Ep. 186: Cutting to the Chase Using Targeted Prospecting with Reese Harper, Elements

Come on in and sit back relax, you’re listening to Episode 186 of the WealthTech Today podcast. I’m your host, Craig Iskowitz, founder of Ezra Group Consulting and this podcast features interviews, news and analysis on the trends and best practices all around Wealth Management Technology.

My guest for this episode is Reese Harper, CEO of Elements, a provider of advice engagement software. Reese started his career as a financial advisor at Northwest Mutual. Then he launched his own advisory practice called Dentist Advisors, which was an RIA that worked with, you guessed it, dentists, which is kind of funny because one of my first jobs when I got to college, I have a degree in computer science. And one of my first jobs was tech support field support for a software company that made building software for dentists. I know a lot about dental practices, so I can relate to Reese there. Reese founded Elements in 2020 and he built a unique product that helps advisors demonstrate their value. What I like about it is that it encourages advisor to think more holistically by property clients to ask questions like, Are you taking the right amount of risk? Are you using your income wisely? Do you have the right mix of assets? And how much wealth do you need to make work optional? All great questions that I don’t think a lot of advisors are asking their clients or their clients are asking themselves. You can find out more information about Elements at GetElements.com.

If you’re impressed by that and you’re an executive at a broker dealer, an asset manager or an enterprise RIA you should run not walk to a website, EzraGroupllc.com and fill out the Contact Us form on the homepage to meet with us about your technology platform issues. Our experienced team can assist with software vendor evaluations systems integrations, improving operational efficiency, software implementations and a whole lot more. You can take advantage of our free initial consultation offer by going to EzraGroupllc.com. Now, let’s kick this thing off!

Topics Mentioned

  • Financial Assessment Software
  • Behind the Visual Scorecard
  • An Advisor Launched a Software Business
  • Client Peer Analysis
  • Mobile versus Desktop Users
  • Product Roadmap

Episode Transcript

Craig: I’m excited to introduce our next guest. It is Reese Harper, CEO of Elements. Reese, welcome man.

Reese: Hey, Craig. Good to be here man. Just excited for this combo.

Craig: All right. The WealthTech Today podcast is here. We’re excited to have you here as well. Where are you calling in from?

Reese: I’m in Salt Lake City, Utah. Just sitting in the foot of Big Cottonwood Canyon here. Pretty stoked.

Craig: Awesome. I love it out there. I’ve been there a couple times in the past couple years to go snowboarding at Park City.

Reese: Oh, nice. Right on man. It’s not a bad spot to go Big Mountain.

Craig: When you live all your life in New Jersey, you see those mountains and you just like you can’t believe it’s real.

Reese: That’s cool. Yeah, it’s right up against Park City is a unique spot close to the airport and right up against the mountains. Not a lot of driving. It’s nice.

Craig: I was also there for the Riskalyze conference last October. A little chilly, but I still went swimming in the heated pool as I was determined.

Reese: Oh, nice. That’s cool. You state the new Hyatt Regency there then?

Craig: They had a new heated pool. I had to break it in.

Reese: That’s cool, man. That’s awesome. That’s a great event. I was there too. It was a lot of fun.

Craig: Excellent. Alright, so let’s get going here. Give us a 30-second elevator pitch for Elements.

Reese: I’ll do that probably first, let me just give like 30 seconds of background. I started an RIA myself. It’s called Dentist Advisors. It’s kind of a niche RIA that works with dentists that are both getting out of school and later stage transitioning bigger dentists that have large franchises. In the process of building that business, I saw the need for some new technology and especially as it related to giving advice efficiently, because it’s expensive to give advice to lots of people in a really personalized way, and so Elements was born out of that experience. Elements 30-second elevator pitch would be, we’re a financial assessment software that helps advisors get new clients. That’s what we do.

Financial Assessment Software 

Craig: That’s a new term, but why do you call it financial assessment software?

