February 4, 2026 • 25 mins
Anders Jones is the co-founder and Chief Executive Officer of Facet. Since the company’s founding in 2016, Anders has had overall responsibility for the strategy and execution of the company’s mission, and has been responsible for raising more than $200m in outside capital to fuel Facet’s growth. Prior to Facet, Anders was a founding partner of Argyle Ventures, an early-stage venture capital partnership with a focus on investing in startups in emerging tech ecosystems. He has led investments in advertising, technology, fintech, healthcare IT, and consumer products companies. Before founding Argyle, Anders was an early team member at LiveRamp, the data connectivity platform which was acquired by Acxiom for $310 million, where he managed strategic partnerships and business development, and has been involved as an investor or advisor in many other startups in Silicon Valley. Anders holds a Bachelor's degree from Stanford University and an MBA from the Wharton School.
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Speaker 1 (00:00):
I grew up in Boston, went to Stanford undergrad and
graduated in the spring of two thousand and nine, which
you know, up until for the spring of twenty twenty
was arguably the worst possible time to graduate. I think
seventy five percent of my class.
Speaker 2 (00:13):
Didn't have a job.
Speaker 1 (00:14):
So I ended up joining the early team of a
startup that was kind of the only thing to do
out there at the time, and so was on the
early team of a company that eventually became known as
live Ramp, which is in the advertising technology space right now.
It's a publicly listed companies, so very early on got
exposure to the entrepreneurial journey and being a startup guy,
(00:38):
and was there for four years.
Speaker 2 (00:40):
We actually ended up selling it to.
Speaker 1 (00:43):
A company called Axiom, which then subsequently spun it out
into a public company.
Speaker 2 (00:47):
But got an.
Speaker 1 (00:49):
Early taste for entrepreneurship and haven't worked back since.
Speaker 3 (00:52):
Well listen, you know, I know that, you know because
I had a kid just go through college, and I
remember with my college years that sometimes you figure out
what you're trying to do. And you mentioned about how
auspicious was when you were getting out into the real world,
and you've probably had a plan, but it sounds like
you had to pivot. And I was talking this series
in this and when we talked to entrepreneurs and people
that are leading companies that pivoting during tough times is
(01:14):
absolutely imperative to do. Also taking chances, and there's a
lot of other buzzwords that we use out there, but
it sounds like you really had to pivot. Can you
talk a little bit about that, because you know, when
you always have a plan and it doesn't come to fruition,
you either have to you know what, or get off
the pod. Tell us about that.
Speaker 1 (01:32):
Yeah, I mean, I think that's that's definitely true. You know,
certainly in my career, I thought that I was going
to go work on Wall Street when I was in college,
and that that didn't end up happening, and you know,
I end up in the tech world. And now, funny enough,
given that I run a fintech company, I'm like, sort of,
you know, to have a foot in both camps. It's
funny how that that sort of unfolded the way that
(01:54):
it didn't.
Speaker 2 (01:55):
But but you.
Speaker 1 (01:57):
Know, I'd say personally, certainly there were pivots, and then
also you know, professionally, when I think about some of
the things that we've done at faster. When we first
started the company, we had a totally different go to
market strategy, uh, that we invested a lot of time
and resources in and you know, spend millions of dollars
pursuing and then you know, about two and a half
years in one day, we just woke up and realized,
you know what, this isn't working, and you know, you
(02:18):
kind of have to to really kind of walk away
from these some costs.
Speaker 2 (02:22):
And it's a very painful thing.
Speaker 1 (02:24):
You know, sometimes you get tied up emotionally where it's
like this is something that I thought would work and
having to admit that you're wrong.
Speaker 2 (02:31):
That's a really hard thing for a lot of people
to do.
Speaker 1 (02:34):
But then there's also the sort of practical and you know,
financial and logistical, uh, you know, aspects of that. I mean,
you know, it impacted jobs, it impacted you know, certainly
are our finances. But then ultimately we found the right
path and you know, the rest has been a success story.
Speaker 2 (02:50):
But yeah, I know, it's it's.
Speaker 1 (02:53):
Going in and I think you know, the sort of
axiom that I always follow is follow is seek truth. Right,
It's like it's actually better to find is what is
accurate than to be right, and I think that's that
served us pretty well in the last few years.
Speaker 3 (03:09):
All right, well, your CEO and co founder are fast.
We're going to talk a lot about mission, what you do,
your programs, your capabilities, and everything about the company. But
I always like to start from the origin of the idea.
Speaker 1 (03:19):
You.
Speaker 3 (03:19):
Obviously, you and your partners and people that are on
the team saw a hole in the industry that maybe, hey, listen,
I think we might have an id here where it's
not being service properly. I think we can execute something
here that could be cool. Can you talk about actually
the origin of the idea of the company for sure.
Speaker 1 (03:33):
So after we sold Librand, one of the guys who
was on the board again, Patrick mckennay, and I had
worked really closely together, you know, in a variety of
roles at Librand, and we said, hey, you know what,
let's keep working together. So we did some early stage
investing together. We are looking at at companies outside of
(03:57):
Silicon Valley. We both lived in San Francisco at the time,
and so that's actually funny enough what led us to Baltimore,
And you know, part of the Organs and story of Facets.
I moved there in twenty fifteen kind of sight unseen
and started a company there. But you know, we were like,
all right, let's you know, let's invest in companies, but
let's really look for an opportunity in a space that
(04:17):
we both you know, have a lot of passion about
where we can build a company that really helps people.
You know, coming out of the ad tech world where
you know, you're basically optimizing ad spend by you know,
single digit basis points, you know, the idea of doing
something much more mission oriented where you could actually impact
people's lodge in a positive way really resonated. And so
(04:39):
this was twenty fourteen twenty fifteen timeframe. The first there's
a lot going on in the fintech and wealth tech space,
you know, the first set of robo advisors like wealth
Front and Betterment and Personal Capital. They were getting a
lot of attention and a lot of funding, and so
we were kind of naturally drawn to that area. And
then what happened was in twenty fifteen, the Obama inistration
(05:00):
tried to pass a rule called the Fiduciary Rule, and
basically it was a rule that had it passed, would
have said that a financial advisor was now legally obligated
to act in the best interests of their clients. So
like crazy amountent Number one is like, this isn't a rule.
