Kevin Knull Headshot

Kevin Knull, CFP®

Exploring Advice

Chapters 1-4


As a highly sought after thought leader in the financial services industry, he works with firms of all types to help them better prepare clients for retirement through financial planning. He has held key leadershop roles in multiple financial services companies. Knull is a Certified Financial Planner™ practitioner, a vertan and a graduate of the United States Coast Guard Academy.

Luis A. Aguilar Headshot

Luis A. Aguilar

Former Commissioner
U.S. Securities and Exchange Commission

Chapter 5 | A Client's True Partner


Luis A. Aguilar served as Commissioner at the U.S. Securities and Exchange Commission (SEC) from July 2008 through December of 2015. As the eighth longest-serving Commissioner in SEC history, Aguilar is one of three Commissioners to have been nominated by two U.S. Presidents from two different political parties. Aguilar’s distinguished business and legal career prior to his appointment includes serving as general counsel at Invesco, Managing Director for Invesco Latin America and President of one of Invesco’s broker-dealers, as well as, tenures at some of the country’s most prestigious law firms. He is known for working to modernize the SEC’s rules and focusing on cybersecurity.

Bill Bachrach Headshot

Bill Bachrach, CSP, CPAE

Chairman and Chief Executive Officer
Bachrach & Associates, Inc.

Chapter 6 | Advice: A Recommendation of Action


Bill Bachrach is a financial services industry thought leader, keynote speaker, author and trainer. Books authored by Bill include his latest eBook: The Confident Advisor: How to Thrive in the New World of DOL Fiduciary Standard, Digital Advisors, and the 5 Other Critical Industry Disruptions, along with previous industry best-sellers: Values-Based Financial Planning: The Art of Creating and Inspiring Financial Strategy, Values-Based Selling: The Art of Building High-Trust Client Relationships, High-Trust Leadership: A proven system for developing an organization of high-performance financial professionals and It’s All About Them.

Bill Benjamin Headshot

Bill Benjamin

Chief Executive Officer
U.S. Bancorp Investments

Chapter 7 | A Noble Profession


As CEO for U.S. Bancorp Investments, Bill leads a national team of wealth management profes- sionals specializing in investment management, financial planning and insurance services. Bill’s 25 years of wealth management and sales experience span key roles at Piper Jaffray, UBS and IBM.

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Marty Bicknell

Chief Executive Officer
Mariner Wealth Advisors

Chapter 8 | The Sleep at Night Rule


As the founder and chief executive officer of Mariner, the parent company of Mariner Wealth Advisors and Montage, Marty Bicknell is a recognized leader in the field of financial prob- lem-solving for companies, closely-held family businesses, executives and entrepreneurs. At A.G. Edwards, Marty spent 15 years as a leader providing customized wealth management solutions.

Catherine Bonneau Headshot

Catherine Bonneau

Chief Executive Officer
Cetera Investment Services

Chapter 9 | Advisors as Financial Coaches


Catherine Bonneau joined Cetera Investment Services in January 2006 as COO and currently serves as president and CEO. Her field tenure of over 30 years has been centered in retail finan- cial services with an emphasis on the high net worth market. Catherine has held senior positions at ING Trust USA, BankBoston (now Bank of America), Bank of New York and Citibank.

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Brent R. Brodeski, MBA, CAP, CFP®, CFA®, AIFA®

Chief Executive Officer
Savant Capital Management

Chapter 10 | Growing and Sharing the Pie


Brent Brodeski brings more than 25 years of experience to his role as CEO of Savant Capital Management. Brent is the co-founder and past president of the industry association Zero Alpha Group (ZAG) and the co-founder of boutique industry group Alliance for RIAs (aRIA). Brnt is regularly featured in local, industry and national media.

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Joel P. Bruckenstein, CFP®

Technology Tools for Today (T3)

Chapter 11 | Planning: A Meeting of the Minds


FinTech consultant, author and journalist Joel P. Bruckenstein, CFP®, is the Publisher of the T3 Tech Hub ( He is a frequent contributor to financial planning publications and was the Senior Technology Editor at for six years. Joel, a practicing financial planner for many years, brings together the needs of financial services together with technology tools in the Annual T3 Enterprise Conferences.

