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Building a Wealth Management "Scene" with Matt Zeigler | Financial Planner Search · Financial Planner Search

• Gregory Wilnau: Alright, Matt, how are you doing today? Matt Zeigler: Greg, I am fantastic and I say this with extra enthusiasm because I'm talking to somebody with a drum set behind them. A few things make me happier. Gregory Wilnau: Yeah, love it. And I also see that you look like a musician in the background as well. You've got your guitar cases, right? Matt Zeigler: or hiding the guitar cases back there. There's some amps over here. There's a million music books on these shelves and a case of records or two. mean, yeah, we're stocked up. Gregory Wilnau: I love it, man. I love collecting those big records, too. I got all the original Beatles albums up there. They're out of view of the camera. yeah, this is super exciting. So ⁓ let's quickly talk about your practice and what you do. But before we started recording, made an interesting, ⁓ you said something that was interesting that I wanted to visit really quick. You got, you didn't necessarily go to school, you went to school first with the music. degree, right? Matt Zeigler: My friend, never even took a business class in college. Hopefully nobody holds that against me. What I instead did is I was one of these like overambitious kids. So was really into music growing up. was playing in bands. I was playing in bands with my friends and with a bunch of older people with adults too. And I was learning basically how to run a business. So that got me all the way through high school and college. I worked one crappy summer in construction and then found out how much you could get paid to play weddings for people who was like, this is, this is so much better. And then I also found out like, this is why you put the band van inside the LLC and how you get the insurance and how you deal with payroll and DOL. And I learned all those lessons. I didn't know I was learning business. So I learned all that outside of school. So flash forward to like early 2000s, I got a degree in music, I'm running a recording studio, I'm touring, I'm doing all this stuff. And I didn't Like I didn't know macro or market stuff at all yet. I'm like, why does this suck for me? And it doesn't seem to suck for people who did this before me and Napster, the internet, the advent of the personal computer, basically the entire collapse of the music industry as we knew it and dreamed about it growing up was getting rug pulled out from under me. I was like, this, this is now a job and not something I love. I need insurance. I stumbled into a job as a part-time teller in a bank that lasts all of two weeks. And like that guy looks like Gregory Wilnau: Yeah, the collapse of the music industry. Yeah. Matt Zeigler: He's having fun. What's he do? He's a financial advisor. Lo and behold, the story begins. That's like 2007 or eight. And here we are today in 2026. Gregory Wilnau: All right, I love how that kind of evolved into what you're doing. So maybe you could tell us a little bit more about your practice and kind of what you what you specialize in. Matt Zeigler: So the practice today, and this I think is really important and really, I don't know, it's exciting in the career arc nerd type of way, is what I told you before about I was learning business on how to run and operate and do this. That's the way that the business runs today. These are the people that we serve. So Sunpoint Investments is the RIA that I am a part of. I like to say we're the big side of small and the small side of big. I did. a good decade and a half at a giant firm. So I was in the wirehouse, I was working in the giant system with all the politics and all the things that come with it. But I got that experience of what happens when you're financial Walmart and you could literally do anything for everyone. The big lesson I learned is that if you're really going to do what's in people's best interest, you can't always have the thing that's in their best interest. Like other people are allowed to have the best thing that exists. Gregory Wilnau: Mm-hmm. Matt Zeigler: And that slowly drove me nuts until the point where I was like, you know what? I want to leave. I want to go to a place that can still do again, small side of big, big side of small. I want to do everything, but I want to have the option to tell clients, if this is not in your best interest, let me help you still get this done. And so what we do today at Sunpoint is we take case our core clients are people who are like entrepreneurs or creators of jobs in some way, or form. And we help them not only with their situation on the financial planning, the asset management and all of those things. But we help them with the entire ecosystem that inevitably springs up around them. Because success never gets trapped into if it does get trapped into a weird little corner, it's just one person by themselves. I'm not really interested in that person. I'm interested in the person who is like, Well, how do we take care of the employees? How do we take your mother needs some help? Your mother in law needs some help. Gregory Wilnau: Yeah. Matt Zeigler: Your cousin needs some help. All the different stacks of the employees, the executives, and the entrepreneurs who make this stuff work. That ecosystem is our focus and how to navigate all this stuff because I'm an outsider to this industry. I still feel like one. I didn't know what these words meant. So I like taking my message to that ecosystem and helping translate all this stuff to actually