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Our Story

By clearing away the remnants of the past, a prairie fire sparks new growth.

This same principle applies to your financial priorities. Often your most deeply held aspirations and values – the ones that should be driving your financial plans and strategies – are clouded by the complexity of everyday life.

But by stripping away the old beliefs and preconceptions that build up over time, you can focus on goals that matter with a clear sense of purpose.

This is the basis of our approach to wealth management. After many years in the financial services industry, we’ve found that client successes come from successfully uncovering your most essential goals, and pursuing them through a structured and actively managed financial strategy.

“Our process is a fusion of money and meaning, and it enables us to work toward a return on your life’s work, not just a return on your investments. When you attach a deeper significance to the financial decisions you make, you can use the resources you have in order to cultivate a life of purpose.”
Matt C. Meline CFP®
Founder and CEO

What We Believe


Money and meaning is a powerful combination.

It’s about attaching a deeper significance to financial decisions and applying financial resources to the goals that matter to you. This is how you achieve meaningful growth.

Assumptions are limiting.

We routinely help clients reach goals they used to see as impossible. You don’t know what you can achieve until you clear away all your assumptions.


Financial guidance can be fun.

Too often financial advice is formal and overly technical. We work to provide a warm and open environment where the focus is on making progress toward clear goals.

Advice should have no strings attached.

There are endless places you can turn to for information and opinions. If you’re looking for advice specifically for you, it should be conflict-free and unquestionably in your best interest.


You need a plan if you want to get anywhere.

Progress without planning is unlikely. There is a path to every goal, but it takes discipline to find it, follow it and stay on track.

Our Founder

Matt C. Meline CFP®

Founder and CEO

Over the past 17 years, Matt Meline has been providing financial planning services to a select group of families. He has worked closely with professional executives and business owners to deliver a broad range of wealth management services. He has led numerous advisory teams and has served as a “coach” to new professionals.

During a period of transition in his life, Matt completed a unique program aimed at rediscovering core values and it opened his eyes to the possibility of redefining the advisory process for his clients. In 2019, he launched PrairieFire Wealth Planning with a vision for delivering an analogous experience for clients in the wealth management space.

Matt’s industry accolades and community roles include:

  • Executive committee and Annual Campaign Chair for the Greater Des Moines YMCA
  • Board member for the Lincoln High School Alumni Foundation
  • Board member for Joppa Homeless Outreach
  • Past President of the Ingersoll Business Association and Co-Founder of the Des Moines West Side Chamber of Commerce
  • Greater Des Moines Leadership Institute 2006-2007 graduate and board alumni chair
  • A “Top Forty under Forty” business leader in 2007 as recognized by the Des Moines Business Record*
  • Former treasurer - Downtown Chamber of Commerce

Matt holds a Bachelor’s degree in Finance from the University of Northern Iowa and is a CFP® professional. He lives in Norwalk, Iowa, where he and his wife, Lisa, are now becoming empty nesters after raising four children.

*Source: Des Moines Business Record, “40 Under 40”, 2007. The award is based upon a recipient’s application and not upon any qualitative and quantitative criteria relating specifically to one’s position as a Financial Advisor. As such the award is not representative of any client’s experience nor is it indicative of the Financial Advisor’s future performance. A panel of judges reviews the applications which include, among other things, community service, professional goals and leadership. The Houston Business Journal does not accept a fee in exchange for the rating.

“The prairie fire principle comes from my own personal experience of shedding an old mindset in order to cultivate a more fulfilling one. It’s a process that I believe is missing from the conventional approach to financial advice, and it’s become my driving focus to introduce it to the benefit of my clients.”
Matt C. Meline CFP®
Founder and CEO

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