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Bruce Greenwald and Morgan Irvin. © Douglas Burke / Park City Family Office

Bruce Greenwald and Morgan Irvin Talk About Wealth, Legacy, and the Magic of Park City

Meet the duo who transform new wealth into a family legacy, the dynamic partnership behind the success of Park City Family Office’s financial guidance

Published on May 31, 2021

Bruce Greenwald and Morgan Irvin are professionals in connecting families to specialists guiding them on a path to transform their newfound wealth into a lasting multi-generational legacy. They are also a couple of Park City locals, and we had the chance to sit down and chat with them about their business, their thoughts on living in Park City, and the way they feel connected to the very community they hope to empower.

Nestled comfortably near Deer Valley Ski Resort, Park City Family Office is a multi-family office with the mission to help families establish a legacy of generational wealth. More than a simple investment firm, Park City Family Office connects a network of professionals in multiple fields in order to ensure that the families under their care have the best possible resources for managing their wealth.

“Wealth management isn’t just talking about investments and stock portfolios,” said Bruce, concerning Park City Family Office’s guiding mission. “It’s easy to see it that way, conversations about wealth are often paired with investment advice, but that’s a narrow-sighted view that often leaves out important factors such as risk management, tax consideration, and generational planning.”

“It’s about the legacy of your family’s wealth and making a difference,” added Morgan, “That means finding the experts in each field, bringing them together as a team, and putting our families first.”

“Right!” said Bruce, “There’s a saying I like to keep in mind: ‘You don’t know what you don’t know.’ It applies to everything—if you don’t know a thing about plumbing, why tinker around with your home’s pipes and water valves? If you haven’t learned a lick about skydiving, it might be best to not learn the ins and outs of strapping on a parachute halfway down. The same goes for managing your family’s wealth. Having money now doesn’t mean you’ll always have it later, it takes knowledgeable choices and studied expertise to ensure that the legacy you pass on to your children will last more than your lifetime.”

Both Morgan and Bruce are transplants from here, there, and everywhere, and they both fell in love with Park City the moment they arrived.

“When I first moved here,” said Morgan, “The community was so embracing! Not only is it a gorgeous town—what with the mountains and the music—but it’s an intimate, caring community. It’s like the show Cheers, where everybody knows your name!”

“I live in Promontory,” said Bruce, “And from the moment I moved here back in 2012, I knew this was where I wanted to live for the rest of my life. I’ve lived on the East Coast, tried out England and Australia, and have been all over the place. Park City feels like home. The community is amazing, the food is delicious—if you haven’t been, you really need to stop in at The Boneyard—and the town is just alive with events. I personally can’t wait for the Deer Valley Music Festival to start up again.”

And Howl-O-Ween!” added Morgan. “All of the adorable pups in their little costumes, I can’t wait!”

More than simply living in Park City, both Bruce and Morgan do their best to give back by getting involved with local nonprofits, such as the People’s Health Clinic, the Jewish Federation of Utah, and the world-renowned Egyptian Theater. It is this spirit of giving back, they find, that empowers their mission with Park City Family Office. The focus of their company is more than wealth management. It is about building a legacy so that you can focus on what truly matters: living a fulfilling life with your family, friends, and community.

Discover more about Park City Family Office, Morgan, and Bruce by visiting their website

Finance Reporter