The Power of Niche

The Challenge

Cathy Curtis didn’t start her career in financial planning—far from it. She transitioned from the food and grocery industry nearly 24 years ago, driven by a passion for helping people take control of their financial futures. As the founder of Curtis Financial Planning, a solo RIA based in Oakland, California, Cathy set out to build a firm that provides high-touch, comprehensive financial planning and investment management.

From the start, Cathy recognized a huge gap in the industry: while most firms cater to couples and families, women who are single, heads of household, and breadwinners often lack a financial sounding board. Many of these women face unique financial challenges, from tax planning to retirement strategies, and need a trusted guide to help them make confident decisions. Cathy’s challenge was twofold: serve this niche in a meaningful way while also building an efficient, scalable solo practice.

The Solution

As an Emerald Member with XYPN, Cathy Curtis has built a thriving solo RIA firm by designing a service model that keeps things personal while running efficiently. With XYPN’s supportive network and innovative tools, she’s refined her approach and grown her impact. Here’s how she makes it work:

• Focused on a Niche That Matters: Cathy’s firm is dedicated to serving single women who value financial independence and want an advisor who truly understands their needs. By narrowing her focus, she offers highly personalized advice on taxes, investments, and major financial decisions.

• A Client Experience That Feels Personal: From day one, Cathy ensures clients feel supported. She meets with new clients frequently in the first year to build a complete financial picture. After that, she transitions them to a structured schedule: a spring financial check-in and a fall tax planning meeting.

• Tax Planning That Makes a Difference: Tax planning is a core part of Cathy’s services, not an afterthought. She leverages Holistiplan, a leading tax planning tool, to assist clients with inherited IRAs, Roth conversions, and tax-efficient withdrawals. Her proactive approach leads to real tax savings and long-term financial benefits.

• Clear, Straightforward Pricing: Cathy has refined her fee model over time, ultimately landing on an AUM-based structure that reflects the comprehensive planning and investment management she provides. She’s transparent about pricing, helping prospects understand the full value of her services.

• Managing Investments Herself: While many advisors outsource portfolio management, Cathy chooses to keep it in-house because she genuinely enjoys it. She uses XYPN-recommended tech like eMoney for planning, Kwanti for analysis, and Orion for performance tracking. By outsourcing account administration, she can focus on the aspects of investment management she loves.

• Paying It Forward: Cathy is passionate about supporting the next generation of advisors, particularly women. Through mentorship and mastermind groups—including those within XYPN—she helps new advisors grow successful, independent firms. She encourages them to embrace technology and build efficient, client-centered practices.

The Results

As of April 2024, Curtis Financial Planning managed around $120 million in AUM across 70+ client households. As an Emerald Member with XYPN, Cathy Curtis has leveraged the network’s resources, support, and technology recommendations to refine her niche-focused, process-driven approach—building a thriving, fulfilling practice while delivering deep value to her clients.

Through her success, Cathy exemplifies how solo RIAs can not only thrive but also shape their businesses on their own terms. With XYPN's guidance and a strong community of like-minded advisors, she has demonstrated that focusing on a well-defined niche, adopting the right technology, and setting clear boundaries can lead to both profitability and personal satisfaction. Her journey serves as inspiration for other independent advisors, proving what’s possible when you intentionally design your firm for success.

Listen in to Cathy's full story in this episode of XYPN Radio.