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Meet the Madison Financial team.

We are committed to securing financial futures for businesses and individuals.  

With over 50 years of combined experience, the Madison Financial team wants to help provide the best possible retirement plan solutions for your organization and employees.

Our advisors believe that attaining financial security is possible for every individual within an organization and work directly with individuals to create goals, set a course of action, and monitor plan performance.

Leadership Team

Doug McCarthy

Doug McCarthy, CRPS, CPFA

Managing Partner

Dan Watson

Dan Watson

Senior Partner

Rodney Birch

Rodney Birch

Virtual Retirement Plan Specialist

Palmer McCarthy

Palmer McCarthy

Financial Planning Associate

Brian Moss

Brian Moss

Business Development

Ready to learn more?

Who We Are
Our Core Values
The MFI Difference

We look forward to meeting you!

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Doug McCarthy

Meet Doug

Managing Partner

As Managing Partner, Doug sets the vision for the company and plays a lead role in advising companies on offering best in class corporate retirement plans for their employees. Doug also works with individuals to create goals, set a course of action, and monitor the ongoing retirement planning.

In addition to his 25 years of experience Doug has extensive experience in retirement planning, business succession planning, and estate tax planning. Doug also follows the technological advances closely to ensure that Madison Financial’s clients have the technology that provides the most comprehensive solutions.

Doug has a passion for youth sports and works with the team at Upstate Sports in Simpsonville where he assists with everything from registration, evaluations, team setting, schedule creating and day to day operations for both basketball and soccer leagues that annually have approximately 100 teams participating in all leagues. Doug also enjoys playing golf with his son Palmer, watching his daughter Campbell swim at Gardner-Webb University, and spending time with his wife Katie.

Dan Watson

Meet Dan

Senior Partner

Dan has worked in the financial and insurance field for over 20 years.  He began his career at New York Life and has since expanded his services and expertise to include 401k advisory services, personal insurance, and comprehensive retirement planning. Dan lives in Greenville, SC with his wife Lynn and two sons Stone and Emory. He attended Clemson University where he was a high jumper on the Track and Field team. 

Rodney Birch

Meet Rodney

Virtual Retirement Plan Specialist

Rodney began his career in the financial services industry with MassMutual in 2004.  Working with individuals, families and business owners to protect and create wealth and peace of mind.  Rodney has also spent over twenty years helping families finance their homes.  All areas of your financial picture are important and must work together to reach your financial goals.   A wholistic approach is taken so that each area is working in harmony.  You work hard for your income and Rodney wants to protect today and plan and execute for tomorrow. 

Rodney lives in Six Mile SC with his wife Tracie, son Alex, daughter Annah (husband Baker) and his only grandchild Amelia.  He loves music and family is most important in his life. 

Palmer McCarthy

Meet Palmer

Financial Planning Associate

Palmer McCarthy is a graduate of Clemson University where he earned a degree in Finance in the Spring of 2025, emphasizing in Financial Planning. Since 2022, Palmer has worked alongside the partners at the firm, gaining valuable experience through internships and professional roles that have shaped his understanding of the financial services industry.

Palmer is passionate about helping clients build strong financial foundations and achieve long-term goals through thoughtful planning and collaboration. His attention to detail and commitment to client success are evident in every interaction. He is excited to continue growing with the team and making a meaningful impact in the lives of those he serves.

Brian Moss

Meet Brian

Business Development

Brian is a graduate of Clemson University and currently lives in Greenville, SC. He entered the insurance field in 2017 and quickly developed a passion for helping guide people to ensure their health and wealth success, most notably in the senior market assisting with Medicare and Social Security needs. His desire and commitment to each individual have led him to be a strong advocate in a complex retirement world. He continues to own and operate a children’s music business since 2006 as well as play drums and percussion in several Upstate bands. Brian loves spending time with his young adult children Zack and Hannah and seeks out any opportunity to hit a golf course with friends.