XYPN Speaker Guide
Hello! We’re XYPN…
Founded in 2014, XY Planning Network (XYPN) makes it possible for fee-for-service financial advisors to run the independent firm of their dreams with complete autonomy.
XYPN is made up of a growing network of more than 1,800 independent, fee-for-service firms that are changing the face of the financial planning industry. XYPN supports its members through ongoing advocacy, à la carte access to customized education, training and resources, curated technology, and hands-on compliance support. In addition, there is a vibrant member community and all the operational and client support services needed for an RIA to succeed profitably.
…and We’re Changing Financial Planning for the Better
XYPN founders, Michael Kitces and Alan Moore, saw a need to do financial planning differently. Together, they developed XYPN to make financial planning more accessible by creating a turnkey advice and planning platform that supports and empowers financial advisors to serve whomever they want, however they want.
Our Mission: Help People Live Their Great Lives
Our mission is to provide a business-ready solution for solo, boutique and enterprise firm owners to create their dream business and service next-gen clients. Hundreds of financial advisors have already joined the movement to build thriving firms of their very own, the XYPN way.
Everyone Deserves Trusted Financial Advice
Supporting and advocating for the fiduciary standard is part of the XYPN mission. That's why XYPN fights for the fiduciary standard of excellence and the establishment of regulation in the consumer’s best interest. Spearheaded by XYPN co-founder Michael Kitces, XYPN filed suit against the SEC to challenge Regulation Best Interest for holding broker-dealers to a less stringent standard of care when delivering financial advice.
Discover the Missing Element for So Many Financial Advisors
For many financial advisors, one of the greatest challenges is finding “their people.” XYPN offers member advisors what’s often a missing-but-crucial piece of the puzzle for financial professionals — a community.
Why XYPN Should Make Your Next Event’s VIP Guestlist
The financial planning industry is changing, and XYPN is the leading voice on how to navigate and be successful in this ever-evolving landscape. We’ve built an end-to-end training and resource program that provides a clear path to success—no matter where members are in their firm journey. By streamlining the start-up process, we ensure members have the best possible chance of long-term success by helping them implement their business plans and begin to grow their practice. We offer the tools and support financial advisors need to run their businesses, such as our awesome tech stack with preferred vendors and member-only discounts. And when it’s time to grow, our business coaches are available and ready to help members create a plan to meet their goals. Not to mention, our community of other financial advisors is there to support and cheer for each other every step of the way.
XYPN Membership by the Numbers
One of the best parts of being an XYPN member (besides our community)? The numbers! At XYPN, we are committed to championing a culture where every member can come as they are and get exactly what they need to succeed profitably.
- 1,800+ members (and growing every day)
- 13% multi-advisor
- <1% Average Churn Rate
- 10% unregistered
- 16 Founding Members
- 41 Average Age
- 22% Women
- 69% CFPs
- 15% BIPOC
- >1.3M Podcast downloads
- 21,000 Advisor Newsletter reach
Meet Your Next Speaker
Our team of experts is ready to headline your next event. We are approachable, engaging, and passionate about what we do. Each member is excited to share their expertise, discuss successes and lessons learned along the way, and provide insights and tactics from their path to success. We are bringing proven advice to the next generation of financial planners and helping them live their great lives.
“I’ve been accused of a lot of things since starting XYPN. ‘Being dull’ isn’t one of them.”
Alan’s entrepreneurial journey began in 2012. Fired from a big firm, he decided to venture out independently. While building his own practice, he saw a need for change in the industry and took it upon himself to disrupt the financial planning landscape—for the better. With peers unable to serve clients how they wanted (because, big firm), and other friends wanting those services but unable to qualify without assets to manage (because again, big firm), the solution was forged: offer fee-for-service financial advice that is affordable and profitable. Driven by a passion to share his industry-disrupting success, Alan put his business-building smarts and experience into launching XY Planning Network (XYPN) with co-founder Michael Kitces.
