When Jordan Toma of Prudential Advisors walked on stage to accept his award for Excellence in Philanthropy and Community Service at the 2025 InvestmentNews Awards, he thanked his mom, Debbie. If you know Toma today, you may be aware of his four million social media followers, or the 150+ schools Toma has visited as a motivational speaker. But if you know Toma's back story, this moment of recognition toward his mother comes as no surprise.
“I really gave up on myself in school for the first 18 years of my life,” Toma told InvestmentNews. “My mom always used to believe in me and tell me I was smart and give me good advice, and always push me. I used to be so mad at my mom for it. But she saw something in me that I couldn't see, she would never ever let me give up on myself.”
Toma, now a 35 year-old married father of two, grew up in New Jersey and struggled in school while dealing with dyslexia and ADHD. After finishing high school with a 1.7 GPA and denied by 15 colleges, Toma was accepted into a summer program at Centenary University in New Jersey. At Centenary, he relentlessly studied in the library to improve his grades and eventually graduated with a 3.3 GPA and a degree in psychology.
“Right out of college, I got a job selling windows door-to-door, and I learned that selling door-to-door was not about being the best at selling windows. It was about how many doors I can get to, being enthusiastic, being positive, and never giving up. And my whole life has been like that.”
Toma’s journey to becoming a financial advisor also wasn’t easy, but along the way he authored his biography, I'm Just A Kid With An IEP (Individualized Education Program) that’s sold over 150,000 copies since 2022. That same year, after seven years of creating content tailored towards helping kids who struggle in school, his social media started going viral and led to a 2023 appearance with his mom on NBC’s Today Show.
“For me, the hardest thing about being an advisor was those tests. I failed 11,000 practice tests to pass that series 65, and to this day, the hardest thing I've ever done in my life was pass that exam,” said Toma. “The greatest thing about being a financial advisor is it's not about being the smartest - it's about working the hardest, having a good heart, being a good person and having perseverance, and that's what it takes to overcome school when you have a learning disability.”
Toma bought a book of business in 2015 that he merged with his own clients within Prudential Advisors. He’s since tripled his practice to serving 5,000 clients focused on property and casualty insurance, retirement planning, and asset management.
Toma was one of roughly 2,800 advisors from Prudential who transitioned their assets onto LPL Financial as part of last year’s custodian shift away from Fidelity. “They merged pretty seamlessly, and LPL has been a great asset to Prudential when it comes to support and compliance,” said Toma.
“When I meet my clients, I get connected with their community, and I get connected with their schools, so it all comes together. Prudential Advisors has been a big part of me connecting with communities all over the country,” Toma said. “What I want to leave [kids] with is, no matter where they struggle in their life, who you become to overcome that is your true strength. A lot of kids told me they're weren't suicidal anymore because of things that I spoke about.”
Toma is also expanding his speaking appearances beyond schools to corporations such as Northwestern Mutual. He aims to speak at conferences for companies in financial services, where many could also be parents to children who struggle in school or other life circumstances.
“I want to speak at all the financial service companies all over the country. As an advisor, I know how hard everyone works to build these businesses and build these relationships with your clients,” Toma says. “I really want to give that message to the advising world, to realize how strong they are because they should be acknowledged for how hard they work and who they became to build their businesses. I know all of them have a story and can relate to mine.”
More than 50,000 people across 27 states have attended Toma's speaking engagements, while his social media platforms generate over 10 million monthly views. While much of the financial advisor industry is worried about the rise of online "finfluencers" who post about financial advice often viewed by young people, Toma remains committed to keeping his social media content focused on overcoming life challenges through his own experiences.
"I think from the social media influencer with the financial stuff, they speak in very broad terms, so it's hard to really take their advice," says Toma. "My financial advising, I meet everyone in person. I go to their home. I have to meet them, know their personality and their situation."
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