Profile
Charles Heuring, president and CEO of IAMS Wealth Management, spent the first years of his career far from finance, overseeing logistics for the NCAA Men’s College World Series from 2013 to 2015 and running game-day events at Duke University the following year. “I enjoyed that work and certainly didn’t expect at the time that I’d eventually end up in wealth management,” he says.
When the opportunity to help launch his firm arrived in 2016, Heuring recognized that the skills he honed in sports translated directly to this new path, including managing moving pieces, anticipating problems, and creating seamless client experiences. In the company’s early years, he handled nearly every function himself, from sales and advisor support to operations, compliance, accounting, technology, and HR.
Heuring traces some of that entrepreneurial instinct to his family. His father founded IAMS, an insurance marketing organization, in 1986, and his grandfather built a furniture store chain that grew from Omaha into markets including Houston, Austin, Denver, and Albuquerque.
“On my first day, I bought a Series 65 textbook with what seemed like one simple task in mind and started an RIA,” Heuring shares. “It turned out to be a little more complicated than that, to say the least.” A decade later, IAMS Wealth Management has grown from a one-person operation into a team of 12 supporting a national platform of more than 50 independent financial advisors and roughly $550 million in assets under advisement.
Heuring says the growth numbers aren’t what he finds most rewarding. He’s especially proud of the team IAMS Wealth has built, seeing employees grow alongside the organization and the impact that team has had on its advisors. What he finds most fulfilling, though, is “when I see an advisor grow their practice, expand the services they provide, win a relationship they might not previously have pursued, or simply feel more confident because they know they have our team behind them.”
That people-first mindset extends to Heuring’s overall approach to the business: service first, paired with a constant desire to improve. He believes trust is what makes organizations succeed and treats the independent advisors affiliated with IAMS Wealth as partners rather than “a number or set of assets on our platform.”
For Heuring, the challenge now is to manage the firm’s growth without losing the culture and service level that built it in the first place. He makes a point of staying personally connected to advisors and accessible to employees, with the goal of giving IAMS Wealth “the capabilities of a much larger organization without ever feeling like one to the people we serve.”
“Humbling” is the word Heuring keeps coming back to when describing the recognition, given how many talented young professionals work across wealth management today. At 35, having spent a decade building his firm, he considers it validation that the company is on the right track, “and it gives me even more confidence and motivation to keep building and aiming higher.”
18881 West Dodge Road, Suite 180E, Elkhorn, NE 68022
888 255 7670
charles@iamswm.com
linkedin.com/in/charlesheuring
iamswealthmanagement.com
Charles Heuring
President and Chief Executive Officer
IAMS Wealth Management
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Bio
Milestones
2013–2016
2016
2021
2022–2023
2026
Worked in operations and event management for the NCAA Men’s College World Series and Duke University before entering the wealth management industry
2013–2016
Co-founded IAMS Wealth Management
2016
IAMS Wealth Management surpassed $100 million in assets under advisement
2021
Became President and CEO of IAMS Wealth Management
IAMS Wealth Management surpassed $250 million in assets under advisement
2022–2023
IAMS Wealth Management surpassed $500 million in assets under advisement
2026
Milestones
“I know this seems pretty simple, but [my philosophy] is always doing what’s right for clients and not what is best for me”
Collin Bruce,
Dominion Lending Centres
“I had to crawl my way out of debt and build up my mortgage business. I never forget that feeling, and I try to never take a new lead for granted. Every deal counts”
Collin Bruce,
Dominion Lending Centres
The professional philosophy that underpins all of it is strikingly basic – and Bruce knows it. “I know this seems pretty simple,” he says, “but always doing what’s right for clients and not what is best for me. I never have to worry about something coming back to me from a previous client.”
He has helped clients through years-long credit rehabilitation without earning a cent along the way. He has never placed a client in a product he wasn’t prepared to fully stand behind. The result is a practice built on trust generating its own momentum: repeat business and referrals that arrive without prompting, from clients who know the difference between a broker who serves them and one who services a transaction.
In Alberta, where Bruce has built a particularly strong market presence, his name is amplified by a heavy advertising campaign across television and radio – channels he values not simply for reach but for credibility. The ads, he notes, help legitimize him in a market where clients are choosing who to trust with some of the largest financial decisions of their lives. Alongside that visibility, he has cultivated deep relationships with builders and financial planners, creating a diversified pipeline of leads that insulates the business against the inevitable swings of the rate cycle.
The operational side of the business has evolved with equal deliberateness. The appointment of a dedicated ‘Director of Wow’ – a role conceived to ensure every client interaction exceeds expectation – and the adoption of Dominion Lending Centres’ Gold Rush CRM platform have together driven a meaningful uplift in repeat client business over the past year.
The present year of 2026 brings its own complexities. With clients emerging from a period of historically low rates and confronting sharply higher mortgage costs, Bruce has tilted his focus toward refinancing – helping existing borrowers navigate a transition that, for many, has been genuinely painful. He is also investing in AI tools to sharpen lead generation and streamline internal processes, a measured embrace of technology from someone who has never confused efficiency with the thing it is meant to serve.