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#FASuccess Ep 087: Going Independent To Run Your Advisory Firm With The Systems And Clients You Want with René Nourse

August 28, 2018 07:07 am 0 Comments CATEGORY: Financial Advisor Success Podcast

Welcome back to the 87th episode of the Financial Advisor Success podcast!

This week's guest is René Nourse. René is the founder of Urban Wealth Management, an independent RIA in the Los Angeles area that manages nearly $120 million of assets under management for more than 200 clients, with a team of 6.

What's unique about René, though, is how she built a successful practice at a wirehouse for the first 20 years of her career as an advisor and only went independent later in her career so that she could use the system she wanted to use to build with the type of clientele she wanted to serve.

In this episode, we talk in depth about the systems that René uses to run her business. The unique way that she structured her "contact us" page to better engage prospects, the material she sends every prospect before the first complimentary consultation meeting, how she determines which prospect meeting she takes versus the ones that she hands off to other advisors in the firm, and the proposal tool she sends every prospect who's interested in engaging her services.

We also talk about the process that René went through to break away from the wirehouse and form her own independent RIA. How she retained the trust of her clients even without the big-name wirehouse firm at the top of her business card anymore by focusing on the safety and security of the RIA custodian she was going to use instead, and the new social media and webinar-based marketing initiative she's created called Smart Women ~ Savvy Money, to grow the firm with the female professional she most enjoys working with.

And be certain to listen to the end, where René shares what it was like building her advisory practice at a wirehouse environment as both a woman and a minority, why she sees mentors as crucial to supporting better diversity in the industry, and how there's increasingly a business case and not just a moral imperative to give better opportunities to both women and racial and ethnic minorities in financial services.

So whether you are interested in learning about the many challenges René overcame as a woman of color in the financial advice industry, how she's structured her marketing funnel to attract new clients, or about the technology stack she used to keep her practice running smoothly, then I hope you enjoy this episode of the Financial Advisor Success Podcast!

The Efficiency Benefits Of Niching From The Start To Launch An Advisory Firm

July 23, 2018 07:01 am 2 Comments CATEGORY: Personal/Career Development

Starting a new financial planning practice can be a scary yet exciting time. One of the big challenges facing any financial advisor is finding initial clients and building up a business that can financially support itself. As a result, in the beginning, many financial advisors will take anyone who is willing to work with them. Yet the reality is that while this can create some growth at the start, often this can actually impede growth in the future, as a business without any clear focus and target clientele can lead to significant problems with efficiency.

In this guest post, Meg Bartelt of Flow Financial Planning, LLC recounts the evolution of her virtual fee-only financial planning practice, from starting in May of 2016 with a focus on "working mothers in the tech industry" and growing into her current focus on “early to mid-career women who are employees in the tech industry”. Additionally, Meg notes the benefits of starting out with a niche, such as easier design of process and deliverables (as everything can be designed around a single clientele), easier referability (as clients actually know what's unique about you and who they should send to you), increased confidence (as working with a community of people you know a lot about can help you develop assurance in the value you provide to clients), more enjoyable client relationships (as working with people you know and like will make the work more enjoyable), and more effective professional development (as she can ignore many of the topics that a generalist must focus on, while specifically honing in on topics that are meaningful to her clients)!

Ultimately, every firm has their challenges in the early days and Meg's firm was no exception, but by focusing on a niche and marketing it aggressively – including sufficient investment in a quality online presence that resonated with her target clientele, efforts building SEO through her blog, networking through the right online communities, and leveraging centers of influence that many advisors traditionally don't focus on (e.g., resume writers, career coaches, and people who are "hubs" in the tech industry) – Meg was able to reach the tipping point at which her efforts paid off, and now she has an entirely virtual firm on pace to likely break $150k in revenue in just her third year of operation. And Meg has done all of that while bringing on 26 of 31 clients in her niche, and adopting a policy of only accepting clients in her niche going forward, as she has seen the efficiencies gained from growing a firm through niching from the start!

