Gene LaRock

Gene LaRock, CLU, ChFC, ChSNC, WMCP, RICP serves as a Financial Advisor at Waznik Heike Group, where he provides oversight of client accounts and helps individuals and families make confident financial decisions. With more than three decades of experience in financial services, Gene brings seasoned perspective, steady guidance, and a thoughtful approach to every client relationship.

Gene specializes in retirement income planning and is especially passionate about supporting families who have a child with special needs, helping them build long-term financial strategies that provide stability, protection, and confidence. Clients rely on him for practical guidance, sound judgment, and clear direction when navigating important financial choices.

His approach to client service centers on asking the right questions, listening closely to what matters most, and building personalized plans designed to achieve meaningful goals. Gene prioritizes ongoing connection and proactive communication so clients feel supported and confident that their plans stay on track. Above all, he wants every client to feel comfortable and secure with the strategy they’ve built together.

Gene values being part of a team he knows, trusts, and respects, and takes pride in helping ensure clients’ long-term planning needs are well cared for through a collaborative and client-focused environment.

Outside of work, Gene enjoys spending time outdoors fishing and hunting, and making memories with family at his lake home. He and his wife, Cindy, have been married for 40 years and are proud parents of four children and grandparents to three grandchildren. Gene has also served—and continues to serve—on the boards of several community organizations, reflecting his commitment to giving back.

Originally drawn to financial services by a desire to help families save and build their futures, Gene finds the greatest reward in making a meaningful difference in the lives of those he serves. He lives by a personal philosophy that keeps priorities in balance: Faith, Family, Fitness, Finances, and Fun. In his spare time, he plays the drums and is currently learning guitar.