We literally turned the financial services industry upside down. If you look at how most of the “household names” of the financial services industry operate, you’ll find that they’re predominately distribution channels for selling financial products, such as investments and insurance. The hierarchical structure positions the company at the top, the advisor in the middle, and the client at the bottom. We revolutionized the industry when we inverted this structure so that the most important party; the client, was place at the top, with the advisor positioned in the middle, and the financial companies at the bottom. We feel this structure more aligns with the advisor serving as the client’s advocate, looking out for their best interest, rather than the interests of the companies.