The Purpose Focused Advisor

In this episode of The Purpose-Focused Advisor, Rob sits down with Joe Moss—author, advisor tech expert, and connector in the financial services space. Joe is on a mission to help advisors navigate the ever-evolving world of technology. Joe has become a trusted resource for financial professionals seeking clarity and confidence in their tech decisions. Joe shares the backstory behind his new book, The Ultimate Advisor Tech Stack 2025, and explains how financial advisors can use it to simplify their tech choices, stay focused, and build more efficient practices. This episode is a masterclass in cutting through noise and making intentional decisions in your business and life.

Key Takeaways: 

• The Power of Learning from Industry Leaders (04:47) – Studying industry leaders leads to valuable insights that highlight the gap between theory and real-world practice.
• From Blog Post to Essential Guide for Advisors (08:52) – Transforming a simple idea into a structured resource helps advisors make better technology decisions.
• Building a Tech Stack That Drives Efficiency and Growth (15:57) – Selecting the right tools rather than accumulating too many ensures efficiency and maximizes impact.
• Avoiding the ‘Shiny Object’ Trap and Staying Focused (22:29) – Limiting focus to a few key initiatives per quarter prevents distractions and leads to meaningful progress.
• Mastering the Art of Saying No for Greater Success (27:25) – Eliminating unnecessary commitments allows for greater clarity, productivity, and personal fulfillment.

Joe Moss: “It’s easy to stay busy and keep grinding—but real growth happens when you slow down, focus, and make the tough decisions that actually move the needle.”

Rob Brown: “The faster we go and the thinner we spread ourselves, the less we work on what truly matters most. Slowing down isn’t weakness—it’s wisdom.”

About Joe Moss: Joe is a prolific writer in the advisortech space and the driving force behind Conneqtor, a platform that connects and builds community for advisors, operators, consultants, and advisortech. He’s the author of The Ultimate Advisor Tech Stack 2025, a practical guide for navigating advisor technology with clarity and confidence. Joe is also the founder of the “Supergrow for Financial Advisors” Skool community and the RIAjobs.io industry job board.

Connect with Joe Moss: 

Website: http://www.advisortechbook.com/ and http://www.conneqtor.org/

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/joemoss-xyz/

Book: The Ultimate AdvisorTech Stack for 2025: https://www.amazon.com/Ultimate-AdvisorTech-Stack-2025-Independent-ebook/dp/B0DV5N6ZRC

Episode References:

• Truest Fan Coaching
• Business Optimization Scorecard

Connect with Rob Brown:

Website: http://truestfan.com/ 

LinkedIn: https://www.linkedin.com/in/truestfan/ 

In this episode of The Purpose Focused Advisor, Rob Brown and Phil Calandra welcome Ari Galper, the world’s leading authority on trust-based selling. Ari brings a radically different approach to sales, shifting away from traditional tactics and instead focusing on building trust. For financial advisors looking to shorten sales cycles and eliminate chasing, Ari’s insights are a game-changer. Advisors who embrace this mindset will stop being seen as commodities and instead become the trusted experts clients turn to with confidence.

Key Takeaways: 

• Trust Comes Before Relationships (03:20) – Building trust must happen first; without it, the sales cycle is unnecessarily long, and prospects remain skeptical.
• The biggest mistake advisors make: Selling too soon (07:00) - Many advisors jump into solutions too quickly, thinking their expertise alone will win clients. Instead, they must diagnose before they prescribe, just like a doctor.
• The power of the right questions (18:00)  - The best advisors don’t focus on facts first, they uncover concerns and priorities by asking deeper questions. Instead of asking, "What are your goals?", try "What are your biggest financial concerns right now?"
• "Doctors don’t do coffee." (28:00) - Advisors should stop treating potential clients like social connections and instead position themselves as professionals with a structured, proven process—just like a doctor wouldn’t grab coffee before diagnosing an illness.
• Ditch the Follow-Up—Ask for Feedback Instead (31:14) – The traditional follow-up approach feels like chasing; instead, advisors should ask for feedback to keep the conversation open without pressure.

