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Keith Tatlock, CFP®

Position: (Financial Advisor)

World traveled Keith Tatlock is a Westfield native who now fondly calls Ludlow home. A natural problem solver, Keith would spend hours sketching, building and planning during his High School years, working towards his childhood dream of becoming an architect. Keith’s strong mathematical ability and logical yet creative approach to problem solving applied well to architecture, though he soon came to realize a strong desire towards working with people and meaningfully serving others.

Keith before his Incentive ride in an F-15 in 2018.

Upon graduating from Westfield High School, Keith enlisted in the United States Air Force as a Munitions Specialist. In 2003 Keith was deployed to serve in Operation Iraqi Freedom. His work ethic and dedication did not go unnoticed; Keith subsequently has received four Accommodation Medals for Meritorious Service. His innate capacity to lead others was quickly identified. He was encouraged to apply for the next Aircraft Maintenance officer opening. Upon graduating from Westfield State University with a bachelor’s degree in Business Administration, Keith applied for and was selected to be commissioned in 2004 as an Aircraft Maintenance Officer in the United States Air Force. Keith has now served for over 20 years, and was most recently deployed in Romania in the Summer of 2018 and currently serves and holds the rank of Major and is the Maintenance Squadron Commander of the 104th Fighter Wing, which is the largest squadron in the Massachusetts Air National Guard.

Keith sharing with his son Jake the joy of card collecting.

Keith’s leadership skills in the military undoubtedly transcend into his civilian career,
demonstrating the Air Force values of “integrity first, service before self, and excellence in everything” throughout his career. Keith’s childhood mentor, Uncle and Godfather brought Keith to New England Financial Group (NEFG) in 2005. the notion that “Your clients don’t care how much you know until they know how much you care,” has always been integral to Keith’s approach to leadership and financial planning. In 2014 Keith completed the extensive education and examination to be named a CERTIFIED FINANCIAL PLANNER™ professional. Held to a higher fiduciary standard, the elite CFP® certification represents Keith’s high level of competency, ethics and professionalism. Keith proudly maintains a standard of excellence that affords his clients with the assurance of comprehensive and holistic financial planning.

Named ‘40 under 40’ in Business West’s Class of 2015, Keith was recognized for his purposeful service in business, military and community. Integrity, experience and commitment can be used to describe Keith’s approach. PV Financial Group’s mission deeply resonated with Keith, who joined the Advising Team in 2016. Keith is an active member of the Young Professional Society of greater Springfield, serves on the advisory board at Lighthouse and recently retired an eight-year reign as Vice President of Business Networking International, Springfield Chapter. Most notably, Keith is a member of the Financial Planning Association of Massachusetts, where he generously gives of his time to support military personnel, especially those stationed overseas. Understanding first-hand the difficult transition individuals face in and out of deployment allows Keith to help families plan for their future.

Keith, Cristina, Jake and Lyla Tatlock 2018.

When not serving his community, Keith and his wife Cristina may often be found chasing after their children, Jake and Lyla. Growing up, Keith loved collecting baseball cards, pricing them out and knowing their worth while collecting as many as he could and putting them in protective cases. He’s passed this passion along to his son, who has started his own collection of Pokémon cards and has the same sense of value over his collection that his father did. Jake and Lyla are both into soccer, but Lyla is mainly into whatever her older brother is doing. Keith’s wife of over 10 years, Cristina, a daughter of immigrants from Portugal, now works as a science teacher in the Palmer school system. The principles Keith learned in the military permeate throughout all areas of his life, including instilling good habits and strong moral character in his children. Surrounded by family and friendship, Keith finds a healthy balance between work and play. Amidst his hard work Keith also enjoys a healthy dose of hobbies which include skiing, golfing, and reading up on aviation history. To further give back to the community, Keith serves on the board for the Ludlow Boys and Girls Club and is a member of the VFW in Ludlow.