MEET THE FOUNDER & Advisor
My journey into financial planning began with a simple passion: helping people achieve their dreams.
From an early age, I’ve always been drawn to seeing others succeed. In high school, I discovered a genuine love for personal finance. I was fascinated by how smart financial decisions could transform lives and open doors to new opportunities.
The moment I realized there was a career that combined financial expertise with helping people, I was hooked. I knew I had found my calling — a profession where I could make a meaningful impact by guiding people toward their life goals through thoughtful financial advice.
I earned my degree in finance from the University of West Florida, building a strong foundation to serve future clients effectively. But education didn’t stop at graduation. I’m committed to continually expanding my knowledge to enhance the client experience and deliver better results. The financial planning world is always evolving, and I believe in staying ahead of new strategies, technologies, and best practices.
When I’m not helping clients navigate their financial journeys, you’ll find me enjoying life’s simple pleasures. I love watching football, staying active with regular workouts, grilling for friends and family, and spending quality time on the water. These moments of balance give me fresh perspective and energy to bring back to my work.
Most importantly, my wife Abbie is my biggest supporter and motivator. She encourages me daily to grow — both professionally and personally. Her unwavering support has been instrumental in building this firm and upholding the high standards we set for ourselves.
This combination of a deep passion for helping others, a dedication to continuous learning, and a strong personal support system drives everything we do here. We’re not just here to manage your money — we’re here to help you build the financial foundation for the life you want to live.
- Josh Scanell
A Letter From Our Founder
We started our firm to tackle fundamental problems we’ve seen throughout the financial services industry—where client interests often take a backseat to profit margins at large institutions.
We’ve witnessed firsthand how misaligned incentives create barriers between advisors and clients. Many traditional firms evaluate their advisors based on product sales rather than client outcomes, pushing recommendations that earn high commissions instead of providing the best solutions for your unique situation.
The problems don’t stop there. Big firms frequently pressure advisors to prioritize gathering assets quickly over building genuine relationships. Clients are often shuffled between different advisors, and planning advice is typically limited to whatever products the firm happens to offer. Many operate on a transactional basis, reaching out primarily when there’s something new to sell.
Perhaps most concerning is the lack of consistent, ongoing support. Traditional firms might provide an annual review, leaving you to navigate market volatility and major financial decisions alone the rest of the year.
We built our firm to be different. By fully aligning our interests with yours, we eliminate the conflicts that plague traditional models. As a fee-only firm, we’re compensated exclusively by the fees you pay us—never by commissions, kickbacks, or payments from product companies. Our subscription-based model ensures ongoing guidance and proactive support, not just occasional check-ins tied to sales opportunities.
This structure means our success is directly linked to your financial success. We believe financial planning should be about building lasting relationships and helping you achieve your life goals, not about maximizing our profit margins.
Built On These Beliefs
Client First Commitment
We always prioritize your best interest above all else.
Long Term Focus
We choose lasting results over short-term rewards.
Extreme Ownership
We own challenges completely to ensure the best results for our clients and our team.
Trust & Transparency
We build confidence through honesty and clear communication.
Relentless Self Discipline
We hold ourselves to the highest standards.
Always Advancing
Always growing and improving to better serve our clients.
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