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Our Firm

About L2 Advisors

L2 Advisors is located just outside of Downtown Grand Rapids, near Ada, MI, serving as financial advisors to the greater West Michigan area. Nearing two decades in operation, L2 Advisors is a family business, started by Charles Rushmore, and his son Keagan Rushmore with the goal of helping clients plan not just for retirement, but their financial entirety.

L2 Advisors uses a full offering of services including financial planning, investment and insurance; not all of our services are right for all clients, which is why we have the TruVectr Formula ®, which assures all our clients receive targeted planning and advice that fits their needs. Through partnership with Great Lakes Tax Team, a sibling company to L2 Advisors, clients can have access to tax preparation, accounting, and legal services from a national network of tax professionals and attorneys. With this combination, L2 Advisors' clients can benefit from the experience and knowledgeable network of planning and investment professionals who support the L2 Advisors' team.

As an agile family-built firm, L2 Advisors works with clients that are interested in a continuing path of growth of knowledge, and advocacy towards a future together. The first goal of every new client interaction is understanding the fullness of what makes every client's dreams of retirement and their financial future so unique. 

Great Lakes Tax Team is not affiliated with USA Financial Securities.

Our Team

Charles D. Rushmore

Founder and Financial Planner


Charles D. Rushmore is the founder of L2 Advisors, LLC, and a financial planner, and since 1998, he has been helping people create a personalized retirement plan and savings analysis. 

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Keagan W. Rushmore, MBA, RICP®

Financial Planner


Advice with the heart of a teacher. A commitment Keagan brings to every interaction, living at the core of everything he provides L2 Advisors' clients. 

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Mary Lynch

Licensed Sales Associate

(616) 971-0033

(616) 272-3392

Mary Lynch is a licensed sales assistant and responsible for providing support to the investment representatives and financial planners at L2 Advisors. She also welcomes new clients and assists them with their inquiries, supports...

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Andrew Rushmore

Business and Communication Director

616 971 0033

Andrew became an integral part of the L2 Advisor team in 2021, leveraging his extensive background of over a decade and a half helping businesses strategic needs. Click his name for a full biography!

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