After 18 years at another firm, financial advisor Jimmy May decided to take the leap to join Nancy and Kameron Carlson at Prime Capital Financial in Sioux Falls.

“While I believe all advisors strive to put their clients in good investments, we focus on financial planning to ensure our clients goals are met, which drives our investments decisions,” said May. “We also love educating our clients on the wide variety of annuity, life insurance, long-term care, and even disability options available, versus just investing their money.“

Completing his CERTIFIED FINANCIAL PLANNER® (CFP®) certification in November of 2024, May says he strives to continue to learn and grow for his clients. Each day he arrives at the office early to watch what direction the market is going.

“I love our industry because no two days are the same,” he said. “We are always here for our clients, whether it is for their scheduled meetings or if anything pops up.”

Get to know the senior financial advisor and certified CFP® professional inside and outside of the market.

“I feel a strong commitment to all our clients to not only put them in great investments, guided by their goals and financial plan, but to also be there for them through all the ups and downs in the market.”

-Jimmy May

What I truly love about my job is helping clients make big decisions. We have helped clients decide when to retire, start a business, change jobs, etc.

In my free time, I never sit still. In the summer, you can find me on a golf course or at the lake with my family. In the winter, you can find me at the bowling alley or spending time with my friends in the garage.

One of my favorite places to visit in South Dakota is Sutton Bay Golf Course.

“waiting too long to work with an advisor is a classic mistake we see people make. Also, letting emotions get in the way of a good financial plan is also a misstep some investors make.”

-Jimmy May

Times that stick out to me in my career are the really tough times in the markets and how proud I am of our clients for not letting emotions get in the way of our long-term vision/financial plan.

I am very blessed to have worked with Nate Schwab, junior advisor, for the past five years. Nate does an incredible job with clients, and I look forward to working with him for many more years.

Both my parents were teachers, and that is what I love about the job we get to do every day. Each and every day we educate clients on financial planning and all forms of investments.

1. I enjoy pinball/arcades/Golden Tee/Buck Hunter/jukebox/vinyl records/neon signs. All of these can be found in my garage.

2. I have two different colored eyes and was born on Friday the 13th. Don’t worry, I’m completely normal.

3. My passion in high school and college was baseball. I was fortunate enough to play four years of college baseball and many years of amateur baseball. Sidenote, I find golf to be incredibly challenging to figure out.

4. To get through the long Sout Dakota winters, you can find me at a bowling alley a few times a week. I have even bowled in nationals in Las Vegas (anyone can bowl nationals if you pay your entry fee).

5. I am blessed to have my wife, Amber, and three boys Devin, Maddux,and Griffey. We all enjoy family trips and time at the lake


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On Saturdays in the fall, you will find me and my family tailgating and attending South Dakota State University football games. We absolutely love spending time in Brookings watching the Jackrabbits.

On Saturdays in the fall, you will find me and my family tailgating and attending South Dakota State University football games. We absolutely love spending time in Brookings watching the Jackrabbits.

For more information, visit PRIMEFINANCIALSFSD.COM+

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