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Mercer Bullard

Founder and President Fund Democracy, Inc.
Butler, Snow, O'Mara, Stevens, and Cannada Lecturer
University of Mississippi School of Law

Chapter 12 | The Fiduciary Standard: A Predicate for Prudent Advice


Mercer Bullard, president and founder of Fund Democracy and a securities law professor at the University Of Mississippi School Of Law, has over 25 years of regulatory experience. Prior to founding Fund Democracy, Mercer was an Assistant Chief Counsel in the SEC's Division of Investment Management. His legal experience spans private roles and public posts, including as an attorney in the investment management practice of Wilmer, Cutler & Pickering and as a clerk for Judge Will Garwood, U.S. Court of Appeals, Fifth Circuit.

Ryan Caldwell Headshot

Ryan Caldwell

Founder and Chief Executive Officer

Chapter 13 | The New Advocacy Reality


Ryan Caldwell founded MX in 2010. As its CEO, he directs MX’s strategic vision and leads its talent. While still in college, Ryan founded and developed multiple Internet and tech businesses and drove them to multi-million dollar exits. His experience spans mergers and acquisitions to consulting with companies from small startups to large Fortune 500 companies throughout the U.S., Singapore and London.

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Mark S. Casady

Chairman and Chief Executive Officer
LPL Financial

Chapter 14 | Understanding Money Relationships


Mark S. Casady leads LPL Financial as chairman and CEO. He has over 30 years in the finan- cial services industry and brings significant leadership experience to LPL. Prior to joining LPL, Mark held senior level positions at Deutsche Asset Management, Americas - formerly Scudder Investments, Concord Financial Group and Northern Trust.

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Caroline Dabu

Vice President and Head, Enterprise Wealth Planning
BMO Financial Group

Chapter 15 | Coaching for the Financial Marathon


Caroline Dabu, Head of BMO Financial Group’s Wealth Planning Group, has more than 20 years of experience in the investment industry. She leads a team of professionals across Canada and the U.S. who provide wealth planning solutions and services. As a regular spokesperson in the media, Caroline focuses on financial and retirement consumer trends and behavior.

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Marco De Freitas

Managing Director, Head of Retail Products & Strategy
TD Ameritrade

Chapter 16 | Driving Engagement with Choice and Voice


Marco De Freitas is responsible for managed products, mutual funds, ETFs, fixed income, retire- ment, cash management, margin, annuities and workplace solutions in his role as Head of Retail Products and Strategy. He also leads the Strategy and Analytics team for TD Ameritrade’s Retail Business serving individual investors. Marco has over 23 years of experience in financial services.

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Lule Demmissie

Managing Director, Investment Products and Guidance
TD Ameritrade

Chapter 16 | Driving Engagement with Choice and Voice


Lule Demmissie is responsible for product development and management of investment prod- ucts and retirement. She has extensive expertise in investment management, modern portfolio theory, financial planning issues and general retirement matters. Her prior experience spans analytical, financial consulting and program/product development through Morgan Stanley, Merrill Lynch and JP Morgan.

Dean Deutz Headshot

Dean Deutz, CFP®

Vice President, Wealth Initiatives Senior Manager
RBC Wealth Management, U.S.

Chapter 17 | Stewardship for Clients and Advisors


As vice president and Wealth Initiatives senior manager, Dean Deutz brings over 26 years of experience to RBC Wealth Management. Dean has led the development of RBC proprietary analysis tools and provides comprehensive wealth management advice to high net worth clients. He has previously served in senior roles at KPMG and Deloitte & Touche.

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Harold Evensky, CFP®, AIF®

Evensky & Katz / Foldes Financial

Chapter 18 | The Human Element of Financial Planning


Harold Evensky, co-founder and chairman of Evensky & Katz/Foldes Financial Wealth Management, has been a leader in the financial planning and investment industry for over 30 years. He shares his extensive experience and knowledge as Professor of Practice at Texas Tech University and is an internationally recognized speaker. Harold is the author of Hello Harold and Wealth Management: The Financial Advisor’s Guide to Investing and Managing Client Assets, and co-editor of The Investment Think Tank: Theory, Strategy, and Practice for Advisers and Retirement Income Redesigned - Master Plans for Distribution.

