Financial Advisor Success

After growing her AUM by $30 million in just two years, Misty Lynch has become a go-to financial planning expert for small business owners and families within her community. This is thanks in part to her reputation inside local Facebook groups frequented by her ideal target client, where she rarely promotes herself but is frequently recommended. Misty is the owner of Sound View Financial Advisors, an RIA based in Massachusetts that manages $46 million for approximately 100 households. In this episode, Misty shares how her early content creation efforts (including a blog and a podcast) laid the groundwork for greater visibility and referrals, as well as how purchasing a retiring advisor’s practice helped her jump-start firm ownership. You'll hear how she raised legacy client fees while implementing a scalable service model, how leveraging life coaching techniques has deepened her client relationships, and more. For show notes and more visit: https://www.kitces.com/446

James Conole's firm has experienced explosive growth over the past few years (expecting to double its revenue to more than $10 million in 2025) thanks in part to his YouTube channel, which educates and builds trust with ideal prospects before they ever book a meeting. James is the founder of Root Financial, an RIA based in Encinitas, California, that oversees $1.3 billion in assets under management for 630 client households. In this episode, he shares his YouTube strategy, including how narrowing his content focus to the needs of wealthy pre-retirees and retirees led to fewer views but better-fit clients. Listen in to learn how Root was able to implement a “one-meeting close” with prospects partly due to their familiarity with how the firm operates as well as how the firm systematized client onboarding into a five-meeting process. James also talks about creating the tech-centric “Root University” to ensure consistent advisor training, how his firm builds culture in a remote-first team, and what comes next as the firm continues to scale. For show notes and more visit: https://www.kitces.com/445

When Libby Greiwe realized that most client onboarding processes felt either clunky or cold, she decided to transform her own. What she has developed—based on her years as both a financial advisor and coach—is a system designed to create a seamless, personalized client experience that not only demonstrates professionalism, but also inspires client referrals within their first 100 days with the firm. Libby is the founder of The Efficient Advisor, a coaching and consulting business based in Loveland, Ohio, that helps financial advisors build systems to run their firms with less stress and more efficiency. Listen in as Libby shares how she breaks down onboarding into three 30-day phases, how her firm tracked client “intel” for meaningful personalization, and what she believes is the key to client loyalty and long-term growth. For show notes and more visit: https://www.kitces.com/444

Griffin Kirsch built a $200 million AUM firm in just five years—while maintaining a 70% profit margin. Delivering high-touch planning to business owners and real estate investors without charging fees on those assets, Griffin's focus on providing hard-dollar value to his clients (especially around tax strategy and real estate decisions) has fueled deep trust and strong referral-driven growth. Griffin is the owner of GK Wealth Management, an RIA based out of Nevada that oversees $200 million in assets under management for 450 households. In this episode, he shares how his unconventional model helped him scale quickly, how proactive outreach to businesses during the COVID pandemic sparked major momentum, and why he segments clients by complexity rather than AUM. He also explains how he developed partnerships with CPAs that generate ongoing referrals, as well as how outsourcing investments and empowering junior advisors allow the firm to grow sustainably—without necessarily relying on him at the center. For show notes and more visit: https://www.kitces.com/443

David Bahnsen has built a reputation for speaking his mind, not only on issues related to financial markets, but also on topics many advisors shy away from, like religion and politics. Which has paid off for him in the form of attracting $100 million of new client assets to his firm per month as his content has built his credibility, deepened audience engagement, and drawn in both like-minded clients and those who respect his authenticity. David is the Founder of the Bahnsen Group, an RIA based out of California that oversees approximately $7.5 billion in assets under management for 1,800 client households. In this episode, he shares how his unconventional content strategy has driven firm growth, why he made the strategic decision to step away from serving clients directly to focus on scaling the business, and how his unique compensation and development model fosters long-term success for his team. He also discusses integrating tax prep as a value-add rather than a profit center, expanding into smaller markets to build a national brand, and his commitment to mentoring his advisors as he plans for the firm’s future. For show notes and more visit: https://www.kitces.com/442