Even crazier is that that rule didn't pass and so
to this day, it's actually not a blanket requirement that
(05:22):
a financial advisor acts in the client's best interests. But
when that was sort of all up for debate, the
industry pushback was, if you do this, you're going to
lose about eight million households are going to lose their
advisor relationship because the advisor can't afford to both service
them and acti in their best interests at the same time,
which was to me just a very crazy sort of
(05:43):
public admission from the industry that, yeah, you know what,
we're screwing eight million.
Speaker 2 (05:47):
Of our clients.
Speaker 1 (05:48):
But honestly, it's better that they get screwed than to
not have access to an advisor. And I think the
sort of you know, second order points there are. Number one,
there's a huge cost problem in the industry right the
cost of high quality financial advice is way too high
to both buy and to deliver it. And the number
two is that the business model is jacked that you know,
the asset based you know, charging a charging a client
(06:11):
a fee on your assets only works if the client
has a lot of assets. And guess what, there are
tens of millions of households out there that don't have
a huge amount of savings but still desperately need access
to high quality financial advice. So we put all those
pieces together. That's when we sort of came up with
the idea of FACET, which is subscription based financial advice
(06:31):
focus on people that don't have the investable asset level
to be interesting to a traditional advisor, and also at
a much lower cost and in a totally unconflicted way
where we can legitimately say we are the only thing
we care about is acting in your best interest.
Speaker 2 (06:46):
And that's the that's the company we came up with.
Speaker 1 (06:49):
And you know, we're almost ten years in and we've
stayed very true to those to that.
Speaker 3 (06:54):
Mission well outstanding. I appreciate you sharing all of that. Well,
let's do this. Let's talk about mission and vision and
I don't know if they've changed over the last decade,
but what are they today?
Speaker 1 (07:02):
So, I mean, we exist to help millions of Americans
live better financial lives and by extension, live better lives
in general, because you could very easily draw to draw
the line that you know, if you if your finances
are in order, you just have a better life, you know,
sort of rip large. So you know, we we again
(07:22):
sort of focus on a very underserved market. The folks
that we're working with is about seventy million households in
the US. You know, it's people that don't have millions
of dollars that really a traditional advisor wouldn't work with
them on. And we really see money as a means
to an end. You know, we don't exist to manage
money and charge fees on it. We exist because we
(07:43):
think that we can help people manage their their overall
financial life in a in a better way and just
lead to a you know, a happier life today and
you know thirty years in the future when when they retire,
and so you know that that's why we exist. And
you know, I'm really proud of the work that we've done.
Right now, we work about fifteen thousand households across the
(08:05):
country and every single person at the company is about
one hundred and seventy of us. So for right now,
and you know, every single person at the company is
here because of some connection to that core mission. And
you know, we celebrate our members' successes on a daily
basis and it's a great reason to get up every morning.
Speaker 3 (08:26):
And as you were talking about this a little bit earlier,
but if you were to give everybody a thirty thousand
foot view and they're being introduced to FACID for the
first time, would you tell them you exactly do so.
Speaker 1 (08:35):
We do financial planning on a subscription basis, So if
you work with us, you work with a dedicated certified
financial planner. That person is an employee of FACET. They
are trained in our method of doing things. We will
look at everything in your life that money touches. So
you want to talk about your cash flow, we'll help
you with that. You want to talk about the trade
(08:58):
off between sending your kids to private school versus taking
care of your aging parents' healthcare bills, we'll talk about that.
Speaker 2 (09:06):
If you want us to manage your money, we'll do
it for you.
Speaker 1 (09:08):
We won't charge anything extra for it, and we will
and it's not a requirement to work with us. And
you can imagine there's fifty more topics that we know
that we can help you with. But at the end
of the day, what we do is we design a
very personalized and dynamic roadmap for you today you can
think about your financial life today and often too the
(09:28):
future and feel like real certainty and sort of calm
that you're on track to accomplish the goals that you
want to accomplish.
Speaker 3 (09:38):
So I'm pretty sure you've got a lot of people's
attention of how cool this idea is and mean disruptors
in the industry and underserve people that aren't able to
work with money managers and all the money that that
costed do those kind of things. With that said, can
you kind of take us through just a very easy
tutorial about how you sign up, maybe cost incurred, who
you get to talk to, and how things are managing
(09:58):
all the communication. I'm sure people are curious. I know
everything is said on the website. We're going to give
the website at the end of the interview, but how
does it all work?
Speaker 2 (10:06):
Yeah?
Speaker 1 (10:06):
Absolutely, so I'll do a quick plug to our website now,
facet dot com.
Speaker 2 (10:10):
You can go, you can sign up.
Speaker 1 (10:12):
We have three different service levels two thousand and three thousand,
six thousand, dollars a year, and you know, it's a
little bit of a choose your own adventure.
Speaker 2 (10:20):
You can kind of decide what's the level of service
you're looking for.
Speaker 1 (10:24):
You know, at the lower end, you'll work with a planner,
you'll get your roadmap, we'll manage money for you, and
you know, will help you with sort of all aspects
of your financial life. At the higher end, we're doing
everything up to like you know, notarizing your state planning documents.
Speaker 2 (10:35):
It has much more to almost like a family office
feel to it.
Speaker 1 (10:39):
But you know, once you onboard, uh, you know, we
will work with you to sort of gather all of
your relevant financial data and you know, step one is
getting it all into one centralized hub, you know, within
our within our dashboard, where it's like, okay, first of all,
your financial life is now organized so you can see
it all in one place, and that, you know, just
right out of the gates is a big value add
for a lot of folks. And then from there, you're
(11:01):
working with your advisor and you're you know, understanding, you're
sort of balancing, you know, what are the goals that
you have. So we have a lot of folks that
come to us who their number one thing is. They're
just starting a family, they're getting married, they're buying their
first house, they're having their first kid, and there's so
many financial decisions and implications of all of those things,
(11:25):
and so it's like, okay, how do we how do
we help you navigate those And then at the same time,
we're also putting our fiduciary lens on things and saying, okay,
you know what, you don't have a mistake when you're
about to have your first kid. We need to help
you take care of that. And so so you kind
of put those things together and you build this roadmap,
you build action items.
Speaker 2 (11:44):
We will help you take action on the advice.
Speaker 1 (11:46):
So you know, the if, for example, you don't have
a six month emergency fund to come, you know, to
cover six months of expenses. Will help you open a
highyield savings account. And again we don't make any money
on that. That's just it's the right thing to do
to help you to take action on your the advice
that we give you. And then you know, over the
course of your relationship with us, like life changes and
(12:07):
we're there for you.
