Why We Serve



We can choose to become never-satisfied janitors of our possessions, or we can use our money in ways that improve our worlds and, as a bonus, supply us with genuine and lasting well-being.” – Sonja Lyubomirsky

We serve as a reminder that there is a significant difference between Wealth and money. To us, Wealth is a state of subjective well-being – the pursuit and culmination of life’s passions, experiences, struggles, contributions, and triumphs – which comes from within and is founded in a sense of gratitude for what was, what is, and what might be. Money on the other hand, while necessary to thrive in 21st century America, is simply a tool to efficiently exchange an individual’s resources (skills, knowledge, time, effort, property, etc.) for the desired resources that another individual can provide. Conflating the two can muddy priorities, leading to a misallocation of resources that move an individual forward but in the wrong direction, and ultimately result in a lack of genuine fulfillment with life.

We believe that the power of financial planning exists in this dichotomy; Wealth is infinite – money is not. A focus on building Wealth encourages individuals to live life with an abundance mentality, emphasizing resourcefulness instead of resources. The stewardship mindset reinforces gratitude for the resources available and enhances creativity for how to leverage those resources, promoting an awareness of what we can control and a focus on being present for every step of the journey. This encourages individuals to measure their lives other than in dollars and cents.


“Everyone has his own specific vocation or mission in life; everyone must carry out a concrete assignment that demands fulfillment. Therein he cannot be replaced, nor can his life be repeated. Thus, everyone's task is unique as is his specific opportunity to implement it.”― Viktor E. Frankl

Our purpose at Paradigm Wealth Architects, LLC is to help clear the path for exceptional human beings to live a life that is in alignment with their ideal-selves. Our goal is to unleash human capital through collaborative Financial Planning so that each client can pursue Wealth and impact the world in a way that is authentic to their unique life experience.

The worldview that anyone can transcend the status quo drives us to connect with people on a substantive level. We believe everyone has the right and unlimited potential to have an impact on the world, and we feel called to build relationships with clients to help ensure their resources work for them in pursuit of their vision of fulfillment. There are no expectations for one’s purpose to be known on the first day we begin working together. Rather, we believe that individuals co-create their preferred future through ongoing self-discovery, the courage to explore life, and the determination to live in alignment with their ideal-self.


“If I have the belief that I can do it, I shall surely acquire the capacity to do it even if I may not have it at the beginning.” – Mahatma Gandhi


Russell Kroeger CFP®, founder of Paradigm Wealth Architects, LLC has been focused on exploring the Financial Planning profession since taking a personal finance course in high school. His passion took him to Virginia Tech where he graduated with a B.S in Finance through their Certified Financial Planning™ program. After graduating, Russell worked for a Financial Planning firm in North Carolina where he built a strong technical foundation serving more than 45 clients. He then journeyed to San Francisco to join a nationally recognized firm’s first class of Financial Planning Residents (a program modeled after a doctor’s residency) to enhance his personal and professional skills and further explore the profession. During the in-residence program, Russell was responsible for more than 80 client relationships and over $100,000,000 in direct support of the firm’s managing director. Upon graduating from his role as a resident, Russell worked as a Tax Manager at a CPA firm, and currently engages local Financial Planning firms as a consultant while operating Paradigm Wealth.

He also is a graduate of Financial Planning Association’s (FPA’s) Residency Program, has completed Money Quotient’s ‘Fundamentals of Financial Life Planning’ training course, and is currently pursuing an M.S. in Financial Planning and Taxation at Golden Gate University. Continuing his active involvement with the FPA, Russell served as the 2016 Co-Director of San Francisco’s NexGen community (a subset of the FPA for members 36 and under) and currently serves as the Director of Advocacy for the San Francisco chapter, a Representative of the FPA of California State Council, and the NexGen Representative for the OneFPA Advisory Group.

Outside of his professional roles, Russell maintains an active and healthy lifestyle, and enjoys reading and learning new things. He unplugs by relaxing in San Francisco’s parks, camping, hiking, traveling and experiencing different cultures, and spending time with his girlfriend, friends, and family. Visit his linkedin page here .

“Nothing of me is original, I am the combined effort of everyone I’ve ever known.” ― Chuck Palahniuk


Raised in a small town in Virginia, I was blessed to grow up in a great family with loving and encouraging parents, a roof over my head, homecooked meals on the table, and good schools to attend. To ensure stability and other opportunities for my sister and me, both of our parents worked incredibly hard; for years, this meant juggling multiple jobs so we could explore and learn. However, other than providing necessities for our family, money and status were never a priority over living a life of meaning and contributing to our community. Rather than material things, our parents emphasized stewardship over our blessings and giving back out of gratitude. Unfortunately, my dad got sick and after years of fighting he passed away during my sophomore year of high school. Circumstances required me to get a job to ease some of my family’s financial burden, and that experience magnified my interest in business and finance. When the opportunity was available, I happily took a personal finance class in the mornings before school. It was the first time I realized that there was a field of study devoted to building financial well-being and using purposeful decision-making to achieve a desired future.

Two years later I was pursuing a degree in Finance at Virginia Tech with a concentration in Financial Planning and was actively involved in every related opportunity. These experiences opened doors to build relationships with many of the top minds in the profession. Their passion for helping people transcend their individual circumstances was contagious, but I also learned that the profession, being relatively young, had a lot of progress ahead. Always being one to challenge the status quo, I had ideas about how the profession could truly have an impact on people’s lives. Witnessing how much my parents could contribute to the lives of those they knew without significant financial means personified resourcefulness, and their efforts provided the spark for my optimism about the power of quality Financial Planning. However, most financial advisors wouldn’t work with people like my parents because they couldn’t afford commission-laden products and didn’t have enough assets for a financial advisor to manage.

Unfortunately, most people have experienced similar stresses associated with scarcity, and it isn’t right that many don’t have equal opportunities to pursue self-actualization and impact the world in their own unique way. By launching my own financial planning firm, one focused on emulating the values I learned from my parents and building on ideas absorbed from the great minds in this profession, I am able to serve those with a passion for closing the gap between where they are and where they want to be.