Welcome everyone! Welcome to the 461st episode of the Financial Advisor Success Podcast!
My guest on today's podcast is Zac Larson. Zac is the co-founder of IntentGen Financial Partners, a hybrid advisory firm based in Naperville, Illinois, that oversees $550 million in assets under management for 895 client households.
What's unique about Zac, though, is how he has found success in part by placing charitable gifting at the center of his firm's identity, not only in exploring planning tactics that can help clients give more efficiently but also in seeking to work with employees and clients who want to "live generously".
In this episode, we talk in-depth about how Zac refers to his clients as "engaged partners" who want to explore the purpose of their money and go beyond discussions of net worth to talk about their net impact, how Zac devotes time in client meetings to being curious about the people and places that are most important to his clients (which can help identify their priorities and eventual giving opportunities down the line), and how Zac's firm tracks and publishes the charitable donations it facilitates (raising its profile in its local community and attracting potential clients who might be interested in expanding their own giving).
We also talk about how Zac's firm emphasizes its five core values (live intentionally, find solutions, be real, grow purposefully, and live generously), applying them both internally when hiring and evaluating team members and when engaging with potential external partners, how Zac uses a ‘pod' structure to expand advisor capacity (supporting them with a "planning coordinator" (who serves as an extension of the advice function) and a "service coordinator" (who helps ensure follow-on action items get done), and how Zac's fee model of a flat planning fee plus separate AUM fee allows his firm to serve clients with variety of circumstances (as long as they want to be truly engaged partners with the firm).
And be certain to listen to the end, where Zac shares how his firm holds in-person events that bring together clients and community members with local non-profits to raise money for these groups and demonstrate his firm's generosity-centric approach (boosting client engagement and attracting like-minded prospects in the process), how Zac further boosts client loyalty through extra personal touches (for example, by holding a phone call instead of sending an email) that help him better understand what's going on in their lives, and how Zac has ultimately found success by trying to attract clients who want to work with him rather than chasing those who might not be fully sold on his firm's approach.
So, whether you're interested in learning about making charitable giving a core part of a firm's identity, using giving events as an opportunity to demonstrate a firm's culture to prospective clients, or creating a service model to work with clients with different levels of wealth, then we hope you enjoy this episode of the Financial Advisor Success podcast, with Zac Larson.