Chris Flint Headshot

Chris Flint

President and Chief Executive Officer

Chapter 19 | Advancing Consumer Empowerment


Chris Flint leads ProEquities as president and CEO with the strength of over 20 years in the financial services industry. As the president of Lincoln Financial Securities and the head of Lincoln Financial Network Advisor Recruitment and Acquisition Strategies (2006-2015), Chris became known for his strategic and innovative approach to growth and his ability to develop deep relationships.

Deborah Fox Headshot

Deborah Fox

Founder and Chief Executive Officer
Essential Planners, Fox College Funding and AdvisorTouch

Chapter 20 | Silos Prevent and Optimized Plan


Deborah Fox has been a practicing financial advisor for almost three decades. She developed, utilizes and teaches an innovative “integrated financial planning” process that hundreds of other advisory firms have adopted. Deborah is regularly quoted in national and industry publications and is a frequent presenter at industry conferences.

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Mary Beth Franklin, CFP®

Contributing Editor

Chapter 21 | The Broken Three-Legged Stool


As a contributing editor, Mary Beth specializes in retirment income, Social Security issues and Medicare as well as writing a regular column covering a variety of retirement-related issues. Starting out as a Congressional reporter over 30 years ago, she has written a weekly personal finance column for retirees as a syndicated columnist and has been a senior editor for Kiplinger's Personal Finance. Mary Beth is the author of Maximizing Your Clients' Social Security Retirment Benefits.

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Scott Hanson, CFP®, CFS®, ChFC®

Founder and Chief Executive Officer
Hanson McClain

Chapter 23 | Looking at Retirement Differently


Scott Hanson, senior partner and fonding principal of Hanson McClain Advisors and the Hanson McClain Retirement Network, is a nationally-recognized financial expert focused on providing education and independent investment advice. He is the author of Money Matters: Essential Tips & Tools for Building Financial Peace of Mind and the co-author of Investment Advisor Marketing: A Pathway to Growing Your Firm and Building Your Brand. For over 20 years, Scott has co-hosted Money Matters, a weekly radio program also available via podcast..

Patricia Houlihan Headshot

Patricia Houlihan, CFP®

President and Chief Executive Officer
Houlihan Financial Resource Group, Ltd.

Chapter 24 | Be an Advisor, Not a Judge


Patricia Houlihan brings over 30 years of corporate and personal financial planning experience to her role as president and CEO of Houlihan Financial Group. For over 15 years, Patti taught investment and financial planning and co-authored the Dalton CFP® Examination Review Case Exam Book. She was the presenter of the weekly television series The Washington Forum on Financial Planning and the host of the PBS series The Financial Advisors. She has also been featured on national TV and in national and industry publications.

Michel E. Kitces Headshot

Michael E. Kitces, MSFS®, MTAX, CFP®, CLU®, ChFC®, RHU, REBC®, CASL®

Director of Wealth Management, Pinnacle Advisory Group
Publisher, Nerd's Eye View

Chapter 25 | Lemons in Financial Advice


Michael E. Kitces is a partner and the Director of Wealth Management for Pinnacle Advisory Group. Michael is the co-founder of XY Planning Network, New Planner Recruiting and FA Bean Counters, the former Practitioner Editor of the Journal of Financial Planning and publisher of the financial planning industry blog “Nerd’s Eye View” at, dedicated to advancing knowledge in financial planning. He is a national speaker and has co-authored several books.

Ron Kruszewski Headshot

Ron Kruszewski

Chairman and Chief Executive Officer

Chapter 26 | The Emotional Quotient Is Critical to Investing


Ron Kruszewski is Chairman of the Board of Stifel. He joined the firm as Chief Executive Officer in September 1997. Ron serves on the Board of Directors of Securities Industry and Financial Markets Association (SIFMA) and was appointed by the St. Louis Federal Reserve Board of Directors to serve a one-year term on the Federal Advisory Council for 2016.