Speaker 2 (12:08):
See, you can message us, you can call us.
Speaker 1 (12:10):
You know your advisor is there to help you navigate
the ins and outs of life as it unfolds.
Speaker 3 (12:15):
I don't want to assume that there's any other company,
either domestically or worldwide, that does exactly what you and
your team do. But if there is something that's similar
out there and you're pitching yourself to people, how you
differentiating yourself from the competition.
Speaker 1 (12:27):
The way that I would describe it is that, you know,
the service that we offer certainly exists, but it's reserved
for people with millions of dollars. And so, you know,
if you'll forgive me the the analogy, you know, I
like to think, I like to say that, you know,
we're sort of a version of Uber for financial services,
where we're taking something that is you know, very expensive
(12:48):
and you know, uh, pretty exclusive, and we've made it
better and we've made it much more affordable and so
and so. Yeah, I mean, you know, the level of
service that I'm talking about does exist, but you just
you know, for our average member, they're not gonna they're
not gonna be able to access it.
Speaker 3 (13:06):
When you're talking to an advisor. What qualifications do they have?
So everybody feels comfortable about the kind of relationship that
they have, but also that they're taking good care of
their money or they're giving them sound advice. What's the
what's the criteria for people that work for you, that
talk to your clients.
Speaker 2 (13:20):
Yeah, it's a great question.
Speaker 1 (13:21):
So we hire Certified Financial Planners, which is the CFP
designation is sort of like the highest level of credentialing
you can get in financial advice. You know, apart from
the coursework, there's like a three year apprenticeship that these
folks go through, you know, So it's a it's a
it's a very sort of specialized and highly qualified individual
and we tend to hire folks that have, you know,
(13:43):
a decade plus of experience.
Speaker 2 (13:45):
You know.
Speaker 1 (13:46):
We often get people coming to us from places like
Vanguard or Fidelity or Schwab, you know that.
Speaker 2 (13:51):
That you know, really really know what they're doing.
Speaker 1 (13:53):
But the other thing I would say is that, you know,
we've been very adamant that, you know, the success or
failure of your real relationship with FACET shouldn't hinge only
on the advisor that you have. We have a fact
way of doing things. We have a FACET planning philosophy,
you know, and we have a you know, one consistent
and sort of replicable journey that we put our members through,
(14:14):
and obviously it's very personalized depending on your situation, but
you know, we're pretty opinionated about what the right order
of operations is to go through to make sure that
you're you're in a good spot. And so you know,
at the end of the day, if you know, for
whatever reason, we transition you from one advisor to another,
your experience won't change.
Speaker 3 (14:32):
I want to ask you about the work life balance
that everybody has now, and everybody's at home work, but
there's a lot of people being called back to the office,
especially where I'm calling you from in the DMV and
d C. With that said, I imagine that you're in
a very remote world. I didn't want to make any
assumptions about where all the people are, but I imagine
it is a very remote world. With that said, as
(14:54):
you lead the company and you want to make sure
that everybody has that great work life balance, but also
the execut shooting the vision that you want for the company,
how on earth does communication work with all your staff
when it comes to that, because that's you know, I know,
it's a leadership thing, and we talk about that in
the series. But I'm sure it's not an easy thing.
How do you do it?
Speaker 1 (15:11):
Yeah, that's a that's a tough question, and frankly it's
a it's a moving target. We are, in fact, one
hundred percent virtual. Like I said, we've about one hundred
and seventy people across I think we're in forty two
different states at this point. And so you know, we
actually we had an office prior to COVID in Baltimore,
but at this point, you know, the genie's out of
the bottle and it'd be hard to get everyone back
(15:32):
in one spot. So, you know, we we think very
proactively about structured meetings and communication points and check in.
So we have you know, weekly all hands we you know,
where we're doing kind of smaller you know, like kind
of soundby type updates.
Speaker 2 (15:54):
We have monthly uh you know, monthly broader.
Speaker 1 (15:56):
Meetings, and then quarterly sort of like the full on
you know, here's the state of the company. And then
we have also been fairly targeted about getting people together
in person for very specific reasons, and it's actually caused
us to think pretty clearly about, Okay, what is the
type of work that is best suited to being on
your own and not commuting, and so like the individual
(16:17):
financial planning conversations that our advisors have, like that's a
good example versus what are the things where it's like
actually being in a room together will save you, you know,
days of back and forth on Zoom and Slack and
you know those are things like product development or the
more creative you know, like like building marketing campaigns, things
(16:37):
like that, and so you know, we're pretty balanced between
you know, we know when it's when the time is
right to get people in a room together, and we
we don't hesitate on that.
Speaker 3 (16:48):
So when it comes to all the programs and the capabilities,
what are most clients saying, you know, I really need
you for this? Because I know you offer a lot
of different things and you could talk about that, but
when it comes to maybe the top three, the top five,
you know, programs capability that you offer, the people say
I really need you for this, what are they talking
about to you?
Speaker 1 (17:05):
Yeah, I mean, look, the number one thing is, as
I said, it's like I'm starting a family and I
just don't really know how to even navigate this. And
so you know, we get down to like, okay, the
cost of delivering a baby is X.
Speaker 2 (17:18):
How are we going to make.
Speaker 1 (17:19):
Sure that you're you know, that that is taken care of?
So that's the probably the number one you know. Frankly,
managing money is actually a big value add.
Speaker 2 (17:30):
We don't you know, we don't lead.
Speaker 1 (17:31):
With that as like the number one thing that we do,
but it is a huge value add for folks where
it's like, hey, you know, I'm sitting on a couple
hundred thousand dollars from an old four one K. You know,
how do I even think about putting in the market
in some sort of diversified way. And and I'd say,
you know, we do do a good job there of
helping people understand that and you know, getting it in
(17:53):
the market in the right way. And then you know,
and then there's there's broader things like I say, the
state planning is a big one. Something like eight percent
of Americans don't have an estate plan. It's crazy, and
so so you know, we really help help help.
Speaker 2 (18:07):
With things like that.
Speaker 1 (18:08):
But as I said, you know, there is no sort
of like one size fits all. Everyone has their own
unique financial life and journey that they're going through, and
so you know, we just think about it how do
we modularize each component of financial planning and make sure
that we can assemble it in a totally personalized way
to meet you wherever you are.
