Building a Lasting Legacy Through Equity Sharing with Brian Cochran

Turning Ownership Into Opportunity For Brian Cochran’s second-generation advisory firm, the path toward long-term success required more than just organic growth; it required intentional career-building for continued legacy and internal succession. After assuming full ownership of the business, the firm’s new leader recognized a critical opportunity: transform equity participation from a future concept into a tangible, motivating force for key team members. Although Brian’s firm already had a robust benefits structure, its principal understood that true retention goes beyond compensation. The next step was to create a deeper sense of belonging and shared purpose. The challenge wasn’t just deciding if to share equity — it was determining how to do it in a way that aligned with his vision for the firm. The owner knew that opening the door to ownership could be transformative, but it also carried risks. The firm wanted to reward and retain high performers without compromising financial stability or creating future complications. Among the key questions they faced: Timing plays a key role in shaping both value and price. A valuation is a recurring tool that helps you plan proactively—identifying opportunities to strengthen your business and enhance value before you need to act. In contrast, price happens once, when your firm, finances, and personal goals are all aligned and ready for transition. Recognizing that the stakes were high, the firm sought expert guidance to design a plan that would balance growth, fairness, and sustainability. The Turning Point: Choosing Succession Resource Group Brian Cochran turned to SRG’s Equity Sharing team, led by Julia Sexton, CVA®, Director of Strategic Organization Planning. The decision to partner with SRG was rooted in one defining principle: expertise matters. What impressed Brian most was SRG’s ability to ask the right questions. Rather than offering prepackaged solutions, SRG invested the time to deeply understand the firm’s structure, team culture, and long-term vision. Each conversation helped Brian’s firm refine its objectives and uncover what truly made his practice unique. The Discovery Process: Defining the Dual Goals As the project unfolded, SRG helped Brian Cochran articulate two distinct yet complementary goals: The Strategy Through deep discussion and scenario modeling, SRG helped Brian’s firm recognize that these objectives could be met through a two-part strategy. This flexible dual-plan design enabled Brian’s firm to reward both tenure and potential, ensuring that no key contributor was left out of the long-term vision. The Solution: Designing a Balanced and Sustainable Plan Led by Julia Sexton, CVA®, Director of Strategic Organization Planning, SRG developed a personalized plan that aligned with the firm’s culture and goals. The resulting Equity Sharing Plan provided a balanced framework that: Key Features of the Plan Implementation: A Seamless Process with Expert Guidance One of Brian’s early concerns was how complex and intimidating the process might be. SRG’s structured, hands-on approach quickly alleviated those fears. SRG coordinated directly with the firm’s tax advisor, ensuring alignment at every stage. They clearly explained each option, its implications, and its benefits, translating technical and legal details into actionable insights. From a legal and administrative perspective, SRG’s diligence and communication created peace of mind. Nothing fell through the cracks, and every step built confidence in the final outcome. The Rollout: Bringing the Team On Board Once the plan was finalized, the firm turned its attention to rollout and communication, a critical step in ensuring understanding and enthusiasm with the team. SRG equipped Brian Cochran with the necessary tools, talking points, and documentation to facilitate one-on-one conversations with eligible team members. These personalized discussions helped participants understand: The Client’s Reflection: Confidence in the Future Reflecting on the process, Brian Cochran expressed deep satisfaction with the results and gratitude for SRG’s partnership. The success of the plan reinforced a broader insight: succession and equity planning aren’t just about ownership, they’re about creating a culture of shared success. The Takeaway: Partnership That Builds the Future This case exemplifies SRG’s mission to help advisors, RIAs, and other financial firms align their people, purpose, and planning for enduring success. Through the thoughtful leadership of Julia Sexton CVA®, Brian Cochran gained not just a plan but a strategic framework for growth, retention, and value-building initiatives. The Equity Sharing Plan now serves as both a meaningful reward system and career-building roadmap, ensuring that the firm’s brightest talent can build their future within the organization. Download the Case Study Building a Lasting Legacy Through Equity Sharing with Brian Cochran Every advisory firm reaches a point where retaining top talent becomes essential for long-term success. Developing an equity strategy that aligns value, culture, and succession is key to protecting what you’ve built and preparing the next generation of leaders. This case study breaks down:• How to structure equity sharing for retention and career growth• Making ownership accessible without compromising firm stability• Designing plans that reward both senior and emerging team members• Strengthening culture, engagement, and future succession through shared value DOWNLOAD CASE STUDY

Selling My RIA as a Financial Advisor, Prioritizing Client Fit Over Highest Offer

