Our business is driven by our core values

Faith, Family, Community, Integrity, Honesty,

Hard Work, & a Commitment to Serve

ETA Financial Services was founded in 2012.  Jim spent the decade prior to 2012 with other financial firms, learning tried and true investment strategies to help clients succeed in this industry.  Here at ETA Financial, we utilize these proven strategies, in conjunction with integrity and honesty, in order to define our client’s financial goals while we manage, grow, and protect their financial assets.


As our professional relationship develops, we will make it our priority to build strong relationships based on mutual respect, transparency and honesty. We'll take time to understand your current financial situation, goals for the future, and identify potential challenges you may face along the way in order to develop custom financial strategies to guide your journey.


Jim Regier, MBA

Lead Advisor

As the firm’s lead advisor, Jim works to ensure all clients are faithfully served by custom financial strategies specifically designed to help achieve their goals. He takes time to get to know each client and develop recommendations to help guide them along each step of their personal financial journey.

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    Jim co-founded ETA Financial Services as Flynn, Regier and Associates in 2003. Since then, the name of the firm has changed, but it’s continued commitment to providing exceptional client service remains the same. Prior to co-founding the firm, Jim was an independent financial advisor at Peoples Benefit Group. 


    As a former business finance teacher at Oklahoma State University, Jim has a unique talent for explaining complex financial matters in a simple, understandable way. He especially enjoys taking time to help inform clients on all aspects of their finances using straightforward descriptions and examples that are free from industry jargon. 


    Jim has a bachelor’s degree in business from Fort Hayes State University and an MBA from Oklahoma State University. He has passed the FINRA Series 7 and 66 exams. 


    Jim has been married for 43 years, has two children, and five grandchildren.

Wendy Smith

Operations Manager, Client Service Associate

As the firm’s Operations Manager and client service associate, Wendy plays a key role in ensuring all clients receive exceptional service at every interaction. She puts her past experience in client and financial service, accounting and office management to work as she ensures the firm runs smoothly and efficiently.  Wendy earned a bachelor’s degree in finance from Washburn University. Wendy joined ETA Financial Services in 2004. 

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    Outside of work, Wendy enjoys music, sports, travel and boating with family and friends. She is active in her church, where she serves on many committees, is in the Choir and Bell Choir, and helps with the children. She spends much of her time enjoying her grandchildren’s activities, including dance, piano, and sporting events. Wendy is married and has three grown children and seven grandchildren.

Dawn Reed

Administrative Assistant

As ETA Financial’s administrative assistant, Dawn serves as the primary contact for clients calling the office, schedules client appointments, assists with preparing and submitting paperwork, and other general office duties. She maintains an insurance license and specializes in helping clients navigate Medicare supplement policies.

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    Dawn joined the firm in 2018. Previously, she was an office assistant in a real estate appraisal firm and was concurrently music coordinator and accompanist for a local church. 


    A native Topekan, Dawn and her husband have been married for 40 years and have one son. She enjoys travel, playing keyboards with the worship team at church, musical theater, and her three Australian Shepherd dogs.