Don’t Do That: Stop Kidding Yourself About the Future of Your Business

Host Kelly Waltrich sits down with her longtime friend and industry icon Patti Brennan, CEO of Key Financial, to talk about leadership, culture, growth, and why clarity about the future of your business is non-negotiable.

Patti shares her remarkable journey from ICU nurse to building a nationally recognized wealth management firm with over $2.7B in AUM, and the lessons that shaped her along the way—from serving on the pioneering eMoney Advisor board, to steering her team through the 2008 financial crisis, to creating a culture where love, laughter, and accountability fuel long-term success.

Kelly and Patti cover:
00:00 – Patti’s accolades, eMoney Advisor days, and the value of advisory boards
03:12 – From ICU nurse to financial advisor: compassion, empathy, and holistic planning
07:17 – The future of financial advice: wellness, behavior, and being more than a pie chart
08:56 – Raising the next generation: Patti’s children entering the industry
10:24 – Preparing for the future of financial services and client expectations
11:40 – Leading through the financial crisis: doubling down on clients and emerging stronger
14:22 – Building culture: why Key Financial chose in-office collaboration
16:47 – Fun at work, team diversity, and creating unconditional love in the workplace
18:25 – Eliminating toxicity quickly and protecting team morale
20:50 – Big goals ahead: Patti’s “5 in 5” vision—$5B AUM in five years
22:49 – Patti’s “Don’t Do That”: stop kidding yourself about succession and leadership transition
24:44 – Building clarity: appointing a successor, informing the team, and writing to clients
27:25 – Lessons from CEPA (Certified Exit Planning Advisor) training and the “four Cs” of transferable business value
29:48 – The three legs of the stool: personal, business, and financial readiness for succession
33:18 – Why this isn’t about retirement, but about managing a business that can thrive without you
35:38 – Making a promise to clients: ensuring continuity and care for generations
36:48 – What’s in it for you: why succession planning can accelerate firm growth
37:17 – Why most business owners regret selling—and how to avoid that fate
39:13 – Final takeaway: don’t kid yourself, face the inevitable, and prepare your business for long-term success

About Our Guest: Patti Brennan, CFP®, CFS®, CTSTM, CEPA®, CEO of Key Financial, Inc. 

From ICU nurse to nationally-ranked financial advisor, Amazon best-selling author, and host of "The Patti Brennan Show" podcast—Patti Brennan's career path has been anything but conventional. Over 30 years ago, Patti broke the ranks and created a unique financial advisory model—one that integrates wisdom and compassion with deep thinking and proactive service. What started as a bold vision in her laundry room has transformed into something that's caught the attention of many throughout

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