get good outcomes about something that isn't that hard. Gregory Wilnau: Yeah. Matt Zeigler: If you don't want to work in construction one summer, there's a whole other path out there. Let's figure it out together. Gregory Wilnau: Yeah. Yeah, I worked in construction. before we started our business around 10, 12 years ago. So I was making $15 an hour. It's not fun. Yeah, it was not fun. Matt Zeigler: I wish I was making 15 bucks an hour. And I wish there wasn't halfway through the job when they go, ⁓ stop working in here. And as you're walking out and you're describing it to your friend's dad afterwards, you're 16 years old and your friend's dad's like, that sounds like that's asbestos. And they're like, well, nobody's gonna talk about that again. Gregory Wilnau: Sorry, I'm not laughing because it's funny. It's kind of like, you know, I've experienced that before. And then, you know, everybody, you know, freaks out and flees the building, you know, ⁓ definitely some interesting experiences from my time in construction. Matt Zeigler: But these are these like language and label and story barriers that exist inside of every single industry and us with the shared musical background, like music is just a way of expressing something. Everything is poetry. Everything is a metaphor. So if you can start to see those component parts, the world's a lot more fun and a lot less intimidating. Gregory Wilnau: Yeah. Yeah, absolutely. So you specialize in, I'm looking at this ⁓ Sunpoint site. ⁓ You are the managing director and the private wealth advisor. So it sounds, looks to me like you're really in the financial planning piece and the advisory role. Maybe you could help us understand, help me understand if there's anything in your music backgrounds. ⁓ and the creative side that you find has been very helpful to you in what you're ⁓ working with your clients with their money. Does that make sense? Matt Zeigler: It does. So I think one of the most important things for any of us who have a music or an arts background is what we are inevitably invariably good at is pattern matching. Stringing some stuff together, seeing how stuff goes together or clashes, and understanding when something is in a groove, what if it's in a rhythm, what it feels right, not just picking on you for the drummer stuff, but also like how you can manipulate those things to make it feel different or to maybe take it to somewhere else. Gregory Wilnau: Mm-hmm. Matt Zeigler: Like one song plays great at one type of party and plays totally different a different type of party. These things can be crossed and bent and used to basically interact with the world. So when I look at that, and I think about how does this apply, I'm gonna take this in a slight different direction than I think where you meant it, which is, this is another huge, huge revelation for me, I think a lot in terms, music industry disruption changed my career arc, the one that exists right now, I like to think of in terms of Gregory Wilnau: Do it. Matt Zeigler: the fascination with startups and in this loneliness epidemic that we're all in the middle of, the forgotten sense of what is a scene. So can I ask you, wherever you're part, like I was in some music scenes, I played, you know, local sports and stuff like that growing up. Have you experienced a scene in your lifetime? Gregory Wilnau: Yeah, so this when I was in high school, I was really into pop punk. So the pop punk scene was what I was into. Matt Zeigler: Where in the country did you grow up? I promise that's derailed us. You were in central Florida. Okay. And when can I, can I age date you? Like, are you in the glory days of like the Gainesville scene? Are you in the glory days of like, like what part of pop punk Florida did you experience? Gregory Wilnau: Central Florida. Yeah. ⁓ Yeah, so I was actually in a place where there wasn't a lot of local music. So by scene, I mean, like all the people that I hung out with listen to that type of music. We talked about it all the time, that kind of thing. So I actually didn't get to go to a lot of shows when I was that age because there just weren't any really around. But where were you going with that? Because I'm really intrigued. Matt Zeigler: So something that I love, especially with the music world, and especially with this, and it's funny. So I am going to, I'm going to make this Florida specific for a minute, just because I can. And it's fun excuse to talk about cool things in Florida, even though way up north in pencil, Pennsylvania here, it was a distant country as far as I was concerned. Okay, so we are startup obsessed in this country and have been for the better part of the last probably two decades, I would say. And there's a whole bunch of stuff in private markets and public markets and company staying ⁓ private, longer post the tech boom and blah, blah, blah, blah. The big thing here is that we've become obsessed with these companies who scale. And the idea of how you take a company or take something that scale is you keep making it more and more popular for more and more people. And that requires that that company has two forms of leverage as operational leverage and organizational leverage, operational new tools, things that help build it up in infrastructure, and then organizational, which are people. So the right people in the organization to help it spread and go further. And that's magic. It's magic when it happens. It's magic when you start Instagram or whatever and 10 of you would get a billion dollar valuation and you sell the company to Facebook and the rest is history. Startups