A Financial Firm with Heart: How Greenwood Hoff Wealth Management Blends Personal Touch with Community Commitment

In a financial world often dominated by cold transactions and impersonal Zoom calls, Greenwood Hoff Wealth Management is offering something refreshingly different—a softer, human-first approach rooted in relationships, trust, and community.

Led by seasoned advisor Matt Greenwood, the Latham-based firm operates with a mission that’s as much about personal connection as it is about financial planning. Alongside Greenwood are advisors Larissa Hoff and Dana Cafaro, a close-knit team whose chemistry and shared values come through not just in how they work together, but in how they serve clients.

House Calls, Not Hard Sells

While the firm maintains a professional office, the team spends much of their time meeting clients where they’re most comfortable: their own homes.

“We go right to their house. We meet at their kitchen table,” Hoff explained on a recent episode of the Buying Local podcast. “That’s where everything is—statements, documents, their day-to-day life. It just makes sense.”

That philosophy—meeting people on their terms—is foundational to Greenwood Hoff’s ethos. Greenwood himself likens it to the old-fashioned family doctor making house calls. “We’re not pushy. We’re there to guide, not to sell,” he says. “It helps people feel at ease and reminds them we’re just there to help.”

The firm also offers Zoom and in-office appointments, recognizing that convenience and flexibility are important. But whether they’re sitting across a kitchen table or a computer screen, the team’s low-pressure, high-empathy approach remains consistent.

A Team That Feels Like Family

What sets Greenwood Hoff apart isn’t just how they treat their clients—it’s how they treat each other. Between Greenwood’s nearly 30 years in the business, Hoff’s fresh but already seasoned presence, and Cafaro’s 17-year history with the team, the sense of camaraderie is real.

“We just communicate,” Greenwood said simply. “We meet twice a week to talk about what’s working, what’s not. Nothing’s off the table. We operate like a team, not a hierarchy.”

Both Hoff and Cafaro began as interns and have grown within the company, a rare path in a high-turnover industry. Their longevity speaks volumes about the culture Greenwood has cultivated.

“He’s down to earth,” said Cafaro. “He listens. Our values align, and that’s why I’ve stayed so long.”

Hoff echoed that sentiment. “Matt’s been a mentor from the start. We complement each other’s strengths, and there’s always been room to grow.”

Generations of Trust

Greenwood Hoff isn’t focused on a narrow niche or chasing high-net-worth individuals exclusively. In fact, the team actively resists setting minimum investment requirements.

“I always want the answer to be ‘yes’ when a client asks if we can help their son or daughter start a Roth IRA,” said Greenwood. “It’s about serving the whole family, across generations.”

Many of the firm’s clients have been with Greenwood since his earliest days in the business. “We have teachers, neighbors, families—we’ve worked with some for decades,” he said. “And now we’re helping their kids and even their grandkids. That kind of long-term relationship is rare.”

Personalized Plans, Not One-Size-Fits-All

With volatile markets and an overwhelming amount of financial information available online, it’s easy for people to feel anxious or uncertain about their money. Greenwood Hoff’s answer? Keep it personal.

“We build custom plans that reflect each client’s life and goals,” said Hoff. “Then when things like market drops or news headlines hit, they know they’re still on track. The plan accounts for that.”

Greenwood emphasized the firm’s flexibility and ongoing support. “If someone calls and says, ‘I need $10,000 unexpectedly,’ we rework the plan. We don’t just set it and forget it.”

The firm also makes strategic use of actively managed portfolios, offering clients a sophisticated level of investment management without requiring them to micromanage their accounts.

“Money managers do the rebalancing, they buy low and sell high while we sleep,” Greenwood said with a smile. “That takes a lot of pressure off clients.”

Giving Back, Not Just Getting Ahead

Greenwood Hoff’s commitment to the community is more than lip service. From sponsoring charitable events to volunteering locally, the team sees community involvement as a key part of their mission.

“If you can, you should,” Greenwood said simply. “That’s my motto, and that’s how we operate.”

Their community focus is evident on their social media pages and website, where they highlight events, fundraisers, and local partnerships that often have nothing to do with business—and everything to do with heart.

Why Clients Choose Greenwood Hoff

Asked why someone should work with their firm, the team’s answers all came back to one central idea: they genuinely care.

“We’re not here to push products,” said Hoff. “We’re here to make an impact.”

Cafaro noted the unique advantage of their team-based model. “You get three professionals who all know your story. Someone’s always there for you.”

For Greenwood, it comes back to values. “We’re aligned with our clients’ goals. We’re here to walk with them—through good times and bad.”

In an industry often driven by sales quotas and performance charts, Greenwood Hoff Wealth Management stands out for its humanity, its humility, and its heart. Check them out at www.teamgreenwood.ceterainvestors.com.