The Best Technology To Adopt First As A Solo Financial Advisor

June 28, 2018 02:12 pm 1 Comment CATEGORY: Technology & Advisor FinTech

Choosing what technology to first adopt as a solo advisor can be a challenge, particularly for those who are not technology-inclined in the first place. In addition to being solely responsible for making the decision, solo advisors now have to choose from an ever-expanding universe of options, as while 10 years ago the primary criticism for both independent RIAs and independent broker-dealers was that there just weren’t many technology choices, now arguably the problem is that there are so many choices it can be overwhelming to figure out what to even use in each category! Not to mention figuring out which category or type of software to tackle and try to adopt first!

In this week’s #OfficeHours with @MichaelKitces, my Tuesday 1PM EST broadcast via Periscope, we discuss the best technology to adopt first as a solo advisor, and why a key factor in that decision is whether you are trying to grow a large advisory business or operate an efficient lifestyle practice to begin with.

The first question to ask yourself when trying to determine what technology you should adopt first is what kind of firm you are really trying to create. At a high level, you can break advisory firms into two categories: Practices and Businesses. A practice is built around you as the advisor and the founder and the owner, and the capacity of the business is your personal capacity (perhaps with a few support staff) to serve clients. By contrast, an advisory business is something that’s meant to grow beyond just you as the advisor and your personal capacity to serve clients, where you anticipate having multiple advisors and potentially multiple partners someday. This distinction isn’t necessarily about income or financial wherewithal to buy fancy technology versus cheaper technology (as benchmarking studies show the most successful solo practice owners take home as much as partners in advisory businesses); instead, the distinction is important because advisory businesses tend to be most focused on scalability (as they most grow from one to many advisors and handle the challenges that come with that), while practices tend to be most focused on personal efficiency (particularly time efficiency) of the firm owner.

With that in mind, the technology that growing advisory firms must adopt first is straightforward: a good CRM solution. In a growing advisory firm, the CRM is the hub of the entire business. Not just to keep track of clients like a big rolodex, but to track tasks and activities, and workflows to ensure that everything is being done properly. This isn't as important when a firm is just a solo advisor, but when you hire your first staff member, suddenly a CRM system becomes more important. And it really becomes important when you add your second staff member, as there are more process hand-offs between staff members, and the odds that someone has a conversation with the client that neither of the two other team members is privy to increases substantially. Fortunately, for independent advisors, there are a few good CRM options. Wealthbox and Redtail are common among solo advisors, while very process-centric firms may use Junxure. You hear a lot about Salesforce in this category too, but it's fairly expensive and really needs a lot of customization (or at least an overly system like XLR7, Skience, or Financial Services Cloud) before it is a viable option, which makes it impractical for most smaller advisory firms.

When it comes to a lifestyle practice, the best technology to adopt isn’t so straightforward, because it really depends on the size and nature of the firm. If you have a staff member (and especially if you have two staff members), CRM is a “must” once again. You still need someplace to capture key client information, but you may be able to get by using some other system. And because lifestyle practices are so a reflection of the individual advisor and what they do, the “best” technology for you is really whatever solves a pain point for you. If you don’t like how much time it takes to trade and implement their portfolios, consider rebalancing software (e.g., RedBlack or iRebal). If you’re finding it takes a lot of time to produce individual financial plans by hand, look at some of the various financial planning software solutions (e.g., eMoney Advisor, MoneyGuidePro, or RightCapital). And for a lot of solo advisors in lifestyle practices, the truth is that the best technology to implement is not “industry” software, but simply tools that make you personally more productive and efficient, such as a better internal communication tool (e.g., Slack) or scheduling software to cut down on back-and-forth emails setting meeting times with clients.

