Committed to Your Financial Freedom

We've never met a practicing physician who performs heart surgery in the morning and then delivers babies in the afternoon. Shouldn't you work with a financial planner who follows the same philosophy?

Just as your patients come to you for your specialized knowledge of medicine, successful physicians rely on Going Financial because we’re dedicated to the financial needs of only one industry – yours.

Founded in 1999 by Houston native John Going, the firm has helped hundreds of medical practitioners and their employees create and maintain financial plans* that address their unique, specialized needs.

Going Financial planning experts understand that managing your wealth isn’t easy, and we recognize that no two physicians have identical requirements.

Our specialization and experience equip us to provide you the best available wealth management and asset protection solutions, while staying abreast of cutting-edge opportunities that can be used to your advantage.

We are located across from the YMCA on Augusta Dr, with parking in the front, side, and parking garage.

Our Team

John Going

John Going, CFP®, a Certified Financial Planner practitioner, co-founded Going Brothers in 1999 to focus on asset protection and wealth accumulation for physicians and their practices. In addition to his CFP®, he holds several industry designations that extend his financial expertise, including Chartered Life Underwriter (CLU) and a Life Underwriting Training Council Fellow (LUTCF). In addition to being a registered representative, he is an Investment Advisor Representative of Lincoln Financial Securities Corporation, which enables him to provide clients with investment advisory services and fee-based planning beyond traditional investment vehicles.

John graduated with Highest Honors from the University of Texas at Austin with degrees in Finance and Communications and graduated at the top of his Communications class.

A native Houstonian and an Eagle Scout, John is active in basketball and enjoys playing music on guitar and piano. He and his wife have three young boys.

Trudy Culp

Trudy Culp is the Vice President at Going Financial and has been with the company for 8 years. Her responsibilities include managing client relations, coordinating administrative duties, and handling all operation functions of the firm. Prior to joining Going Financial, Trudy served as Contracting Consultant at Lincoln Financial Group in Fort Wayne, Indiana. Trudy joined Going Financial in 2011 bringing with her more than 20 years of experience in financial operations. She graduated from Indiana Wesleyan with honors holding an Associate's Degree in Business. Trudy was happy to leave the winters behind in Fort Wayne and relocate to Houston with her husband, Eric, for a new adventure. Along with her husband, she enjoys having family visit, traveling, watching college football and cheering for the Houston Astros.

Sandy Rubin

Sandy Rubin is the Event Planner for Going Financial. Sandy graduated Cum Laude from the University of Texas at Dallas with a BA in Visual Arts. Originally from Dallas and Houston since 1989. Sandy has been Event planner and coordinator since 2006. Sandy chaired, co-chaired and emceed events for as large as 850 people. Sandy is on the executive committee for a nonprofit benefitting the Jewish community. Sandy interests include working out, golf, movies, musical theatre and pro hoops. Sandy has one adult son.

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