A Foundation Built on Trust
The story of Fifth Avenue Financial begins with Howard Cowan, CLU®, ChFC®, a true pioneer in the profession and a man whose principles shaped everything that followed. In 1985, Howard founded Cowan Financial Group, guided by a belief that financial services were not about products or numbers, but about people.
Howard’s leadership inspired a culture where advisors didn’t simply sell insurance — they became trusted partners in shaping family legacies. His influence extended well beyond the firm, setting a standard for excellence that was recognized industry-wide. In 2024, Howard was posthumously inducted into the GAMA/Finseca Management Hall of Fame, cementing his place among the most respected leaders in the field.
A Legendary Chapter
That foundation evolved under the legendary leadership of Michael Book, CLU®, ChFC®, who became the Managing Partner in 2015 and established the firm’s next era as Fifth Avenue Financial.
To clients, Michael was a steady hand and trusted advisor. To advisors, he was a mentor — generous with his time, wise in his counsel, and relentless in his pursuit of excellence. Under his leadership, Fifth Avenue Financial became known as a home for serious professionals: a place where high standards and unwavering support coexist. Michael’s influence endures in the countless advisors and clients whose lives he touched and whose careers he helped shape.
A Vision for the Future
Today, Scott Greenfield, CLF®, leads Fifth Avenue Financial with a vision that honors its legacy while driving it toward the future. Scott’s leadership is defined by innovation, inclusion, and growth — creating an environment where collaboration thrives and technology amplifies human connection rather than replacing it.
Under his direction, Fifth Avenue Financial continues to evolve as a modern and dynamic firm — one that attracts exceptional advisors and supports them through mentorship, shared resources, and a culture built on trust. Scott’s approach reflects a belief that when advisors are empowered, clients benefit, communities strengthen, and the firm grows stronger.
A Legacy in Motion
From Howard’s pioneering foundation, to Michael’s legendary leadership, to Scott’s visionary direction, Fifth Avenue Financial continues to build upon a legacy of excellence — one defined by people, purpose, and progress.
This is not a story that ends, but rather one that continues to evolve. Each generation of leadership has carried the firm forward with renewed energy and focus, ensuring the foundational values Howard instilled remain at the heart of everything we do.
Fifth Avenue Financial — Where Legacy Inspires Leadership and Vision Shapes the Future.
A Legacy That Moves Forward
Fifth Avenue Financial is a firm shaped by visionaries — and built for leaders.
Founded by Howard Cowan in 1985 on the principles of integrity, trust, and service, strengthened by the legendary leadership of Michael Book, CLU®, ChFC®, and propelled into the future under Scott Greenfield, CLF®, our story is one of evolution, excellence, and enduring impact.
Each generation of leadership has elevated the firm’s culture — creating an environment where advisors don’t just grow practices, they build legacies.
A Platform For Experienced Advisors
At Fifth Avenue Financial, we empower accomplished advisors to grow their business with:
- A Proven Leadership Lineage: decades of mentorship, guidance, and credibility.
- Unmatched Infrastructure: technology, planning resources, and marketing support designed to help you scale.
- Collaborative Culture: a network of elite professionals who share ideas, opportunities, and purpose.
- Visionary Leadership: a firm that listens, adapts, and invests in its advisors’ long-term success.
We believe that leadership is built through partnership — and that great advisors deserve a platform to support their potential.
Your Next Chapter Begins Here
Join a firm where your experience is valued, your growth is supported, and your leadership leaves a mark that lasts.
Fifth Avenue Financial — Where Legacy Inspires Leadership and Vision Shapes the Future.