Today, XYPN is the leading financial planning platform dedicated to helping fee-for-service advisors launch, manage, and grow their own financial planning firms with complete autonomy. So far, over 1,800 members have enjoyed his recipe for successful independence. When he’s not starting companies or hosting XYPN Radio, one of the largest podcasts for independent financial advisors, Alan lives openly as a self-proclaimed CrossFit junkie and dedicated snowboarder, a skill he is already passing along to his three young children.
Alan has been recognized by:
- Investment News as a top “40 Under 40″ in financial planning
- Wealth Management as one of “The 10 to Watch in 2015″
- The first recipient of the NAPFA Young Professional Award in 2015
- Inc. 5000 has named XYPN one of the fastest-growing companies in America for the last 5 years.
Alan frequently speaks on technology, marketing, and business coaching. He has been quoted in publications including The Wall Street Journal, Forbes, and The New York Times.
Fun fact: Alan also started AdvicePay, the first and only compliant payment processor for financial advisors.
Session Options
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Prepare to launch your own financial planning firm with confidence knowing you’ve learned from a leader with proven success. Join XYPN CEO & Co-Founder Alan Moore as he maps the multitude of known and unknown steps and decisions advisors need to think through before becoming financial planning firm owners.
Together you’ll cover:
- What type of firm you want to build & why
- Pre-registration considerations
- Determining your ideal client & fee structure
- The importance of a niche
- Figuring out your financial runway
Complete with a roadmap for advisors with dreams of independence. The destination? Successful firm ownership.
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If you were diagnosed with a rare disease, would you go to a general practitioner in town or find a doctor specializing in cases like yours? Similarly, smart consumer clients seek out advisors who offer specialized services reflective of their unique needs. Differentiating yourself based on a niche will grow your business faster and make you happier.
Positioning your firm in your target market as “the only firm that offers your “what” to your “who”—e.g.: the only firm that offers financial and tax planning services to traveling nurses—increases visibility amongst your target customers. It also streamlines your services and allows you to serve exactly who you want, how you want.
To determine your niche and understand how to leverage it best, we’ll explore:
- The importance of establishing a target market
- There’s a gap in the market — but is there a market in the gap?
- How to fill in your “what” and “who” to determine your niche
- Examples of financial advisors who successfully serve a niche market
- Ways to leverage a niche to grow a financial planning firm quickly
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Eligible for CFP® CE Credit
The financial planning industry is changing rapidly. All too often, busy professionals and entrepreneurs running firms spend so much time focused on their day-to-day tasks and operations that they can’t stay on top of new trends shaping the industry, let alone prepare for future firm success.
Examine the future of financial planning and 5 industry trends that are critical components to running a successful financial planning firm, including:
- Changing demographics of advisors
- Changing demographics of clients
- Technology
- Crisis of differentiation
- Evolving business models
"Ride your own ride. This is your journey, your business."
XYPN Executive Business Coach, Arlene Moss, helps fee-for-service financial planners get out of their own way in order to grow their practices. Her speaking engagements are filled with humor, wisdom, honesty, and tough love—exactly what you’d expect from someone who genuinely cares about those she serves.
With over two decades of industry expertise, a knack for making meaningful connections, and a deftness for breaking emotional and mental barriers, attendees leave her sessions enlightened, inspired, and excited to put their pages of notes into action.
Making audiences laugh while they learn is one part of her secret sauce. Another is her ability to be real with her audience in a way that makes them feel seen, heard, and at ease. Her practical tips and tools feel grounded in proven success and tailor-fit to their needs. We double-dog dare anyone not to love and appreciate Arlene after spending minutes—or if you’re lucky, an hour—with her.
Arlene has spoken at NAPFA, Schwab, Jolt!, XYPN LIVE, ACP, CalCPA, and FPA Houston and held a 2-day seminar for Texas Tech. She’s appeared on Kitces Office Hours, FiComm New Skool, and Carson Group Framework podcasts, and contributed to NAPFA Magazine. When she isn’t mentoring others, she enjoys traveling and riding bikes—either tandem with her husband or on the e-bike she fondly calls Viola.