Ari Galper: "Your job as an advisor is not to show value—which I know sounds so contrarian to what we've been taught all these years… Your only job is to provide clarity—clarity on the depths of their problem and the impact of it."

Rob Brown: "Truth speaking is a huge part of trust. If you’re beating around the bush, you’re not helping your clients. Be direct, be honest, and guide them to clarity."

About Ari Galper: Ari Galper is the world’s #1 authority on trust-based selling and the founder of Unlock The Sales Game®. Ari has revolutionized the sales world with his innovative “One Call Sale” system, helping businesses shift from a “selling” mindset to a “doctor” mindset so they can create deep trust in every conversation. He’s the author of seven best-selling books, including Trust In A Split Second!, and his work has been featured in Forbes, CEO Magazine, and other prestigious publications. Get ready to learn how to thrive in the “Trust Recession”!

Connect with Ari Galper: 

Get 3 free books: http://thetrustbook.com/ 

LinkedIn: https://www.linkedin.com/in/arigalper/

Episode References:

• Truest Fan Coaching
• Business Optimization Scorecard

Connect with Rob Brown & Phil Calandra:

Website: http://truestfan.com/ 

LinkedIn: https://www.linkedin.com/in/truestfan/ 

In this episode of The Purpose Focused Advisor, Rob sits down with Vance Barse, founder of Your Dedicated Fiduciary (YDF), to explore the critical intersections of financial planning, tax strategy, and advanced wealth management. Drawing from his decade-long experience advising top-tier private wealth teams, Vance shines a light on common yet often overlooked planning gaps—especially between taxes, investments, and estate planning—and shares why proactive collaboration among client advisors is essential. This episode goes beyond standard industry talk and touches on how advisors can blend personal passion and business growth, prioritizing meaningful client relationships and living a life aligned with their values.

Key Takeaways: 

• True financial advice goes beyond managing wealth—it’s about uncovering hidden opportunities that genuinely improve clients' lives (04:50).
• Overlooking details like tax returns is akin to ignoring a roadmap; essential clues to client wellbeing are often hidden in plain sight (05:30).
• Collaboration isn't optional; it's essential. Real value emerges when advisors, CPAs, and estate planners truly unite around the client’s goals (10:45).
• Being a fiduciary isn’t a label—it's a commitment to always choosing the client's best interest, even when no one’s watching (18:20).
• Real success isn't measured solely by financial growth, but by the quality of the life you lead and the impact you have on those you love (32:10).

Vance Barse: "I wake up every day and literally never feel like I'm going to work. It's the greatest honor to help clients live their lives to the fullest."

Rob Brown: "Every day you're writing your autobiography, and it’s either one your kids and grandkids will want to read, or one that's devoid of real purpose and meaning."

About Vance Barse: Vance Barse is a wealth strategist and founder of YDF. Prior to founding YDF, Mr. Barse spent a decade consulting leading private wealth teams on how to allocate their high-net-worth clients’ capital. In that role, Vance saw firsthand that many advisors are often limited in their approach to advanced planning, thus leaving clients underserved. Vance founded YDF with a simple mission: to be authentic, transparent, and have a positive impact on the lives of clients via sophisticated planning and familial unity. The firm dutifully serves 61 families nationwide, and Vance routinely lectures at industry conferences and in financial media.

Connect with Vance Barse: 

Website: http://www.yourdedicatedfiduciary.com/

LinkedIn: https://www.linkedin.com/in/vancebarse/

Episode References:

• Truest Fan Coaching
• Business Optimization Scorecard

Connect with Rob Brown:

Website: http://truestfan.com/ 

LinkedIn: https://www.linkedin.com/in/truestfan/ 

YouTube: https://www.youtube.com/@truestfancoaching

Mark Hansen has spent decades in financial services, evolving from a young advisor into a seasoned professional who now helps advisors manage risk more effectively. In this episode, Mark shares his journey from an analytical engineer to a financial planner and eventually to an asset manager specializing in tactical risk strategies. His work at White Rock Capital Management focuses on active portfolio management, ensuring clients and advisors minimize losses during market downturns while maximizing long-term gains.