are really, really cool, but they are not everything. A startup is very, very different from a scene. A scene is the antithesis to scale. It's you and your friends hanging out and vibing over pop punk bands that you love and caring about. Even if you can't go to the show. But it's the coolest thing ever. And if all of a sudden three kids from out of town come in and they want to talk about it, it's not the same. So your scene can't get levered up to be a startup, even though people want to make it that way. I think like when I think about Florida, I think about some of like the bands that came out of my generation of like the late 90s, the mid to late 90s in particular. And I think about Less Than Jake. I think about Hot Water Music. I think about Against All Authority. Gregory Wilnau: Yeah. Yeah. Matt Zeigler: I think about some like the grind core and middle core bands that I love from down there. Like Gainesville had so much cool stuff going on. Great, ⁓ great mail order. Some of the best like the blind spot, blind spot mail order catalog. ⁓ I have such great memories and getting those and getting the zines from from down your way. So it was a scene though. And this is part of again, my generation, this idea about like selling out, we worry about when somebody takes startup culture and maps it on the seats. Now, Gregory Wilnau: Yeah, yeah, yeah. Matt Zeigler: Here's our wrap this all back in inside of a wealth management firm. What a lot of these companies want to be with the major wire houses, with the major banks, with the major brokers all want to represent is they all want to take startup values and apply it to wealth management services. And the problem is that default desensitizes what the relationship is because you want basically the client ever relationship with the brand, not the advisor. You are trying to eradicate the scene. Gregory Wilnau: Interesting. Matt Zeigler: from the structure in the name of scale. What we're trying to do at Sunpoint is basically say the company itself can have certain principles of scale, but inside of the advisor relationship. So me as a managing director, as a private wealth advisor, working with my own clients and helping strategy for the other clients at the firm, my focus is every advisor should represent a scene with their clientele. And that scene is the advisor, a service associate, a planning person, probably a finance person, like an investment portfolio person. That scene gets delivered with the client. inclusive in that conversation. And we draw the lines around this, this relationship never needs to scale. It is a two way street. It is one to one. And you feel good about this, because we're not going to blow it up into pick your major bank of choice. That's the most important thing. Personal and small on that level. That's the kind of, I come from scenes like that. That's when my professional life feels good. I tried it the other way. I didn't know why it didn't fit in for so long. And it was, yeah, I'm in the wrong, I'm in the wrong environment. Gregory Wilnau: Sure. So you keep it really personal. Right. Yeah. So it sounds like ⁓ that approach might, is better for you because you get to know the person more intimately. You get to be more creative. It's less, it's not a cookie cutter. It's not a process that you're just trying to fit in because the organization says you have to. Would you say that that's accurate? Matt Zeigler: That's more than accurate because not only is it not cookie cutter, it's another expression that I love to use. Everybody used to talk about white glove service when I was starting in this business. I hate that expression. It's like, am I your butler? Am I bringing you orange juice on a tray? Like what's the metaphor you're trying to get to me here? Like what a butler is, what white glove service is, is that as a form of organizational leverage, Gregory Wilnau: Hahaha. Matt Zeigler: where it's like, ⁓ no, you're a lower cost person. So you can go out and do this service for me and contribute to the profit margin of scaling up the larger organization. What we instead say all the time is we say we do garden glove service. We will get our hands dirty in the name of Not hiding your bodies. I will get my hands dirty in the name of growth with you, but we have to be growing something together. And critically with that relationship, the relationship isn't just me and you. Gregory Wilnau: Interesting. Matt Zeigler: but it's who you're bringing to the table and whom I'm bringing to the table. And that means we have two ecosystems that are now growing something together and those relationships are only valuable over a lifetime, if not two or three. That is a different duration of thinking that I'm very, very passionate. Gregory Wilnau: Yeah, let's talk a little bit more about your clients and the people that you work with. Are there any specific types of people that you work with? Is there a specific niche? Maybe you could talk about the typical person who might come to you in a normal situation that they might need you to lead them through that kind of maybe has sparked their interest in getting in touch with you in the first place. Matt Zeigler: So I'm gonna explain this in terms of like the ecosystem that unfolds and maybe I'll give you like a couple of more tangible cases and how this fits together. I think this is really important to say and repeat, which is it's our main clients that we're always looking for are basically the entrepreneurs. They are people who can both work in and on a business at the same time. Just below them, not in status or