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Transforming Financial Services: A Look at Our Team (Part 2)


The consulting team at LibertyFi believes in transforming the financial services industry by helping RIAs like yours drive revenue and scale their businesses with the Envestnet unified advice platform of integrated solutions. Learn more about three of our team members in this second of two blogs:

Alli Jordan, COO

Alli got her start in financial services seven years ago at Sterne Agee where she was an investment analyst and business consultant for the wealth management division. In her role, she helped Sterne Agee financial advisors more efficiently manage their books of business with technology. She served as the principal Envestnet administrator and relationship manager for the company and coordinated conversion and support for her firm and the external RIAs and IARs using the Envestnet platform.

As Chief Operating Officer at LibertyFi, Alli is responsible for many aspects of the business, from sales to service escalations from other team members. Alli values the tremendous work ethic, dedication to client success, and flat organizational culture that she and her teammates have created at LibertyFi.

This team-oriented culture extends to client relationships. Alli wants clients to view her team as an extension of their team, a trusted partner with a fiduciary interest in helping clients achieve their goals. With client’s best interests in mind, the LibertyFi team will only recommend Envestnet if they feel it is the best platform to meet a client’s needs.

Alli believes that clients realize their greatest success when all three teams—the client, LibertyFi, and Envestnet—enjoy working together, something she and the team commit themselves to and experience every day.

A graduate of the University of Florida, Alli enjoys playing tennis and spending time outdoors with her husband and baby daughter. She is involved in the Ballet Guild and Friends of the Botanical Garden in Birmingham.

John Brooks, Senior Consultant

With a view to becoming a retail financial advisor, John joined Sterne Agee as an investment analyst in the firm’s corporate RIA to learn the business. His original plan was to stay for 12 months and then leave to work with his father, an advisor himself, in Mobile. That changed when John realized how much he enjoyed helping advisors apply the company’s investment advisory and financial planning expertise and programming. His work also focused on due diligence within the advisory product marketing group.

After 18 months in this role, John shifted to a business consulting position and began working with hybrid RIAs and dually registered Broker Dealers using the Envestnet unified advice platform. His consulting contributions focused on helping clients develop competency and efficiency using Envestnet advisory technology and workflows.

As a senior consultant at LibertyFi, much of John’s time is spent within the Envestnet platform, consulting, troubleshooting, and ensuring the platform supports the firm’s clients. John is dedicated to helping clients use the Envestnet platform to increase efficiency without needing to hire a large staff. John’s responsibilities also include onboarding new clients to help them make the most of the platform. He is thrilled when he learns and can share a new way to help clients streamline a process.

John is a graduate of the University of Alabama. In his spare time, he enjoys bird hunting and spending time on the water at Soldier’s Creek with his wife and dog. His family enjoys vacationing on the Georgia coast and the Gulf coast near Orange Beach.

Thomas Reid, Senior Consultant

With a background in tax and public accounting, Thomas’ previous experience includes working in financial reporting and analysis at BBVA before moving to Regions Bank in the Controller’s group. He worked directly with Regions’ business partners, specifically Credit, Compensation, Risk, and SEC Compliance, to increase efficiency and manage processes and policies. Prior to this experience, Thomas spent four years in public accounting at RSM specializing in high-net-worth family and trust tax planning and compliance.

At LibertyFi, Thomas’ responsibilities include managing the billing for LibertyFi’s partner-firms executed through the Envestnet platform. This function serves 20,000 client accounts each quarter, and Thomas ensures their accuracy while making certain advisors are paid their fees, on time. As part of the onboarding process, Thomas works with the firm’s principals to tailor Envestnet’s billing features to match the firm’s unique payment structure.

Sharing the company’s passion for high levels of customer service, Thomas’ goal is to reduce the headache and time that advisors spend on billing, freeing them up to focus on their clients and their business. Occasionally, Thomas uses his compliance experience to consult with firms preparing for SEC audits, especially assisting with data aggregation.

As a dedicated father of twins, Thomas puts family first—whatever the kids are doing, he’s doing. He channels his competitive nature into his love of sports, including football and basketball. Thomas serves on the executive committee for Young Life in Birmingham, and recently served on the board of the Phoenix Club of Birmingham, which benefits the Boys and Girls Clubs of Central Alabama.

Thomas earned his undergraduate degree, as well as a Master’s in Accounting and Taxation, from the University of Alabama.