But ultimately, the key point is to acknowledge that the best software to adopt first as a solo advisor really depends on what type of firm you are trying to grow. The needs of a solo advisor aiming to grow an advisory business are going to be different than the needs of a solo advisor aiming to grow a lifestyle practice (and among lifestyle practices, needs are going to vary depending on the specific advisor and their preferences for gaining personal efficiency). You can go about the process of prioritizing yourself or look to technology consultants for assistance (either in choosing technology, or implementing it), but the reality is that your practice can be tremendously more efficient by just implementing the right technology!

The Latest In Financial Advisor #FinTech (June 2018)

June 4, 2018 09:11 am 0 Comments CATEGORY: Technology & Advisor FinTech

Welcome to the June 2018 issue of the Latest News in Financial Advisor #FinTech – where we look at the big news, announcements, and underlying trends and developments that are emerging in the world of technology solutions for financial advisors and wealth management!

This month's edition kicks off with the buzz from the Envestnet Advisor Summit… that Envestnet is shifting from a focus on investment management, financial planning, and wealth management, towards a new category it calls “Financial Wellness”. Which is not meant to be the employer-delivered-financial-education version of a Financial Wellness program, but a more holistic advisor technology platform aiming to cover all of the relevant areas of a client’s financial health, including not only planning, investments, and insurance (protection), but also credit/debt, and budgeting/cash flow as well. Which leaves Envestnet incredibly well positioned for the ongoing shift of financial advisors from products to advice, and makes its 2015 acquisition of Yodlee look increasingly savvy as holistic financial wellness requires holistic account aggregation to power it!

From there, the latest highlights also include a number of interesting advisor technology announcements, including:

Principal Financial acquires RobustWealth as yet another old-line insurer aims to get more digitally savvy
Private equity firm Aquiline acquires a majority stake in RIAInABox as compliance software becomes an advisor tech category of its own
LearnVest shuts down its financial planning offering but may still be a success for Northwestern Mutual as its financial planning and PFM technology is integrated into the Northwestern core
AdvicePay announces the first ever “advisor crowdfunding” initiative, in an effort to raise $2M of new capital without taking on the conflicts of Venture Capital firms

Read the analysis about these announcements, and a discussion of more trends in advisor technology, in this month's column, including Vestwell partnering with payroll processor Namely to expand distribution of its small-business 401(k) offering, Vestmark launches a new Model Trading Service as the shift to centrally managed portfolios in RIAs and IBDs is leading to a new desire to outsource the implementation, and Fidelity showcases the prototype of a new “Cora” virtual reality assistant for clients as Schwab launches two new Digital Accelerator Hubs. In addition, we highlight the rise of another new category of advisor software: Student Loan Analysis and Modeling tools, as the shift to pursue Gen X and Gen Y clients leads to a demand for new types of software to service them.

And be certain to read to the end, where we have provided an update to our popular new “Financial Advisor FinTech Solutions Map”, including a number of new companies and categories!

I hope you're continuing to find this new column on financial advisor technology to be helpful! Please share your comments at the end and let me know what you think!

*And for #AdvisorTech companies who want to submit their tech announcements for consideration in future issues, please submit to [email protected]!

11 Action Steps To Design An Extraordinary Client Experience

May 14, 2018 07:01 am 1 Comment CATEGORY: Practice Management

Examples of Services Provided To Different Client Segments

As financial advisors - like any business owner - we want our clients to have a "great experience" when they do business with us, providing a high level of service and proactive communication. Yet the challenge is that what constitutes the "right" level of communication and engagement with clients will itself vary by the client, making it difficult to standardize "good service" across the entire firm. And ultimately, it's hard to differentiate on good service anyway, as virtually all advisory firms like to pride themselves on providing "good service" to their clients. Which means if we truly want to provide an extraordinary service to our clients, we must go beyond just great service and think much deeper about what an extraordinary "client experience" truly is.