stature, we work with them too, but we wanna be aware of how they fit into this, are the executives. Those are the people who have been trained to work on a business. They think like owners, even if they're not necessarily the owner at the entrepreneur class, but they think and they operate that way. The last one is employees. Employees work in a business. That could be a choice. That could be, need to be at home every day to take care of my family or do something else or life is okay enough here. I'm going to make everything else work out there. There's, there's nothing derogatory in this, in this Gregory Wilnau: Mm-hmm. Matt Zeigler: status. This isn't like a pyramid or something. They all nest together. There are no entrepreneurs who also don't have executives or employees in some way in their life. And there's no employee who doesn't also have an executive or an entrepreneur in their life. I will find them. I will challenge anyone to say like, just give me this and I'll tell you who the pieces are in the ecosystem. Again, pattern matcher, systems thinker, a lot of HD. That's how I roll. So we Gregory Wilnau: Yeah, ditto. Matt Zeigler: We look for the entrepreneurs though, and those are the ones that we're always trying to find because we know we can help them the most. Now, the reason we can help them the most is typically they own or operate some type of business. It could be something really traditional and really, I don't want to say boring, but we have people who you run a healthcare company, you're publicly traded, you got all those problems that go with you. We have people who run private real estate businesses, private marketing firms, all sorts of things like that where The range of problems is the range of problems as it is. What they all have in common though, is those people say, I've got this whole team and ecosystem of people around me and I wanna do what's right for me, but I also wanna do what's right for them. And so for those people, it's putting together the financial plan, putting together the investment strategy that understands their business is part of their investments. It's not just their stocks and bonds and what are in their IRA or whatever. It's like, no, no, your business is an asset. We have to value that your, your three pieces of real estate. Those are assets. We have to evaluate that and how to evaluate that and how it fits into the broader puzzle. And then on top of that, we need to do this look through where if you're the owner operator, what are the benefits plans? You're on what's the long-term incentive plans you're offering for your executives? Are they your succession plan? Are they going to come in? Are you going to sell the company somewhere else? You're going to sell the company somewhere else. Gregory Wilnau: Yeah. Matt Zeigler: How are you going to take care of your executives and your employees? Because you're worried about that person who works at the front desk for the last 20 years. You care about this whole ecosystem and we help those people think in that connected community sense of what they really want to achieve beyond the money. Gregory Wilnau: Yeah. Yeah. What are some of the ways that those people find you? Like, where do you typically find your clients? Where do you work? Yeah, how do you how do you find it? Matt Zeigler: Word of mouth is still the strongest way that people find you. The classic I know a guy. It's never going away. I don't care what you tell me AI is going to do. I know a guy is going to go forever and ever and ever and ever. However, caveats. How do people find us today has evolved. And this is part of the bet. This is how you and I ran into each other out in podcast land. It has evolved. I think about this in three layers as well. A lot of systems for helping me think through stuff because if you're going to replicate this, this is my form of finding operational leverage in some of these areas. So I think as far as marketing goes in terms of there's the social media and around it, there's a social medium and there's parasocial relationships. These are critical. So social medium is me and you talking to each other. It's a two way street. I know we're going to share this, but you and I are basically just talking to each other right now. The social medium is where client relationships live. This is a scene. It doesn't ever need to go farther than this. This is perfect. This is beautiful. Greg, you're fantastic. Social media is you and me when we both get on LinkedIn or whatever later. And what social media is, is it's still this. It's still a two-way street, but now everybody else can see it. That idea that we can engage directly with people across social media is just a broader network application of the social medium. That's why there's a singular and a plural, but I had two generations of English teachers before me. It's an unhealthy fascination with. Now the next part and this goes back to your your initial question I'm taking forever to answer is the parasocial relationship. And this is one thing I think a lot of advisors miss and this is a big place that I think business comes in now. The parasocial relationship is you and I record this podcast somebody goes out and they find the three other podcasts that I do and they start listening to me and they start to go oh I feel like I know Matt. I feel like I like the way Matt communicates. I feel like I have a relationship. This is a one way street. parasocial relationship, I don't know you yet. You're an internet stranger. But what that does is that increases the surface area. And once somebody has