As advisory firms grow, so does the complexity of compliance—and Leila Shaver has built a business dedicated to helping them scale without costly missteps. She provides strategic guidance that keeps firms aligned with regulatory expectations as their teams, client bases, and responsibilities expand. Leila is the founder of My RIA Lawyer, a Georgia-based legal and compliance firm serving RIAs, broker-dealers, and other financial services companies. In this episode, she shares insights into when firms typically seek outsourced compliance support, the key differences between broker-dealer oversight and RIA regulation, and why firms might consider including their compliance professionals in business strategy business strategy decisions. You'll also hear about the latest developments in advisor-facing compliance technology and how Leila's own entrepreneurial journey mirrors that of the clients she serves. For show notes and more visit: https://www.kitces.com/441

What if you could decode a client’s financial behavior before the first meeting? Nina Hajjar has done just that by creating a custom “money personality” assessment. This innovative tool helps her advisory team better understand client behavior, tailor communication styles, and deliver more personalized, consistent service across their $500-million practice. Nina is a partner at Stratos CA in Los Angeles, and she joins the show today to share how her framework transforms the planning process, complements traditional risk analysis, and even shapes advisor training through what she calls “the art of the meeting.” Listen in as she discusses her approach to acquisitions, lessons learned in hiring, and how personal growth—and gut instinct—have guided her leadership journey. For show notes and more visit: https://www.kitces.com/440

Alvin Carlos made a strategic decision to build internal efficiency and client accountability into the heart of his planning process—a move that not only streamlined how his team manages financial plans and client tasks, but also helped him scale. Turning Monday.com into the operational core of his firm, he has carved out a niche in serving younger clients profitably, while keeping his tech stack lean and highly functional. Alvin is the CEO of District Capital Management, an RIA based out of Washington, D.C., that generates $850,000 of annual, primarily retainer-based, revenue serving 155 households. Listen in as he shares how he uses Monday.com and RightCapital together to streamline financial plan presentations and track client follow-on tasks and also leverages AI tools like Krisp to generate meeting summaries and action items at a lower price point than industry-specific options. He also talks about how he profitably serves clients in their 30s and 40s with a complexity-based retainer model—adjusting fees to improve accessibility while monitoring labor efficiency to guide hiring decisions—and why building a mission-driven firm that allows him to serve clients from a variety of backgrounds and grow the number of job opportunities for financial planners is core to his long-term vision. For show notes and more visit: https://www.kitces.com/439

In this episode, financial advisor Nikki Savage discusses her approach to enhancing client retention and satsifaction by engaging in thoughtful, intentional relationship-building—specifically asking deep questions that uncover her clients’ true needs and using that insight to create highly personalized experiences. Listen in as Nikki reflects on filtering feedback to stay true to her values and how building her practice authentically has been at the center of her success. She also explains why a strong advisor-client fit is essential, how she addresses client misconceptions to maintain focus during market volatility, and how in-person events help connect with her ideal target prospects by creating a comfortable setting to discuss financial challenges in their lives. For show notes and more visit: https://www.kitces.com/438

After the 1986 Tax Reform Act, Ed Slott made a strategic decision to specialize in IRAs—a move that not only set him apart in a niche field, but also helped him build a nationally recognized reputation as a leading expert. By leaning into his niche, he intentionally set himself apart from generalists by charging more to reflect the unique value he delivers. Today, Ed is the President of Ed Slott and Company, a financial education firm based in Rockville Centre, New York, offering seminars and newsletters for both financial advisors and consumers, with a particular focus on IRAs. In this episode, he shares how having specialized knowledge of the ins and outs of IRAs helped him stand out among other tax experts, the marketing strategies that grew his visibility (leading to a nationwide speaking business and the launch of his Elite IRA Advisor Group), and much more. For show notes and more visit: https://www.kitces.com/437

Nicole Gopoian Wirick is the President of Prosperity Wealth Strategies, an RIA based out of Michigan that oversees $70 million in assets under management for 40 households. What’s unique about Nicole is how she hired a branding consultant early on to develop a clear brand identity that reflects her financial planning philosophy and resonates with her ideal clients. This brand now acts as a filter for deciding which marketing opportunities are worth pursuing, helping her stay focused and aligned. Listen in as Nicole shares how she developed a distinct brand identity by first exploring her ideal lifestyle and values, leading to a “brand DNA” that shapes everything from her marketing to her client experience. She explains how this branding attracts clients seeking deep financial planning around estate and legacy issues, and how she built trust and referrals by nurturing relationships with centers of influence and delivering personalized, planning-led advice. Nicole also reflects on evolving her brand as she grows her team, presenting recommendations through client-friendly summaries, and staying motivated during her transition to independence by focusing on meaningful progress over metrics. For show notes and more visit: https://www.kitces.com/436