Session Options
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Niches can revolutionize your financial planning practice. As you've probably heard, and the statistics back it up, honing in on a specific target market allows you to charge higher fees, operate more efficiently, and focus on serving those you want to help in your own unique way.
In this session, we'll dive into the process of assessing your current client base to strategically narrow your focus. By doing so, you'll not only enhance your enjoyment of the work you do but also boost your revenue and overall business efficiency, ultimately leading to increased profitability. This session will explore how to identify and capitalize on the right niche that aligns with your passions and expertise, ensuring you thrive in your financial planning journey.
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Don’t worry; no trust falls or blindfolds in this session. Learn the secrets of creating a welcoming corporate culture and nurturing your teammates to strengthen your business, reduce turnover, and create an efficient and resilient team. We’ll cover communication, team structure, and professional development with some team-building ideas for good measure.
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Arlene Moss shares considerations and strategies for moving from commissions into the fee-for-service world of financial planning. We’ll explore fee structure options, how to map them to your current revenue, and messaging for your clients. You’ll leave this session understanding what steps you need to take as well as what works and what to watch out for as you begin your transition to fee-for-service planning.
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Arlene excels at facilitating lively, honest conversations sure to deliver insights and takeaways that move the needle. Although she moderates all panel discussions in a highly entertaining and engaging way, some favorite topics include:
- Finding and Maximizing Your Niche
- Fee Structure
- Marketing
- Self-care/Mental Health in Financial Planning
- Client Service Styles and Scheduling
- Women & Diversity
“A sustainable compliance program is as much about efficiency as it is about effectiveness.”
Travis has been with XYPN for seven years and currently serves as the Managing Director of XY Compliance Solutions. He leads a team of committed compliance professionals to help both new and established fee-only financial planners run a successful and compliant RIA. Travis leverages his experience over the past decade to support the development and delivery of the organization’s RIA compliance education, consulting offerings, and other compliance resources available to its members.
Prior to joining XYPN, Travis established his operations and compliance knowledge, working as an investment and operations manager. He provided support and insights in the areas of RIA compliance, portfolio management and investment research. He also learned the art of client onboarding and account service, honing his ability to take complex terms and regulations and make them easy to understand for any audience.
His passion for compliance programs extends beyond XYPN. Travis is known for his advocacy work, joining forces with Michael Kitces to meet with state regulatory boards.
Session Options
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Staying caught up and proactively managing a compliance program as CCO (and for many, also as the lead advisor and principal of the firm) can feel like a substantial burden when building and running a business. Much of this stems from the need to interpret vague or complex regulations and figure out how it applies to your firm.
In this session, Travis explains how to think about compliance from the start so you can develop an efficient and effective compliance program that requires minimal maintenance as your firm grows. For established advisors, this session will also discuss how to go about reviewing and refining your compliance program to get and stay caught up while simplifying the process moving forward.
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A discussion of how to effectively stay up-to-date and informed on the regulations that govern your firm.
TL;DR? Not anymore! It’s no secret that most advisors are never too excited about reading the latest rule proposals, model rules, or final regulations from NASAA, the SEC, or the various states. New regulations are often as long as many books and are much less engaging to read — let alone understand its potential impact on your firm without spending a substantial amount of time on it or engaging with a compliance expert. In this session, Travis explains how to stay informed on the regulatory landscape, review key components of regulation, guidance, or model rules that may impact your firm, and where to seek out reputable summaries of regulation coming down the line and what the expectations of advisors are in these areas.
“Life is best lived in alignment. I’ve seen that when people are called to this profession, they not only find more alignment, but they promote it in others.”
As XYPN’s first employee and XYPN Radio’s co-host, Maddy Roche has seen, heard, and helped thousands of financial planners during every phase of their entrepreneurial journeys. For almost 10 years, XYPN members have looked to Maddy to buoy them with her unparalleled energy, expertise, and compassion. In doing so, she has become one of the most sought-after resources for members seeking motivation and mentorship to meet the demands of entrepreneurship.
