What does it take to leave the corporate world and build a financial planning firm rooted in relationships, persistence, and long-term client care? In this episode, Wes Littlejohn of Marathon Financial Strategies in Atlanta, Georgia, shares how his background in accounting, tax preparation, audit, and corporate finance eventually led him to the advisory profession.

Wes reflects on earning his CPA, working in corporate roles, and realizing that he wanted the smaller, more relationship-driven environment he had seen in his father’s entrepreneurial career. He also shares how his practice evolved from investment-focused work into comprehensive financial planning, why tax planning has become an important part of his value to clients, and how working with his wife, Sally, helped bring more structure, process, and consistency to the business.

What does it look like to build an advisory business with a clear identity, a strong partnership, and a client experience rooted in planning? In this episode, Alyson Burkett of 21 Goats Financial Planning in Roswell, Georgia, shares how she entered the financial services industry after studying economics and finance at Auburn, built her early career at Waddell & Reed, and eventually navigated a major transition to LPL while balancing a growing family and a growing practice.

Alyson also shares the story behind the 21 Goats name, why she and her husband Brian decided to work together, and how their complementary strengths shape the business today. She discusses the systems, technology, client process, referral strategy, and planning approach that help the firm stay organized, memorable, and relationship-driven. From spouse partnerships and office ownership to MyRepChat, Redtail workflows, financial planning fees, and intentional growth, this conversation offers a practical look at what it takes to build a modern advisory firm with personality and purpose.

What does it look like to grow into the financial advisory business while honoring the legacy of a successful family practice? In this episode, Daniel Lee of Karen Lee and Associates in Atlanta, Georgia, shares how he found his way into financial planning after first discovering what he did not want from a career. He reflects on his early exposure to the profession through his mother, Karen Lee, and how taking CFP coursework helped him realize that financial planning checked the boxes he was looking for in meaningful work.

Daniel discusses what it was like to join a family business, the boundaries and shared values that helped make the transition work, and how he developed from learning operations and paperwork to becoming a lead advisor. He also shares how Karen Lee and Associates presents itself as a team, how they onboard new clients through a planning-first process, and why client relationships, networking, technology, and thoughtful succession planning all play a role in building a durable advisory firm for the future.