Speaker 3 (18:27):
Yeah, it's a great business model of if you don't
mind me saying, because once again, you customize it and
you have the three levels, which makes a lot of
sense depending on how much people want to spend and
invest with you as far as how much time they
have or their knowledge of it. And I love that,
and I think people are getting the idea about what
exactly you and your team do. With all that said,
I realize the world done fire. It's twenty twenty five.
All heck is break it looks right now. Financial the markets,
(18:50):
it's in the news all the time. With that said,
are there any current challenges that present itself to you
and your team right now?
Speaker 1 (18:56):
Funny enough, what we've found is actually the crazier the
market it gets, the more the more demand there is
for our services. So we actually saw it, you know,
in April when the market was really uh you know,
going going a y and was quite volatile. That was
actually probably the one of the better months that we've had,
(19:17):
you know, just in terms of new demand. Yeah, Yeah,
it is. It is a funny thing, but you know,
I think it just speaks to this idea that it's
like people value expertise, and you know, I'd also go
so far as to say, in this world where AI
is becoming increasingly prevalent, people value the human to human connection.
We've actually done a lot of research on this right
now where we're trying to understand what is the perception,
(19:39):
the consumer perception of AI in financial planning and just
someone you know, people want to build a do people
want to build a or excuse me, people want to
want to work with a purely AI financial advisor? And
the answer overwhelmingly is no. That people value the human
to human connection. They expect that the advisor is going
to be using some ver of AI to do a
(20:01):
better job for.
Speaker 2 (20:02):
Them, but at the end of the day, they want.
Speaker 3 (20:04):
The human makes sense. I wanted to ask you about
leadership and if you can indulge me for a second,
because there's a lot of people like you from maybe
ten twenty years ago before you got your startups and
you started to really build your business over the last
decade or about wondering about what I need to do,
how do I do it? I realized that your journey
is very specific to you. But when it comes to
(20:26):
starting up and also leadership with the type of company
you have, that's one hundred percent virtual. I'd love to
get some advice from you on leadership and a startup.
Speaker 1 (20:35):
That's a broad question, you know, I would say as
far as starting a company and getting going, you know,
I mean, the number one piece of us I have
is like, just you just have to start doing things.
I've seen a lot of ideas. I mean, as you
can imagine, you know, at this point, you know, ten
years into the journey, I get a lot of inbound
(20:56):
from younger CEOs or you know, first time entrepreneurs, and
I see so many good ideas and well intentioned people
who are just paralyzed by this by analysis without taking
the first step. And I think one thing that we've
done a good job of is really just saying, hey,
(21:16):
you know, if we're if we're eighty percent certain on
something it's good enough, we're going to try it, and
then we're gonna got a bunch of data and feedback
and iterate on it.
Speaker 2 (21:24):
And see what happens. Yeah, but it's like until you you.
Speaker 1 (21:28):
Know, there's what's that old saying it's like, you know,
no plan survives the first contact with the enemy. You
actually have to go into battle and have that contact
so that you can understand what the new plan needs
to be.
Speaker 3 (21:39):
I'm glad you brought this up because there's something that
I would live by and I learned a long time
ago in my business in radio and television sports, is
that I was kind of sitting on something. This is
years ago as I was a young program director, and
I remember my boss said, listen, I just want you
to run a play and then we'll figure it out.
And I think that's what you're saying.
Speaker 1 (21:57):
Right, one hundred percent, Yeah, perc Yeah, and you know,
I think that actually that actually kind of folds nicely
into the leadership question, which is that people, at the
end of the day, if you're winning in whatever way
you define that, whether you're delivering great client outcomes, or
you're hitting a target, or you're or frankly, you're you're
(22:17):
learning and you're you're iterating and you're you're growing, that
basically takes care of all your cultural problems. You know,
and maybe not all, but but but almost all of
your your cultural problems, and that that if you can
lead a winning team, the leadership takes care of itself.
Speaker 2 (22:37):
And so I spent a lot of time thinking.
Speaker 1 (22:38):
About how can I make sure that our team feels
like they're winning and uh and and how do how do.
Speaker 2 (22:47):
You make people feel fulfilled?
Speaker 1 (22:48):
Because if you're doing fulfilling work and you're succeeding at it,
I mean, that's that's the winning combination right there.
Speaker 3 (22:54):
It's great advice. And I think the other thing we've
learned in the series too, that you just have to
take some chances out there and as it's not always
going to work out, but it's how you respond to
the mistakes or the failures. And this goes with sports,
and it goes with life and having a family or
no family, or doing a startup. I think it's great advice.
I'm glad you shared that with our listeners. I did
want to get some final thoughts from you, and then
we want to give the website one more time. And
(23:15):
I know a lot of people are interested if you're hiring,
because you're probably looking for the best of the best,
so you can talk about that and just some moment anders,
but just some final thoughts about what we talked about
and kind of recapping everything and then the website sir,
the floor is yours.
Speaker 2 (23:28):
Well, I appreciate that.
Speaker 1 (23:29):
I mean, I think that you know, we are living
in an era of immense change and opportunity.
Speaker 2 (23:37):
No matter how you look at it.
Speaker 1 (23:39):
You know, entire industries are going to be upended by
artificial intelligence, and frankly, I think at the end of
the day, the consumer is going to benefit. And so
you know, we happen to have found our niche in
financial planning and financial advice. Fortunately it's a very big niche.
So you know, I'm very bullish on our prospects. But
I think you're going to see this across across all industry,
(24:00):
and I think it's an incredibly exciting time. I think that,
you know, like I said, consumers are going to benefit.
I think, you know, the American economy is going to benefit.
And you know, I think there's no better time than
now to be an entrepreneur starting a company and thinking
about disrupting a major industry.
Speaker 3 (24:16):
All right, website, and are you hiring.
Speaker 1 (24:19):
Facet dot com And you better believe it at facet
dot com slash careers. If you're interested in that, we're
hiring across a bunch of different roles. I think we
have like twenty five open positions ring right now. But
you know, back to my earlier point around artificial intelligence
heavy emphsis on data science and machine learning.
Speaker 2 (24:36):
So if you're interested in that, come our way for sure.
