Focus On Clients (Not Assets)
Traditionally, our industry has solely been focused on the amount of assets under management. Firms use this as a bragging point for their level of sophistication, while in reality it just indicates how much money they earn off their clients.
We reversed this approach by focusing on the number of clients we serve instead of their starting account values. You will never hear us brag about the amount of assets we manage - not only is it irrelevant to our business but also to our mission.