Alanah Phillips

Specialty: Non-protocol break-ups, advisors who like to make more money and have more fun, or both
Location: San Diego, CA
Years in the business: 8

After spending 5 years building and running an intern program co-opted by advisors across the country, I moved on to the next challenge of helping experienced advisors determine the signs that it’s time to break up and change firms. I helped dozens of advisors find their next home at a protocol insurance BD but found that I was frequently giving advisors advice to look at solutions that might be a better fit. Having only one solution, what I represented didn’t match the consultative and educational approach I took with advisors – explaining and exploring the landscape of financial services and providing them insight into the possible firm fits.

In addition to my recruiting work, I feel a responsibility to advocate for advisors in the industry via podcasting, speaking, and coaching. Through Next Gen in 10 we help share the secrets of success with up-and-coming financial professionals, and I regularly speak to industry groups about how to hire, train, and retain next-generation talent.

In 2023, I was awarded Woman of the Year by WIFS and have also been featured on Indigo Marketing’s top 35 influencers in financial services for 2024..

Why do you do what you do?

I believe that each advisor has a right-fit firm right now. Just like the efficient frontier line, we have to do the work to determine your risk tolerance, capacity, and goals. I believe that other types are lazy and don’t want to do this work because it’s hard and requires knowing so many options well enough to direct you toward the best fit. I don’t claim to know everything, but I know I will always seek out the best option for the advisors I work with.

What is something fun or interesting about you?

I love to read, write, dance, and sing karaoke. I am at 18 of 30 baseball stadiums and counting.I have two rescue dogs. I love working out. 

Story of an advisor you have helped

In 2018, I helped an advisor within an ensemble model at an RIA. She was making a salary and not being compensated for the revenue she was bringing in.  We reviewed all the options on the spectrum of the industry and determined she wanted to take on more risk and get more reward. We ultimately decided she should go independent, and despite all the challenges we navigated together – finding a team to partner with, dealing with extremely restrictive contracts, and a global pandemic, in 2021, she made a move. In the process of working together, I was able to introduce her to an advisor who needed a retirement plan. That practice purchase occurred over three years, and in 2024, she’s come from making $150k ish to hitting $775k in T12 revenue. She has a growing staff, made her practice bi-city, and had a baby. She is flourishing, and if I can claim to have participated in even just a fraction of why that happened, it fuels me to keep doing what I’m doing every day. Educating and guiding advisors through breakups, knowing they will be much better off on the other side.