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Rich DeSalvo

National Leader, Financial Planning

As National Leader, Financial Planning for f3Logic, LLC., Rich provides leadership for the f3Logic family of companies.   f3Logic offers high-level reporting, trading, billing, as well as investment research, commentary, and true fiduciary services to RIAs while removing the bureaucracy of larger organizations. f3Logic gives IARs and RIAs the middle and back-end office support they need with the freedom to evolve their professional and business structures over time. Considered an industry thought-leader, Rich applies his knowledge and expertise towards delivering a superior advisory experience. 


Rich has a proven track record of success in the financial industry with over thirty years in sales and wealth management leadership. His experience ranges from wholesaling investment products to leading national teams of asset managers and broker dealers. Rich provides experience-based value in key areas including overall firm strategy, product, distribution, sales management, and talent assessment/development.


Prior to joining f3Logic, Rich founded RDS Consulting to provide strategic/tactical revenue enhancement solutions to financial services firms supporting the buy and sell sides with a high degree of entrepreneurial thinking and experience.  Rich also enjoyed a successful financial services career at Morgan Stanley as a Managing Director. During his twelve years in this role he was responsible for a $30 billion segment of the firm’s business including mutual funds, open and closed end funds, unit investment trusts, offshore funds, and 529 plans. Additionally, Rich has held many leadership roles running product departments and heading up sales for investment products on both the buy and sell sides.


Rich has established a presence as a regular contributor to numerous national media outlets including FOX News and Bloomberg Radio.


Rich received his Bachelor of Applied Science from Seton Hall University.

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