Gideon Drucker is the CEO of Drucker Wealth, a hybrid advisory firm based out of New York City that oversees approximately $1 billion in assets under management for 800 client households. What’s unique about Gideon is how he launched a “Wealth Builder” service model to support high-income next-gen clients—within a firm traditionally focused on retirees. In just five years, the offering has added 275 client households and become the primary engine of growth for Drucker Wealth. Listen in as Gideon shares how he structured his firm’s Wealth Builder division with a high advisor-to-operations staff ratio to meet the complex needs of mid-career professionals, ensured profitability by setting a minimum fee while introducing gradual fee increases for existing clients by clearly tying them to the firm’s growing value. He also discusses how his clients regularly make referrals without directly being asked to, his transition from direct client service to firm leadership and management, and how his early cold-calling days pushed him toward a content-based marketing strategy that consistently brings in qualified prospects. For show notes and more visit: https://www.kitces.com/435

Vanessa N. Martinez is the CEO of Expressive Wealth, an RIA based out of Chicago that oversees $135 million in assets under management for approximately 70 client households, including 10 ‘core’ ultra-high-net-worth families. What’s unique about Vanessa is how her firm goes beyond traditional estate planning to help high-net-worth clients engage in in-depth legacy planning. This approach ensures clients pass down not just their assets, but also the values and principles that helped them build their wealth. Listen in as Vanessa shares how she guides clients through a multi-meeting discovery process to clarify their estate and legacy plans and articulate the family values they want to pass on, encouraging them to document these legacies to avoid future misunderstandings. She also explains how her deep involvement in clients’ lives, along with neighborhood-based client events, helps foster strong relationships and organic referrals. Vanessa also discusses the unique role of her firm’s Chief Clinical Officer in facilitating family legacy conversations and how legacy planning allows clients to pass down not just wealth, but the emotional and intellectual values that shaped it. For show notes and more visit: https://www.kitces.com/434

Cameron Passmore is the CEO of PWL Capital, a wealth management firm based out of Ottawa, Canada, that oversees just over $5 billion Canadian dollars (or approximately $3.5 billion U.S. dollars) in assets under management for 2,400 client households. What’s unique about Cameron is that after growing his firm’s revenue from $2 million to over $20 million as an independent firm over the past decade, he recognized that the next phase of growth required a different approach. By combining with a larger financial conglomerate, he positioned the firm to pursue another 10X growth opportunity in the decade ahead. Listen in as Cameron shares how his firm achieved explosive growth by serving early Shopify employees, building a content engine that has served as a key driver of inbound leads, and differentiating through a planning-first, passive investing approach that is not typical in the Canadian advice landscape. Cameron also discusses his firm's investment in an institutional-grade data lake to enhance the client experience, how their planning teams operate efficiently at scale, and why always being open to new connections has led to some of his biggest business opportunities. For show notes and more visit: https://www.kitces.com/433

Seth Scott is the founder of Heartwood Financial Planning, an advisory firm in Fresno, California that manages $100 million in assets for 850 client households. What makes Seth’s approach unique is his development of an “input deliverable” that simplifies tax planning for his ideal target client, allowing him to demonstrate value without creating time-intensive, custom reports for each individual. By offering this tool, he not only saves time, but also builds trust with prospective clients who may later seek more comprehensive financial planning services. In this episode, Seth also discusses his transition into financial planning from previous jobs in urban planning and real estate, how he grew his business by serving retiring advisors’ client books without having to contribute upfront capital, and why he became a Certified Tax Preparer to better serve his niche. Listen in to hear how he makes inroads with his target clients by helping churches set up 403(b)(9) retirement plans and how his faith has guided him through the challenges of business growth and changing careers. For show notes and more visit: https://www.kitces.com/432

Nick Rodkin is the managing partner of Stoic Financial, an LPL-affiliated advisory firm based in Florida that oversees $107 million in assets under management for 70 client households. What’s unique about Nick is that after nearly 15 years as a financial advisor, he pursued a master’s degree in marriage and family therapy to enhance his ability to help couples resolve financial conflicts. This additional expertise allows him to address relationship dynamics that may hinder financial decision-making and the implementation of his financial planning recommendations. Listen in as Nick shares how he helps client couples navigate their financial relationships by using structured conversations to uncover money mindsets, encouraging them to become “budget buddies” rather than “expense enemies.” He explains how his service model allows for AUM-based financial planning, flat-fee coaching, and hourly therapy sessions, enabling him to serve a diverse client base. Nick also reflects on how his own therapy journey reshaped his approach to financial planning, shifting from a product-focused mindset to a more human-centered practice that emphasizes actionable advice and meaningful client conversations. For show notes and more visit: https://www.kitces.com/431

