What’s in a Name?

Introducing Aspire Wealth Group.

As many of you know, River Valley Financial Advisors has recently re-branded as Aspire Wealth Group and I’d like to give you a little background and a why for the change. This wasn’t a spur of the moment decision and it wasn’t going to simply be a name change for us. It was inspired by a new way of thinking about how we conduct business. When I began my career in finance in 2005, I quickly moved from banking to the financial service industry. By 2007 I was at Morgan Stanley, and what I realized was that the focus was shifting from the client to the firm and that wasn’t how I wanted to do business. We made the move to Raymond James because they fit the culture I was trying to create. Raymond James believes in clients first and understands the importance of long-term relationships between an advisor and client. The move allowed me to transition from simply being a stockbroker to the kind of advisor I wanted to be, one who would be working closely with clients to establish realistic goals and a map for their future.

I also realized that if I was going to offer the highest level of service and become an ally in my client’s financial journey I wanted to enhance what I was personally doing to accomplish this. I worked toward getting my CFP® (CERTIFIED FINANCIAL PLANNER ™) designation and really put a focus on the rest of my team working to continue their education with additional designations as well. I believe education is the key to staying relevant in any profession.

Out of this move to Raymond James, our company, River Valley Financial Advisors was born. There are many reasons to rebrand a company. Sometimes businesses find that the brand they’ve created no longer matches the vision they have. This past year our entire team has been working diligently to enhance our services and what we offer our clients. We know that there are countless financial advisors and firms you can choose from, and we really set out to distinguish ourselves and create a brand that people can identify. When we sat down to discuss this process of rebranding we knew without a doubt that we wanted to come up with a name that absolutely reflected what each of us hoped to accomplish as a team to provide the best service possible for our clients. So, where do you start? The best place is always the beginning.

We needed to answer the question, “Why are we here?”

At some point in all of our lives, we’ve all had to give a name to something. From our first stuffed animals to our first pet to our first child, the process of giving a name to something is one we can all relate to. When naming a business, you want that name to reflect what you stand for, what you can offer, and what you firmly believe in.

This idea kept bringing us back to one word…goals, but what could this mean in terms of a name? We know that we all have hopes and dreams and goals for our lives, and while we were striving to better ourselves, we realized this is exactly what our clients were striving for as well.

At the core of financial planning is understanding the client first and foremost. We realized that we were sitting down with clients, listening to their goals, their hopes, and their dreams as well as their fears. We were hearing about the things they most wanted out of life. Things like educating their children, their dreams for retirement, the need to care for aging parents and sometimes children who still needed their help after they’ve ventured out on their own, and what happens to them if they themselves need long-term care at some point. Everyone’s needs are unique, but whatever those needs are, we know the first steps in any journey is a plan. We also know that the journey needs to have a dynamic approach because life tends to throw us for a loop sometimes. A plan only works if we’re committed to evaluating it often.

Taking all of this into account, we landed on Aspire Wealth Group. We believed this one word…Aspire…encompassed all aspects of how we wanted to conduct business.

Aspire: To direct one’s hopes or ambitions toward achieving something.

So, what’s in a name? We think a lot! Henry Ford said, “You can’t build a reputation on what you are going to do.” To us, this means we can’t simply change our name and be done. We need to do what we say we are going to do. We are committed to living up to that name by continuing to improve everything about the way we conduct business to give you the best possible roadmap for success. Just like the planning we provide, our focus is on a continuous effort to enhance our client’s experience and build a reputation as an ally in their journey.

We are Aspire Wealth Group.

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