The People Behind
The System.
Every coach at Rogue has either lived the problem or spent a career solving it. Some ran money for families across dozens of countries. Some were clients first. All of them coach from beside you, not above you.
Andy Hoffman
Founder
Andy Hoffman is the founder of Rogue Finance. He helps six-figure earners break the paycheck-to-paycheck cycle without budgeting, and his whole philosophy comes down to one line: you're not the problem, your system is.
He learned that the hard way. He grew up in a house where the bills got paid out of a shoebox. He blew through his Coast Guard bonus at 21. He washed out as a financial advisor more than once. And he went through eight cars in five years trying to do money "the right way."
What finally worked was an automated system that sends every dollar to the right place before you can touch it. He built it for his dad first, a night-shift tire factory worker who was never going to update a spreadsheet. Since 2022, more than 375 families have used that same system to get a month ahead, pay off debt, and save without white knuckling it.
Joanna Doiban
Head of Client Success
Joanna helps people feel confident, clear, and in control of their money. She coaches clients through the practical side of their finances and leads Rogue's Monday Money Mindset classes, where clients uncover the beliefs and patterns behind how they handle money. Her take on wealth: it's less about the numbers and more about simple systems, a shifted mindset, and a financial life that feels good to live in.
Andrew Murtha
Coach
Andrew has spent over 20 years in the financial industry helping high net worth individuals and families reach their investment and personal finance goals. He's held portfolio manager and research analyst roles at M&T Bank and Franklin Templeton and now runs his own consulting firm. Outside of work you'll find him at church, in the gym, on a field, or on stage doing improv.
Karl
Coach
Karl spent fourteen years running a single-family office across 31 countries, where the job was keeping a family's money working and its options open. At Rogue he brings that same discipline to households that earn well but never seem to have cash left over, building the structure that turns income into freedom.
Dave
Coach
Dave is an entrepreneur, business owner, and former Rogue client. He knows firsthand what this work does for a person's overall well-being, and now he coaches others through the same transformation.
Eden Tornfelt
Client Success Manager
Eden believes financial freedom is about more than numbers. It's peace of mind and the confidence to trust your own decisions. She meets every client with compassion and grace, backed by the attention to detail and organization that keeps things moving. From first call to final goal, she's the one making sure you're supported every step of the way.
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