Reese: Well, we try to really help advisors win first, where we think the biggest opportunity is, which is in their marketing kind of bottom of middle of funnel sales conversion. I think advisors have a lot of leads or email addresses or names of people. Sometimes they build big lists, but getting people to say yes to consultations, getting people to say yes to working with you as an advisor is difficult. We have created a scorecard of financial health scores across all areas of someone’s personal finance. Then the advisor can provide commentary on that scorecard. That’s what we call a financial assessment, and it helps the perspective client understand the advisor’s value really quickly and move down the marketing and sales funnel.

Craig: It’s really a gap in the tech landscape. Of course I run the AdvisorTech map with Michael Kitces, which you can find on kitces.com. And one area that really doesn’t get a lot of play is exactly where you’re talking about, which is helping advisors win. There’s no tools around there. There’s digital marketing, there’s LeadGen, but what you’re talking about is a sales enablement function. A nurturing function, moving the clients along the process. What gave you the idea? I mean, it’s building a tool like you have. I can see where that would come from, but what gave you the idea to help the winning, helping them with their middle and bottom of funnel?

Reese: Well, for my own needs, that was my experience is lots and lots of dentists were really curious about us and thinking about working with us. But I don’t think people — the consumers changed a lot. The modern consumer’s changing and their preferences are changing. More people according to JD Power or Forester Research, Accenture’s done some good research on this. More people just want a little bit more evidence than an advisor is actually worth it. I don’t really know that people are less likely to work with an advisor today, but they’re spending longer in the funnel. They’re waiting, they want more evidence. They’re a little more skeptical about price, a little more skeptical about the traditional value proposition. I saw that as a big opportunity, and then as a way to also engaging a prospect with their own data is very different than engaging a prospect like generic commentary or generic perspectives. Some advisors will go through an in-person meeting at the end of an in-person meeting, all they’ve done is explain their services and do a generic recommendation. We should do a comprehensive plan, or we should look at your investments and I think that’s very different than saying to a prospect. To me it looks like you’re a little too asset heavy and not quite liquid enough, or you only have three years’ worth of after tax assets and you’re approaching retirement. It may make sense for us to back off of the qualified plan contribution slightly because we want to have some staging here in your distribution strategy or something. When you get down to like more tangible observations about someone’s personal finances, that’s when they convert. That’s when people move, that’s when they say yes, and they don’t do it as quickly with generic tips and tricks.

Craig: I think it’s very true. Certainly people want to hear their own information rather than just the general aspect. 

Reese: I think it’s such a big thing. You’re asking people to work with you for the rest of their life and they want a little bit more evidence that you’re the person to take them to the promised land. I think in the past it may have been that getting them into the office just to feel your conference room chair and the table, maybe that would’ve been enough. But today, especially the Y and Z consumers, like they’re going to be, demonstrate your value before I’m willing to move forward. Elements has made it fast and easy and quick to just demonstrate your value by letting the prospect kind of self-onboard through a wizard. On average, it takes about eight minutes, but they’re connected in accounts. They’re building a personal financial statement. They’re filling out their scorecard. You have a lot of observations you can make from this initial onboarding flow that a prospect goes through.

The way you can incentivize the prospect to go through this exercise with you is just saying, Hey, I want to compare your financial well-being your financial health to other people that I’ve seen like you. I want to let you know how you compare, give you a second opinion on how you’re doing. That has a pretty high — if the call to action is, I’m just going to send you a text and you can just fill out this app and I’ll be able to give you an assessment of how I think you’re doing. It’s a much more tangible and easy lift thing to do than like, let’s get together, let’s go to lunch, let’s play golf. Let’s have come to one of our dinners.