In this guest post, Julie Littlechild of Absolute Engagement (a firm that helps advisors craft a client experience that makes them attractive to the right clients) shares her 11 action steps that advisory firms can take to design their own extraordinary client experience, recognizing that the key to a create experience starts with clearly understanding who the firm is trying to serve (and not trying to serve) in the first place, and then crafting a plan to execute the plan profitably. Though ideally, it's not just about segmenting clients, creating a service matrix for the firm to follow, and assessing capacity and profitability, but also better defining what your target clientele or niche is in the first place, and then working with them to co-create the client experience and map out the client journey, along with the supporting client communications plan and necessary business infrastructure.

Ultimately, though, the key point is simply to acknowledge that what we tend to think of as delivering great service in an advisory business is simply too narrow when it comes to really defining experiences, and great service alone isn't the differentiator it once was. A broader and more holistic client experience really can differentiate a firm, but only if the firm clearly understands who it wants to serve, so it can create an extraordinary client experience for that particular target clientele. Because in the end, it's not about finding the one particular tactic that is going make the difference, but instead, the building of a strong foundation that supports a specific target clientele and is consistent with the client's journey that truly makes a client's experience extraordinary!

#FASuccess Ep 070: Taking Leaps Of Faith As An Introverted Career Changer To Build A Successful Advisory Firm with Sue Stevens

May 1, 2018 07:01 am 0 Comments CATEGORY: Financial Advisor Success Podcast

Welcome, everyone! Welcome to the 70th episode of the Financial Advisor Success Podcast!

My guest on today's podcast is Sue Stevens. Sue is the founder of Stevens Wealth Management, an advisory firm in the Chicago area that serves 150 clients with nearly $350 million in assets under management.

What's unique about Sue, though, has been her ability to take "leaps of faith" in making several major shifts in her career, both in the decision to launch her own advisory firm, to create her own job opportunities at major companies like Vanguard and Morningstar... and her decision to enter the financial services industry in the first place and eventually get her MBA and become a CPA, a CFA, and a CFP professional, after spending her 20s as a freelance and professional cellist who played in the Chicago Symphony Orchestra!

In this episode, we talk about the leaps of faith that entrepreneurial financial advisors have to take, why even as such an entrepreneurial person Sue still took an entry-level job and worked for years in a lower-paying apprenticeship position when she started her career, why building your own self-confidence is such an ingredient for success as a financial advisor, and why managing your own personal finances is also a crucial ingredient for success as a financial advisor and an entrepreneur who sometimes has to take leaps of faith.

We also talk about Sue's own advisory firm, including how she cultivated clients over time as an introvert through writing on Morningstar.com, why she started out with a flat-fee retainer model but eventually switched to the AUM model, the annual strategic planning process she uses to keep the business on track, how she leverages the Strategic Coach framework of having free days, focus days, and buffer days, and why all of the employees in her firm are women (even though she didn't set out to hire an all-female staff).

And be certain to listen to the end, where Sue talks about the process she went through to craft her own dream job description as the owner of the advisory firm... and why that ultimately led her to decide to sell her firm to a much larger one, not so that she could retire, but so that she could regain the freedom to focus her energy where she wants to, both inside and outside the business.

So whether you are interested in learning more about taking a leap of faith as a career changer, why an advisor who set out to run a flat-fee retainer model switched to AUM, or how you can craft your own dream job description as an advisory firm owner, I hope you enjoy this episode of the Financial Advisor Success podcast!

#FASuccess Ep 066: Turbocharging Inorganic Growth With Outside Capital To Fund Mergers & Acquisitions with Adam Birenbaum

April 3, 2018 07:01 am 0 Comments CATEGORY: Financial Advisor Success Podcast

Welcome, everyone! Welcome to the 66th episode of the Financial Advisor Success Podcast!

My guest on today's podcast is Adam Birenbaum. Adam is the CEO of Buckingham Strategic Wealth and BAM Advisor Services, a combination of wealth management firm and TAMP platform that oversees more than $30 billion of assets under management.

