Welcome back to the 263rd episode of the Financial Advisor Success Podcast!
My guest on today’s podcast is Joyce Franklin. Joyce is the founder of JL Franklin Wealth Planning, an independent RIA based in the San Francisco Bay Area that oversees about $200 million of assets for 40 client families.
What’s unique about Joyce, though, is how she built a true boutique financial advisory firm by serving as a personal CFO for high-profile tech executives, creating loyal relationships by not only helping them leverage their equity awards and stock options and positioning herself as a steward of their wealth with her firm averaging of 71 hours of service work provided to each client every year.
In this episode, we talk in depth about how Joyce started out as a CPA preparing tax returns at Big 4 accounting firms during the tech bubble in the 90s (where she developed her expertise in stock option and equity award planning), how Joyce has intentionally maintained a smaller boutique-style client base to ensure she can provide all of her clients with a deep personal touch (but has recently turned her sights on growing her staff to create a succession plan), and how Joyce continues to execute high-touch comprehensive planning services for her clients while still only charging an Assets Under Management fee.
We also talk about Joyce’s desire to stay away from commission-based products from the very start of her career and how she instead focused on building client trust through expertise-based service (and writing two books in her niche to demonstrate that expertise), how Joyce turned a side business of preparing tax returns in her early days into an independent advisory firm (after realizing her entrepreneurial spirit and passion for financial planning), and how Joyce implements her core values by focusing on every last little planning detail for her clients.
And be certain to listen to the end, where Joyce shares how she realized that, by having a trusted team, she was able to let go of time-consuming tasks and hone in on the bigger picture of her firm, how Joyce motivated herself to become a go-to expert for entrepreneurs and executives building wealth with startups, and how Joyce uses the years of information she gathered through interviewing other advisors to help educate future advisors.
So whether you’re interested in learning about how Joyce provides high-touch CFO services to tech executives, how she helps her clients leverage their equity awards and stock options, or how writing books on her specialty attracts new clients in her niche, then we hope you enjoy this episode of the Financial Advisor Success podcast, with Joyce Franklin.