Key Takeaways: 

• [03:27] From Engineering to Financial Planning: Mark’s transition from engineering to financial planning was fueled by his analytical mindset and passion for working with people.
• [06:12] The Importance of Discipline: Success in financial advising requires self-motivation, perseverance, and continuous growth.
• [11:11] Managing Risk More Effectively: Mark created White Rock Capital Management to solve a major industry problem—reducing losses during downturns through tactical investment strategies.
• [19:16] Shifting from Clients to Advisors: Mark now coaches and provides solutions to financial advisors rather than individual clients.
• [28:58] Differentiating as an Advisor: Mark challenges advisors to ask, “What makes me different in a crowded industry?” and “Am I truly managing risk effectively for my clients?”

Mark Hansen: "I've always said that with people and their money, it hurts worse to lose money than it feels good to make money."

Rob Brown: "If you’re not careful, you can fall into a sea of sameness. What are you doing to stand out as an advisor?"

About Mark Hansen: Mark is the owner of Hansen & Associates Financial Group, an independent RIA firm, and managing partner of White Rock Capital Management. A Certified Financial Planner (CFP®) since 1989, Mark has dedicated his career to helping clients achieve financial security. Alongside his partner, David Yelle, he co-founded White Rock to provide advisors with proprietary, risk-managed investment portfolios designed to protect and grow client wealth.

Connect with Mark Hansen: 

Website: http://www.whiterockcap.net/

Email: [email protected]

Phone: +19163453555

LinkedIn: https://www.linkedin.com/in/mark-hansen-chfc-cfp-aa263b25/

Episode References:

• Truest Fan Coaching
• Business Optimization Scorecard

Connect with Rob Brown & Phil Calandra:

Website: http://truestfan.com/ 

LinkedIn: https://www.linkedin.com/in/truestfan/ 

YouTube: https://www.youtube.com/@truestfancoaching

In this episode of The Purpose-Focused Advisor, Rob Brown sits down with Eric Scovill, a financial planner and principal at Storehouse Wealth, a Christ-focused multi-family office. Eric shares his unconventional journey from construction to financial planning and how his faith-driven approach has allowed him to serve ultra-high-net-worth families in a deeply impactful way. Eric discusses stewardship, philanthropy, and aligning Christian capital with meaningful investments, offering insights that can transform how advisors think about wealth, purpose, and faith-driven financial planning.

Key Takeaways: 

• The Best Paths Are Often Unexpected (03:15) – Eric never planned to become a financial planner, but faith and a willingness to pivot led him to where he is today.
• Impact Matters More Than Returns (07:43) – Ultra-high-net-worth clients care less about investment returns and more about how they’re using their wealth to make an impact.
• Bold Moves Require Faith (15:16) – Financial advisors shouldn’t be afraid to take bold steps in their business—it’s okay to challenge conventional wisdom and trust God’s plan.
• Real Financial Planning is About People, Not Just Portfolios (28:49) – True financial planning isn’t just about balance sheets—it’s about facilitating difficult but necessary conversations that strengthen families and legacies.
• Aligning Capital with Purpose is a Game-Changer (36:59) – Aligning Christian capital with meaningful projects is one of the biggest opportunities (and challenges) for financial advisors today.

Eric Scovill: "When someone trusts you with their wallet, they tend to trust you with their heart."

Rob Brown: "There’s a real opportunity for financial advisors to make a genuine difference in their clients’ lives—some of that is getting them across goal lines, like retirement, but there’s the ability to go further."

About Eric Scovill: Eric Scovill is the founder of a Christ-focused multi-family office and a partner in a suite of direct investments. With a mission to align faith and finances, Eric is passionate about integrating the whole truth of the Bible into the role of financial planning. Through his work, he strives to cultivate true stewards who approach wealth with a Kingdom-first mindset.

