About Us

Why Choose Us.

ROUTE Financial Group

Your Journey Deserves A Good Plan.

Financial planning is not a one-time transaction. It’s an ever-evolving map outlining your journey toward your financial goals, complete with landmarks, waypoints, and meaningful opportunities to enjoy along the way. As your advisor we act as fiduciaries, committed to, and focused on your financial interests first by providing objective, pragmatic advice, and counsel throughout the many stages of your financial journey.

Whether you’re climbing toward a major milestone or adjusting to life’s curves, we’re here to help you chart a course that’s uniquely yours.

The Journey Matters

We believe the path you take shapes the experience you have. Financial decisions should reflect your values and your life—not just your portfolio. Whether you’re planning for retirement or exploring what’s next after a fulfilling career, we bring decades of experience to help guide you with clarity and care.

At Route Financial Group, our work goes beyond analyzing account balances or assessing risk tolerance. We take the time to understand what truly matters to you—your concerns, your passions, and your vision for the future. Because our role isn’t just about numbers. It’s about helping you move through life with confidence, purpose, and a sense of direction.

Growth Along The Way

We view wealth as something to be cultivated over time. Just as each turn in the road offers new scenery, each stage of life offers new opportunities for financial growth. Our approach prioritizes adaptability, long-term strategy, and steady progress that reflects your unique goals.

Money Meets Meaning

We know financial decisions are deeply emotional—shaped by your past, your values, and your vision for the future. That’s why we take the time to understand what truly matters to you. Through ongoing dialogue and coaching, we help you make confident decisions that support both your financial well-being and personal fulfillment.

Growing With RFG

To help our clients develop strong financial roots, experience growth, and create their legacy, we’ve partnered with RFG Advisory, an award-winning, fully integrated platform to help Independent Advisors build their business without compromise. With a presence across all 50 states, RFG supports over 100 Financial Advisors and manages more than $5.4 billion in total assets, including assets under management (AUM), assets under advisement (AUA), and non-discretionary assets (NDA) as of 03.31.2025.

Empowering Advisors

RFG empowers Advisors with a comprehensive suite of services spanning technology, compliance, marketing, and back-office support. The firm’s mission is to create a thriving community where advisors can increase their enterprise value and build something bigger than themselves. Advisors at RFG benefit from a culture of collaboration and a growth-oriented mindset designed to help them scale organically and serve their clients with excellence.

Visit RFG Advisory

What It Means For You

Partnering with Route Financial Group means your Advisor is backed by RFG Advisory—a team focused on reducing friction so we can focus more deeply on your goals. With access to advanced technology, institutional-level investment strategies, and comprehensive operational support, our affiliation is designed to enhance the quality and continuity of your experience.

This partnership creates space for a more connected and efficient planning process, thoughtful strategies aligned with your objectives, and a relationship grounded in transparency and consistent communication. We're here to help you move forward with intention—and make each step meaningful.

Loran Coffman

MRFC®, CRPC™, CBDA℠

(248) 825-4807

Lcoffman@RouteFG.com

Loran Coffman is a financial advisor with over 30 years of experience in the industry, possessing a strong foundation in both business and technology. With a lifelong interest in personal finance and a focus on practical education,...