Our story
A legacy worth carrying forward. A future worth rebuilding.
The Life Equity Group began with Ken Morris and a belief that lasting financial relationships are built through knowledge, trusted people, and personal care. Andrew Morris is relaunching that legacy for a world where technology can widen access—but trust still has to be earned.
Founded by Ken Morris · Reimagined by Andrew Morris · Built for the next generation
In memory of Ken Morris
A father's legacy, carried forward with purpose.
The Life Equity Group began with Ken Morris and a belief that lasting financial relationships are built through knowledge, trusted people, and personal care.
Andrew stepped away from competitive golf to care for his father during Ken's illness. After Ken passed in 2022, Andrew eventually returned to competition—carrying forward the discipline, persistence, and standard of work his father taught him.
This next chapter honors Ken by building patiently, treating relationships as responsibilities, and helping people find clearer paths through complicated financial conversations.
His work opened the door. Our responsibility is to carry it forward well.
View Andrew's official PGA TOUR Americas profileWhy relaunch now
Andrew saw the education gap firsthand.
As a PGA TOUR Americas player and Fairleigh Dickinson University finance graduate, Andrew has watched athletes and young earners enter high-stakes financial moments without enough preparation—then meet a marketplace crowded with aggressive sales tactics, complexity, and uneven transparency.
The same gaps affect families, agents, and business owners: people often do not need more noise. They need clearer questions, honest boundaries, and access to qualified specialists.
What Life Equity is today
An education and access network.
Life Equity helps licensed life and annuity professionals better understand specialized planning categories and request introductions to independent experts.
- Free educational access for qualified professionals
- Transparent independent partner relationships
- Clear separation between education and regulated advice
- Modern systems that make relationships easier to navigate
Independent business-services partner
904 Bookkeeping
Strong businesses start with dependable records.
904 Bookkeeping is an independent QuickBooks and bookkeeping specialist serving small and midsized businesses with setup, cleanup, reporting, payroll support, consulting, and training.
The firm's website reports that Jennie Morris is a Certified QuickBooks ProAdvisor with more than 15 years of public- and private-sector experience and was named a Top 100 ProAdvisor Award recipient by Insightful Accountant in 2025 and 2026.
Visit 904 BookkeepingThe Life Equity Group and 904 Bookkeeping are separate, independent businesses. Each organization is responsible for its own services, agreements, fees, privacy practices, and professional obligations. Inclusion does not constitute investment, tax, legal, or accounting advice.
The long view
An athlete-first financial ecosystem that technology helps coordinate—not control.
The ambition is to grow Life Equity into an AI-orchestrated, human-led multi-family-office experience for athletes, NIL participants, entrepreneurs, and families who historically lacked access to coordinated guidance. Best-in-class partners would remain responsible for the regulated work while technology helps people understand, organize, and act with greater clarity.
This describes a long-term vision, not a current advisory, brokerage, or asset-management offering. Life Equity is not presently an RIA or robo-advisor.The principles that carry forward
Modern tools. Old-school accountability.
Education first
Help people understand before asking them to act.
Clear boundaries
Let licensed and registered specialists own regulated responsibilities.
Open disclosure
State partner roles and compensation plainly.
Human relationships
Use technology to strengthen trust, never impersonate it.