Connect with Eric Scovill: 

Website: http://storehouseassets.com/

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/eric-scovill-financial/

Podcast: Wealth Well Done: https://podcasts.apple.com/us/podcast/wealth-well-done/id1677000993

Episode References:

• Truest Fan Coaching
• Business Optimization Scorecard

Connect with Rob Brown:

Email: [email protected]

Website: http://truestfan.com/ 

LinkedIn: https://www.linkedin.com/in/truestfan/ 

YouTube: https://www.youtube.com/@truestfancoaching

In this episode of The Purpose-Focused Advisor, Rob Brown sits down with Antony Joffe, a leading expert in trust services and the Chairman of Sterling Trustees, overseeing more than $10 billion in assets under administration. Antony shares invaluable insights into how financial advisors can use trusts to protect client wealth, strengthen relationships across generations, and ensure long-term business growth. He highlights the importance of independent trustees and why advisors should consider trust services a key part of their client planning strategy.

• Why Trusts Matter for Advisors (06:51) – Advisors often avoid recommending trusts due to lack of familiarity, but Antony explains how an independent trustee eliminates conflicts and enhances client retention.
• The Power of Separation in Trust Management (09:07) – How dividing trustee, investment, and custodian roles can help advisors retain control while serving their clients’ best interests.
• The 80/20 Rule of Client Retention (11:30) – Antony reveals that advisors retain 80% of assets when they’re in trust but only 20% if they aren’t—making trust planning a major growth opportunity.
• The Hidden Dangers of Wealth Transfers (24:39) – Why trusts provide guardrails to protect heirs from financial missteps, bad investments, and predatory influences.
• Best Practices for Introducing Trust Services (29:51) – Strategies advisors can use to start client conversations about trusts without overcomplicating the process.

Antony Joffe: “If your clients’ assets aren’t in trust when they die, you’ve got about a 20% chance of keeping them. If they are in trust, that jumps to 80%.”

Rob Brown: “Trusts aren’t just about protecting wealth; they’re about creating a legacy that lasts—and for advisors, they’re a game-changer in building long-term client relationships.”

About Antony Joffe: Antony is the Chairman of Sterling Trustees LLC, leading its vision and driving its growth to over $10 billion in assets under administration. With over 15 years in the trust industry, he co-founded WealthHub, a trust administration software, and the South Dakota Trust Association. Previously, he worked in investment banking at Janney Montgomery Scott, advising on mergers, acquisitions, and financial transactions. Antony began his career as an auditor at Coopers & Lybrand and holds an MBA in finance from Temple University and a bachelor’s in accounting from Emory University.

Connect with Antony Joffe: 

Website: http://www.sterlingtrustees.com/

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/antonyjoffe/

Episode References:

• Truest Fan Coaching
• Business Optimization Scorecard

Connect with Rob Brown:

Website: http://truestfan.com/ 

LinkedIn: https://www.linkedin.com/in/truestfan/ 

YouTube: https://www.youtube.com/@truestfancoaching

In this episode of The Purpose-Focused Advisor, we welcome Lia Garvin, the "Team Whisperer," who helps business owners and financial advisors build unstoppable teams through effective communication, clear operational structures, and accountability. Lia shares insights on how financial advisors can transition from "winging it" to leading with clarity, ensuring their businesses are scalable and efficient.

• Winging It vs. Having a Playbook (03:28) – Lia highlights the dangers of improvising leadership and why advisors need structured systems to inspire confidence.
• The Secret Sauce of Leadership (11:07) – Many business owners struggle to define what makes them successful. Lia explains how to identify and scale this "secret sauce" across a team.
• The Power of Daily Stand-Ups (18:21) – Short, structured meetings enhance team communication, create accountability, and prevent inefficiencies.
• The Role of a COO in Scaling (24:32) – Many advisors hesitate to delegate leadership, but a strong COO or operations leader can allow advisors to focus on what they do best.
• Technology Should Simplify, Not Overwhelm (28:07) – Advisors should leverage tech tools strategically, starting with essential needs before adding complexity.
• Creating a Culture of Ownership (35:48) – Building a high-performing team requires clear expectations, structured decision-making, and empowering employees with ownership over their roles.

Phil Calandra: "Most advisors are visionaries, but without a structured framework, they end up endlessly winging it."

Lia Garvin: "Your secret sauce is what makes you great, but if you don’t know what it is, how can you train your team to deliver it?"

Rob Brown: "The way to keep from winging it at the next level is to have a playbook—it keeps you grounded in what works."