Jeff Magson Headshot

Jeff Magson, CRPC®

Executive Vice President, Client Experience Officer
1st Global

Chapter 27 | The Science and Art of Great Financial Planning


In his role as Executive Vice president, Client Experience Officer, Jeff partners with more than 350 1st Global-affiliated firms across the nation to establish, expand and evolve their revenue streams within securities, insurance and advisory platforms. He draws on over 20 years of expe- rience from various roles, including financial advisor, strategic firm development and advisor leadership roles with Ameriprise Financial and 1st Global.

Frank McAleer Headshot

Frank McAleer, CIMA®

Director, Retirment Solutions
Raymond James

Chapter 28 | Life Advisors: Connecting a Family's Life and Financial Decisions


Frank McAleer brings 29 years of industry experience to his role as Director of Retirement Solutions. He leads efforts to address the evolving retirement needs of clients with effective tools, resources and education. Frank has held sales and marketing leadership positions at Janney Montgomery Scott, Merrill Lynch and Fidelity.

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Dan McGrath

Jester Financial Technologies

Chapter 29 | The Challenge of Health Care Costs in Retirement


Dan McGrath is the co-founder of Jester Financial Technologies, which helps financial profes- sionals address the costs associated with health in retirement. He has broad experience in finan- cial services and training, is a national speaker on the impact of health care costs in retirement and is the author of What You Don’t Know About Retirement Will Hurt You! and Medicare: a practical guide to understanding your health coverage in retirement.

Dale Niemi Headshot

Dale Niemi

President and Chief Executive Officer
BancWest Investment Services

Chapter 30 | The Component Approach of Financial Planning


Dale Niemi leads teams that work with clients on retirement and investment needs as President and CEO of BancWest Investment Services. With over 20 years of experience, he previously served as Bank of the West Senior Vice President - Private Client Services Regional Manager and as Vice President, Regional Trust Manager at Wells Fargo Bank.

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Chris Scott-Hansen

Head of Retirement
Morgan Stanley

Chapter 31 | A Purposeful Plan


Chris Scott-Hansen is a managing director of Morgan Stanley Wealth Management in Investment Products & Services based in New York City. As Head of Retirement, this includes financial planning, insurance, annuities, trust services and the overall individual retirement account business of the firm. Chris spent 18 years with Morgan Stanley in the advisory and asset management space.

Rose Palazzo Headshot

Rose Palazzo

Head of Retirement
Morgan Stanley

Chapter 31 | A Purposeful Plan


Founded in 1935 in New York City, Morgan Stanley operates in 43 countries and specializes in providing personalized boutique-like attention and service through the creativity of top finan- cial professionals and global resources. The firm focuses on individuals, companies, institutions, and governemtn agencies providing a wide range of investment banking, securities, wealth management and investment management services.

Alex Potts Headshot

Alex Potts

President and Chief Executive Officer
Loring Ward Financial and SA Funds — Investment Trust

Chapter 32 | Understanding the Patient


With over 26 years of experience, Alex Potts leads Loring Ward as president and CEO help- ing financial advisors deliver a positive wealth experience for their clients. Alex started SA Funds, Loring Ward Securities, and served in key leadership roles of LWI Financial, Inc. and RNP Advisory Services. He is a contributing author of The Wealth Solution: Bringing Structure to Your Financial Life.

Knut Rostad Headshot

Knut A. Rostad

Founder and President
Institute for the Fiduciary Standard

Chapter 33 | It's Just Common Sense: Disinterested Advice Is the Foundation of "Good Advice"


Knut A. Rostad is the founder and president of the nonprofit Institute for the Fiduciary Standard. Rostad, a former compliance officer for a registered investment advisor, works with volunteer leaders and a small staff to fulfill the mission of the Institute. He’s authored numerous articles, papers and comment letters on fiduciary duties, is regularly quoted in the media and is the editor of The Man in the Arena: Vanguard Founder John C. Bogle and His Lifelong Battle to Serve Investors First.

