Matt Hames


An entrepreneur working within an existing organization
who through an understanding of the current business
model, applies strategic acumen and design thinking to
foster innovation.

About Me

I am passionate about leading change that endures. I enjoy leading others in pursuit of a clear vision of what could be. I believe that positive transformation occurs both personally and organizationally when investing in others is a priority.


Senior Vice President – National Christian Foundation
September, 2018 – Present

I serve as Senior Vice President of Channel Development at National Christian Foundation where he works to develop and deploy strategies through our relationships with groups such as advisors, ministries and other partners in the interest of mobilizing resources by inspiring Biblical generosity. I also serve on the Investment Team and am involved in the development of enterprise level strategies for NCF.

Executive Director – Timothy + Barnabas
August, 2016 – September, 2018

Timothy Barnabas was founded in 1994 by Pastor Johnny Hunt for the purpose of advancing the Gospel by investing in leaders. Timothy Barnabas does this by offering Biblical instruction and practical encouragement for pastors, their wives and other ministry leaders in the US and around the world. As Executive Director, I was responsible for the oversight of all aspects of the ministry. In 2017, TB trained over 3,700 leaders at 19 events in 13 cities in 7 countries.

Founder – Acru Strategy
October, 2013 – Present

After receiving international acclaim for the retail financial services delivery model developed and launched by Acru in 2011, I refocused Acru in late 2013 on the discipline of integrating brand strategy and business model design for organizations in industries ranging from financial services to real estate to non-profits and anywhere in between. Primarily functioning in the role of an outsourced Chief Strategy Officer, I work primarily with the CEO, President, Founders and board members of companies with annual revenue ranging from $5-$50mm. In most cases, these organizations are successful, profitable businesses looking to grow beyond the plateau on which they find themselves.

Co-Founder – Acru Insurance
May, 2016 – Present

Acru Insurance was created to design tailored solutions that protect money and secure families. We believe resolving risk requires the integration of exceptional plan design and insightful strategic thinking. Acru Insurance specializes in policy review, new product placement and non-qualified plan design utilizing life, long-term care and disability insurance as well as fixed annuities.

Chief Strategy Officer – Henssler Financial
January, 2014 – July, 2016

Henssler Financial is a metro-Atlanta based Registered Investment Advisor with approximately $1.5b in assets under advisement. Responsible for brand strategy, organizational design, insurance planning division and weekly co-host of Money Talks, Atlanta’s longest running, most respected money show on radio.

Director of Enterprise Architecture – Community & Southern Bank
July, 2012 – December, 2013

Enterprise wide responsibility for brand strategy, organizational design and all non-bank lines of business for $2.2b community bank. Member of Management Committee.

CEO – Acru | Money + Life
July, 2010 – December, 2013

Led the transformation of CNT into Acru. Redesigned the business model, brand and go-to-market strategy for First Cherokee State Bank and CNT. Raised $15mm in capital for the parent company as Acru opened an award-winning retail location focused on delivering personalized wisdom through a relevant experience. Providing clarity and preparedness related to the interaction of money and life, Acru redefined how banking, investments, insurance, tax and estate planning could be delivered through a community-based financial services organization.

President/CEO – CNT Wealth Management
January, 2001 – June, 2010

Founder of the trust subsidiary of First Cherokee State Bank; a joint venture with Gene W. Henssler, PhD. Custodian for over $400mm of assets. Opened an independent insurance agency within CNT in 2004 focusing primarily on life, long-term care and disability insurance as well as fixed annuities. CNT had clients in 29 states and was the largest single source of core deposit funding for First Cherokee State Bank.

Associate – G.W. Henssler & Assoc. Ltd.

Responsible for the creation and implementation of cash flow based financial plans for both individual and institutional clients.
Research Associate – G.W. Henssler & Assoc. Ltd. 1998-2000
One of the four members of the research staff which had responsibility for analyzing and managing over $500mm in assets for clients of the firm.


BBA, Management – Kennesaw State University 1994-1998
Graduate of the Coles College of Business with a specialization in entrepreneurship and small business creation. Four-year, scholarship member of the NCAA Division II men’s basketball program.

CTFA – Cannon Trust School 2000
Graduate of the Cannon Trust School and holder of the professional designation Certified Trust & Financial Advisor (CTFA), indicating excellence in the areas of fiduciary responsibilities, trust activities, personal finance, insurance, estate planning, tax planning and investment management.

Money + Life

In early 2011, I redesigned and relaunched the trust company I had founded in 2001 as Acru | Money + Life.  A new delivery model for banking, investments, insurance, tax & estate planning, Acru proved that innovation in financial services can change the way the world views money.

Featured In Publications & Presentations

  • ABA Marketing Magazine
  • Atlanta Business Chronicle
  • Designing Brand Identity – 4th Edition (Alina Wheeler)
  • The Financial Brand Bible (2014)
  • Keynote: Bank Branch Evolution Conference 2013 (Sydney, AU)
  • Keynote: CRS Sell-a-bration 2014 (Madrid, Spain)
  • Keynote: CRS Sell-a-bration 2014 (San Diego, CA)
  • Keynote: 2014 RETSO 7 (Atlanta, GA)

Design + Strategy

Many successful organizations find themselves in need of strategic thinking that integrates brand strategy with business model design.  Acru Strategy was created to serve as an outsourced Chief Strategy Officer to meet that need.


Clients Include:

  • Monte Hewitt Homes
  • Northside Hospital Cherokee
  • FIG Partners
  • Path & Post Real Estate
  • CDG Engineers & Associates


Reach Matt

Woodstock, Georgia

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