About Lia Garvin: Lia Garvin, the “Team Whisperer,” helps business owners and leaders improve team communication, reduce managerial overwhelm, and boost employee performance. She is the 2x bestselling author of The Unstoppable Team and Unstuck, a TEDx speaker, and the host of the top podcast Managing Made Simple. With experience leading team operations at Google, Microsoft, and Apple, Lia is a sought-after expert featured in Inc., Fast Company, ABC News, The Wall Street Journal, CNN Business, Forbes, U.S. News, Harvard Business Review, Yahoo, and TV news.

Connect with Lia Garvin: 

Website: http://liagarvin.com/

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/liagarvin/

Episode References:

• Truest Fan Coaching
• Business Optimization Scorecard

Connect with Rob Brown & Phil Calandra:

Website: http://truestfan.com/ 

LinkedIn: https://www.linkedin.com/in/truestfan/ 

YouTube: https://www.youtube.com/@truestfancoaching

In this episode of The Purpose-Focused Advisor, Rob Brown sits down with financial advisor and entrepreneur Brad Sparks, who shares his journey from geophysics to wealth management, his leap to independence, and how he’s reshaping investment personalization through his innovative tech platform, Pomarium. Brad’s story is one of vision, resilience, and a relentless pursuit of better solutions for advisors and their clients.

Key Takeaways: 

• Breaking Free from Compliance Restrictions (03:01) – Brad shares how the limitations of traditional broker-dealers pushed him toward independence and innovation.
• The Birth of Pomarium (09:37) – After struggling to find a scalable solution for personalized investing, Brad and his partner decided to build their own tech platform.
• Revolutionizing Portfolio Management (14:07) – Most advisors outsource investment management, but Pomarium bridges the gap between personalized strategies and automation.
• Beating Fee Compression with Value (20:44) – Brad explains how advisors can shift fees from fund companies to their own services, increasing revenue while delivering more client value.
• How to Bring a Big Idea to Life (28:37) – Brad’s advice for advisors who want to develop new tools: Start small, test early, and refine as you go.

Brad Sparks: "The idea of improving the (financial planning) industry is something I couldn’t pass up. I love improving the lives of my clients, but improving an industry has the ability to improve the lives of many more people."

Rob Brown: "There is no fee compression for the advisor who is constantly delivering value. However, the value you deliver today needs to be built upon in the future; it can't stay flat."

About Brad Sparks: Brad Sparks has been an advisor for a decade and now runs an independent RIA with his partner Erik Sartin. From their RIA, they launched a tech platform, Pomarium, to make it easy for advisors to unlock personalized investment management in their model portfolios.

Connect with Brad Sparks: 

Website: https://www.getpomarium.com/

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/bradleyasparks/

Episode References:

• Truest Fan Coaching
• Business Optimization Scorecard

Connect with Rob Brown:

Website: http://truestfan.com/ 

LinkedIn: https://www.linkedin.com/in/truestfan/ 

YouTube: https://www.youtube.com/@truestfancoaching

In this episode of The Purpose-Focused Advisor, Rob Brown welcomes Paul G. McManus, author of The Short Book Formula and host of The Influential Advisor podcast. Paul and Rob share how financial advisors can differentiate themselves in a competitive marketplace through authority marketing, writing concise, impactful books, and leveraging podcasts. Discover actionable insights on how to accelerate trust with clients and establish yourself as a leader in your niche.

Key Takeaways: 

• Understanding Authority Marketing (06:49) – Authority isn't about ego; it's about intentionally standing out with expertise and influence.
• The Power of Short Books (10:40) – Writing a short book (12,000–25,000 words) can make advisors more relatable, trusted, and memorable.
• Building Trust Quickly (13:51) – Authority marketing accelerates the speed of trust, making client acquisition smoother and more efficient.
• The Ideal Authority Marketing Sequence (23:41) – Start with writing a book, move to podcast guesting, and then consider hosting your own podcast to build credibility.
• Using Books as a Strategic Tool (29:39) – A book isn't just for royalties; it serves as a tool to create meaningful client relationships and improve conversions.

