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What we do
We Coach the Advisors. They Guide the Families.
The 9:03 Collective coaches financial advisors to lead the conversation about what a client’s money is for. As software takes over the plan, that conversation is where advice is heading. It is also what keeps a client when their own 9:03 moment arrives: a death, a sale, a diagnosis, a retirement. And it reaches the next generation long before any transfer.
For advisors and firms
The Next Alpha.
Every edge financial advisors have been paid for became commoditized: picking the funds, building the allocation, writing the plan. Each was a differentiator until everyone had it. The Next Alpha is the idea that an advisor’s next edge is not in the portfolio. It is the question under the portfolio: what is the money for. Advisors who can ask that question, and hold the conversation that follows, have the edge software cannot copy. Even with AI, 76% of advised investors still want a human advisor (Betterment). Read The Next Alpha paper and the four questions.
“The advisor’s differentiator will not be traditional wealth management knowledge, but the ability to connect with clients, understand their motivations and values, and build trust.”
McKinsey & Company, US Wealth Management in 2035, 2026
Why it matters
What it does for your practice.
The plan keeps the money organized. The conversation about what it is for keeps the client, the family, and the referrals.
Keep clients through their 9:03 moment.
A death, a sale, a diagnosis, a retirement. That is when a client decides whether their advisor knows their life or only their accounts. The advisor who has already asked what the money is for is the one they keep.
Know the next generation before the transfer.
Purpose work brings the family into the room while the parents are still here. The heirs meet you as the person who helped their parents decide what the money was for, not as a name on a statement.
Get referred for a conversation no one else is having.
Clients rarely refer because they are satisfied. They refer when something happened in a meeting that they want a friend to have too. A conversation about what their money is for is the story they tell.
We believe
A life is written, not completed.
At 9:03 AM on September 11, 2001, I was in a training class with Morgan Stanley Dean Witter, in the South Tower. The clock started that morning. It never stopped.
That morning had me asking what the money was for before I knew I was asking. Everything since has been the answer, worked out across what we call the Four Pillars: what enough is, and what the hours are for.
I know what advisors are up against, and where the plan stops answering the questions clients actually ask.
Four Pillars. One Currency.
1
Physical – Move. Fuel. Recover.
2
Mental – Connection. Emotion. Presence.
3
Financial – Time. Real Wealth. North Star.
4
Spiritual – Awareness. Authorship. Transcendence.
One collective, four ways in
Where do you want to start?
For firms & advisors
The 9:03 Work
Consulting, advisor coaching, Family Purpose work, and experiences for wealth management firms and the families they serve.
See the work →For firms · Content
Insights and Tools
Essays, guides, newsletters, and interactive client tools on what the money is for. Written by me, carried under your firm’s name. Try the free ones first.
New here
Explore the Experiences
A few short pieces you can click through. Each one previews a talk, workshop, or experience we deliver in person.
Take a look →For advisors
Coaching for Advisors
Personal and professional coaching across your own four pillars. Your own work first, then your clients’.