With us, what you see is what you get.

At Lumitas, we’re always ourselves—competent, direct, and thankful to serve. Allow us to be your greatest advocates.

Lumitas-Wealth-team-photo

 

Our Team

Dana Pollard thumbnail

Dana Pollard, CFP®

CEO and Principal

Justin Mishacoff thumbnail

Justin Mishacoff

Principal

Joyce Murphy thumbnail

Joyce Murphy

Director and Client Advocate


 

Dana Pollard

Dana Pollard, CFP®

CEO and Principal

It is a beautiful thing when a career and a passion come together. For Dana Pollard, her passion has always been about people and empowering them to live their purpose. She is energized each day by the impact she has on the lives of the individuals, executives, and multigenerational families that she serves with trusted and seasoned financial guidance. Dana helps people live with more freedom, security, and joy as a result of a disciplined and comprehensive financial process.

“Money is a tool that we help people use with intention to positively impact their lives. I feel fulfilled when our clients come to us with concerns, questions, and worries, and leave feeling lighter with a new sense of direction and opportunity. I am blessed and grateful to be able to do what I do every day.”

Dana has been in the financial services industry since 1999. She served as a Private Wealth Financial Advisor for Wells Fargo Advisors in Minnesota for more than 20 years. She is a CERTIFIED FINANCIAL PLANNERTM professional and a member of the Financial Planning Association.

In 2022, Dana established Lumitas Wealth Strategies because she wanted the freedom and independence to bring greater focus to her clients and their needs. “We are a seasoned, educated, and dependable team of forward-thinking financial fiduciaries when managing client assets. We’re excited about the role we get to play in shining a light to help our clients better envision their amazing future. We help them be intentional and live with purpose while inspiring them on their financial journey.”

Dana offers specialized knowledge in the areas of investment management, retirement income strategies, accumulation and distribution strategies, estate planning strategies, and asset location. She is skilled at helping clients structure their wealth through life transitions and traumas, including divorce, death, or a job loss.

“My clients are living incredible lives and I am privileged to witness their successes and help guide them and serve as their financial advocate along the way.”

Dana earned her bachelor's degree from North Dakota State University and her master's degree from St. Catherine's University. An active supporter of her church and her community, Dana volunteers as a Eucharistic Minister at St. Ambrose Catholic Community. Additionally, she shares her knowledge as a teacher of financial literacy through Best Prep, a Minnesota-based nonprofit that provides educational programs to students in grades 4 through 12.

A nationally recognized financial advisor, Dana has earned a wide array of awards including Working Mother Top Wealth Advisor Moms for 2020 and 2021, Forbes Best-In-State Wealth Advisors 2021, Forbes America's Top Women Advisors 2021, and the Five Star Wealth Manager for 11 consecutive years, between 2012 and 2022.

Dana lives in Woodbury, Minnesota, with her sons, Lincoln and Cooper. She loves spending time with her sons, clients, and friends, and she enjoys cooking, baking, reading, and listening to podcasts. A traveler and outdoor enthusiast, Dana loves hiking, walking, running, and biking. You can also find her frequenting the local farmers’ markets and art fairs.


SHOOK Research considered women advisors with a child 21 or younger still living at home. The ranking algorithm is based on qualitative measures derived from telephone and in-person interviews and surveys: service models, investing process, client retention, industry experience, review of compliance records, firm nominations, etc.; and quantitative criteria, such as assets under management and revenue generated for their firms. Investment performance is not a criterion because client objectives and risk tolerances vary, and advisors rarely have audited performance reports. Rankings are based on the opinions of SHOOK Research, LLC. Neither SHOOK nor Working Mother receives compensation from the advisors or their firms in exchange for placement on a ranking. For more information, see shookresearch.com.

The Forbes Best-In-State Wealth Advisors ranking algorithm is based on industry experience, interviews, compliance records, assets under management, revenue, and other criteria by SHOOK Research, LLC, which does not receive compensation from the advisors or their firms in exchange for placement on a ranking. Investment performance is not a criterion. Participation in this directory is limited to ranked advisors; once placed on a ranking, advisors may choose to pay fees to Forbes and Shook for premium listing features as indicated by highlighted names. Investors must carefully choose the right advisor for their situation and perform their due diligence. SHOOK's research and rankings provide opinions intended to help investors choose the right financial advisor and are not indicative of future performance or representative of any one client's experience. Past performance is not an indication of future results. For more information, please see www.SHOOKresearch.com. SHOOK is a registered trademark of SHOOK Research, LLC.

For Forbes America's Top Women Advisors 2021, SHOOK does not receive compensation in exchange for its Top Advisor placements or rankings, which are determined independently (see methodology). Participation in this directory is limited to ranked advisors; once placed on a ranking, advisors may choose to pay fees to Forbes and Shook for premium listing features as indicated by highlighted names. Investors must carefully choose the right advisor for their situation and perform their due diligence. SHOOK's research and rankings provide opinions intended to help investors choose the right financial advisor and are not indicative of future performance or representative of any one client's experience. Past performance is not an indication of future results. For more information, please see www.SHOOKresearch.com. SHOOK is a registered trademark of SHOOK Research, LLC.

