Broker Check


Hege Financial Group was born in 1979 by the hard work and determination of Ed Hege. Today, the company has grown to include eight team members, three of which are credentialed, serving over 600 families. As a multi-generational, family-owned organization, our clients are like family to us. We will always do what is right for our clients. 

As we begin to embark on our journey together, we feel it is crucial that we are a good fit for each other. Our core values are integral to the way we operate, and it is important that they align with the values of our clients. Our core values are Integrity, Respect, Compassion, Intentionality, & a Commitment to Excellence.

Meet Your Team

Ed Hege, CLU




Ed has significant experience in the financial services industry, serving his clients faithfully since 1975.  His calm demeanor and exceptional relational ability provides his clients the confidence and clarity as he navigates them through decisions affecting their financial future. 

Ed is the Founder of Hege Financial Group, and managed the growth and everyday operations of the firm until 2017.  Today, he continues to share his experience with clients in the complex areas of Wealth Management and Estate Strategies for individuals and Business Continuation Planning for closely-held corporations.

Ed graduated from the University of North Carolina at Charlotte in 1973 with a degree in Business Administration and is a Lifetime and Qualifying Member of the Million Dollar Round Table.  He has held the designation of Chartered Life Underwriter (CLU) since 1981 and served as a past President of the Winston-Salem Association of Insurance & Financial Advisors.  Ed has also given his time to various civic and professional boards—previously serving as President of both Sertoma Club West and Twin City Kiwanis Club in Winston-Salem, North Carolina.

Ed greatly enjoys spending his free time on the golf course as well as being an ardent supporter of UNC athletics.  Ed and Susan live in Bermuda Run, NC with their two dogs, Levi and Carter. 

Will Hege, CFP®

President and Chief Executive Officer



Will Hege is the President & CEO of Hege Financial Group. He is an experienced financial advisor and CERTIFIED FINANCIAL PLANNER™ professional with a passion for guiding clients through the logical and emotional decisions involved in the financial planning process.  Under his leadership, Will has expanded the client service team to better serve the clientele of Hege Financial Group. Today, he recommends and implements comprehensive financial strategies for clients as a Financial Advisor for LPL Financial.

Will graduated from the University of North Carolina at Chapel Hill in 2001 with a degree in Business Administration. He is a past graduate of the Leadership Winston-Salem program, led the Jerry Long Family YMCA Annual Giving Campaign as Fund Chair in 2017, and served as a Deacon and Chairman of the Finance Committee and Stewardship Team at Ardmore Baptist Church. Will was also a “40 Under Forty” recipient by the Triad Business Journal in 2019, and recognized as Forbes “Best-in-State Wealth Advisors*” in 2024.

Will greatly values time with his family, including his wife Leslie, and their three children, Anna, Jack, and Drew. (And we can’t forget about their dog, Biscuit!) Will is also a passionate supporter of UNC athletics and an avid golfer.


*The 2024 Forbes Best-In-State Wealth Advisor ranking, developed by SHOOK Research, is based on in-person and telephone due diligence meetings and a ranking algorithm that includes: client retention, industry experience, review of compliance records, firm nominations; and quantitative criteria, including: assets under management and revenue generated for their firms. Portfolio performance is not a criterion due to varying client objectives and lack of audited data. Neither Forbes nor SHOOK Research receives a fee in exchange for rankings.

Steven Rubin, CFP®

Chief Operating Officer



Steven is the Chief Operating Officer and an LPL Financial Advisor at Hege Financial Group.  He is a CERTIFIED FINANCIAL PLANNER™ professional.  In addition to advising clients, Steven helps the team with portfolio construction, trading, service, and asset movement.  Steven plays a key part in the decision-making process for the firm’s marketing, communications, and overall practice management.

Steven has 20 years of experience in the financial services industry, having spent over a decade working in the commercial banking sector as both a commercial lender and credit analyst.  He is a 2004 graduate of Appalachian State University where he graduated Summa Cum Laude with College of Business and General Honors and a degree in Finance & Banking.  Steven was a recipient of the prestigious Chancellor’s Scholarship, which is the top academic scholarship at Appalachian State University.

Steven and his wife Anna have two children, Lincoln and Silas.  Outside of work, you can find Steven coaching youth soccer and occasionally youth basketball or baseball while enjoying various other sports and recreation activities with his children. 

Jon Canupp

LPL Registered Client Service Associate



Jon joined Hege Financial Group in 2023 and serves as an LPL Registered Client Service Associate after retiring from the City of Winston-Salem with 33 years of service.  His tenure was divided between working with the Police and Fire Departments, Information Systems, Training and Development, and the Office of Organizational Effectiveness.  Jon also spent time as the Director of Facilities, Transportation, and Safety at Joe Gibbs Racing, Inc.  His current role will allow him to couple his interest in retirement and financial planning with his passion for helping others through education. Jon has obtained his Series 7 and Series 66 licenses which are held through LPL Financial.

Having grown up in Clemmons just west of Winston-Salem, Jon graduated from the University of North Carolina at Chapel Hill in 1987 with a Bachelor of Arts degree in Political Science.  He earned a Master of Public Administration degree from Appalachian State University in 2011 and a Bachelor of Science degree in Fire Science from the University of Maryland, University College in 2012 while continuing full-time employment with the City of Winston-Salem.

