W. Bruce Miller MBA, CFP®, RSSA®

President & Co-Founder

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W. Bruce Miller is a seasoned financial professional with over 30 years of experience in banking, finance, and wealth management. A Certified Financial Planner™ (CFP®) and Registered Social Security Analyst (RSSA), he is dedicated to helping clients make confident, informed financial decisions.
 
Bruce’s executive experience includes serving as an Executive of Utah’s largest independent bank and as President of a financial startup that was successfully acquired. He has also held senior leadership roles—including President, COO, and Senior Advisor—at multiple financial firms. Earlier in his career, Bruce worked at WordPerfect, Novell, and EDS, where he developed a strong foundation in business strategy and operations.
 
Driven by a desire to make high-quality financial planning more accessible, Bruce founded PROFi with a mission to deliver fiduciary-focused, client-first service across income levels. Originally from Washington, Bruce lives in Highland, Utah, with his wife, Mary, and enjoys traveling, cycling, golfing, and spending time with family.

Mary G. Miller BA Communications

Vice President, CXO & Co-Founder
As Vice President, CXO, and Co-Founder of PROFi, Mary Miller is dedicated to driving client success through strategic insight and exceptional service. With over 30 years of leadership experience in small businesses and client service, she plays a pivotal role in shaping the firm’s direction, ensuring client-centered solutions, and fostering operational excellence.
 
Beyond her work at PROFi, Mary has a proven track record in organizational growth, leadership development, and operational strategy. She also serves as chair of a scholarship board in partnership with the Utah Valley University Foundation, supporting future professionals.
 
Mary holds a BA in Communications with an emphasis in Public Relations from Brigham Young University and is a Certified Peacemaker Coach. In addition to managing a private finance company, she co-founded PROFi alongside her husband, Bruce. Originally from American Fork, Utah, she resides in Highland and enjoys traveling, cycling, and design.

Luke Wonnacott BS Finance

Financial Advisor
Luke Wonnacott serves as a Financial Advisor & Team Lead at PROFi, helping guide the firm’s financial planning, client relationships, and advisor development strategies. In addition to serving clients directly, he supports team leadership, advisor mentoring, workflow oversight, and strategic growth projects within the firm. Luke plays a key role in helping maintain PROFi’s high standard of personalized service while contributing to the long-term vision and development of the company.
 
Luke graduated from Brigham Young University with a B.S. in Finance, where he earned academic scholarships for excellence. Prior to joining PROFi, he gained experience at two wealth management firms, refining his skills in research, client relationships, and portfolio analysis. In addition, Luke passed the Certified Financial Planner (CFP®) exam and further refined his tax expertise through the IRS’s Enrolled Agent (EA) program.
 
Fluent in Spanish, Luke developed strong communication skills while serving as a missionary for the Church of Jesus Christ of Latter-day Saints in Mexico City. Originally from Gaithersburg, Maryland, he now lives in Provo, Utah, with his wife, Sophie, and they are expecting a baby this year. In his free time, Luke enjoys reading and exploring investment and personal finance topics.

Ethan R. Gividen BS Finance (2028)

Financial Planning Analyst

Ethan Gividen serves as a Financial Planning Analyst at PROFi, supporting the advisory team with research, client service, and operational tasks. He is currently pursuing a degree in Finance at Brigham Young University, where he maintains a 3.95 GPA. He is a member of the Wealth Management Association and the Corporate Finance & Advisory Association. He is also the Director of Program Operations and the Manager of Strategic Funding at the Siempre Foundation. He recently passed the Series 65 and Securities Industry Essentials (SIE) exams to qualify as a licensed Investment Advisor Representative. 

Before joining PROFi, Ethan gained experience in property management, customer service, and sales. He also spent two years in Ecuador on a volunteer mission, where he developed leadership skills, cultural awareness, and fluency in Spanish.

Originally from Cedar Hills, Utah, Ethan is known for his strong work ethic and desire to learn. Outside of work and school, he enjoys sports, outdoors, and spending time with family and friends.

Kate Leite

Kate Leite

Operations & Client Experience Coordinator

Kate serves as PROFi’s Operations & Client Experience Coordinator, supporting the firm’s daily operations, client experience, events, and special projects. Her responsibilities include coordinating office operations and workflow organization, supporting client meetings and communications, assisting with client paperwork and firm systems, and helping execute client events. She also helps create a high-touch and welcoming experience for clients and the team. She brings strong organization, creativity, and attention to detail to her work.

Kate graduated with a B.S. in Experience Design and Management from the Marriott School of Business at Brigham Young University, where she received academic and merit-based scholarships.

Prior to joining PROFi, Kate interned with the Office of Public and International Affairs for The Church of Jesus Christ of Latter-day Saints on their events team before working as a Case Assistant at Axinn, Veltrop & Harkrider LLP in Washington, D.C. She has also spent the past six years working as a vendor for high-end private and community events throughout the United States.

Originally from Powder Springs, Georgia, Kate now lives in Lehi, Utah with her husband. They met in Brazil, his home country, while serving as missionaries. Outside the office, she enjoys singing, crafting, and eating Brazilian cuisine. 

Emma Jared

Project Specialist

Emma Jared serves as a Project Specialist at PROFi, supporting the firm’s operations, organization, and advisor support projects. With a background in Human Development from Brigham Young University, she brings strong organizational skills, attention to detail, and a proactive approach to supporting smooth operations and exceptional service for PROFi’s clients and advisory team. 

 

Emma has proven experience managing schedules, coordinating client paperwork, and assisting with account maintenance while delivering exceptional service. Previously, she served as an Executive Assistant at Metekingi & Associates, where she streamlined workflows and improved case management.  She also worked as a Financial Audit Assistant Manager at ION Solar, where she led a team in auditing financial documents and ensuring accuracy and compliance. 

Emma served as a Volunteer Representative in Nashville, Tennessee, where she enhanced her communication skills and helped develop an online outreach platform. Originally from Beaver, Utah, Emma lives in Saratoga Springs with her husband, Dallin, and their daughter, Jane. 

Grace E Miller

Project Specialist Associate
As a Project Specialist Associate at PROFi, Grace Miller supports operational efficiency and internal organization. With a strong background in planning and adaptability, she contributes to projects that enhance both client service and back-office systems. Her positive, solution-oriented approach makes her a valuable part of the team.
 
Grace is fluent in French and served as a Volunteer Representative for 18 months, including eight months as a Training Leader. In this leadership role, she mentored and equipped volunteers with skills to teach and serve effectively, strengthening her communication and problem-solving abilities.
 
Grace is currently pursuing her degree at Brigham Young University. Outside of work and school, she enjoys running, hiking, and is an accomplished ballerina.