Jan 4, 2022
Matt Sonnen is the Founder and CEO of PFI Advisors, an organization that helps RIA owners build the infrastructure and culture they need to grow their profit. Matt—who is celebrating 25 years in the wealth management industry in 2022—began his career in the industry as a Financial Analyst in Merrill Lynch. He then progressed to Luminous Capital, where he served as the Director of Operations, Chief Compliance Officer, and Chief Operating Officer. He also worked at Focus Financial Partners, where he was the Vice President for two years. In addition to his work as the CEO of PFI Advisors, Matt is also the creator of the digital consulting platform, COO Society, and host of the COO Roundtable Podcast.
Matt joins us today to share his expertise on practice and operations management. He discusses his background and explains how eating at a sandwich shop in UCLA led him to the wealth management industry. He outlines the core operational issues financial advisors face and how Matt and his team at PFI help them. He also outlines the essential SOPs every financial advisor must have in their organizations and underscores the importance of segmenting your clients.
“Markets go up and down. While we can’t control that, we can always control our service.” - Matt Sonnen
This week on The Model FA Podcast:
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About the Model FA Podcast
The Model FA podcast is a show for fiduciary financial advisors. In each episode, our host David DeCelle sits down with industry experts, strategic thinkers, and advisors to explore what it takes to build a successful practice — and have an abundant life in the process. We believe in continuous learning, tactical advice, and strategies that work — no “gotchas” or BS. Join us to hear stories from successful financial advisors, get actionable ideas from experts, and re-discover your drive to build the practice of your dreams.
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President of Model FA, David DeCelle
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