Traditional prospecting is quite expensive, and the cost of customer acquisition’s very high. Because of all that activity, people need 7, 8, 9 generic touches for a personal piece of advice to even show up. All we’re trying to do is say, look, cut to the chase. Stop wasting your money on meals and golf and all these generic prospecting activities. Show your value. Just show the insights that you have quickly and make them spend seven or eight minutes and you’re going to convert a higher percentage of those people. It’s going have similar conversion rates to — it’s like a new activity in the marketing and sales funnel though, because before we just had all this activity that resulted in a meeting.

What we’re trying to do is say do an assessment. It’s like a step before a meeting, but enough to open that door a little bit more and move more people down towards a meeting. At the meeting, you’ll be much more effective at conversion because you’ll have already opened the door to some of these ideas, and then the meeting, you can go deeper than you did in the assessment.

Behind the Visual Scorecard

Craig: One of the core aspects of your application, and I think one of the parts I think is most visually appealing is the scorecard. How’d you come up with that and where’s the real power in that and how is it resonating with clients?

Reese: It’s funny. Well, which one should we go with first? How to come up with it, or why is it resonating or —

Craig: How did you come with it first?

Reese: What one?

Craig: Well, how did you come up with it first?

Reese: Well, coming up with it was in practice I developed a spreadsheet of financial health metrics. I was like, I got to have some KPIs that I could use to give generic financial assessments to a prospect because I was having the same challenges. All these younger Henrys were like, Hey, what can you really do for me? If I’m like, oh, I can take a risk profile and give you an asset allocation and select some securities. It was just like, okay, dead in the water on that.

Craig: Yeah.

Reese: They’re younger. If you’re working with 60-year-old people approaching retirement, which I was as well, there was a different pain at that point and it was the traditional value proposition worked pretty well. Hey, we’ve got to get ready. It was retirement coming, right?

But for a younger person, if you’re trying to capture them earlier in their accumulation journey, retirement’s not on the radar. They’re trying to align values and purpose and priorities for their money. So I came up with a set of KPIs that was inclusive of retirement, but also early stage, like debt to income ratio and savings rate and spending over gross income and tier effective tax rate and the amount of years they have in liquidity versus qualified plans versus real estate equity versus business equity and a financial health check. All of those KPIs took a lot of time, almost five years of bad spreadsheets that made me look dumb in front of prospects doing it wrong.

Then, just learning, lots of learning. Maybe I should do this score or this score. How would I present this, and then I found that spreadsheets weren’t super appealing and people were intimidated by spreadsheets. I’m said, what if I created a new visual, some kind of a thing that, like a pie chart. I experimented lots of visuals. I landed on the periodic table of financial elements because it was more like an element is to me just like a reflection of what is, it’s not like a plan or like a forecast or anything about the future. It’s just like a — there’s salt and there’s these core, this much sodium, this much potassium. And so that felt more objective to me and I was working with doctors and dentists, so that was like a pretty natural extension.

Then I found engineers and architects and a lot of people said they liked that because it’s more objective. It’s more like standard, objective measures of financial health. It became easy for me to compare people and contrast people and be like, well you’re 35 and your LLT score, which is a liquid term score, is a one. That means you have one year of spending in after-tax assets based on your current spending. If the money doesn’t grow, it’s just like numerator liquid assets denominator is spending for a year and that is either typical or atypically low or atypically high for your age.

An Advisor Launched a Software Business

Then I was able to start to develop heuristics because I had enough data or time to have some confidence in saying, Hey, less than a one LLT score for a 50-year-old is atypically low. For a 25-year-old 0.25 or less would probably be atypically low. Then that’s where it evolved and it ended up with me launching a software business after doing this for several years inside of spreadsheets in my RIA and getting venture funding to help build this business in a way that — I was just a financial advisor so I didn’t have every skillset to build a software business and felt like it was important to go raise some capital from some people who knew what they were doing and get some team members to help me cover my blind spots and not make any mistakes with this.

