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The ETF Store, Inc. Rebrands as NovaDius Wealth Management

The ETF Store, Inc., an innovative wealth management firm, announced today its strategic rebranding to NovaDius Wealth Management.

NovaDius Wealth Management remains dedicated to providing exceptional financial guidance and personalized support to its clients. The rebrand underscores the firm’s comprehensive approach to wealth management while maintaining the same commitment to client success that has defined the organization since its inception in 2008.

“We’ve always offered a full suite of financial planning and investment services,” said Nate Geraci, President of NovaDius Wealth Management. “This new name better reflects who we are today—a firm focused on personalized financial guidance with a broader, more holistic approach. Our commitment to delivering exceptional, personalized service remains unchanged.”

NovaDius’ core services include:

• Comprehensive financial planning

• Retirement portfolio management

• Tax-efficient wealth preservation

• Personalized investment strategies

The name NovaDius is inspired by the Latin root words “nova,” meaning “new” or “innovative,” and “dius,” meaning “day,” symbolizing the firm’s daily commitment to illuminating each client’s financial journey with clarity and purpose.

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The ETF Store, Inc. Rebrands as NovaDius Wealth Management

The ETF Store, Inc., an innovative wealth management firm, announced today its strategic rebranding to NovaDius Wealth Management. NovaDius Wealth Management remains dedicated to providing exceptional financial guidance and personalized support to its clients. The rebrand underscores the firm’s comprehensive…

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Elliott Homan

Vice President of Operations and Advisory Services

My Story:

Like many in our field, I was initially drawn to financial planning by the numbers. But what’s kept me here is the people. Over the years, I’ve seen how easily financial guidance can become disconnected from the lives it’s meant to serve. I wanted to be part of a firm where relationships come first—where we know our clients well enough to anticipate their needs, not just react to them. Novadius is that firm.

Why Novadius:

I joined Novadius to be part of something different. We started this firm to challenge the status quo of an industry where promises often go unfulfilled—firms claiming to offer “customized plans” and “deep client relationships” while managing hundreds or even thousands of accounts. That’s not us. At Novadius, we limit the number of clients we work with so we can deliver on what we promise. Every plan is tailored, every strategy is intentional, and every relationship matters. We treat our clients the way we treat our families—because that’s how it should be.

Family:

I live in Fairway, Kansas with my wife Michelle, our son Henry, our daughter Elizabeth, and our dog Rush.

Hobbies:

Outside of work, I enjoy spending time with family and friends. I’m also proud to serve on the Finance Committee at our church.

Education & Certifications:

  • B.S. in Accounting and Business Administration with a minor in Communication Studies, The University of Kansas
  • CERTIFIED FINANCIAL PLANNER™ (CFP®)
  • Series 65 License
  • Life & Health Insurance License
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