AJ Ayers is the co-founder of Brooklyn Fi, an RIA based in Brooklyn—but operating as a fully remote business—that oversees $370 million in assets under management for more than 400 client households. What’s unique about AJ is how she and her business partner successfully tackled the hiring, training, and operational challenges of rapidly scaling their advisory firm from the ground up to $5 million in revenue in just seven years. Their strategic approach to systems and processes allowed them to sustain growth while maintaining efficiency and service quality. Listen in as AJ shares how she and her firm rapidly scaled their advisory business, growing to 14 new clients per month while building a structured training program to onboard advisors in their specialized equity compensation niche. She explains how they leveraged LinkedIn’s Recruiter platform for proactive hiring, developed Gemifi software to streamline equity compensation planning, and implemented a three-part fee model to align revenue with client needs. AJ also reflects on delegating firm operations to reduce her own work schedule, hiring an HR professional to strengthen company culture in a remote environment, and overcoming impostor syndrome by earning niche-relevant certifications and gaining hands-on client experience. For show notes and more visit: https://www.kitces.com/430

Ali Nasser is the Founder of the Wealth Integration System for Entrepreneurs (WISE), an education and coaching company based out of Houston that works with entrepreneurs facing a liquidity event and trying to figure out what’s next—as well as the financial advisors who serve them. Having built a successful advisory business by helping high-net-worth entrepreneurs align their financial goals with their entrepreneurial mindset, even when it conflicted with traditional financial planning advice, Ali's approach was so effective that he eventually sold his advisory firm to focus exclusively on coaching and consulting services for entrepreneurs. Listen in as he explains how he helps entrepreneurs manage concentration risk, overcome reluctance to invest outside their business, and address lingering financial scarcity mindsets despite their significant wealth. You'll hear about his journey from advisory firm owner to full-time coach, the challenges of ensuring a team delivers a consistent, high-level client experience, and why he ultimately decided to focus on empowering business owners and the advisors who serve them. For show notes and more visit: https://www.kitces.com/429

Lorie Jones is the Wealth Manager at Fearless Financial Advisors, a DBA of hybrid advisory firm Fidelis Wealth Advisors based out of Colorado, where she oversees $30 million in assets under management for 88 households. What sets Lorie apart is how she maximized the capabilities of Salesforce CRM—typically used by larger firms due to its advanced features and higher cost—to streamline processes and workflows while working at a mid-sized advisory firm without the need for costly Salesforce developers, demonstrating how a well-optimized CRM can enhance efficiency across the firm. Listen in as Lorie shares how she leverages Salesforce’s "clicks not code" functionality to create custom automations—such as her innovative "magic buttons"—that streamline firm operations, from client onboarding to money movements. She also discusses her journey from an administrative role to firm partner, her transition into full-time advising to focus on serving high-net-worth women, and how she overcame the challenges of launching her own practice. Lorie also reflects on balancing earning her CFP and MBA while raising five children, how starting a podcast helped her gain confidence in prospecting, and why learning from mentors empowered her to take bold career risks. For show notes and more visit: https://www.kitces.com/428

Sten Morgan is the owner of Legacy Investment Planning, a hybrid advisory firm based in Franklin, Tennessee, that oversees $220 million in assets under management for 90 client households. Today Sten joins the show to share how he made the difficult decision to turn over his entire original team and rebuild with a new director of operations to create a stronger foundation for future growth. He explains how he identified cultural and operational misalignments, navigated tough conversations with employees, and structured his hiring process to ensure the right people joined his firm. Listen in as Sten walks us through his firm’s five-step hiring process, why he insists on interviewing at least 4-6 candidates before making an offer, and the strategies he uses to work effectively with recruiting firms. He also shares why he's focusing on operational efficiency before engaging in a period of growth, how he proactively hires for roles before the need becomes urgent, and his structured approach to iterating on business ideas. If you're looking for insights on building the right team for long-term success, this episode is for you. For show notes and more visit: https://www.kitces.com/427