listened to a few things that I've done online, they say I like the way he communicates, we've developed a parasocial relationship. Now usually what happens next you connect with me on one of the social media platforms. Now the two way street is open. Eventually, sales funnel style. That's what this is. It turns into a social medium where we have a direct one to one connection. And now it evolves. Gregory Wilnau: Sure. Matt Zeigler: So in this internet era, I think the most important thing and something that's big for us at Sunpoint is developing these parasocial relationships on a number of platforms where people, even if somebody says, know a guy, you're going to Google him. You're to put it in chat, GPT or perplexity. You're to look them up. I want to give you 10 different ways to feel like you have an idea of what it's like to talk to me before we get there, because I know that's how I'm vetting people these days too. Gregory Wilnau: Sure, sure. Yeah, I me too. I think that's what we're all doing. We have the benefit of being able to do that now. ⁓ So you said you've got a couple podcasts. Tell us a little bit more about your podcast and ⁓ is it ideally for your prospective clients to kind of find you and get to know you? What are the topics you talk about? us a little bit more about your podcast. Matt Zeigler: What fun would it be to talk about the same thing all day every day? Come on. So here's here's another thing. I do not have a dedicated like financial planning podcast. I reserve that for the people who want to do this. I will let stuff seep out into the world about things we're talking about. Sunpoint does webinars and we do other things where we broadcast this information. But chances are even if you're looking for a financial planner. you want to know more about the communication style and the values and everything else that shows up. By far the most popular thing that I do online is I am a part owner and operator of a company we're called Excess Returns, where I financial and investment market education channel. So YouTube, Spotify, wherever you get your stuff, we're there. And what Excess Returns does is, A lot of the investment related conversations that I would otherwise have behind the scenes, we just have them in public. A lot of that work flows directly through to client conversations. It flows, it's like we're gonna talk to, you know, the head economist at Redfin, we're gonna talk to Daryl Fairweather, we're gonna get her take on real estate. And guess what? We have a bunch of real estate clients. Last checked, most of our clients own houses, if not a house and whatever else. It's very relevant information. It's very education focused. Gregory Wilnau: Interesting. Matt Zeigler: And you get a sense for the type of questions when I'm hosting, I have two partners who host stuff too, what it's like to see the types of questions we ask in people before we make investments or think about the world and markets. You learn alongside us. That's the most interesting thing I do. So that's the most popular thing we do, excess returns, investment, education. Beyond that, I do a long form interview, which is basically life story because I meet all these fascinating people in business and finance and a lot of the types of people that would be our clients. And they have the most amazing life stories, incredible, incredible experiences, things they've seen, things they've done, accomplishments they've had. It's never in a straight line. I love humanizing these people. That's called the intentional investor. And it's just about people's look. I want to do a, it's a loving profile with people I respect. And the last thing I do, which is my favorite, I might have to hit you up for this one. So I hope you know it's coming. I also have another show where I introduce strangers to each other, which is another thing. So I don't tell them, I don't tell you who you're going to meet. You have a blind calendar invite. You show up. take great care in pairing people together. Gregory Wilnau: that's interesting. Matt Zeigler: and then I bring them together for the show. That to me is a networking exercise. is the way, again, I would do all of these things anyway if you didn't record them. But what the podcasts allow me to do is foster those parasocial relationships with people who wanna come find them and then go and I get messages. You're always introducing these incredible people to each other and I just love, I get to follow along and now meet them and follow them on LinkedIn or whatever afterwards or. Gregory Wilnau: interesting. Matt Zeigler: I've been reading that guy's research reports for 10 years and I had no idea about that crazy story from college that changed the arc of his career. That to me is what I'm showcasing what it's like to be in a conversation with me. Gregory Wilnau: That's cool. Wow, that's really interesting. So ⁓ you have several podcasts and one of them is where you just introduce two random people together that you think would be an interesting conversation and you just record that. Dude, that's dope. That's awesome. Matt Zeigler: Yeah, because you know, it's that joke right now. Thank you. Thank you. Everybody feels like like everybody has a podcast and I'm going there are still so many people that I would love to see in conversation together and it's never going to happen. So I decided to just invent a show where I can. Have a Barstool style conversation, largely influenced for students of these things like the Dick Cavett shows, one of my all time favorites, and like when he would get to the the seat without