What's unique about Adam, though, is that he took over as the CEO of the Buckingham companies just over 10 years ago at the age of just 32, when the company was "only" $6 billion of AUM, and has nearly quintupled its size since then, as one of the youngest CEOs of any major advisory firm.

In this episode, we talk in depth about the Buckingham and BAM growth strategy, particularly on how a major investment by Focus Financial has helped to power the firm's growth, giving Buckingham access to capital from Focus at 0% interest rates to fund its acquisitions (because Focus ultimately profits from the growth as an owner anyway), and the way Adam and Buckingham have been able to leverage the capital to accelerate their inorganic growth.

We also talk about the actual structure of Buckingham and BAM itself, why Buckingham has chosen to grow offices in multiple locations, how BAM Advisor Services aims to work with advisory firms by providing what they call a "Turnkey Wealth Management Platform" that provides back office services but does not require its advisors to use standardized investment models, and how the company is positioning itself for an increasingly competitive environment with threats from both low-cost robo-advisors and also large financial services firms like Schwab, Fidelity, and especially Vanguard getting into the advisory business.

And be certain to listen to the end, where Adam talks about what it's like to be the CEO of a $30 billion AUM firm, where he focuses his own time as a leader in the business, and why he believes that strategy is important, but the real determinant of the most successful advisory firms of the future will be all about the firm's ability to execute, and deliver on the client experience.

So whether you are interested in learning more about using outside capital to fund mergers and acquisitions, how you may be able to utilize a Turnkey Wealth Management Platform in your business, or are simply interested in what it's like to be a CEO of a $30 billion AUM firm, I hope you enjoy this episode of the Financial Advisor Success podcast!

#FASuccess Ep 061: Starting A Gen X/Y Financial Planning Firm While Also Starting A Family with Mary Beth Storjohann

February 27, 2018 07:01 am 0 Comments CATEGORY: Financial Advisor Success Podcast

Welcome, everyone! Welcome to the 61st episode of the Financial Advisor Success Podcast!

My guest on today's podcast is Mary Beth Storjohann. Mary Beth is the founder of Workable Wealth, a financial planning firm in southern California that in just its first four years has built to more than $200,000 in recurring financial planning fees, serving a Gen X and Gen Y clientele with a combination of upfront planning and ongoing monthly retainer fees.

What's unique about Mary Beth's practice, though, is the fact that she's built it over the past four years while also having two children, who are now 2.5 years and 3 months old, respectively.

In this episode, we talk in depth about Mary Beth's financial planning fee structure, the process she engages in to deliver financial planning value to her typically 30-something or 40-something clientele, why she rarely even uses traditional financial planning software at all for most of her clients, and the unique proactive process she has leveraging software to facilitate regular "check-ins" with clients and actually help ensure they follow-thru and implement all of their financial planning recommendations.

We also talk about how Mary Beth built her own personal support system to help her launch her practice, with a series of Mastermind Study Groups with peer financial advisors at a similar business stage, and an ongoing executive coach relationship to help keep her on task and be her own accountability partner.

And be certain to listen to the end, where Mary Beth shares how she managed to take time off to give birth to her two children, without blowing up the relationship with her clients or losing her marketing and growth momentum, and her suggestions for how female advisors should think through the balancing act of when to start your own firm when you also want to start a family.

So whether you are interested in learning more about profitably serving Gen X and Gen Y clients, have been thinking about joining a Mastermind Study Group of your own, or are interested in how financial advisors can manage the balancing act of starting a firm and starting a family, I hope you enjoy this episode of the Financial Advisor Success podcast!

Weekend Reading for Financial Planners (February 3-4)

February 2, 2018 02:57 pm 1 Comment CATEGORY: Weekend Reading

Enjoy the current installment of "weekend reading for financial planners" – this week's edition kicks off with an interesting retrospective look at the impact of the Financial Planning Association's successful lawsuit against the SEC 10 years ago, which set in motion much of the past decade's fiduciary rulemaking debate, the rapid rise of the hybrid B/D-RIA movement, and spurred the growth of the independent RIA channel... though, ironically, not the organization's own membership, which remains down nearly 15% from before the lawsuit was first filed.