Because it’s scary to go from being a service entrepreneur to a FinTech entrepreneur and that’s how it turned into a product and a business. It became basically too expensive to spend the money on it with my own profits inside of my RIA, and have any hope of spending the millions and millions of dollars I would need to spend to build this thing. It’s just hard for RIAs to build their own tech. I’m a big RIA relative to the average RIA, but I still can’t wipe out all of my cash flow to pay for a software development team, and so that was the tension and the evolution. Hopefully that helps people get a sense for how it made my hair go gray very early, Craig. It was way more expensive than I thought it was going to be, and turns out it was all this risk is really paying off because it is something that advisors really need. I’m glad it’s working out.

Craig: Congrats on your funding. Back in January you announced your 5 million seed extension round from Flyover Capital.

Reese: It’s awesome. Yeah and Mariner is a big RIA that I think is doing a lot of wonderful things in the industry and I’m learning a lot from them, and all of our other customers. We probably have almost 500 — I think a little over 500 advisors right now. Not quite that many firms. Some of our firms have multiple advisors using the product. But we’re doing pretty well for an early stage business.

Craig: I think getting Marty, his seal of approval, considering how well he’s done with Mariner Wealth getting out to 60 billion. He’s knows the thing or two about how advisors operate and what clients want to see from their advisors.

Reese: He definitely does more than I know, and I know that this was a product my RIA needed and, I think he saw that as an opportunity. But I think I’ll let him explain his perspective on that and I won’t speak for him.

Client Peer Analysis

Craig: Oh, sure. So all the data you’re gathering with 500 advisors, I’m sure there’s thousands of clients that they’ve onboarded onto your tool, so you’re getting a lot more data. You mentioned you can show people with your 12 different scores whether they’re typically higher, typically low values.

Reese: Yeah.

Craig: Where do you see most prospective clients when they come into an advisor? Are they typically X percent away on these values, are X high or low? Or are most people around the same or is it a really just a wide variation of what you’re seeing in terms of these numbers?

Reese: Yeah. It depends on the scores. The score I love to look at is called Total term. It’s the most objective wealth score that we have in our system, the total score of wealth. We take net worth divided by annual personal spending, and that gives us a number. Could be a 10, a 15, or a 20, a 25, a 30. When people get into the 20s and 30s, they’re getting to a pretty financially secure place where work is optional and they’re almost approximating financial independence. Instead of using something like a withdrawal rate and communicating to the consumer in percentages, which confuses them we just show them number of years you have piled up if it doesn’t grow, no inflation, no complexity of this analysis, just numerator divided by denominator. Then we can compare that across people and have a pretty objective measure.

What I don’t like doing is comparing forecasts and saying, your forecast is better than another person’s forecast. Because there’s so many ways to make a forecast or a cash flow model from a predictive perspective, like be better than the past. My experience with wealth managers and watching them deliver cash flow modeling is that they want to deliver a model that optimizes for the client feeling good about it. Sometimes you can dial down inflation or dial up IRR or maybe shift to value and small cap and show that there’s a little bit more alpha. But the truth is, if I have two 45-year-olds or two 50-year-olds, and both of them have a net worth of 2 million, and they both have the same income, we’re starting from the same place.

I want to be able to derive scores that are meaningful. Taking that 2 million dollars and dividing it by annual personal spending tells me who’s healthier today versus doing a Monte Carlo simulation. If one person is 2 million divided by 100,000, they’re going to be at a 20, another person is 2 million divided by 200,000 is going to be at a 10. It’s really easy to just show that number to the client and say if you spent down all your stuff, including your home equity and everything you got. You might be able to go for 10 years but maybe more if the market grows, maybe less if it goes down, but you’d have to spend all your stuff down. If 500 motivates the end consumer in a new way, they’re like, wow, 10 years. Maybe I should get saving some money.