the desk and have the people gathered up, I'm like, that's the best thing ever. Gregory Wilnau: Yeah, that's a good one. Matt Zeigler: Why not have a podcast that does that? So. Gregory Wilnau: All right, so speaking of your podcast, ⁓ let's say you have somebody who's listening to the podcast, they've been following you, they're like, I'm interested in possibly working with this guy as a financial planner for me. Maybe you could walk us through your process. So if somebody were to become a client of yours today, what happens the first couple of weeks? What do you do? What do you take them through? And then what does it kind of look like to work with you over the course of a calendar year? Can you explain kind of what that process looks like? Matt Zeigler: Yeah, absolutely. And first off, when they come to me and they've at least even partially vetted a small corner of the many crazy things that I have going on in my regular life, that small corner, they come in with a sense of how much I care about community and making these connections and very frequently making connections for them too. I know lots of people and I would know them without the podcast stuff, but because I know them too, that means my network is my client's network. And that's an important part of me bringing my ecosystem to there. So if you were coming in the door on day one, there's basically like five parts that we say, this constitutes, we have a financial plan. This takes six months to a year to put together. This becomes the core of our entire relationship. And this is what we start working on right away. And those parts, I say, I can't really give you any advice until we know these five areas and we have them nailed down. because these represent context. They don't represent the answer. It just means to give you an honest answer about, should you take the company and turn it into an ESOP? Should you set up that solo 401k or just keep doing the SEP? Do you qualify for this tax act versus that or in your trust or full stop? Can't know them until I have this context. So at some point we basically say the first section is the team. We call this our family playbook. Gregory Wilnau: Yeah. Matt Zeigler: I need to know everybody that you care about that you're financially and emotionally responsible for and we need them written down because this whole process is for them. So the first thing is the team. Second part is the calendar. Most people don't have a written down calendar of the things that they know are going to happen in their lives. You intuitively know them. You go, oh yeah, my mortgage is going to be paid off in 25 years. But did you write it down? Did you say it's going to happen in, you know, 2042 or whatever it is? Most people haven't done that. And so now we have the team. Gregory Wilnau: Mm-hmm. Matt Zeigler: Now we have the calendar of all the things we know are going to happen in life. Forget the things we don't know are going to happen. Those will come up later. Those will be the questions. Next part is cash flows. And so that's just the money coming in and money coming out. And guess what? Cash flows change over time. You sold the business, you retired, you the company that you bought stock in, they got sold and you got a bunch of cash. These things change over time. So the cash flows now map across the calendar. And that's where we get tax returns. We get all that boring stuff. but it's part of it. Then boring but essential part four is the balance sheet. Literally what do you own versus what do you owe? That's all the balance sheet is again, I love translating this for people who don't think this way. And saying like this is not the same rocket surgery, basic stuff. So what you own versus what you owe. And again, we take great pride, especially with our entrepreneurs or people who think in the way of like your business is an asset. Gregory Wilnau: Boring but essential, know, gotta do it. Sure. Sure. Matt Zeigler: You have things that your average wealth advisor or your average firm that can't charge you an AUM fee on it might not look at this like an asset, but I'm telling you it is and we have to treat it that way. And the fifth area, which is just a list of questions. This is why this is at the end. The last check in on questions, which is a lot of like the legal and the insurance agent stuff, none of which we do. Your ecosystem, your network, we're gonna find you the right people or vet them and make sure. But what happens if anybody on that first slide on that team for your playbook. What happens if somebody lives longer than expected? What happens if they die sooner than expected? What happens if they get sick? What happens if they get sued? If I know the team, the calendar, the cash flows, the balance sheet, and the answers to those questions, I have the context to help you through anything in your life. And at some point, we use that to steer the investment policy statement that applies to the balance sheet and takes the next consideration, all those assets, we just have to steer the financial planning process, which again, takes about a year to get into place and get to buttoned up till we go we have all the right data on the table. And then the inevitabilities of the calendar of life naturally unfolding as different phases, different seasons go. This becomes the living document that's the core of the long term relationship with a trust that we want to build. And that little micro scene between you and your advisor. Gregory Wilnau: Sure. Interesting. So once you have that initial stuff built out, what is it, how do you