Tricia Rothschild Headshot

Tricia Rothschild, CFA®

Head of Global Advisor and Wealth Management Solutions

Chapter 34 | The Freedom of a Plan


In her role as Head of Global Advisor and Wealth Management Solutions, Tricia provides stra- tegic direction and oversight for software, managed portfolios, data and research solutions globally across online brokerage, broker-dealer, RIA and hyvrid advisor chanels. With over 20 years of experience, she brings deep experience in investment research, product development, sales and marketing.

Steve Sanduski Headshot

Steve Sanduski, MBA, CFP®

Belay Advisor

Chapter 35 | Automate the Money and Focus on Transforming Lives


As founder and president of Belay Advisor, Steve Sanduski focuses on financial advisor coach- ing, business consulting and professional speaking. With more than 20 years of experience growing companies, Steve is an active blogger, podcaster, a New York Times Bestselling author, and the co-author of Tested in the Trenches: A 9-Step Plan for Success as a New-Era Advisor and Avalanche: The 9 Principles for Uncovering True Wealth.

Richard Scarpelli Headshot

Richard Scarpelli, CPA, MST, MBA, ChFC®

Executive Director, Head of Financial Planning
UBS Financial Services, Inc.

Chapter 36 | The Objectivity of Empathy


Richard Scarpelli, Head of Financial Planning at UBS Financial Services, Inc., draws on over two decades of experience working with high net worth and ultra-high net worth individuals. Richard began his career at Chase Manhattan Bank and subsequently worked at Arthur Andersen in the Private Client Services division before joining UBS. Richard is a CPA, ChFC and has an MBA and MST from Fordham University.

Joseph Sicchitano Headshot

Joseph Sicchitano, CFP®

Senior Vice President, Head of Wealth Planning & Advice Delivery
SunTrust Bank

Chapter 37 | Moving Clients from "Could" to "Should"


Joseph Sicchitano is a senior vice president, leading Wealth Planning and Advice Delivery at SunTrust. With over 23 years of experience in financial services, he led Practice Management & Consultative Sales at TIAA-CREF and Financial Planning at AXA Equitable. He began his career as a financial planner at IDS/American Express Financial Advisors.

Lauren Oyster Headshot

Lauren Oyster, CFP®

Senior Vice President, Wealth Planning Manager
SunTrust Bank

Chapter 37 | Moving Clients from "Could" to "Should"


SunTrust Bank provides a full suite of financial services and products to meet the needs of con- sumer, business, corporate and institutional clients. Operating primarily in Florida, Georgia, Maryland, North Carolina, South Carolina, Tennessee, Virginia and the District of Columbia, the Bank focuses on helping clients and communities achieve financial confidence.

Don Trone Headshot

Don Trone, GFS®

Co-Founder and Chief Executive Officer

Chapter 38 | Standards: A Sword and a Shield


Don Trone, GFS® is one of the industry’s foremost leaders of the fiduciary movement. Besides being the co-founder and CEO of 3ethos, he is the former Director of the Institute for Leadership at the U.S. Coast Guard Academy, founder and former President of the Foundation for Fiduciary Services, and principal founder and former CEO of fi360.

Marcia Wagner Headshot

Marcia S. Wagner, Esq.

Founder and President
The Wagner Law Group

Chapter 39 | Moving Toward a Fiduciary Standard


Marcia S. Wagner specializes in ERISA, employee benefits and executive compensation. A summa cum laude graduate of Cornell University and a graduate of Harvard Law School, she has practiced law in this field for three decades. Ms. Wagner is recognized as an expert in a variety of employee benefits issues and executive compensation matters. She is a prolific author and is widely quoted in business publications and on television.

Jaleigh White Headshot

Jaleigh White, CPA

Executive Vice President
Hilliard Lyons

Chapter 40 | Knowledge is Power


Jaleigh White, Executive Vice President and Director of Wealth Services at Hilliard Lyons, leads wealth services strategies. For more than 25 years she has integrated a comprehensive offering for high net worth clients and provided tax and wealth management services to business own- ers at Fifth Third Bank, Citizens Bank, Kemper CPA Group and Arthur Anderson. Jaleigh is a national speaker on topics involving wealth, executive benefits and succession planning.