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Our Mission
In the military, a SITREP — or Situation Report — delivers clear, structured intelligence to inform critical decisions on the battlefield. At SITREP Financial, we bring that same precision and situational awareness to wealth management.
Our mission is to deliver clarity amid complexity, align your financial strategy with your values, and equip you with the confidence to make decisions that stand the test of time.
Our Core Values
At SITREP Financial, our values are more than words — they define how we operate, communicate, and serve. Every client relationship is built on integrity, precision, and service.
Integrity
We uphold the highest ethical standards — every decision is made with your best interests at the forefront.
Precision
Like every mission, success depends on clear planning, disciplined execution, and attention to detail.
Service
Our commitment to serve doesn’t end with the uniform — it continues in helping families and businesses achieve financial clarity.
Jacob Hurley
CFP®, ChFC®, MBA
Founder of SITREP Financial
Jacob has been happily married to his loving wife Kris since 2009 and they have two children together, Kimmi and William.
He is now a retired military veteran. He spent four years in the USMC where he served as an Ordnance Tech on F/A-18's and completed two Western Pacific tours; deploying to Guam, Japan, Bangledesh, Thailand, and Australia. He then joined the Army as an Aviation Pneudraulics tech, and spent six years working on Blackhawk, Kiowa, Chinook, and Apache helicopters. During this time, he had two tours in Iraq, a tour in Germany, and a tour in South Korea. He then went to selection for Civil Affairs and became a part of Special Operations where he spent his final 10 years of Service. During this time, he had several deployments around the world and earned just as many accolades and awards. He was Airborne, Air Assault, SPIES/FRIES Master, Mountain Warfare, Urban Mountaineering, Gryphon Group, and SERE-C certified.
During his final years in the Army, he balanced a full-time job and school to eventually earn his MBA from LSU in 2018.
After retiring from active duty in 2020, he joined the Finance industry as a Project Manager with Independent Financial Partners (IFP). He quickly earned his Series 24 license and became a principal of the firm, being promoted to Director of Operations after just 1 year and 9 months in the industry. He continues to serve IFP as the Director of Operations while simultaneously pursuing his entrepreneurial vision by building a financial advisory business of his own. He started SITREP Financial in January of 2025 because he had a passion for helping others in reaching financial freedom. He holds the Series 7, Series 66, and Series 24 licenses. He holds the 2/15 license for Life Insurance, Health Insurance, and Variable Annuities. He has also earned the CERTIFIED FINANCIAL PLANNER® (CFP®) and the Chartered Financial Consultant® (ChFC®) designations. Jacob considers himself a lifelong learner and plans to continue educating himself because, he believes, the more he learns the more value he can provide for his clients.
As the Founder of SITREP Financial and Director of Operations at IFP, Jacob blends precision, integrity, and service to empower families, businesses, and other advisors nationwide.
