Jeff Prentice, MSFS, CFP^®, CLU, ChFC, CFS, REBC, CExP, RICP, CPFA

Jeff Prentice founded Prentice Financial Services, Inc. in 1994 with a clear mission to help people make confident financial decisions that support the lives they’ve worked hard to build. As the heart behind this family-run firm, Jeff has spent decades building lasting relationships and offering practical, down-to-earth guidance to individuals, business owners, and executives.

After earning his Finance degree from Western Illinois University, Jeff began his career in insurance before launching his own firm. Over the years, he’s earned several respected designations, including CFP®, CLU®, ChFC®, and RICP®, and remains active in organizations that support thoughtful, client-focused planning.

Jeff lives in Oswego, Illinois with his wife Ellen. They’ve been married for 35 years and are proud parents to Brittany and Stephanie, and grandparents to their grandsons, Hunter and Tucker. Outside of work, Jeff enjoys spending time with his family and playing golf whenever he gets the chance.