A new face is under the familiar Edward Jones names in River Falls. Financial Advisor Kendra Morgan joined the company in November, moving out from Eau Claire to River Falls.

Morgan joins four other Edward Jones advisors in town. They work under the same umbrella company, but operate businesses separately.

The company needed more representation in town to serve the clients in the area.

She's currently operating out of the Edward Jones office at 258 Riverside Drive, but will have her own location later this year.

Financial advising wasn't originally the path Morgan planned on. She studied Spanish and communications at St. Cloud State.

Her aunt, who is an advisor in St. Croix Falls, helped guide Morgan to the field.

"She dripped on me for awhile," Morgan said.

Her original field of study, communications, applies well to the financial advising world.

"This job is a lot of talking to people," Morgan said.

Her focus is to educate clients, helping them comprehend a world that can seem like a foreign language. She works to make it all simple and relatable.

"Putting it into terms they can understand," Morgan said.

She enjoys the variety in her work, and the opportunity to be a creative problem solver.

"No two situations are the same," Morgan said.

Each individual person's financial situation has moving parts, and Morgan said she enjoys putting together a good individual strategy for each client.

Generally Morgan works with clients who are close to retirement age, planning how to create a paycheck once they are no longer receiving one regularly. She works out a retirement analysis to project out financial needs in the future.

She said she enjoys working with people of all generations, careers and stages of life, and seeing their lives change.

Morgan said she is getting acquainted with her new community, joining clubs and organizations.

"I'm trying to get my feet wet," she said.