Virtuous Financial Group, LLC.

(919) 435-2247

About the CEO

Grenata Larkin Vessel is the CEO and founder of Virtuous Financial Group, LLC. She has more than 15 years of sales and service experience from some of the world's largest financial institutions. Grenata’s professional experience encompasses both the mortgage lending and financial planning industries.

A consistent sales leader, Grenata worked her way up through the ranks at JPMorgan Chase’s home loan sales department in the early stages of her career. Grenata also served as an integral part of Citimortgage’s national accounts team that serviced top tier broker clients. Her retirement planning consultant work at Great West Financial assisted the State of Texas’s retirement plans’ growth milestone of exceeding $1 billion in assets. She offered banking and investment products to individuals, families, and small business clients at Merrill Lynch. Creating the optimal work life balance and culture for meeting client needs, Grenata established Virtuous Financial Group, LLC in January 2017.

Grenata holds a Master of Business Administration (MBA) in Finance from Columbia Southern University and Bachelor of Business Administration (BBA) from Sam Houston State University. She is currently pursuing her Certified Financial Planner (CFP®) certification.

Active in her community, Grenata was a past board member of her homeowner’s association, volunteered with Junior Achievement of Central Texas, and organized and facilitated the Smart Cookie Series for Texas Women in Business. She currently teaches a preschool class at her church. Grenata resides in Apex, North Carolina with her husband, Troy, and three young children. She enjoys reading, exercising, and singing.

Emphasizing financial education first and foremost, Grenata has worked with a variety of clients, including professional women, stay-at-home moms, and entrepreneurs. Throughout her career, Grenata has been passionate about empowering women to make sound financial decisions during all phases of life. Grenata prides herself in connecting the financial dots for her clients with a comprehensive plan. She partners with potential clients to determine their financial goals, craft strategies to accomplish those goals, and translate what is sometimes perceived as complicated information in such a way that clients walk away with actionable items to complete in a set timeframe. Grenata believes that finances are personal and that you should work with someone that you trust and feel has your best interests at heart.

Virtuous Financial Group, LLC. was established to offer a space where finances are discussed in a relaxing environment over a cup of coffee or tea with the goal of discovering areas of strengths and weaknesses and offering actionable solutions.

With the vision of helping individuals achieve their financial objectives, Virtuous Financial Group, provides a quick and concise approach to financial organization. Individuals and businesses benefit from Virtuous Financial Group’s financial planning services through an easy three-step process:


Grenata is a confidant who utilizes her financial expertise to guide individuals and businesses to four desired outcomes:


By assessing needs without judgment, Grenata meets her clients where they are, providing focus and creating easy-to-understand action plans.

Virtuous Financial Group, LLC. is a fee-based investment advisor firm meaning you may be charged a fee or a commission can be paid for insurance products that you purchase.