In her previous role as XYPN’s VP of Getting Shi!t Done, she helped build and lead the departments that deepen XYPN’s membership value. Today she brings that expertise directly to those seeking help to launch and grow their RIAs as an Executive Business Coach. Maddy also employs her experience history as a public speaking coach to help advisors develop the confidence they need, find their authentic voice, and align their unique qualities with strategies that will drive success.
As the emcee of the annual XYPN LIVE National Conference, she is responsible for bringing the energy of XYPN’s movement to life. No one commands or sets the stage the way Maddy does—just ask the hundreds of attendees who’ve named her as a fan favorite.
Session Options
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Key components to a human-centric meeting experience
Among all the initial touchpoints with a potential client, there’s nothing like the first impressions made during the initial meeting. The energy you bring, the tone you set, and the clarity you provide during this meeting will either work for or against you when building an authentic relationship.
So why not prepare to execute with purpose?
This session equips you with powerful tactics you can use before, during, and after prospective meetings to maximize their effectiveness - from embracing a brand voice to internalizing your meeting structure. Learn the benefits of leveraging signposts to provide clarity to your prospect and offer ideas on how to humanize your client calendar.
If you’re in your first year or two of building your client base, don’t miss these meeting opportunities to make purposeful connections with your prospect, and to leave a lasting impression.
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Get ready to challenge some of your core beliefs about the financial services industry, and be invited to think bravely about your future in it! In this session, Maddy presents the most common misconceptions about starting an RIA, many of which she outlined in one of XYPN’s most popular blogs. With years of experience helping advisors transition into the fee-only, independent RIA space, Maddy has heard nearly every myth out there: “You need to be affiliated with a BD to be a financial planner,” to “You need $100 million under AUM to start your own firm.” These false myths perpetuate a stigma about entrepreneurship that keeps advisors from reaching their full potential. As she works through the myths, she’ll give example after example of how XYPN advisors realized that entrepreneurship was not only right for them, but accessible as well.
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As the former host of XYPN Radio, Maddy is an expert at asking the right questions and setting the tone for an interview. If you’re interested in presenting an engaging conversation with one or multiple stakeholders and speakers, Maddy will collaborate with you to create the best story for the interview and ensure each attendee walks away with new ideas, insights, and energy.
Her favorite topics include:
- Entrepreneur experiences
- Diversity in the financial services industry
- Motivation, burnout, and mental health
- Client acquisition and service
- Team management and development
- Team culture and core values
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As an emcee of your event, Maddy promises to deliver a captivating and engaging experience for your attendees — setting a tone that is appropriate and memorable. Maddy thrives on stage, bringing energy to every room she enters, and her CV includes the XYPN National Conference, XYPN LIVE, and TedX Bozeman.
“If your SEO happens in a vacuum, it sucks.”
Great marketing and Great SEO are the same thing, to Sam McCue. You can’t have one without the other. Sam has been with XYPN since 2021 making sure the bones of the marketing strategy can stand the test of time.
Prior to joining XYPN, Sam has championed marketing strategy at startups, global companies, and everything in between; including Oracle, Cisco, SmartBug Media and more. This exposure has given him a good perspective on the “need to haves” and the “nice to haves” in marketing.
Session Options
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Whether you embrace the technical side of marketing with both arms or at arm's length, the fact remains: leveraging it in your RIA marketing plan will bring you long-term gains. So how does a fee-only financial advisor (who probably prefers financial planning to marketing) go about creating and implementing higher-impact RIA marketing strategies? (Hint: it has three letters) You guessed it—Search Engine Optimization (SEO) is the undeniable winner when it comes to connecting you with your niche in the most relevant way.
In this session, Sam McCue explains how SEO applies to RIA owners and offers practical, applicable ways to SEO financial planning businesses—including the boxes that need to be checked to make sure Google doesn’t leave financial advisors in the dark!