Meet the Sterling Team

The People and Values Behind Sterling Total Wealth

A small, dedicated group of professionals based in The Woodlands, Texas. We combine decades of expertise with a genuine, people-first approach to help affluent individuals, families, and business owners gain clarity and confidence

who we are

Built on Integrity and Local Roots

You’re looking for a financial advisor who will put your interests first — not a corporation’s. That’s why Michael Goodwin launched Sterling Financial in 2010, and it’s why we operate as an independent fiduciary today. A CPA and Retirement Income Certified Professional, Michael had one simple mission; deliver personal financial guidance rooted in integrity and long-term relationships. 


Founding Partner, Gordon Menard was on a similar path. Having served clients under the corporate model for decades, Gordon launched The M-Group to serve his clients in a fiduciary, client-first capacity. Michael and Gordon’s paths crossed and in 2016 they formed Sterling Wealth Advisors.  By 2020, the firm evolved into Sterling Total Wealth Solutions, a name the reflects a shared vision of comprehensive, client-centered planning. 



Michael and Gordon’s leadership is the cornerstone of the firm and with the addition of Wealth Advisor, Erich Kelley, Sterling can boast over 80 years of combined industry experience brought to every single client relationship. The move to independence was intentional. We chose to step away from corporate structures and sales quotas so we could answer to one group only — our clients. As a small dedicated independent firm, every recommendation is guided solely by your goals, your family, and your future. 

Depth of experience, diversity of thought

Meet the Team Behind Your Wealth Solutions

Proudly serving The Woodlands, our team brings decades of experience, personal commitment, and independent advice to families, business owners, and retirees seeking financial clarity.
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Our core values

Values That Shape How We Show Up for You

Our mission is to provide financial guidance and insight, through a personal relationship built on integrity and commitment, with a desire to make a difference in the lives of our clients, their families and our community.

  • Integrity

    Honesty and integrity are the cornerstones of the firm, meaning we always place your interests ahead of our own.


  • Commitment

    Sterling is committed to our clients, their families and our community.

  • Insight

    To serve you, we must know you, often looking much deeper than numbers, graphs and charts.

  • Personable

    In today’s technological world, you deserve an old-fashioned relationship, someone who takes and genuine interest in your life and the lives of your family.

Curious About Our Process?

  • What happens in the first meeting?

    Your first meeting is relaxed and conversational — no numbers, no paperwork, and no pressure to commit. We focus on getting to know you: your goals, concerns, values, and what you want your financial future to look like. Many clients say they leave feeling heard and relieved.

  • Who will I be working with, and how often will we meet?

    You’ll work directly with our small team — Gordon, Michael, and Erich as your primary advisors, supported by Angie. Meeting frequency is tailored to your needs — typically 2–4 times per year for reviews, plus anytime life changes occur. We’re always accessible by phone or email.


  • Can your process help during big life changes, like retirement, divorce, or selling a business?

    Absolutely. We specialize in helping clients navigate transitions, ensuring your plan adapts to new realities and future opportunities.

  • What if my goals or needs change over time?

    That’s exactly why we emphasize ongoing partnership. We proactively review and adjust your plan as life evolves — whether due to retirement, business events, family changes, or market shifts. You’re never locked into a static document.


  • Are you fiduciaries?

    Yes. We are independent fiduciary advisors. This means we are legally and ethically obligated to put your interests first at all times — not the interests of any product provider or parent company.

  • What is the difference between an independent firm like yours and larger or wirehouse firms?

    Independent firms like Sterling are not owned by a big bank or brokerage, so we have no product quotas or conflicts of interest. We can recommend the best solutions for you from a wide range of options, always acting as a fiduciary in your best interest.


  • How do you get paid?

    We operate on a transparent fee-only basis (typically a percentage of assets under management or a flat/project fee for planning, depending on the engagement). There are no commissions or hidden fees. Full details are provided upfront.


  • Do you have any disclosures with regulatory bodies?

    We are registered and regulated through appropriate oversight bodies, and we encourage prospective clients to review our background through FINRA BrokerCheck or the SEC’s Investment Adviser Public Disclosure website. We welcome transparency and are happy to discuss any questions openly.

  • Is there a fee for the initial Discovery Call?

    No. The first meeting is completely complimentary and no-obligation. It’s simply an opportunity for us to listen and determine if we’re a good fit for each other.