Paul G. McManus: "The whole impact of authority marketing—it’s not about ego or saying, ‘Hey, I’m great; people know my name.’ Fundamentally, it helps you accelerate the speed of trust."

Rob Brown: "When I talk with advisors about things they’d like to do in their business, the reason they don’t succeed is they haven’t taken the time to be intentional—about creating systems for what they’re setting out to do."

About Paul G. McManus: Paul G. McManus, a best-selling author and authority in the financial services industry, specializes in helping financial advisors become bestselling authors and build authority-based marketing systems to attract ideal clients. He is the author of The Short Book Formula: A Financial Professional's Guide To Writing A Book In Six Weeks To Attract Ideal Clients and the upcoming From Author To Authority: Master LinkedIn, Gain Visibility, and Attract Premium Clients. Paul's expertise in authorship and authority marketing makes him a leading resource for financial professionals seeking to attract high-value clients.

Connect with Paul G. McManus: 

Website: http://moreclientsmorefun.com

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/paulgmcmanus/

Books: https://www.amazon.com/stores/author/B09XKT3F74/allbooks

Podcast: The Influential Advisor: https://podcasts.apple.com/us/podcast/the-influential-advisor/id1472437446

Episode References:

• Truest Fan Coaching
• Business Optimization Scorecard

Connect with Rob Brown:

Website: http://truestfan.com/ 

LinkedIn: https://www.linkedin.com/in/truestfan/ 

YouTube: https://www.youtube.com/@truestfancoaching

In this episode of The Purpose-Focused Advisor, Rob Brown welcomes former professional baseball player turned financial planner, Cole Leonida, for an inspiring conversation about aligning purpose, faith, and financial planning. As a Certified Kingdom Advisor and private wealth advisor at John Moore Associates, Cole shares how his journey from the diamond to the desk has shaped his approach to serving clients with intentionality and authenticity. His dedication to fostering generosity is a testament to leading a purpose-focused practice.

Key Takeaways:

• The Transition from Baseball to Financial Planning (01:18): Cole shares the challenges of redefining himself beyond "Cole the baseball player" and finding purpose in helping others as a financial planner.
• Authenticity in Client Relationships (11:44): "You can’t turn authenticity on and off. Being your true self attracts the right clients and builds stronger relationships."
• Generosity as a Core Metric (22:01): At JMA, generosity is a KPI. The firm celebrates helping clients give away millions of dollars annually to make an impact in their communities.
• Simple Questions to Spark Generosity (46:59): Cole’s game-changing questions—“What’s your giving strategy?” and “What are you passionate about?”—can transform client conversations.
• Intentionality in Life and Work (09:28): Cole emphasizes prioritizing physical, emotional, and spiritual health as the foundation for professional success.

Cole Leonida: "I believe maintenance is a myth. You're either moving forward or moving backward; there’s no such thing as staying the same."

Rob Brown: "When you live out your purpose and align your work with your values, you naturally attract the kind of clients who make your work more fulfilling."

About Cole Leonida: Cole Leonida is a former professional baseball player turned financial planner in Scottsdale Arizona. He is a CERTIFIED FINANCIAL PLANNER™, Certified Private Wealth Advisor, and Certified Kingdom Advisor. Cole is passionate about simplifying complex financial decisions by looking at the whole picture and serving our clients through a Biblical lens. He is always searching for ways to help clients utilize their wealth to make a meaningful impact on their communities. Prior to his career coaching people on their finances, Cole spent six years playing professional baseball and continues to have a lifelong love of the sport. Outside of the office, you’ll find him golfing, working out, and spending time with his wife and sons.

Connect with Cole Leonida: 

Website: http://www.johnmoore.com/

Email: [email protected]

LinkedIn: https://www.linkedin.com/in/cole-leonida/

Kingdom Advisors: https://kingdomadvisors.com/

National Christian Foundation: https://www.ncfgiving.com/

Episode References:

• Truest Fan Coaching
• Business Optimization Scorecard

Connect with Rob Brown:

Website: http://truestfan.com/ 

LinkedIn: https://www.linkedin.com/in/truestfan/ 

YouTube: https://www.youtube.com/@truestfancoaching