Speaker 3 (24:40):
Outstanding. Well, listen, you kind of eluded this a little
bit earlier, and I was thinking this the whole time,
and when I found out about your company, I'm saying,
you guys are disruptors because there's been a place that
people can go if they have a lot of money,
But what about the people that don't. They want to
invest or do estate planning. And you've hit it really
well the nail on the head, and I'm glad that
ten years in it's a very successful company. I know
(25:01):
you have a lot more growth to go, but I
wish you nothing but the best and continue success to
you and your team. And it really was nice to
feature you Andrews on CEOs. You should know, so thank
you so much for your time.
Speaker 2 (25:10):
Thanks Dennis, I really appreciate it.
I grew up in Boston, went to Stanford undergrad and
graduated in the spring of two thousand and nine, which
you know, up until for the spring of twenty twenty
was arguably the worst possible time to graduate. I think
seventy five percent of my class.
Speaker 2 (00:13):
Didn't have a job.
Speaker 1 (00:14):
So I ended up joining the early team of a
startup that was kind of the only thing to do
out there at the time, and so was on the
early team of a company that eventually became known as
live Ramp, which is in the advertising technology space right now.
It's a publicly listed companies, so very early on got
exposure to the entrepreneurial journey and being a startup guy,
(00:38):
and was there for four years.
Speaker 2 (00:40):
We actually ended up selling it to.
Speaker 1 (00:43):
A company called Axiom, which then subsequently spun it out
into a public company.
Speaker 2 (00:47):
But got an.
Speaker 1 (00:49):
Early taste for entrepreneurship and haven't worked back since.
Speaker 3 (00:52):
Well listen, you know, I know that, you know because
I had a kid just go through college, and I
remember with my college years that sometimes you figure out
what you're trying to do. And you mentioned about how
auspicious was when you were getting out into the real world,
and you've probably had a plan, but it sounds like
you had to pivot. And I was talking this series
in this and when we talked to entrepreneurs and people
that are leading companies that pivoting during tough times is
(01:14):
absolutely imperative to do. Also taking chances, and there's a
lot of other buzzwords that we use out there, but
it sounds like you really had to pivot. Can you
talk a little bit about that, because you know, when
you always have a plan and it doesn't come to fruition,
you either have to you know what, or get off
the pod. Tell us about that.
Speaker 1 (01:32):
Yeah, I mean, I think that's that's definitely true. You know,
certainly in my career, I thought that I was going
to go work on Wall Street when I was in college,
and that that didn't end up happening, and you know,
I end up in the tech world. And now, funny enough,
given that I run a fintech company, I'm like, sort of,
you know, to have a foot in both camps. It's
funny how that that sort of unfolded the way that
(01:54):
it didn't.
Speaker 2 (01:55):
But but you.
Speaker 1 (01:57):
Know, I'd say personally, certainly there were pivots, and then
also you know, professionally, when I think about some of
the things that we've done at faster. When we first
started the company, we had a totally different go to
market strategy, uh, that we invested a lot of time
and resources in and you know, spend millions of dollars
pursuing and then you know, about two and a half
years in one day, we just woke up and realized,
you know what, this isn't working, and you know, you
(02:18):
kind of have to to really kind of walk away
from these some costs.
Speaker 2 (02:22):
And it's a very painful thing.
Speaker 1 (02:24):
You know, sometimes you get tied up emotionally where it's
like this is something that I thought would work and
having to admit that you're wrong.
Speaker 2 (02:31):
That's a really hard thing for a lot of people
to do.
Speaker 1 (02:34):
But then there's also the sort of practical and you know,
financial and logistical, uh, you know, aspects of that. I mean,
you know, it impacted jobs, it impacted you know, certainly
are our finances. But then ultimately we found the right
path and you know, the rest has been a success story.
Speaker 2 (02:50):
But yeah, I know, it's it's.
Speaker 1 (02:53):
Going in and I think you know, the sort of
axiom that I always follow is follow is seek truth. Right,
It's like it's actually better to find is what is
accurate than to be right, and I think that's that
served us pretty well in the last few years.
Speaker 3 (03:09):
All right, well, your CEO and co founder are fast.
We're going to talk a lot about mission, what you do,
your programs, your capabilities, and everything about the company. But
I always like to start from the origin of the idea.
Speaker 1 (03:19):
You.
Speaker 3 (03:19):
Obviously, you and your partners and people that are on
the team saw a hole in the industry that maybe, hey, listen,
I think we might have an id here where it's
not being service properly. I think we can execute something
here that could be cool. Can you talk about actually
the origin of the idea of the company for sure.
Speaker 1 (03:33):
So after we sold Librand, one of the guys who
was on the board again, Patrick mckennay, and I had
worked really closely together, you know, in a variety of
roles at Librand, and we said, hey, you know what,
let's keep working together. So we did some early stage
investing together. We are looking at at companies outside of
(03:57):
Silicon Valley. We both lived in San Francisco at the time,
and so that's actually funny enough what led us to Baltimore,
And you know, part of the Organs and story of Facets.
I moved there in twenty fifteen kind of sight unseen
and started a company there. But you know, we were like,
all right, let's you know, let's invest in companies, but
let's really look for an opportunity in a space that
(04:17):
we both you know, have a lot of passion about
where we can build a company that really helps people.
You know, coming out of the ad tech world where
you know, you're basically optimizing ad spend by you know,
single digit basis points, you know, the idea of doing
something much more mission oriented where you could actually impact
people's lodge in a positive way really resonated. And so
(04:39):
this was twenty fourteen twenty fifteen timeframe. The first there's
a lot going on in the fintech and wealth tech space,
you know, the first set of robo advisors like wealth
Front and Betterment and Personal Capital. They were getting a
lot of attention and a lot of funding, and so
we were kind of naturally drawn to that area. And
then what happened was in twenty fifteen, the Obama inistration
(05:00):
tried to pass a rule called the Fiduciary Rule, and
basically it was a rule that had it passed, would
have said that a financial advisor was now legally obligated
to act in the best interests of their clients. So
like crazy amountent Number one is like, this isn't a rule.
Even crazier is that that rule didn't pass and so
to this day, it's actually not a blanket requirement that
(05:22):
a financial advisor acts in the client's best interests. But
when that was sort of all up for debate, the
industry pushback was, if you do this, you're going to
lose about eight million households are going to lose their
advisor relationship because the advisor can't afford to both service
them and acti in their best interests at the same time,
which was to me just a very crazy sort of
(05:43):
public admission from the industry that, yeah, you know what,
we're screwing eight million.
Speaker 2 (05:47):
Of our clients.