That one score is a good example, and then we break that score down into sub-scores. Liquidity is a sub-category of total. That’s the after-tax assets, the qualified assets as another scorer. The real estate equity is another score, and the business equity as a sub-score of that total. So that we can see, okay, this is the total net worth divided by spending, and here is the subcategories. How concentrated is this person at any particular asset group? If they got a 2-million-dollar net worth, but it’s 2 million dollars of equity in the primary residence and they got no liquidity and no qualified plans and no business equity. We have a big challenge on our hands relative to someone who has 2 million dollars in a brokerage account and rents. It’s a great tool for quick analysis, quick observations. The scorecard’s already being presented to the advisor before they’re having to have this in-depth conversation. The advisor doesn’t spend any time on gathering the data, which is the beautiful part about the assessment.

Craig: Why should they? That’s the need to focus on talking to the client and giving them some advice. The more time they need to spend entering information or copying numbers or hitting buttons is time that’s wasted. But we really like your interface and your UI/UX, I think it’s definitely unique in the industry or one of the best we’ve seen. What is it built on? What’s the underlying code base for the web-based version of elements?

Reese: We started on mobile so we developed our iOS app on native mobile technology. I mean, this is not a React native app, so native iOS app, a native Android app, you can tell we’ve spent a lot of money on design, and you can feel the difference between a native design where you’re using — we use Figma for a lot of our socialization of our designs. We’ve got a designer that specializes in Android engineering and mobile, and we’ve contracted some work, but our full-time designer is a pretty big difference between us and a lot of other businesses. Our developers don’t design, so we have a full-time design resource that’s really experienced, and all of our designs are specific to the platform that they’re on. That’s probably how the audience would recognize or care about, so like when you’re using an Android app, it’s going to feel like the buttons are in the right places and the haptic feedback is thoughtful and all that kind of stuff. Then web we’re using a database system called DynamoDB. It is coded and react and we use Amazon’s web services Lambda for all of our database work. That’s the general tech stack and if you push me too much further than that, Craig, I may not be able to —

Craig: Don’t worry and you didn’t need to —

Reese: I’m just joking. I really like the technical, and I know that’s one of your favorite things too.

Craig: We love that. You didn’t have to tell me that you’re a full-time designer and it wasn’t developed by engineers. We know what an app looks like when it’s designed by engineers. Trust me. It’s quite obvious, and it’s obvious that your app was not designed by engineers with designed —

Reese: It’s expensive.

Craig: Yeah.

Reese: It’s expensive for — my undergrad was an art, I was a music major and I love art and design and style.

Craig: What instrument did you play?

Reese: Piano. The piano, yep.

Craig: I’m a saxophone player, but I didn’t not go to school for it.

Reese: No way.

Craig: I actually went to school for computer science, but yeah.

Reese: Alto?

Craig: I played alto a lot. Mostly alto. I recently switched like five years ago to tenor, but yeah.

Reese: Nice. That’s awesome. That’s the guy you want at the party, the guy that brings the saxophone.

Craig: Well, it depends. If I can play. I’m not a good improviser. I’m an excellent sight reader, but I’m not very good at improvising and playing off the top of my head.

Reese: Well, the read instrument is a very particular skill. It’s not easy. A lot of squawking out there.

Craig: Quite a bit.

Reese: Yeah. Okay.

Mobile versus Desktop Users

Craig: We talk about the code. Thanks for sharing that. Appreciate it. In terms of your user base, the advisors who are using your system, 500 advisors, what’s the breakdown between advisors who use mobile versus using the desktop version?