John’s Journey John Gunn was the Managing Principal of John L. Gunn & Associates, LLC, a Portland-based Registered Investment Advisory firm, prior to selling to Mainsail Financial Group. In his practice, John advised high-net-worth individuals, foundations, and pension plans, bringing decades of business experience and a reputation for excellence. He has been recognized as a Five Star Wealth Manager in Portland Monthly Magazine and served as a long-time member of the American Institute of CPAs National Financial Planning Insights Panel.   “When it came time to sell my firm, I engaged SRG’s Seller Advocacy services to guide the process. For me, this decision wasn’t just about securing the best offer — it was about protecting my clients, ensuring continuity, and preserving the legacy I had built.” Selling My RIA: How I Found Peace Of Mind In the Process For many business owners, the thought of selling the company they’ve poured their lives into is overwhelming. I get it – for me, when thinking of selling my RIA, there was more to consider than just the financials. It was a deeply emotional process, one that required balancing personal priorities, finding the right partner, and ensuring that my clients and legacy were left in good hands.   As the former owner of an RIA who recently went through this very journey, I thought it might be useful to share some powerful lessons about the experience, and how I made peace with my decision to sell. My story is unique to me, but not far removed from that of many financial advisor business owners who will all eventually ponder this same leap in the coming decade. The Moment I Realized What Truly Matters For years, I had juggled the demands of my business with my personal life, always trying to give everything I could to both. While I was still healthy and could likely continue, my wife’s health began to decline. There came a point when I had to ask myself a hard question: What am I willing to sacrifice? For me, the answer was clear. I couldn’t sacrifice my relationship with my wife. As much as I cared about my clients, my family had to come first. I realized, “I can’t do right by my wife and do right by my clients. One of them has to give, and it’s not going to be my wife. And so then the anxiety I had was simply about the fact that I didn’t know if I’d be able to find people that I would feel good about handing my clients off to.”   That realization was a turning point. It wasn’t easy to admit that I couldn’t do it all anymore, but I knew I had to take a step back to honor the people who mattered most.   If you’re in a similar place—feeling torn between your personal and professional obligations—let me assure you: it’s okay to choose your family. It’s okay to step back and say, “I’ve given all I can, and now it’s time for a new chapter.” This was the first step in my exit planning journey, and while it brought anxiety, it also brought clarity. Building Confidence in the Process Once I made the decision to sell my RIA, the next challenge was finding the right buyer—someone I could trust to take care of the clients I’d built relationships with over the years. That uncertainty weighed on me. How could I be sure I’d find the right people? At first, I wasn’t sure I would. But as I worked with my advisors and started the process, something shifted. I began to see that there were good buyers out there, people who shared my values and who I’d feel proud to recommend to my clients.   “Once we went through the process far enough for me to realize that I am going to find somebody… SRG did a good job of generating interested parties…And then together we narrowed that list down. And, you know, coming to the realization that, yes, there are good people here that I will be absolutely delighted to write strong recommendations to my clients saying, these are good people and they’ll take care of you.” That was a game-changer for me. I went from feeling anxious about selling to feeling confident that I was doing the right thing, not just for myself, but for my clients.   If you’re considering selling, my advice is simple: Trust the process. Start early, work with people you trust, and take the time to really evaluate your options. The right partner is out there, you just have to be willing to find them. Why Fit Matters More Than the Highest Offer When it came time to choose the buyer, I had one priority: I needed to know, without a doubt, that my clients would be in good hands. “My only real priority was I needed to have somebody that I could feel confident handing my friends and clients off to, knowing they’d be well taken care of. The vetting process was about understanding their investment process, but most importantly, who they were as people. Can I trust them to truly put my clients’ interests first? Are they personable enough to make my clients comfortable? That became the lead criteria for me. Ultimately, I chose the buyer who fit these values, even though their offer wasn’t the highest, because it was the best fit. And everything I’ve seen in the past year proves I was right.”   In the end, I didn’t choose the highest offer. I chose the buyer who aligned with my values, someone I trusted to care for my clients and carry on the legacy I’d built. A year later, I can say with confidence that I made the right call.   For anyone going through this process, let me share this: Fit matters. Numbers are important, of course, but they aren’t everything. When you’re handing over something as personal as your business, you want to know

Steve Woods & Kathryn Lichty

Barry Leslie

Jennifer Kilby

Nick de Freitas & Jon Lawry

Rex Brenton & Karen Curry

Amanda Johnson & Carolyn Nolan

Maximizing Price, Minimizing Taxes

Financial Advisor, Alan Kolnik, looked to retirement as a way to travel and spend more time with family. With a selling focus on receiving the highest value for his practice, Alan hired SRG. Through the Seller Advocacy Program, Alan was able to maximize his selling price and also minimize taxes in his deal terms. Download the Client Success Story to learn more.   DOWNLOAD NOW

Third Time Is The Charm

Financial Advisor, Neil McInnis, shares his exit experience from false starts and unenthusiastic offers to selling his book of Business with Succession Resource Groups Seller Advocacy Program for the best price, fit and terms. Download the Client Success Story to learn more.   DOWNLOAD NOW