From there, we have a series of practice management articles this week, including: a look at the challenge in transitioning from a practice into a business (which becomes a virtual necessity as an advisory firm approaches $2M of revenue); the importance of developing talent internally, which in turn requires having a clear multi-step progression of how an advisor can grow over time from a paraplanner to an advisor and even a partner; tips on how to refine your own hiring process (and why it's so crucial to do so); and a warning from Mark Tibergien that while advisory firms are still growing, they're increasingly buoyed by just market returns as organic growth rates are slowing, raising the question of whether it's finally time for advisory firms to begin building more formal marketing processes.

We also have several articles specifically on marketing and business development, from a discussion of the path that prospects go through in considering a financial advisor (and why it's necessary to customize your own sales process depending on what stage they're in), to strategies for improving your new client onboarding process to make people want to refer from the very start of working with you, why an "elevator pitch" is still a necessity in today's world, and why good branding in the modern era of information overload is less about finding a cute or clever way to describe yourself and increasingly about just being really clear about what you do and who you serve (so the prospects who would actually be interested can quickly and easily find you!).

We wrap up with three interesting articles, all around the theme of milestones and personal growth: the first is an excerpt from Daniel Pink's new book "When", looking at how having "temporal landmarks" (from a deadline to a birthday that turns a new decade) can spur us to get things done or take on new challenges; the second is a fun series of "life tips" from someone turning 45 and looking back on all she wish she knew in her earlier years; and the last is an interesting exploration of why it may not always be a good idea to set "SMART" goals (that are specific and concrete), and how setting goals can actually distract us from both enjoying the journey, and missing the new opportunities that may come along the way!

Enjoy the "light" reading!

The Coming Golden Age Of The (Focused) Solo Financial Advisor

January 18, 2018 01:48 pm 10 Comments CATEGORY: Practice Management

Periscope Office Hours Cover Image Jan 16 2018 - The Coming Golden Age Of The Solo Financial Advisor

With an ever-growing wave of mergers and acquisitions, and industry consolidation, amongst both broker-dealers and RIAs, there is an increasingly common view that the solo financial advisor is "doomed" in the coming years. Whether due to the burdens of managing the firm, meeting the rising volume of fiduciary compliance obligations, handling increasingly complex investment or insurance solutions, or just doing all the financial planning work… the presumption is that all together it will simply become “unmanageable” – or at least impossible to do in a cost-effective manner – for the typical solo financial advisor in the future. Thus requiring solo advisors to either be acquired, or at least be "tucked in" to larger firms, in order to access their resources and have better economies of scale. Yet the reality is that "the death of the solo financial advisor" has been forecasted for nearly two decades now, and in the meantime solo financial advisors have actually become more profitable than ever!

In this week’s #OfficeHours with @MichaelKitces, my Tuesday 1PM EST broadcast via Periscope, we take a deeper dive into the current state of the solo advisor, why it's actually becoming easier to be a successful independent solo financial advisor, and why the coming decade is more likely to be the GOLDEN AGE of solo financial advisors than the death of them!

As a starting point, it is helpful to pause and reflect on the current state of solo financial advisors as they exist today, nearly 20 years after Mark Hurley famously issued his 1999 report forecasting the death of the solo advisor. Because the current industry benchmarking studies reveal some striking trends, including that the best solo financial advisors take home as much hard-dollar cash compensation as the typical partner in a billion dollar advisory firm! In fact, the top solo advisors are keeping in their pocket as much as 70 to nearly 90 cents of every dollar of revenue that they generate, after accounting for all expenses (technology, office space, staff, etc.). In hard dollar terms, the typical standout solo advisor is netting almost $600,000 per year in take-home profits, on $700,000 to $800,000 of total revenue. So to put it mildly, solo advisory firms are not exactly struggling and dying in today’s marketplace! And while these figures are based on about the top 25% of solo firms - so clearly not all solo advisors are doing this well - even the average solo advisor can do very well on much lower levels of revenue with the potential for a 60% to 80% profit margin!

