading one of the fastest-growing teams within his organization.

Identifying an Overlooked Opportunity

Over time, Mr. Verity became increasingly interested in a little-known feature in many employer-sponsored retirement plans: self-directed brokerage windows within 401(k) accounts.

According to Mr. Verity, nearly half of retirement plans now offer this option, yet only a small percentage of participants use it or even know it exists. “People can greatly improve their lives and live more comfortably because they don’t have to go at it alone,” he says.

Recognizing both the need and the opportunity, Mr. Verity partnered with longtime colleague Alex Rodriguez, a chartered financial analyst and certified financial planner, to launch FirstRise Investments in 2025.

As founder, managing partner and senior financial adviser, Mr. Verity now leads a growing team dedicated to helping clients better understand and manage their retirement assets. The firm provides guidance not only on 401(k) strategies but also on broader financial planning and wealth management.

“Our mission is to educate as many people as possible so that they can be best prepared for their future,” he explains.

Building for the Long Term

Mr. Verity believes that successful financial planning begins with trusted relationships: “Find a good fiduciary adviser who is dedicated to your financial wellness and takes it seriously."

That people-first mindset has shaped much of Mr. Verity’s career. While he takes pride in building successful teams and growing businesses, he considers the accomplishments of those he has mentored among his greatest achievements. Many advisers he helped train have gone on to build thriving practices of their own.

Looking ahead, Mr. Verity hopes to establish FirstRise Investments as a leading provider of self-directed retirement planning services while continuing to expand educational outreach through seminars, digital content and other resources.

For Mr. Verity, the goal extends beyond investment performance. It is about helping people understand their options, make informed decisions and approach retirement with greater confidence and peace of mind.

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