Executive Corner

Financial advisors deliver financial advice – it’s a simple concept at the core of our industry. But what factors and motivations are driving that advice?

Typically, the answer varies from financial advisor to financial advisor. I’ve been thinking about that question quite a bit lately, and for JNBA, the answer is clear: advocacy. Our financial advice is driven by advocacy.

Advocacy has always been at the core of JNBA’s philosophy. When my mother-in-law, Judith Brown, founded the firm nearly 40 years ago, her independent approach was groundbreaking. She looked at traditional financial advisory firms and thought, “How can you truly trust an advisor who is taking commissions from securities firms, or anyone for that matter?” She decided in order to be a trusted partner to her clients – an advocate – she must work solely in her clients’ best interests.

A lot about the financial services industry has changed in the past four decades, but here at JNBA, we still firmly believe that people deserve an advocate — not just for your money, but for your goals and biggest decisions. Someone who is independent. Someone you know is sitting on the same side of the table as you, even when you’re not in the same room.

I strongly believe that this perspective and approach are the driving force behind our 97% client retention rate that dates back to when tacking began in 2001.

Thank you for allowing JNBA to be your trusted advocate. Please visit my recent blog post here to read more.


Due to various factors, including changing market conditions and/or applicable laws, the content may no longer be reflective of current opinions or positions.  Moreover, you should not assume that any discussion or information contained in this blog serves as the receipt of, or as a substitute for, personalized investment advice from JNBA Financial Advisors, Inc.

Please see important disclosures information at www.jnba.com/disclosure