The Five Star Wealth Manager award is based on 10 objective eligibility and evaluation criteria, including a minimum of 5 years as an active credentialed financial professional, favorable regulatory and complaint history, accepts new clients, client retention rates, client assets administered, education, and professional designations. 4,544 Twin Cities-area wealth managers were considered for the award; 622 (14% of candidates) were named 2022 Five Star Wealth Managers. 2021: 4,004 considered, 630 winners: 2020: 3,606 considered, 589 winners; 2019: 3,504 considered, 671 winners; 2018: 2,622 considered, 591 winners; 2017: 2,304 considered, 836 winners; 2016: 2,083 considered, 854 winners; 2015: 2,673 considered, 825 winners; 2014: 1,931 considered, 844 winners; 2013: 2,151 considered, 863 winners; 2012: 1,256 considered, 624 winners. These awards are not indicative of the wealth manager’s future performance. Your experiences may vary. For more information, please visit www.fivestarprofessional.com.

Justin Mishacoff

Justin Mishacoff

Principal

Ask Justin Mishacoff what originally stirred his interest in the financial services industry and this “numbers guy” will tell you he has always loved investments. With his economics degree in hand, Justin started working for a financial firm after graduating from college. In 2000, he joined Wells Fargo Advisors, serving in various service, sales, and management roles. But it was several years later when Justin became a Financial Advisor that he realized his true passion.

“I like working with investments, but what I really love is being able to structure investments to help meet the needs of the amazing clients I serve. I love seeing the impact I can have on their lives by helping them build, manage, protect, and transition their wealth.”

In 2022, after working for Wells Fargo Advisors for more than 20 years, Justin decided to take a leap of faith and help establish Lumitas Wealth Strategies, an independent financial advisory firm. “We are more than advisors to our clients because we genuinely care about the amazing people we serve. I love getting to know our clients and watching them check off their major life goals such as buying vacation homes, comfortably retiring with confidence, and more.”

Justin serves as a fierce advocate for his clients. He is a good listener who develops an intimate understanding of his clients’ deeply held values, passions, concerns, and dreams. This allows him to build a plan around each client’s specific situation. Justin enjoys being by their side as they celebrate successes like sending loved ones to college, purchasing second properties, and enjoying the retirement lifestyle they envisioned. He offers specialized knowledge and skills in asset management and retirement planning for individuals and business owners.

A graduate of the University of Wisconsin, Eau Claire, Justin earned his bachelor's degree in economics. He holds his Series 9 and 10 FINRA securities registrations and is insurance licensed in MN, WI, FL, SC, and OR. Justin has earned the Five Star Wealth Manager award for five consecutive years, between 2018 and 2022.

An avid hockey dad, Justin serves on the board of the Girls Woodbury High School Hockey Booster Club. He and his wife, Natascha, live in Woodbury, with their son, Brayden, and twin daughters, Isabella and Olivia. Outside of work, you’ll find Justin at the hockey rink, cheering on all three children. He also enjoys golfing, exploring the outdoors, and spending time with his family at their cabin on Red Cedar Lake in Northern Wisconsin.


The Five Star Wealth Manager award is based on 10 objective eligibility and evaluation criteria, including a minimum of 5 years as an active credentialed financial professional, favorable regulatory and complaint history, accepts new clients, client retention rates, client assets administered, education, and professional designations. 4,544 Twin Cities-area wealth managers were considered for the award; 622 (14% of candidates) were named 2022 Five Star Wealth Managers. 2021: 4,004 considered, 630 winners: 2020: 3,606 considered, 589 winners; 2019: 3,504 considered, 671 winners; 2018: 2,622 considered, 591 winners. These awards are not indicative of the wealth manager’s future performance. Your experiences may vary. For more information, please visit www.fivestarprofessional.com.

Joyce Murphy

Joyce Murphy

Director and Client Advocate

Joyce is the cornerstone of our team responsible for directing the client operations of Lumitas Wealth Strategies. She sincerely cares about people while attending to functional details in an efficient and diligent manner. Joyce is the first point of contact for account servicing and cash management needs. Her compassionate and friendly personality ensures that everyone is attended to in a caring and effective manner. Joyce attends to client needs with competency and understanding ensuring that issues are resolved, and clients are well served. Joyce is a fierce advocate dedicated to serving others with kindness and devotion.

Joyce has been in the financial services industry for over 40 years. She began her career in 1981 with Northwestern National Bank in Hastings, MN as a customer service representative. She has since served in a variety of roles to help people manage their wealth with diligence and dependability. Joyce obtained her Series 7 and 66 Securities Registrations in 2009 when she took on the role of Registered Client Associate with Wells Fargo Advisors. Joyce also holds insurance licenses in Minnesota and Wisconsin for Life and Health. Joyce began working with Dana in 2012 and has never looked back. 

Joyce grew up in Hastings and continues to reside there with her husband, Don. She is the proud mother of her adult sons Mitchell, Mason, Matthew and his wife, Ramsey. She enjoys spending time with her amazing boys and her extensive network of family and friends. Joyce is always up for a game of tennis and is gifted musically: she plays the violin and is especially skilled on the kazoo.