ABOUT US

Rawls Financial Services, Inc

Rawls Financial Services, Inc is a family owned and operated advisory firm dedicated to the mission of helping our clients achieve financial peace of mind, since September 1, 1965. We specialize in the needs of young families just starting out by purchasing their first life insurance policies to those who are near to or currently enjoying retirement. We do not believe in a one-size-fits-all philosophy when it comes to saving and investing in your golden years. Instead, we create a comprehensive, personalized financial plan for our clients that will preserve what they already have, protect them from financial uncertainty and secure the future of their loved ones in the most efficient way possible. Creating and preserving wealth through thoughtful planning, without exposing clients to unnecessary risk, is the foundation of our business. We help our clients understand what wealth represents to them: freedom, choices, stability, a comfortable lifestyle and ultimately, living in retirement with confidence.

Relationships are at the core of our business.

The Rawls Financial Services team thrives on our deep family ties and the meaningful relationships we build with every client.

Call us today to see how we can help! 254-206-3100

Call us today to see
how we can help!
254-206-3100

Casey Rawls Moore - Owner

Casey was born and raised in Mesquite, TX. During her college studies, she focused primarily on social work and the nonprofit sector. Prior to switching careers in 2018, Casey had spent twenty years in nonprofit fundraising. Her passion has always been helping people. That passion serves her well as she is still able to help people plan financially for their retirement years. With her father being in the financial planning business for 54 years, she has “grown up” in this business and feels blessed to learn from her father’s vast experience and the example of values and integrity that he applies to his life’s work.

Casey is a licensed insurance professional and is gifted in organizational leadership. She is responsible for the day to day leadership and management of Rawls Financial Services. Casey believes that excellence in service is achieved by developing caring and lasting relationships in which every client is treated as family.

Casey is married to Greg Moore, Lead Pastor at Top Hand Cowboy Church. Outside of the office she spends her time supporting her husband in ministry, traveling and spending quality time with family and friends. Casey and Greg have three sons, Carson, Jonathan and Stephen. They were blessed to add a daughter-in law to the bunch when Jonathan married Raylee in October of 2018. Their first grandson, Kolter Alan Moore was born May 1, 2024. Sugar and Boots are now proud grandparents!!! Casey’s focus on God, family, and relationships, has been central to building a business where every client knows that here, they are family.

Casey Rawls Moore - Owner

Casey was born and raised in Mesquite, TX. During her college studies, she focused primarily on social work and the nonprofit sector. Prior to switching careers in 2018, Casey had spent twenty years in nonprofit fundraising. Her passion has always been helping people. That passion serves her well as she is still able to help people plan financially for their retirement years. With her father being in the financial planning business for 54 years, she has “grown up” in this business and feels blessed to learn from her father’s vast experience and the example of values and integrity that he applies to his life’s work.

Casey is a licensed insurance professional and is gifted in organizational leadership. She is responsible for the day to day leadership and management of Rawls Financial Services. Casey believes that excellence in service is achieved by developing caring and lasting relationships in which every client is treated as family.

Casey is married to Greg Moore, Lead Pastor at Top Hand Cowboy Church. Outside of the office she spends her time supporting her husband in ministry, traveling and spending quality time with family and friends. Casey and Greg have three sons, Carson, Jonathan and Stephen. They were blessed to add a daughter-in law to the bunch when Jonathan married Raylee in October of 2018. Their first grandson, Kolter Alan Moore was born May 1, 2024. Sugar and Boots are now proud grandparents!!! Casey’s focus on God, family, and relationships, has been central to building a business where every client knows that here, they are family.

Perla Perea McMullen - Licensed Agent & Medicare Specialist

Perla was born in Chihuahua, Juarez, and raised in Valley Mills TX since the age of 3. After graduating high school, Perla attended college and focused her studies on Accounting and Finance. At that same time, she began working in the banking industry where her responsibilities were setting up new accounts, CDs, and IRAs. Finance and Investing have been a passion of Perla’s since taking Dave Ramsey’s Financial Peace course in high school.

Perla began working as a financial assistant at Rawls Financial Services, Inc in November of 2019. It was quickly evident to her that she wanted to take the exams necessary to become a licensed insurance agent. She passed her exam in October 2020 and is now a fully licensed agent. Perla is passionate about educating the Hispanic community on the benefits of life insurance and investing. She can also guide you in selecting a Medicare plan or Long-Term Care policy.

