Shelby Nicholl

Specialty: Breakaway Advisors and Large Teams
Location: St. Louis
Years in the business: 20+

Shelby Nicholl is the Co-Founder of Catalyst and a consultant who works directly with financial advisors navigating major career transitions—whether that’s moving firms, launching their own RIAs, or growing their practices. Shelby specializes in helping advisors break free from captive firms like Edward Jones, UBS, and Merrill Lynch. With a deep background in corporate leadership and change management, she’s the go-to for large teams, ensuring every step of the transition is smooth, strategic, and designed to minimize disruption for advisors, their staff, and the clients they serve.

Before stepping into the world of independent consulting, Shelby spent 25 years in corporate leadership. She started her career at A.G. Edwards and held the roles of Senior Vice President at LPL Financial and Director at Edward Jones. Over the years, Shelby has honed her expertise in understanding the advisor-client experience, developing new products, and crafting marketing campaigns that inspire real behavioral shifts. With this depth of knowledge, she helps advisors turn their big-picture goals into reality, all while keeping the client experience at the forefront.

Shelby holds an MBA from Washington University, is Series 7 and 66 licensed, and is a certified PROSCI change management practitioner. Shelby’s passion projects include Muriel Network, a digital community for women in wealth management and the Kick It Open podcast.  She serves on the Advisory Board for Easterseals Midwest and the Easterseals Women’s Giving Collective. She’s also a founding board member of the St. Louis-based Women Leaders in Finance. 

Why Do I Do What I Do?

It’s simple: I believe everyone should “do what you love and love what you do.” My purpose is to help others flourish—both in business and in life. When I work with advisors, I’m all about looking forward and helping advisors craft their dream practice where they can serve clients well, grow their businesses, and maintain a full life. I thrive on blending the analytical and creative sides of the business to help advisors find solutions that truly let them flourish.

Something Unique About Me

Growing up in a small Missouri town of just 900 people, I spent my childhood buried in books and honing my love of writing. Fast forward a few decades, and I’ve built a career far beyond anything I could’ve imagined. Now, I use that creativity to help women define and achieve their career ambitions. In 2023, I co-founded Women Leaders in Finance-St. Louis, and shortly after launched Muriel Network to connect women in wealth management digitally. My creative outlet is the Kick It Open podcast, where we chat with wealth management leaders and share stories that inspire.

Fun fact: Muriel Network is named after Muriel Siebert, the first woman to become a member of the NYSE—talk about a trailblazer!

A Story of an Advisor I’ve Helped

Because of my time at both Edward Jones and LPL Financial, advisors often tell me, “You speak Edward Jones and the independent market.” One of the first teams I helped transition to independence was a father-daughter duo managing $190MM AUM in Mississippi. After years of feeling stifled at their prior firm, I helped them set-up a true family business. I negotiated a top-tier transition package, guided their marketing strategy, and was on-site to support them through those crucial early days. I have a special place in my heart for family businesses, especially when the next generation steps up with the same dedication that clients need.