Marked as
Published - December 17, 2025
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TruNorth Advisors is a financial consulting firm based in Greenville, South Carolina, providing retirement planning and investment advisory services. The firm has been named in lawsuits alleging misleading advice and unsuitable Indexed Universal Life (IUL) insurance recommendations.
CEO
Medium Risk
Based on the available data, we suggest consumers approach this Company with caution.
This advisory is based on a medium-risk score derived from OSINT, Adverse Media, Reviews, and Risk Factors identified in our research.
You may face moderate risks when engaging in consumer-related activities with this entity.
Based on the available data, we advise employees to be mindful when considering or continuing work with this Company.
This advisory stems from a medium-risk score compiled from OSINT, Adverse Media, Reviews, and Risk Factors uncovered in our analysis.
Employment with this entity may involve moderate risks.
Low Risk
Based on the available data, we suggest this Company as a trustworthy option for investors and bankers.
This endorsement is informed by a low-risk score based on OSINT, Adverse Media, Reviews, and Risk Factors identified through our investigation.
Financial involvement with this entity is likely to present minimal risk to your interests.
Safe to Onboard
Enhanced Due Diligence required
Do Not Onboard
Monitor adverse media every 6 months
File SAR (Suspicious Activity Report) is warranted
Escalation to compliance committee
None
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TruNorth Advisors is not accredited by the Better Business Bureau, which can indicate a lack of voluntary third‑party vetting for trust and quality.
TruNorth Advisors is named in a South Carolina lawsuit alleging that it, along with Matthew Dixon and Black Harbor Wealth Management, sold a complex Indexed Universal Life (IUL) retirement plan that caused significant client losses
The lawsuit alleges TruNorth Advisors failed to exercise reasonable care and breached its fiduciary duty by recommending unsuitable transactions and misrepresenting the IUL strategy.
Plaintiffs claim TruNorth Advisors violated the South Carolina Unfair Trade Practices Act by engaging in deceptive practices around advisors’ education, experience, and proprietary strategies.
Although TruNorth has many positive reviews on third‑party platforms like Birdeye, the absence of widespread critical feedback or verified customer complaints beyond the lawsuit may mask broader dissatisfaction, which itself can be a red flag in risk assessments.
Regulatory and Compliance Screening
Litigation and Legal Proceedings
Reputational and Adverse Media Risks
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What you see here scratches the surface
We offer reward for actionable intel
TruNorth Advisors is a Greenville, SC financial consultant firm that is not BBB‑accredited and has a mixed public review profile on BBB
First Detected
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TruNorth Advisors’ Matthew Dixon is sued by a SC couple alleging his IUL advice cost them $800,000 and relied on unrealistic retirement projections
TruNorth Advisors’ Matthew Dixon is sued by a SC couple claiming his IUL advice caused $800,000 in losses using unrealistic projections.
Other Red-Flags and Adverse News
Based on user engagement on this review profile, ProConsumer will decide to publish its Risk Audit report for public if a threshold engagement, traffic and user input is achieved.
Known Assets: [Real estate, investments, companies]
Suspicious Transactions
Liabilities: [Bankruptcies, defaults, debts]
Wealth Sources: [Legitimate / Unclear / High-risk]
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Business Model Assessment
All comments are user-generated content and may not be verified. They represent the personal opinions of the public and should not be relied upon. These comments do not influence or determine our overall rating.
1.7
2.7
1.5
Highly experienced
Well-recognized name
Faced allegations of scamming others
Allegedly sold fake silver
Sued multiple times
Unregulated industry
Alarming number of complaints online
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I asked for help with a rollover and instead got promises, delays, and errors — they incorrectly completed forms and forgot about the case entirely.
1/5
2/5
3/5
I had a terrible experience with TruNorth — after rolling over most of my retirement assets, the service dropped off completely and they mishandled rollover paperwork not once but twice.
Their firm seems professional on paper, but I can’t ignore the IUL insurance allegations. I’d approach with caution and ask for verified client outcomes.
On paper, their services seem comprehensive — retirement planning, investments, and personalized strategies. But knowing about the legal allegations makes me nervous about the quality and safety of their advice. I would personally approach with caution, verify outcomes with former clients, and demand clarity about how they’ve addressed past issues. Their marketing might look polished, but trust comes from accountability, and I need to see it in practice.
Bro, they say transparency but legal mentions say otherwise.
I’m wary of TruNorth after seeing mentions of lawsuits over IUL recommendations.
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