Reese: Well, I mean, advisors tend to like work on their computer more than their phones. But we have a pretty, I mean, unlike any other software I’m aware of that does this, and even I don’t know of any other software you can really have great visibility into client data from mobile at all. Usually the mobile apps on web or on iOS and Android are just web apps. They’re websites. They’re mobile websites as you know, Craig, and it’s not even he same. There’s no similarities in the features. It’s usually a view only kind of access for a lot of advisors. Our mobile apps are really at least particularly our iOS app right now, it’s a little bit further ahead than our Android, because we’re designing them natively. Some things are very specific to each platform. Our iOS app is where I go to look at all of my customer data when I’m on the phone. I’m on the phone, I got my Apple headphones in, and I’m walking around my neighborhood and I’m able to do the work from my phone. Answer the questions, get the data updated, the client’s updating it live for me to see things, and I’m looking at it live. It’s a very good experience if you like being on your phone. Most advisors are still going to skew slightly older demographics, and most people above the age of 50 are almost exclusively using their computers. Phones are not quite as — gen X kind of was the beginning maybe of growing up with a phone in your hand and wanting to work from your phone. But man, we can do you either way, man. If you like the computer, use a computer. If you want to try getting good at using the phone, we’re probably the first app you’ll experience that you can look at your phone and go, oh, I could do something from here. At least certain tasks, like answering questions, giving people feedback on their data, like doing an assessment. A lot of our advisors are recording screenshots for mobile or recording audio notes using the mobile app, and so it’s pretty fun to watch how that’s evolving.

Craig: One of the areas I like about your app, and it’s the advice engagement category in general is how some of these tools are prompting advisors, what to say during a conversation. Here’s the question you should ask the client. That’s easy, but here are the things you should consider when you’re talking to the client and asking them this question that’s harder. Here’s some tips when you communicate with them. Why did you build that, and how is that doing? How are advisors responding and how are the clients responding to that type of prompting?

Reese: Well, I think it’s really helpful for an advisor to have a starting point to jump off from. It’s been a few years now, we’re ahead of the curve on this, but as advisors who are listening to this ChatGPT and Gpt4 and a lot of the new natural language model technology is really starting to take off. It’s going to change the world in a lot of industries. I particularly think it’s going to have a huge impact in wealth management because it’s sometimes really hard to know how to get started. Even just getting started with communication can be hard, like, what should I say about this? What should I think, but what I’ve found is that technology doesn’t really build relationships super well. I mean, in FinTech especially, just between watching Robinhood and watching Wealthfront and watching Betterment and watching Vanguard and seeing like how difficult it’s been to try to go direct to consumer and figure out how to get the consumer to care about money. I am a huge believer in a human intervention in this space just because it’s very clear that advisors are serving what I would call and what a lot of people would call an emotional job as much as a functional job for a client.

Emotional jobs are difficult to do through text alone. In-Person communication and one-to-one communication is really where those emotional jobs start being served. You can’t serve an emotional job just through an email or a text. I don’t really see these language models, like GPT4 or any LLM, I know you didn’t ask about this, but I’m going to kind of like some sprinkling in generative AI into this conversation because it’s a big part. I think of where the industry’s going to be going is I think advisors are going to need to service more clients than they currently serve to make up for fees that they are going to lose from the next generation’s unwillingness to pay. The next generation is not. Not as many people in the next generation are going to be willing to pay as high of an AUM fee as their predecessors were willing to pay simply because there are more options available. Advisors are going to need help triaging and identifying where to get started faster so that they can spend their time serving the emotional jobs and the difficult functional jobs and technology like ours gets advisors started. It helps them see the red flags faster. It helps them get into the details quicker, and I’m a big fan of what we’ve built and for those of who haven’t seen it, just imagine a place where you can go and see, Hey, you maybe should talk to Craig about this because his liquidity now has fallen down into the atypically low area. Here’s a message that could get you started. Feel free to edit it and customize it and then all of that just is delivered with either a report or an email or we just recently launched, launched in-app messaging.

