Retirement Adviser of the Year Bob Judd shares how escaping the traditional ‘sell, sell, sell’ environment transformed his business.
JUDD: One of the things that I hope to do in this -- what will be my final company, is to really make a difference on the front-end for both plan sponsors and plan participants. So the more that we can make the opportunity for plan participants to be successful and retire successfully, and the more I can build up our millennial employees to take over the company.
The idea was that we would change the company from a commission structure to a re-occurring revenue registered investment advisory firm and really change the mix of products so that we were selling less commission products and more advisory type products. So that's when I came in. I brought four people in from my prior company and we really focused on being a fiduciary to plans and sold off our healthcare business, and used that money to help fund bringing in some of these other folks. And what happened was we basically were -- we made a change from a sell, sell, sell type of environment that's historically been the case and people who are generally working in healthcare and retirement plans and insurance, and really changing to a specialty where we have folks that are experts in each area and everybody brings together what the total package is.