Alan Mooreage 27

Founder/Co-founder, Serenity Financial Consulting Group/XY Planning Network

I am an Entrepreneur

40 Under 40
40 Under 40

I am a Leader

40 Under 40

I am a Trailblazer

Trail Blazers

I am an Entrepreneur

40 Under 40

I am a Visionary

40 Under 40

I am an Idealist

40 Under 40

Meet the Leaders

Whether in their own firms or in their communities, these young people are leading the charge toward innovation in financial planning, bringing new opportunities to advisers and clients alike. Here, they share the best leadership advice they’ve received in their careers.

Meet the Trailblazers

This group doesn’t subscribe to groupthink. They are spearheading new ways of practicing and delivering financial advice — in some cases reaching populations previously considered unprofitable to serve. We ask them about the most unique and unusual ideas they’ve had.

Meet the Entrepreneurs

In addition to helping clients reach their financial goals, some in the advice industry face the challenge of running a business or a team. Others have started companies to support this pursuit. These young people are flourishing amid the balancing act — and some got an early start.

Meet the Visionaries

It’s not about what is, but what will be — and what can be — the future of the financial planning industry for this group of forward-looking advisers, educators and executives. Their insights pull the rest of the profession into the next stratum.

Meet the Idealists

Life experiences shape our ideals, especially for these young professionals who see challenges in the advice industry and the world — and set out to meet them. They also have words of wisdom for the next generation.

About Alan

Alan Moore doesn't care if he has the largest financial planning practice or if he ever becomes a millionaire, because he has a good sense of what he needs. And he definitely knows what he wants.

"We start businesses to support the lifestyle we want to live and not the other way around," said Mr. Moore, 27, founder of Serenity Financial Consulting Group and co-founder of XY Planning Network.

"As financial planners, we can get caught up in the same things we try to help clients with," he said. "It's about how much money you need to live the life of your dreams, and when you reach that point you can stop trying to make more money."

Mr. Moore applies that attitude to his business even as he uproots his 3.5-year-old Milwaukee practice to live and work in Bozeman, Montana, where he can "ski on Wednesdays."

"If you build a virtual practice, those who want you will find you," he said. "My thing is, if you can work from anywhere, why not do it?"

Mr. Moore obviously doesn't discriminate, but his oldest client is just 40. He charges a monthly retainer that starts at $100 and says he grosses about $100,000 a year, which is fine with him.

"Asset-based pricing won't work for Gen X clients, because they don't have any money yet," he said. "And if you need to make a million dollars a year I don't think the monthly retainer model for younger clients is a good fit."

— Jeff Benjamin

Next Profile

  • Wes Moss

    Chief investment strategist, Capital Investment Advisors

Fast Facts

  • Top news sources are Google News and Twitter
  • Went to college to be a pharmacist
  • At 8, started his first business selling rocks with colored glue as paperweights

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