25 Years of Persistence and Purpose
Twenty-five years ago, John Rusciano founded the practice that eventually became Grandview Square Financial with a simple idea: financial advice should begin with people, not products. What started as a small firm grew into an enterprise managing over a half billion dollars and dedicated to helping families make sound financial decisions, navigate life’s transitions, and pursue greater confidence in their future.
As we celebrate our firm’s 25th anniversary, I had the privilege of sitting down with John to reflect on the journey, the lessons learned, and what lies ahead.
When I asked John to describe the last quarter-century in a single word, he paused for a moment, then confidently replied: “Persistence.”
“…to leave everyone I meet better than I found them. Whether in business or in life, that was always my goal.”
That mission became the foundation upon which Grandview Square Financial was built.
ADVICE BEFORE PRODUCTS
Long before financial planning became commonplace, John believed there was something missing from many client relationships. Too often, planning seemed designed to arrive at a predetermined destination – the process revolved around selling a product rather than understanding a person’s circumstances. John set out to be different.
“It felt to me like our industry was all about getting to a predetermined outcome in order to sell something to the client,” he recalls. “I certainly didn’t like it when that happened to me, and I wanted to make sure that I never did that to a client.”
Instead, his vision was simple: become the person clients could rely upon when making important financial decisions.
“I want to be someone that clients can rely on; depend on. My goal was to be at the center of their lives for anything and everything financial.”
THE SURPRISING WEIGHT OF INFLUENCE
What surprised John most was not the growth of the business, but how closely clients and team members listened to the advice and observations he shared over the years. Many would return years later and share how a conversation or idea had influenced important decisions in their lives.
“It made me realize how important the role I played in their lives as an advisor, mentor, or employer.”
That realization reinforced the importance of the advisor’s role as mentor, guide, and steward. It also reminded him of the importance of choosing one’s words wisely.
A LIFE OF CURIOSITY AND INVOLVEMENT
Anyone who knows John knows he is rarely content sitting still.
Whether serving as President of his HOA Board or on the Bay Lake Board at his cabin, reading, biking, playing pickleball, talking around the world on his Amateur Radio station, or planning his next adventure, curiosity remains a defining characteristic.
He describes himself as someone who always wants to be where the action was. Growing up, learning came easy, but he never viewed himself as an academic. He viewed himself as an underdog and believed that progress and success come from working harder and getting involved, rather than standing on the sidelines.
That mindset continues to influence how he approaches life today.
Among the many lessons he has shared over the years, several have become favorites around our office:
“Smart is as smart does.”
“I win, because I don’t quit.”
“It is healthy and a good quality to be a curious person.”
“Don’t just go with the flow in your life. Study history and read every day.”
A PERSPECTIVE ON SUCCESS
While many would point to building a successful firm as John’s greatest achievement, he sees things differently.
“My proudest achievement is my marriage. My second proudest achievement is how my kids turned out and the relationship they have with each other as siblings.”
That answer comes as no surprise to those who know John and Koren. Together they built not only a business, but a family and culture rooted in service, accountability, and genuine care for others.
LOOKING FORWARD
While John intends to remain active with our clients for years to come, he is excited about spending more time with Koren, traveling, pursuing hobbies, serving his community, and God willing, enjoying future grandchildren.
He is equally enthusiastic about the future of Grandview Square Financial. He speaks about the next generation of leadership, continued innovation, and the opportunities technology will create to serve more families at an even higher level.
“To create a platform that can be faster, better, and more cost efficient really excites me. The technology to help us serve more households, and for us to rescue future families, will be incredible to watch over the years to come.”
A LEGACY MEASURED BY CONTINUITY
Perhaps the most revealing part of our discussion centered on succession.
“A successful succession plan is one where clients won’t miss or need me.”
That statement perfectly reflects the philosophy behind the firm’s evolution. The goal was never to build a practice centered on one individual. The goal was to build an enduring organization with the people, systems, and culture necessary to serve clients for generations.
As a partner in the firm, I can confidently say that vision is alive and well today.
A MESSAGE TO OUR CLIENTS
As we celebrate this 25-year milestone, John’s message remains remarkably consistent: stay disciplined, trust the planning process, and focus on what you can control.
And of course:
“Remember… cash flow, cash flow, cash flow!”
Twenty-five years is an important milestone, but it is not simply a celebration of the past. It is a reminder of the responsibility we have to carry these values forward.
John’s influence can be seen throughout our firm today, not merely in the business he founded, but in the people he mentored, the culture he helped create, and the families whose lives have been shaped by his advice.
His guiding principle has always been simple: leave everyone that you meet better than you found them.
After 25 years, it is safe to say he has done exactly that.
REFLECTIONS FROM OUR PARTNERS
“John has been one of the most influential people in my life. I find myself saying and doing things every day that were instilled in me through the lessons he taught over the years. He has impacted my personal life just as much as he has influenced my career. He never gave up on me and helped shape a young advisor who was a little rough around the edges and also saw himself as an underdog, into the partner and planner I am today.
When I entered the business as a 22-year-old, John generously met with me at 7:00 a.m. every month in his office, simply because he enjoyed giving back and mentoring others. Of course, he always reminds AJ & me that his “master plan” was to bring us together to form the partnership we have today. Looking back, I’m grateful he recognized the synergy between us. That vision helped create the integrated partnership that has become such an important part of our success. The “Ying and Yang,” as he would call it.
John taught us just as much about running a business as he did about financial planning. One lesson I will never forget was his reminder to make more “deposits” in others than “withdrawals.”
When I think of John, one word comes to mind: Discipline.
Discipline in how he worked, how he led, how he served others, and how he consistently showed up for the people who mattered most. His example has left a lasting impact on all of us, and I know I would not be where I am today without his guidance, mentorship, and friendship.”
– Austin Hebig, CFP®, RICP®, Partner & Private Wealth Advisor
“I firmly believe that you will become like the people you spend the most time with. Over the last seven years, I have been fortunate to spend the majority of my days with John.
Many of you know John for being consistent, pragmatic, disciplined, and thorough. All of these are wonderful traits to have as a financial planner and a business owner. More deeply, I know John to be a man of quiet generosity, a man of patience and understanding, and a man that truly wants to see other people achieve success and fulfillment. I know this because I am fortunate enough to experience it firsthand.
John not only helped me become a better professional, but he has also been a positive influence on me as a husband, as a father, and as a friend.
It is with the utmost gratitude, admiration, and respect that I congratulate my business partner, mentor, and close friend on an incredible 25 years in business.”
Thank you, John!
– AJ Robbel, CFP®, Partner & Private Wealth Advisor