communicate? Like let's say you're working, you're in your second year of working, a lot of that bulk work through onboarding has been done. What does it look like to work with and communicate with your clients over the course of like a year? Like do you get like, do you just call them as stuff comes up? Do you have meetings that are scheduled every quarter? How do you keep in touch with them and make sure that they know what's going on, you know what's going on, and that you're executing things together? Matt Zeigler: This goes back to this social medium concept of it being a two-way street. So we have like at a minimum in the sleepiest most standard, you you're a mid 40 something like executive and you've got all the other things that you worry about and you're paying us to not worry about stuff. At a minimum once a year, I'm dragging you into at least one of these virtual meetings to spend an hour and time. Gregory Wilnau: Whether you like it or not, we're talking. Yeah, I hear you. Matt Zeigler: I told the SEC we were gonna talk, we're gonna talk at least once a year. But now here's the thing, different parts of life determine different frequencies of communication. Since we have been on this session recording this, I've gotten like two messages just popping up in front of me that are like, I'm ready to talk about this or can we talk about this before the end of the week. That two-way street and the closeness of the relationship means me. Gregory Wilnau: Yeah, yeah, we're talking. Matt Zeigler: my assistant, my director of planning, who's many times involved directly with relationships on the planning side. We are all an interface for those client questions to come up, whether that's moving money or we just got through tax season or one of the other messages that I literally just got is about retirement plan deferrals and if we're gonna stick with the current TPA, third party administrator for the plan or not, because that business got sold, so now we're re vetting the vendors that are plugged in the system. Gregory Wilnau: Yeah. Yeah. Matt Zeigler: Post taxes, it's time for us to talk about this before we send another, you know, a couple of of checks to deposit into these accounts for the year. year two, what that looks like is it depends on what's going on in your life. We're at a minimum meeting one or once or twice a year for that deeper dive conversation, but then on demand, sometimes we're going to talk every day for three weeks in a row. Gregory Wilnau: if a situation is happening where it makes sense and you need to do that. Matt Zeigler: If the situation is there, that is part of the relationship that we want to have with you. And it's very important to us that we understand there are times when we're going to die a way up. That's also where the scene doesn't scale. If I have 200 clients, I can't do that. You are paying me, Mr. And Mrs. Client, in part, you're paying our firm and the advisor that you have with us to not be over capacity. Gregory Wilnau: Right, right. Because if you're over capacity, this quality of the service starts to suffer. Matt Zeigler: Now we tried to scale on that type of leverage and now it's going to take away from the quality of the relationship. that's that's to me that's what's not acceptable. And that has to be the internal standard of this is a non-negotiable for us. I want real relationships with these people. Lifetime value is where that value accrues. And if we can stretch this out take great great pride the whole firm and how many multi-generational relationships we have because we look at the ecosystem not the individual. Gregory Wilnau: of it. Wow, that's awesome. I love you got these, you know, I love your scene analogies, you explain things differently, like, like I haven't heard before. So it shows to make sense that you know, you have your podcasts and your creative guy. So I really enjoyed the chat, ⁓ Matt. ⁓ But for somebody listening, who's curious to learn more about you, and possibly work with you. ⁓ How should they get in touch with you? ⁓ What should they do next? Where should they go? Matt Zeigler: So the easiest place to bug us on the internet, as I love to say, because that's just the way we find everybody these days. And the calling card here is honestly, if you feel like finance is a foreign language or if you feel like aspects of finance are a foreign language, pride myself on being a translator, on being a reducer of these ideas. This is the goal, to be able to communicate with people on their level to make the actual decisions that all of us have to leave. to make to lead the lives that we want to lead. It's so important. So if you want to find me, my name, Matt Ziegler, that's I before E, except after Z on LinkedIn as my grandmother and then mother taught me to say, both English teachers, mind you. So Matt Ziegler on LinkedIn. I'm easy to find there. Sunpoint Investments is the website, sunpointinvestments.com. Because we're fancy, Sunpoint has an E on the end of Sunpoint and Investments is plural because who makes just one investment? That would be boring. So E on the end of Sunpoint, S on the end of investments.com is the website. Contact forms are all there. You can see the rest of the people at the company, the rest of the advisors. And again, it's an ecosystem. So we operate that way. Get in touch with any of us. We all know how to get in touch with each other. Gregory Wilnau: Appreciate it, Matt. Thank you so much for taking the time sharing your story and sharing more about your philosophy. Matt Zeigler: Absolute ball, Greg. Thanks for asking the questions.