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Meet the Team: Alli & John


This is the first in a 3-part series called Meet the Team. Our Q & A style is designed for you to get to know us better so you can understand our background, experiences, and why we love being a part of the LibertyFi family.

We are an experienced, hands-on group committed to helping RIAs scale and build their businesses by leveraging technology, program administration, and middle-office consulting. Each person at LibertyFi has spent their careers building and managing their own client relationships.

First up, learn a little more about Alli Jordan, Co-Founder and COO, and John Brooks, Senior Consultant.

Tell us about your role at LibertyFi and your areas of responsibility.

Alli Jordan: I oversee day-to-day operations, sales, and the client onboarding process. One of the best qualities of our team is that we are generalists and have sat in the shoes of the RIA. This offers us the opportunity to really speak the advisor’s language so we can accomplish end goals together. 

John Brooks: My focus is fielding general platform questions, teaching best practices, training, and consulting with advisors on the Envestnet platform so they can scale their business according to their goals. I’m also very involved in onboarding new clients to the platform, being sure to stay in close contact with them during their transition process.

Tell us about your teamwork and/or leadership style.

AJ: We operate in a work-hard/play-hard environment. Our team strives to bring the best for each other and our clients. Personally, it’s been awesome for me to watch our team members play to their individual strengths and grow into the professional consultants they are today.

JB: For me, it’s really one and the same — lead by example. One of the things I admire most about our team is everyone’s willingness to get their hands dirty and do what it takes to ensure our clients have a good experience from the get-go. No task is too big or small and we work very hard to deliver what we promise.

What do you feel is the most important thing for advisors to know about LibertyFi?

AJ: That we are sitting on the same side of the table as the advisor. We view ourselves as an extension of their team, not as a vendor. Advisors that embrace that philosophy find exponential value in what we do for them on a daily, weekly, and annual basis. Our number one job is to make their job more efficient so they can focus on the client and the growth of their firm. 

How do you stay on top of emerging trends in the RIA space?

JB: To get the bigger picture of how the RIA space is trending overall, we stay connected with our clients’ wants and needs. Although we work with 24 different firms, we take the time to understand the unique — and sometimes overlapping — characteristics of each of our clients. We then take that knowledge and apply it to available integrations within the Envestnet platform to gain more insights into RIAs. 

What one thing makes you most proud?

AJ: I am super proud of what we are building together at LibertyFi. We put our clients first and provide exceptional service to them so they can provide exceptional service to their end clients.  Our services allow advisors to focus on what is important to the end client and their overall financial wellness. Outside of LibertyFi, I am proud of how I’ve been able to manage becoming a new mom. I have really embraced “turning it off” when the time is appropriate so I can be intentional with my time around my daughter, Annie. 

JB: I am very proud of the user experience our firms have working with the LibertyFi team. We work hard to set expectations for what onboarding, training, and ongoing use of the Envestnet platform is going to be like with each client we work with. We work very hard to integrate ourselves as an extension of their team. On a personal note, we’ve had a lot of big life events in 2021 — new babies, grandbabies, weddings — in our office. It has been fun to watch everyone’s lives change as they focus on the new additions, and I’m excited to watch as we close out 2021 with a few more of these momentous milestones.

To learn more about the LibertyFi team, or for help growing your RIA, contact Alli Jordan at LibertyFi: libertyfi.com/contact.