Speaker 1 (05:48):
But honestly, it's better that they get screwed than to
not have access to an advisor. And I think the
sort of you know, second order points there are. Number one,
there's a huge cost problem in the industry right the
cost of high quality financial advice is way too high
to both buy and to deliver it. And the number
two is that the business model is jacked that you know,
the asset based you know, charging a charging a client
(06:11):
a fee on your assets only works if the client
has a lot of assets. And guess what, there are
tens of millions of households out there that don't have
a huge amount of savings but still desperately need access
to high quality financial advice. So we put all those
pieces together. That's when we sort of came up with
the idea of FACET, which is subscription based financial advice
(06:31):
focus on people that don't have the investable asset level
to be interesting to a traditional advisor, and also at
a much lower cost and in a totally unconflicted way
where we can legitimately say we are the only thing
we care about is acting in your best interest.
Speaker 2 (06:46):
And that's the that's the company we came up with.
Speaker 1 (06:49):
And you know, we're almost ten years in and we've
stayed very true to those to that.
Speaker 3 (06:54):
Mission well outstanding. I appreciate you sharing all of that. Well,
let's do this. Let's talk about mission and vision and
I don't know if they've changed over the last decade,
but what are they today?
Speaker 1 (07:02):
So, I mean, we exist to help millions of Americans
live better financial lives and by extension, live better lives
in general, because you could very easily draw to draw
the line that you know, if you if your finances
are in order, you just have a better life, you know,
sort of rip large. So you know, we we again
(07:22):
sort of focus on a very underserved market. The folks
that we're working with is about seventy million households in
the US. You know, it's people that don't have millions
of dollars that really a traditional advisor wouldn't work with
them on. And we really see money as a means
to an end. You know, we don't exist to manage
money and charge fees on it. We exist because we
(07:43):
think that we can help people manage their their overall
financial life in a in a better way and just
lead to a you know, a happier life today and
you know thirty years in the future when when they retire,
and so you know that that's why we exist. And
you know, I'm really proud of the work that we've done.
Right now, we work about fifteen thousand households across the
(08:05):
country and every single person at the company is about
one hundred and seventy of us. So for right now,
and you know, every single person at the company is
here because of some connection to that core mission. And
you know, we celebrate our members' successes on a daily
basis and it's a great reason to get up every morning.
Speaker 3 (08:26):
And as you were talking about this a little bit earlier,
but if you were to give everybody a thirty thousand
foot view and they're being introduced to FACID for the
first time, would you tell them you exactly do so.
Speaker 1 (08:35):
We do financial planning on a subscription basis, So if
you work with us, you work with a dedicated certified
financial planner. That person is an employee of FACET. They
are trained in our method of doing things. We will
look at everything in your life that money touches. So
you want to talk about your cash flow, we'll help
you with that. You want to talk about the trade
(08:58):
off between sending your kids to private school versus taking
care of your aging parents' healthcare bills, we'll talk about that.
Speaker 2 (09:06):
If you want us to manage your money, we'll do
it for you.
Speaker 1 (09:08):
We won't charge anything extra for it, and we will
and it's not a requirement to work with us. And
you can imagine there's fifty more topics that we know
that we can help you with. But at the end
of the day, what we do is we design a
very personalized and dynamic roadmap for you today you can
think about your financial life today and often too the
(09:28):
future and feel like real certainty and sort of calm
that you're on track to accomplish the goals that you
want to accomplish.
Speaker 3 (09:38):
So I'm pretty sure you've got a lot of people's
attention of how cool this idea is and mean disruptors
in the industry and underserve people that aren't able to
work with money managers and all the money that that
costed do those kind of things. With that said, can
you kind of take us through just a very easy
tutorial about how you sign up, maybe cost incurred, who
you get to talk to, and how things are managing
(09:58):
all the communication. I'm sure people are curious. I know
everything is said on the website. We're going to give
the website at the end of the interview, but how
does it all work?
Speaker 2 (10:06):
Yeah?
Speaker 1 (10:06):
Absolutely, so I'll do a quick plug to our website now,
facet dot com.
Speaker 2 (10:10):
You can go, you can sign up.
Speaker 1 (10:12):
We have three different service levels two thousand and three thousand,
six thousand, dollars a year, and you know, it's a
little bit of a choose your own adventure.
Speaker 2 (10:20):
You can kind of decide what's the level of service
you're looking for.
Speaker 1 (10:24):
You know, at the lower end, you'll work with a planner,
you'll get your roadmap, we'll manage money for you, and
you know, will help you with sort of all aspects
of your financial life. At the higher end, we're doing
everything up to like you know, notarizing your state planning documents.
Speaker 2 (10:35):
It has much more to almost like a family office
feel to it.
Speaker 1 (10:39):
But you know, once you onboard, uh, you know, we
will work with you to sort of gather all of
your relevant financial data and you know, step one is
getting it all into one centralized hub, you know, within
our within our dashboard, where it's like, okay, first of all,
your financial life is now organized so you can see
it all in one place, and that, you know, just
right out of the gates is a big value add
for a lot of folks. And then from there, you're
(11:01):
working with your advisor and you're you know, understanding, you're
sort of balancing, you know, what are the goals that
you have. So we have a lot of folks that
come to us who their number one thing is. They're
just starting a family, they're getting married, they're buying their
first house, they're having their first kid, and there's so
many financial decisions and implications of all of those things,
(11:25):
and so it's like, okay, how do we how do
we help you navigate those And then at the same time,
we're also putting our fiduciary lens on things and saying, okay,
you know what, you don't have a mistake when you're
about to have your first kid. We need to help
you take care of that. And so so you kind
of put those things together and you build this roadmap,
you build action items.
Speaker 2 (11:44):
We will help you take action on the advice.
Speaker 1 (11:46):
So you know, the if, for example, you don't have
a six month emergency fund to come, you know, to
cover six months of expenses. Will help you open a
highyield savings account. And again we don't make any money
on that. That's just it's the right thing to do
to help you to take action on your the advice
that we give you. And then you know, over the
course of your relationship with us, like life changes and
(12:07):
we're there for you.
Speaker 2 (12:08):
See, you can message us, you can call us.
Speaker 1 (12:10):
You know your advisor is there to help you navigate
the ins and outs of life as it unfolds.
Speaker 3 (12:15):
I don't want to assume that there's any other company,
either domestically or worldwide, that does exactly what you and
your team do. But if there is something that's similar
out there and you're pitching yourself to people, how you
differentiating yourself from the competition.
