Greg Friedman

Greg Friedman

President, Junxure and Private Ocean

Greg Friedman, 56, president of advisory firm Private Ocean in San Rafael, Calif., and fintech firm Junxure in Raleigh, N.C., started his career working at a big-box store. He soon had a change of heart. "I was buying truckloads of Tootsie Rolls," he said. "I wanted to have a more positive impact on the world."

He saw that opportunity in financial planning. Within a few years, Mr. Friedman had changed careers and established his own firm. After a decade, his successful practice was experiencing growing pains.

"We were trying to solve a problem. I had a vision for what I wanted to do but couldn't find it," he said. "And we couldn't afford to hire tech help, as this was the first tech bubble."

Fortunately, his hairdresser came to the rescue, prodding him repeatedly to contact the developer friend of another customer. Desperate, Mr. Friedman finally gave in. The two hit it off and their collaboration turned into client relationship management firm Junxure, which now has 12,000 users and $650 billion in assets under management.

How does he find a work-life balance as he runs two companies?

"When I hit 50, I started to understand wisdom and started introducing more fun into my life," Mr. Friedman said.

To do this, he works out every day, spends more time with family, and fosters humor and collegiality as core values of his companies.

He also spends as much time as possible in the fresh air.

"I grew up as a surfer in San Diego," Mr. Friedman said. "My interest and passion is the outdoors — it's that Southern California influence."

– Deborah Nason


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