Perla married her husband Clint in April of 2020. They reside in Valley Mills, TX with their five fur babies, Toby, Shepp, Red, Marty & Sissy. They are active members of Newland Drive Church of Christ in Robinson. Perla’s commitment to Christ is evident in how she conducts business, always leading with trust and integrity.

Dawn Wolf Underwood - Business Manager

Dawn was born in Chamberburg, Pennsylvania but moved to Douglas, Georgia when she was just three months old. Later, the family moved to Marlin, Texas where she graduated from Marlin High School. After graduating, Dawn enrolled at McLennan County College in Waco, Texas where she studied Accounting/Bookkeeping.

Dawn worked for the next 30 years in office management, accounting, banking and insurance. After only a 2-month retirement, Dawn came to work for Rawls Financial Services as the Business Manager in May of 2023. Dawn manages the day to day needs of our clients and cares deeply for their financial well-being. She is the first point of contact for our clients and is an important part of the success of Rawls Financial Services.

Dawn married her husband Greg in September of 1987. They reside in Clifton, TX where they raised two daughters, Jessica and Dakota. Jessica, her husband Justin Walts and daughter Everlee Rose live in Oglesby, TX. Dakota Underwood, Madison Macy and their daughter Paisley Lynn live in Clifton, TX. Dawn & Greg travel all over Texas watching their two daughters and granddaughter barrel race. They are faithful members of Top Hand Cowboy Church and love their church family. They are very active in the church’s Arena Ministry. Like all of us at Rawls Financial Services, Dawn is a committed Christian and always leads with honesty and strong values.

Dawn Wolf Underwood - Business Manager

Dawn was born in Chamberburg, Pennsylvania but moved to Douglas, Georgia when she was just three months old. Later, the family moved to Marlin, Texas where she graduated from Marlin High School. After graduating, Dawn enrolled at McLennan County College in Waco, Texas where she studied Accounting/Bookkeeping.

Dawn worked for the next 30 years in office management, accounting, banking and insurance. After only a 2-month retirement, Dawn came to work for Rawls Financial Services as the Business Manager in May of 2023. Dawn manages the day to day needs of our clients and cares deeply for their financial well-being. She is the first point of contact for our clients and is an important part of the success of Rawls Financial Services.

Dawn married her husband Greg in September of 1987. They reside in Clifton, TX where they raised two daughters, Jessica and Dakota. Jessica, her husband Justin Walts and daughter Everlee Rose live in Oglesby, TX. Dakota Underwood, Madison Macy and their daughter Paisley Lynn live in Clifton, TX. Dawn & Greg travel all over Texas watching their two daughters and granddaughter barrel race. They are faithful members of Top Hand Cowboy Church and love their church family. They are very active in the church’s Arena Ministry. Like all of us at Rawls Financial Services, Dawn is a committed Christian and always leads with honesty and strong values.

Ronnie Rawls - Founder

On May 1, 2025, Ronnie officially retired after an extraordinary 60-year career in the financial services industry. Born and raised in Fort Worth, Texas, Ronnie’s journey began at Baylor University, where he graduated in 1965 and launched his career by helping fellow students secure College Master life policies.

From those humble beginnings, Ronnie built a lifelong career centered around helping individuals and families prepare for a confident and comfortable retirement. His approach has always been deeply rooted in the Christian principles and timeless wisdom passed down from his parents and grandparents. He credits his strong faith and a commitment to treating every client like family as the cornerstones of his success.

As a trusted financial advisor and fiduciary, Ronnie believed that retirement planning should never be one-size-fits-all. Instead of relying on templated solutions, Ronnie took the time to truly understand his clients' goals and dreams—then designed custom strategies that aligned their financial plans with their personal priorities.

Ronnie's expertise and servant-hearted leadership earned him a seat on a national advisory council composed of top advisors from across the country. He is passionate about mentoring others in the profession and continues to be a source of wisdom and encouragement to peers.

Since 1978, Ronnie has proudly served as a member of the Rotary Club, and he remains an active member of the Top Hand Cowboy Church. In retirement, Ronnie enjoys life with his beloved wife, Sue, in Valley Mills, Texas. He cherishes time with family and friends and is a loyal, spirited fan of Baylor Bear Basketball—Sic ’Em Bears!

Ronnie’s legacy of integrity, compassion, and unwavering faith has left an indelible mark on countless lives. His impact will be felt for generations to come.