Speaker 1 (12:27):
The way that I would describe it is that, you know,
the service that we offer certainly exists, but it's reserved
for people with millions of dollars. And so, you know,
if you'll forgive me the the analogy, you know, I
like to think, I like to say that, you know,
we're sort of a version of Uber for financial services,
where we're taking something that is you know, very expensive
(12:48):
and you know, uh, pretty exclusive, and we've made it
better and we've made it much more affordable and so
and so. Yeah, I mean, you know, the level of
service that I'm talking about does exist, but you just
you know, for our average member, they're not gonna they're
not gonna be able to access it.
Speaker 3 (13:06):
When you're talking to an advisor. What qualifications do they have?
So everybody feels comfortable about the kind of relationship that
they have, but also that they're taking good care of
their money or they're giving them sound advice. What's the
what's the criteria for people that work for you, that
talk to your clients.
Speaker 2 (13:20):
Yeah, it's a great question.
Speaker 1 (13:21):
So we hire Certified Financial Planners, which is the CFP
designation is sort of like the highest level of credentialing
you can get in financial advice. You know, apart from
the coursework, there's like a three year apprenticeship that these
folks go through, you know, So it's a it's a
it's a very sort of specialized and highly qualified individual
and we tend to hire folks that have, you know,
(13:43):
a decade plus of experience.
Speaker 2 (13:45):
You know.
Speaker 1 (13:46):
We often get people coming to us from places like
Vanguard or Fidelity or Schwab, you know that.
Speaker 2 (13:51):
That you know, really really know what they're doing.
Speaker 1 (13:53):
But the other thing I would say is that, you know,
we've been very adamant that, you know, the success or
failure of your real relationship with FACET shouldn't hinge only
on the advisor that you have. We have a fact
way of doing things. We have a FACET planning philosophy,
you know, and we have a you know, one consistent
and sort of replicable journey that we put our members through,
(14:14):
and obviously it's very personalized depending on your situation, but
you know, we're pretty opinionated about what the right order
of operations is to go through to make sure that
you're you're in a good spot. And so you know,
at the end of the day, if you know, for
whatever reason, we transition you from one advisor to another,
your experience won't change.
Speaker 3 (14:32):
I want to ask you about the work life balance
that everybody has now, and everybody's at home work, but
there's a lot of people being called back to the office,
especially where I'm calling you from in the DMV and
d C. With that said, I imagine that you're in
a very remote world. I didn't want to make any
assumptions about where all the people are, but I imagine
it is a very remote world. With that said, as
(14:54):
you lead the company and you want to make sure
that everybody has that great work life balance, but also
the execut shooting the vision that you want for the company,
how on earth does communication work with all your staff
when it comes to that, because that's you know, I know,
it's a leadership thing, and we talk about that in
the series. But I'm sure it's not an easy thing.
How do you do it?
Speaker 1 (15:11):
Yeah, that's a that's a tough question, and frankly it's
a it's a moving target. We are, in fact, one
hundred percent virtual. Like I said, we've about one hundred
and seventy people across I think we're in forty two
different states at this point. And so you know, we
actually we had an office prior to COVID in Baltimore,
but at this point, you know, the genie's out of
the bottle and it'd be hard to get everyone back
(15:32):
in one spot. So, you know, we we think very
proactively about structured meetings and communication points and check in.
So we have you know, weekly all hands we you know,
where we're doing kind of smaller you know, like kind
of soundby type updates.
Speaker 2 (15:54):
We have monthly uh you know, monthly broader.
Speaker 1 (15:56):
Meetings, and then quarterly sort of like the full on
you know, here's the state of the company. And then
we have also been fairly targeted about getting people together
in person for very specific reasons, and it's actually caused
us to think pretty clearly about, Okay, what is the
type of work that is best suited to being on
your own and not commuting, and so like the individual
(16:17):
financial planning conversations that our advisors have, like that's a
good example versus what are the things where it's like
actually being in a room together will save you, you know,
days of back and forth on Zoom and Slack and
you know those are things like product development or the
more creative you know, like like building marketing campaigns, things
(16:37):
like that, and so you know, we're pretty balanced between
you know, we know when it's when the time is
right to get people in a room together, and we
we don't hesitate on that.
Speaker 3 (16:48):
So when it comes to all the programs and the capabilities,
what are most clients saying, you know, I really need
you for this? Because I know you offer a lot
of different things and you could talk about that, but
when it comes to maybe the top three, the top five,
you know, programs capability that you offer, the people say
I really need you for this, what are they talking
about to you?
Speaker 1 (17:05):
Yeah, I mean, look, the number one thing is, as
I said, it's like I'm starting a family and I
just don't really know how to even navigate this. And
so you know, we get down to like, okay, the
cost of delivering a baby is X.
Speaker 2 (17:18):
How are we going to make.
Speaker 1 (17:19):
Sure that you're you know, that that is taken care of?
So that's the probably the number one you know. Frankly,
managing money is actually a big value add.
Speaker 2 (17:30):
We don't you know, we don't lead.
Speaker 1 (17:31):
With that as like the number one thing that we do,
but it is a huge value add for folks where
it's like, hey, you know, I'm sitting on a couple
hundred thousand dollars from an old four one K. You know,
how do I even think about putting in the market
in some sort of diversified way. And and I'd say,
you know, we do do a good job there of
helping people understand that and you know, getting it in
(17:53):
the market in the right way. And then you know,
and then there's there's broader things like I say, the
state planning is a big one. Something like eight percent
of Americans don't have an estate plan. It's crazy, and
so so you know, we really help help help.
Speaker 2 (18:07):
With things like that.
Speaker 1 (18:08):
But as I said, you know, there is no sort
of like one size fits all. Everyone has their own
unique financial life and journey that they're going through, and
so you know, we just think about it how do
we modularize each component of financial planning and make sure
that we can assemble it in a totally personalized way
to meet you wherever you are.
Speaker 3 (18:27):
Yeah, it's a great business model of if you don't
mind me saying, because once again, you customize it and
you have the three levels, which makes a lot of
sense depending on how much people want to spend and
invest with you as far as how much time they
have or their knowledge of it. And I love that,
and I think people are getting the idea about what
exactly you and your team do. With all that said,
I realize the world done fire. It's twenty twenty five.
