RU Financial

After a detailed search and vetting, RFCU is excited to announce our alliance with RU Financial! This brings the RFCU members an even broader scope of financial services than ever before. For many, understanding every aspect of personal finance can be daunting. From investments to retirement to insurance, the decisions can be overwhelming. That’s where RU Financial comes in. Whether you have significant assets to manage—or if you are just starting to accumulate wealth — RU Financial has the tools and background to provide the services that may fit your needs. Their goal is to provide you with guidance that can help you understand and better define your financial goals. They work hard to create a mutually beneficial and respected long-term relationship with their clients and their families. 


To learn more about the benefits of RU Financial, visit their website.



RU Financial Team

Jeff Durr, Senior Partner


As the founder and Senior Partner of RU Financial, Jeff is committed to providing insight and knowledge to the NJ universities students, alumni, faculty and staff.  Jeff quickly rose through the ranks of Associate Manager, Sales Manager, and Senior Vice President. As a leader and Career Coach to other advisors, Jeff has developed a system and process that has given him the unique ability to coach and guide agents on how to build a comprehensive financial planning practice both in the corporate and personal marketplace. He has worked with close nit family businesses and high net worth individuals and their families to help them become more aware of financial strategies that can be instrumental in their success.  Jeff has earned the National Management Council award fourteen times, National Management Summit Citation award ten times and was runner up as National Sales Manager of the Year two times. Jeff is originally from Caldwell, NJ and presently resides in Raritan, NJ. Jeff has three children, Sophia, Olivia and Jeffrey Jr.

Michael Soroko, Managing Partner


Mike joined RU Financial in 2013 as a Financial Professional and was promoted to Managing Partner in 2015. He obtained his "Certified Family Business Specialist “designation (CFBS) through the American College in Philadelphia in 2015. Mike has developed a unique ability to work directly with close nit family businesses to help them become aware of financial strategies that can be instrumental in their success. Mike has spearheaded the charge in bringing financial awareness to the students, faculty and alumni within the Rider University community by working closely with the athletic department and alumni association.

Born and raised in Kinnelon, NJ. Growing up he loved basketball and baseball. Mike attended Rider University in Lawrenceville, NJ on an academic and athletic scholarship where he again put his leadership qualities to work. Mike was the captain of Rider’s Division I Cross Country and Track and Field Teams for over 2 years. Mike was a 2 time Academic All-American and still holds 5 school records on the track for the Rider Broncs. He graduated with his Bachelor’s Degree in Finance in 2011 and stayed at Rider after graduation to obtain his "MBA in Entrepreneurship (2013)".

Zach Zenda, Managing Partner


Zach was born and raised in South Brunswick, NJ. Zach attended Rutgers University in New Brunswick, NJ where he was a member of the Men’s Lacrosse Team, and Captain his Senior Year.  He graduated with his Bachelor’s Degree in 2012 and began his career in the Financial Services Industry. Zach has been with RU Financial since 2013 and he was promoted to Managing Partner in 2015. Since his start with RU Financial, Zach has earned Massachusetts Mutual Life Insurance Company’s 6 Month, 1 Year, and 2 Year Rising Leaders. Zach was also awarded the Fast Pace Award, and qualified for Leaders Conference in 2014.  Zach holds his Life, Health, and Series 7 licenses, and he obtained his "Certified Family Business Specialist” designation (CFBS) through the American College in Philadelphia in the summer of 2015. Zach looks forward to continuing to build his practice, and growing the RU Financial Team to become the Premier Financial Planning Firm for the Rutgers community. 


RU Financial has agents who are licensed to sell insurance in NJ, NY, PA, TX and CA and investments in NJ, NY, PA, CA, TX, and DE. 

Zach Zenda

State of Residence: NJ

Business Domicile: NJ

CA Insurance License Number: OK73183


Mike Soroko

State of Residence: NJ

Business Domicile: NJ

CA Insurance License Number: OK64712


Jeff Durr, Michael Soroko, and Zach Zenda are registered representatives of and offer securities through MML Investors Services, LLC. Member SIPC.  Supervisory Address: 1140 Route 22 East, Suite 202, Bridgewater, NJ 08807. 908-704-1800. Check the background of these professionals or MML Investors Services, LLC on FINRA Broker Check