Jon began volunteering with the Clemmons Fire Department as an Explorer Scout while he was a teenager and continued into adulthood as a certified volunteer firefighter, Emergency Medical Technician, Instructor, and Safety/Training officer for the department.  He also earned certification as a Fire Inspector and Arson Investigator while employed by the Winston-Salem Fire Department and worked as a certified telecommunicator in the Winston-Salem Fire/Police Emergency 911 Center.  Jon has served on the Board of Directors and Supervisory Committee for the Emergency Responders Credit Union, formerly known as the Winston-Salem Firefighters Credit Union. 

Jon enjoys spending free time with his extended family and friends, traveling to the mountains and the coast, and listening to good music (especially Beach Music, Rhythm & Blues, and Classic Rock).

Ben Hadley

Investment Management Coordinator



Ben joined the firm as Investment Management Coordinator when he and his family moved to the Triad from Raleigh in 2021.  Ben obtained the Series 6, 7, 63, and 66 licenses, held through LPL Financial, and has several years of industry experience, most recently with a Raymond James advisory group in the Triangle. He serves an important role supporting the advisors in the portfolio design and construction team as well as trade order execution.  Ben is also an additional resource for our clients, continuing our tradition of providing quality client service.   

Ben is a North Carolina native having grown up in Raleigh.  He attended Clemson University where he majored in Biology.  He now lives in Jamestown with his wife, Meghan, their three daughters, Ava, Genevieve, and Thea, and two dogs.  Ben enjoys spending time with his family, traveling, fishing, hunting, mountain biking, and reading in his spare time. 

Greg Irwin

Registered Client Service Associate



Greg joined Hege Financial Group as a Client Service Associate in October 2023, after retiring from R.J. Reynolds.  He spent the last 28 years at Reynolds working primarily in Strategy and Planning. Greg has obtained his Series 7 and 66, held through LPL Financial, as well as life and health insurance licenses.

Greg is originally from Kentucky, graduating from Eastern Kentucky University in 1994 with a degree in Business Administration with focus in Finance and Real Estate. 

Greg, along with wife Cathy, moved to North Carolina in 2004 after having lived in North Dakota, Kansas, and Kentucky.  They have two sons, Jay and Mason.  He enjoys playing golf, traveling, cooking, and spending time with family and friends.

Julia Powers

Brand Manager



Julia joined Hege Financial Group in 2022 as Brand Manager. Julia helps shape and communicate the company’s mission and vision through the implementation of marketing initiatives and client services.

A Florida native and huge Gator fan, Julia graduated Cum Laude from the University of Florida with a degree in Business Administration, specializing in Travel and Tourism. Julia has held several marketing and client services roles during her time in Florida, North Carolina, and a brief stint in Austin, Texas. She most recently comes from Bermuda Run Country Club as the Membership Director.

Julia is a graduate of Leadership Lewisville Clemmons class of 2021 and Leadership Winston Salem class of 2024. Additionally, she is the Vice President for the Lewisville Clemmons Chamber of Commerce, an Ambassador for Greater Winston Salem Inc., and a volunteer for AARF. Julia was a Winston Under 40 Leadership Award recipient in 2023 and Triad Business Journal 40 Under 40 Award recipient in 2024. 

Julia and her husband Sean take care of their dog, Seve, and two cats, Iverson and Governor. They enjoy playing board games, traveling, hiking, going to wineries and breweries, trying new food, and going to concerts in their spare time.

Beatrix Tang

Executive Assistant



Beatrix Tang is a native of Malaysia and has been a Naturalized American Citizen since 2011. Prior to coming to the United States in 2002, she was a teacher - teaching the piano and cello, as well as English as a Second Language, and also working with teenagers with learning disabilities. She worked part-time in the Elliot University Center at UNCG in 2003 before joining Carlyle and Company Jewelers, where she worked in the Home Office for 6 years. Beatrix ventured into the Financial Investment industry in 2010, working at Principal Financial Group before joining the Hege Financial Group in 2012.

Beatrix has been married to Chee-Sun Tan since 1988. They are members of the Church on 68 in Greensboro where they serve as Elders and oversee the Family Life Ministry.  She loves cooking for others and together with her husband, enjoys hosting friends at their home in Kernersville.


Perry G. Hudspeth, CLU



Perry Hudspeth is a 1971 graduate of Appalachian State University with a BS degree in Business Administration. He worked thirteen years in the home office of a leading regional life insurance company in the Pension, Business Insurance, Estate Planning, and Bank Marketing areas. He has worked with three major banks in corporate support areas in Winston-Salem and Raleigh, North Carolina, and most recently he was the Sales Process Manager for Marketing Support Services in the Wealth Management division of Wachovia.Perry received his Chartered Life Underwriter (CLU) designation in 1975 and the Chartered Retirement Planning Counselor (CRPC) designation in 2008.

Perry is President of the Former Athletes Board and a Past-President of the ASU Alumni Council. He was an Atlantic Coast Conference Division 1 football official and officiated high school and college football for more than 38 years. During the 2012 football season, he was a replacement Line Judge in the NFL. He also serves on the Board of Directors for the Corrigan/Faircloth Chapter of the National Football Foundation and College Hall of Fame, is Treasurer of the Winston-Salem Police Foundation Board, and a Commissioner on the Forsyth County Airport Commission.

Perry belongs to the Society of Financial Services Professionals, the National and Winston-Salem Association of Insurance and Financial Advisors, the Financial Services Institute, the National Association of Christian Financial Counselors and the Reynolda Chapter of Rotary International.

He is a Financial Advisor with LPL Financial. Perry has been married to Nanci since 1971, and they are members of Calvary Baptist Church where he serves as a Deacon.