All heck is break it looks right now. Financial the markets,
(18:50):
it's in the news all the time. With that said,
are there any current challenges that present itself to you
and your team right now?
Speaker 1 (18:56):
Funny enough, what we've found is actually the crazier the
market it gets, the more the more demand there is
for our services. So we actually saw it, you know,
in April when the market was really uh you know,
going going a y and was quite volatile. That was
actually probably the one of the better months that we've had,
(19:17):
you know, just in terms of new demand. Yeah, Yeah,
it is. It is a funny thing, but you know,
I think it just speaks to this idea that it's
like people value expertise, and you know, I'd also go
so far as to say, in this world where AI
is becoming increasingly prevalent, people value the human to human connection.
We've actually done a lot of research on this right
now where we're trying to understand what is the perception,
(19:39):
the consumer perception of AI in financial planning and just
someone you know, people want to build a do people
want to build a or excuse me, people want to
want to work with a purely AI financial advisor? And
the answer overwhelmingly is no. That people value the human
to human connection. They expect that the advisor is going
to be using some ver of AI to do a
(20:01):
better job for.
Speaker 2 (20:02):
Them, but at the end of the day, they want.
Speaker 3 (20:04):
The human makes sense. I wanted to ask you about
leadership and if you can indulge me for a second,
because there's a lot of people like you from maybe
ten twenty years ago before you got your startups and
you started to really build your business over the last
decade or about wondering about what I need to do,
how do I do it? I realized that your journey
is very specific to you. But when it comes to
(20:26):
starting up and also leadership with the type of company
you have, that's one hundred percent virtual. I'd love to
get some advice from you on leadership and a startup.
Speaker 1 (20:35):
That's a broad question, you know, I would say as
far as starting a company and getting going, you know,
I mean, the number one piece of us I have
is like, just you just have to start doing things.
I've seen a lot of ideas. I mean, as you
can imagine, you know, at this point, you know, ten
years into the journey, I get a lot of inbound
(20:56):
from younger CEOs or you know, first time entrepreneurs, and
I see so many good ideas and well intentioned people
who are just paralyzed by this by analysis without taking
the first step. And I think one thing that we've
done a good job of is really just saying, hey,
(21:16):
you know, if we're if we're eighty percent certain on
something it's good enough, we're going to try it, and
then we're gonna got a bunch of data and feedback
and iterate on it.
Speaker 2 (21:24):
And see what happens. Yeah, but it's like until you you.
Speaker 1 (21:28):
Know, there's what's that old saying it's like, you know,
no plan survives the first contact with the enemy. You
actually have to go into battle and have that contact
so that you can understand what the new plan needs
to be.
Speaker 3 (21:39):
I'm glad you brought this up because there's something that
I would live by and I learned a long time
ago in my business in radio and television sports, is
that I was kind of sitting on something. This is
years ago as I was a young program director, and
I remember my boss said, listen, I just want you
to run a play and then we'll figure it out.
And I think that's what you're saying.
Speaker 1 (21:57):
Right, one hundred percent, Yeah, perc Yeah, and you know,
I think that actually that actually kind of folds nicely
into the leadership question, which is that people, at the
end of the day, if you're winning in whatever way
you define that, whether you're delivering great client outcomes, or
you're hitting a target, or you're or frankly, you're you're
(22:17):
learning and you're you're iterating and you're you're growing, that
basically takes care of all your cultural problems. You know,
and maybe not all, but but but almost all of
your your cultural problems, and that that if you can
lead a winning team, the leadership takes care of itself.
Speaker 2 (22:37):
And so I spent a lot of time thinking.
Speaker 1 (22:38):
About how can I make sure that our team feels
like they're winning and uh and and how do how do.
Speaker 2 (22:47):
You make people feel fulfilled?
Speaker 1 (22:48):
Because if you're doing fulfilling work and you're succeeding at it,
I mean, that's that's the winning combination right there.
Speaker 3 (22:54):
It's great advice. And I think the other thing we've
learned in the series too, that you just have to
take some chances out there and as it's not always
going to work out, but it's how you respond to
the mistakes or the failures. And this goes with sports,
and it goes with life and having a family or
no family, or doing a startup. I think it's great advice.
I'm glad you shared that with our listeners. I did
want to get some final thoughts from you, and then
we want to give the website one more time. And
(23:15):
I know a lot of people are interested if you're hiring,
because you're probably looking for the best of the best,
so you can talk about that and just some moment anders,
but just some final thoughts about what we talked about
and kind of recapping everything and then the website sir,
the floor is yours.
Speaker 2 (23:28):
Well, I appreciate that.
Speaker 1 (23:29):
I mean, I think that you know, we are living
in an era of immense change and opportunity.
Speaker 2 (23:37):
No matter how you look at it.
Speaker 1 (23:39):
You know, entire industries are going to be upended by
artificial intelligence, and frankly, I think at the end of
the day, the consumer is going to benefit. And so
you know, we happen to have found our niche in
financial planning and financial advice. Fortunately it's a very big niche.
So you know, I'm very bullish on our prospects. But
I think you're going to see this across across all industry,
(24:00):
and I think it's an incredibly exciting time. I think that,
you know, like I said, consumers are going to benefit.
I think, you know, the American economy is going to benefit.
And you know, I think there's no better time than
now to be an entrepreneur starting a company and thinking
about disrupting a major industry.
Speaker 3 (24:16):
All right, website, and are you hiring.
Speaker 1 (24:19):
Facet dot com And you better believe it at facet
dot com slash careers. If you're interested in that, we're
hiring across a bunch of different roles. I think we
have like twenty five open positions ring right now. But
you know, back to my earlier point around artificial intelligence
heavy emphsis on data science and machine learning.
Speaker 2 (24:36):
So if you're interested in that, come our way for sure.
Speaker 3 (24:40):
Outstanding. Well, listen, you kind of eluded this a little
bit earlier, and I was thinking this the whole time,
and when I found out about your company, I'm saying,
you guys are disruptors because there's been a place that
people can go if they have a lot of money,
But what about the people that don't. They want to
invest or do estate planning. And you've hit it really
well the nail on the head, and I'm glad that
ten years in it's a very successful company. I know
(25:01):
you have a lot more growth to go, but I
wish you nothing but the best and continue success to
you and your team. And it really was nice to
feature you Andrews on CEOs. You should know, so thank
you so much for your time.
Speaker 2 (25:10):
Thanks Dennis, I really appreciate it.
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