Accordingly, even if costs rise substantially (say, another 10% on overhead), solo advisors would still have ample profit margins to absorb the impact, and top solo advisors could still be taking home nearly half a million dollars a year in take-home pay. Even an advisor generating "just" $250,0000 in gross revenue and running a 60% profit margin would still be taking home $150,000, which is still almost 3 times the median household income in the U.S. Simply put, there’s a lot of room to succeed as a solo advisor, even if costs rise.

Furthermore, it's really not even clear if we should expect costs to rise for solo advisors in the future, as the reality is that the cost of what it takes to operate an advisory firm today compared to 20 years ago has been reduced tremendously, due to technology. Tools that make it more efficient to be a solo financial advisor – scheduling software, rebalancing software, tax updates built into powerful planning software rather than proprietary spreadsheets, account aggregation tools that automatically update financial plans, etc. – have all reduced the costs of being a solo financial advisor, in terms of both time and money. And while 20 to 30 years ago the "best" technology was at the wirehouse firms that had the resources to develop them, today almost all of the best solutions are provided by independent technology firms, and accessible for the average solo financial advisor (because the independent technology provider can achieve economies of scale, which transfers down to the individual advisor using the software!).

With all this being said, I don’t want to be insensitive to the plight of many of today’s solo financial advisors today who are not running 60% (or 80%-plus) profit margins, and are not taking home half a million dollars or more in compensation from their firms. For many solo advisory firms, there is often a complaint with growth that “the business isn’t scaling”, which is typically code for "this isn’t getting any easier as my firm gets bigger, so when are all of these efficiencies coming along?" But the real struggles for solo advisory firms, particularly once they cross about 50 clients, aren't actually the result of being too small to survive, but instead are a result of not having enough focus. Because the reality is that it is time intensive and hard to scale if each client you serve is different and you don't have a clear target market where you can create a consistent solution. But that means the key to success isn't more size and staff and growth... it's finding better focus. Otherwise, growing bigger just makes the problem worse, because you add even more inefficient clients and then throw staff and money at the problem, which doesn’t actually make it more efficient, and just makes you miserable because now you have to manage more and more staff on top of your inefficient business!

However, it's important to recognize that there is one real challenge that solo advisory firms do face in the future: the marketing challenge of getting new clients, and differentiating yourself, given the coming (and even current) landscape of advisory firms. Because while there was a time where just being a comprehensive financial planner was a sufficient differentiator, but that is no longer the case. Solo advisors have to compete with over 80,000 other CFP certificants now, and every major broker-dealer has been making a big push into financial planning for years. And while it is true that solo financial advisors can often still go deeper than those firms, and have more relevant expertise, and be more specialized.... unfortunately, few solo advisors are. Many are still just generalist financial planners. And there is a problem with trying to outmarket a firm that’s 100 or a 1,000 times your size, or even larger, when all you do is the same generalist financial planning advice that they do. Which means focusing and specializing into a niche helps both your client service efficiency and your marketing!

The bottom line, though, is just to recognize that not only is the solo financial advisor not dying… and I’d argue that there’s never been a better time to become a solo advisor, thanks to the rise of the internet and all this amazing technology that allows us to be solo advisors and leverage that technology at a fraction of the cost of traditional staff members. However, the fact that you can be more efficient than ever as a solo won’t help in the future if you can’t differentiate yourself. But when you get all that right, as the benchmarking studies have shown already, solo financial advisors can make an incredible income (sometimes not even working full time!)! Which means being a solo financial advisor can still be amazing... at least, once you have focus!