About Us

RJF, Inc. and Richard J. Falck have been named a “Blue Partner” by Blue Cross and Blue Shield of Minnesota as one of the top agencies and top agents in recognition of their high standards of performance and client satisfaction.

Securities Offered through FIRST HEARTLAND CAPITAL, Inc., Member FINRA & SIPC.
Advisory services offered through First Heartland Consultants, Inc. 4101 Lake St. Louis Blvd., Lake St. Louis, Missouri 63367. (636) 625-0900  RJF, Inc. is not affiliated with First Heartland Capital, Inc.

Richard J. Falck, CFP®, CLU, ChFC, MBA


Richard began his career in the financial services and insurance industry in 1991, following in the footsteps of his father and grandfather. For nearly 30 years, Richard has helped clients understand and simplify health insurance and guide them through the many options when it comes to health care.

Richard graduated with a B.A.in Economics with a concentration in Management from St. Olaf College in 1987 and a degree in Management of Business Administration (MBA) with a concentration in Finance from the University of Minnesota’s Carlson School of Business in 1990. In addition to attaining the CFP certification from the Certified Financial Planner Board of Standards, Inc., his educational background includes earning the designation of Chartered Financial Consultant, ChFC, and Chartered Life Underwriter, CLU, from the American College in Bryn Mawr, PA.

Community involvement has been a priority for Richard. Past volunteer activities have included board positions on the Northfield Historical Society, Northfield Lacrosse Association, Northfield Area Foundation, President of St. John’s Lutheran Church and coaching of youth soccer. Currently, Richard is a member of the board of directors for Merchants Bank and Three Links Care Center.

Together, with his wife, Gretchen, who is a certified kettle bell functional movement specialist and owner of Forza!, LLC, they have a son living and working in Pittsburgh, PA., and a daughter attending St. Olaf College.

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Beth A. Pascua


Beth joined RJF, Inc. as the agency’s Office Manager and Richard’s Strategic Assistant in May 2009. Beth holds a Minnesota life and health insurance license and has over 30 years of experience in client relations. In addition, Beth has 12 years of experience in operations management. Her primary responsibilities include:

  • Providing excellent client support and relations
  • Processing insurance policy applications
  • Point person for questions pertaining to benefits, billing and claims
  • Updating the agency’s database, filing systems, policies and procedures
  • Providing support and processing monthly commissions to all appointed agents
  • Special Event Coordinator
  • Website maintenance and updates

Beth is a graduate of Rasmussen Business College in Mankato, MN where she earned a degree in Business Management. She and her husband, Jeff, enjoy sharing life’s moments with their three children and two granddaughters. They remain active by volunteering in their community and church. In her free time, Beth can be found in the stands rooting on her favorite sports teams or lying in a hammock reading a book.

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