That’s where we see the future is advisors are going to have an easier time identifying things that in the past just were missed. You just missed stuff because you just didn’t have the full scope of data that you wanted to see and you are going to have an easier time now communicating than ever before. It’s going to be fun future. I think it’ll be a great future where more consumers, the pie’s just going to get bigger which is exciting. The pie is going to get bigger. It’s not going to be like advisors are losing share. It’s just you’re going to have more different types of consumers. Instead of the classic delegator, you’ll probably have the validator type consumer that wants to spend some time with you, but you’ll be like, sure, I’ll take 500 bucks for 45 minutes. Just click the button in the app and sign up on my calendar. I’m not going to manage the money. I’m not going to do services here, but I’ll answer your question. I can see a future where that’s pretty efficient for a part of your revenue. I can see AUM still being a great part of your business where certain clients are just like, I just don’t want to touch this stuff. You just do it. You’re going to need insights and data insights from technology to be able to do the job and you need it to help you engage the client, so it’s a really fun future for the way I see it. If I’m an advisor today, I’d be more optimistic about my career than probably I would’ve been five years ago. I think right now I’m more optimistic than I was.

Product Roadmap 

Craig: We’re running out of time, I wanted to squeeze in a couple more questions. Anything on the roadmap, you said you just launched in-app messaging. Any of the features you are building that are coming out in the next 12 months we can preview?

Reese: Well in-app messaging that we just launched is very, very initial stages. We don’t have any of the curated messaging integrated yet into it. Most of the in-app messaging is very we’ll call it — it’s simple. It’s very simple. You’re going to be advancing and app messaging a lot more. I can tell you that probably some of the things that we’re going to be focusing on is just better insights, deeper insights and more of them. We’re just going to keep going deeper into how to provide a financial assessment that incorporates. I want advisors that have 50 things that they could say that are really insightful. Not just like 50 random generic things, but like two or three things that they could say out of possible 50 that really apply to this prospect to make it really easy to help them convert people and move them down the funnel. I just want to see advisors being able to track a little bit more their marketing and sales metrics. I think that that’s going to be a big role we play. Some of the marketing and sales related metrics for the bottom of the funnel so that they can actually say, okay, I invited this prospect in. I did this step. I’m converting to this. I’m moving this person now forward. They’ve now become a client. Like just tracking your own productivity and effectiveness as sales and marketing kind of division in your business. That’s an important factor that we’ll be exploring.

Craig: Final question. I needed to ask this before we go. How did you get Carl Richards to join? I mean, he’s an industry, he’s like a legend here, icon. I mean, he must really have loved what you have going here for him to jump on board here.

Reese: Well, we’re really lucky to have him. I’m lucky to be friends with him. We became friends before he became a critical part of our executive team. I mean, he’s in board meetings with me and definitely has a really important role. I don’t know Craig if I’m going to tell Carl’s story. The story I would tell would be, I think Carl really wants to help lots of advisors. I think he really cares about people. I think he’s very selective about design and particular about brands he represents. They have to like fit the ethos and ethics and he’s very picky and probably there’s not a lot of options out there when you take all of that into account. He’s probably open to doing this for a lot of people, but because he is so selective and so particular and is so wants impact and really wants to make a difference and he cares so much about people, I think it’s just hard for him to ever say yes to very many things. I don’t know, that’s an honor for me. It’s an honor for us and we’re just lucky to keep having his inspiration on the brand.

Craig: He’s fantastic. You guys did it. Very lucky to have him on board. Good to see that. We’re now done, man. You killed it.

Reese: Thanks Craig.

Craig: — more Information, where can we find more information about Elements.

Reese: Well, getelements.com is the website. You can go there and book a demo and check it out. I would love to hear from anyone on this podcast to just stay in touch. I write a personal blog where I publish something every week about the industry or something I see. Just a sub stack. If you want to go to the advisor.substack.com, that’s where I’m publishing. Those two places are probably where you go.

Craig: Excellent. Reese, thanks so much for talking to me today.

Reese: Craig. Have a good one, man. Thanks again.



The Wealth Tech Today blog is published by Craig Iskowitz, founder and CEO of Ezra Group, a boutique consulting firm that caters to banks, broker-dealers, RIA’s, asset managers and the leading vendors in the surrounding #fintech space. He can be reached at craig@ezragroupllc.com