Hanifa Shows 200+ Advisors How to Fix Financial Planning
- hanifanankinga
- Sep 30
- 4 min read
At this year’s LPL Focus Conference, Waymark was honored to join an advisor-led panel on the future of financial planning.
In this episode of Coffee with Waymark, Hanifa shares how our holistic, client-first approach delivers peace of mind, how we’re leveraging AI tools and team growth to scale services without sacrificing quality, and how our new tiered fee structure creates transparency, flexibility, and choice for every client.
Find out:
Waymark’s client-first philosophy around financial planning
How AI tools help streamline and scale services
What long-term clients value most in their financial journey
How Waymark’s new tiered fee structure offers clarity and choice
Hi everyone, and welcome to another Coffee with Waymark. On today’s episode, we wanted to share something special with you. Waymark was recently invited to participate on an advisor-led panel at LPL’s Focus Conference in San Diego. It was an incredible opportunity to share our best practices for running a successful financial planning firm with about 200 other advisors. It was truly an honor, and we’re excited to give you a behind-the-scenes look at how Waymark is run and everything that goes into it.
Moderator:
Hanifa, talk to me about Waymark—what you’re building and your philosophy around financial planning.
Hanifa:
Like Shannon, we believe financial planning goes well beyond the numbers. We focus on holistic planning. From the very beginning, we sit down with clients to understand their goals and what truly matters to them, and we make sure our services align with those goals. At the end of the day, our priority is that clients feel supported and informed throughout the entire process.
Moderator:
And what do clients ultimately get from a financial planning engagement? What’s your value proposition?
Hanifa:
Ultimately, we provide peace of mind. One of the first questions clients ask, right after “What’s your fee?” is “Am I going to be okay?” They come in with fears about the market, their business, or personal finances. By providing them with a financial plan and guiding them through it year after year, we’re able to give them reassurance. They know we’re always here when they need us.
Moderator:
What feedback do you get from existing clients?
Hanifa:
I was reviewing our Google reviews this morning and found one that captures it well. We often work with small business owners who don’t have the time to manage their personal financial plan. One review came from a client who met us 20 years ago, back when their dealership was struggling. Over time, we helped them set and stick to a budget, put their kids through college, and even buy a second home. Seeing that kind of impact in real time is amazing. Clients are very direct—they’ll let you know if they’re unhappy—but more often than not, they’re very happy.
Moderator:
How have you been able to grow your financial planning revenue while maintaining high service quality?
Hanifa:
AI couldn’t have come at a better time. We use AI-based systems like Jump Taker to summarize meetings and generate client updates, which saves us a lot of time. Beyond that, hiring the right people has been crucial. We recently brought on an administrative assistant to handle scheduling and performance reports, and a marketing professional to keep our current clients engaged while also supporting prospect outreach. The combination of smart systems and the right team members helps us serve clients efficiently while maintaining our advisor-to-client ratio.
Moderator:
How does Waymark position its financial planning fees?
Hanifa:
We realized recently that we weren’t charging appropriately—sometimes over-servicing or under-servicing clients. So we developed a tiered system. The base tier offers limited services and requires less time, while higher tiers include things like estate planning or multi-generational planning. Before rolling this out, we spoke with clients and were pleasantly surprised—every response was positive. Clients appreciated the clarity and the ability to choose the tier that fit their needs. Some opted for fewer services, others gladly paid more for expanded support. The key was giving them options rather than a one-size-fits-all fee.
Moderator:
That’s a great lesson. What advice would you give to advisors who are new to charging financial planning fees?
Hanifa:
Communication is everything, especially when it comes to fees. If you’re upfront about the services you provide and the time commitment involved, clients don’t push back. The conversation may feel uncomfortable, but when it’s framed around building a relationship, clients understand and respect it.
Thank you for taking time to look at some highlights from this presentation. As I mentioned, it was an honor to be part of this panel. At Waymark, we strive to put the client first, and to have that recognized by LPL and fellow advisors means a lot. That’s all we have for today. If you have questions about anything shared, feel free to reach out to us. And remember: be well and do good.
Hanifa Nankinga, MBA is Client Services Manager for the Waymark team, handling client intake, scheduling, back-office support services, systems management, and various financial report generation. She excels at client relationship management and advisor process facilitation. Her passion for helping clients reach their financial goals is driven by a desire to make a tangible impact on their lives beyond money.
Securities and advisory services offered through LPL Financial, a registered investment advisor. Member FINRA/SIPC.
The LPL Financial Registered Representatives associated with this site may only discuss and/or transact securities business with residents in specific states which are listed on our website at www.waymarkwealth.com
The opinions voiced in this video are for general information only and are not intended to provide specific advice or recommendations for any individual.
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