“Not everything that can be counted counts, and not everything that counts can be counted ”

Through extensive research into the client-facing challenges of choosing the right financial partner, Cale determined that there should be more value in financial advice than simply a portfolio. He left Morgan Stanley to help launch Archetype and “rebuild wall street” by creating a paradigm shift in the way the wealth management industry serves and impacts people. His passion is rooted in the mission to help families thrive across generations.


Cale is a published thought leader in vulnerability analysis and risk mitigation. He is an engaging public speaker and has consulted with the many of the world’s largest corporations. Cale obtained his B.B.A in Entrepreneurship & Finance from Baylor University. His experience spans technology, commercial real estate, O&G, private equity and startups. Cale spends an inordinate amount of time igniting contagious, positive environments and investing in relationships… because culture eats strategy for breakfast. 


He and his wife, Lynne, reside in Houston with their daughter and son. They are actively involved in their church and Young Life, where Cale has served for over a decade. He is a former Precinct Chair for Precinct 436, serves on several non-profit boards, and is a 7th generation Texan. Not surprisingly, he is just as stubborn about Texas as you would imagine.

Quote by William Bruce Cameron.

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(346) 352-2360

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