Financial advisor coach's e-book offers 3 ways to grow your practice

A planner and financial advisor coach wrote a digital book designed to explain the three strategies he says can "redefine" a practice and drive significant growth.

Dominique Henderson

Dominique "Dom" Henderson, founder of Dallas-based DJH Capital Management and the Jumpstart Coaching Lab and host of the "Conversations for Financial Professionals" podcast and Jumpstart YOUniversity on YouTube, released "The 3 Moves: The Proven Path to Growing Your Financial Practice" earlier this month. At a cost of $1.99, the e-book focuses on how to boost leads, target a niche client base and foster customer longevity. 

Next month, Henderson also plans to host a virtual training he described as a "double-click" on the book's lessons.

"Being truly me means I am speaking to a specific group of people. The industry makes it so you come in and you talk to everybody. Anybody with a warm body is who you need to have as your client. I dispute that," Henderson said in an interview. "You just might be in the wrong place. I want people to have that kind of awakening. You don't have to stay where you can't embrace your superpower and be empowered."

Advisors frequently write books about topics including career advice for the next generation, primers for consumers seeking to understand key planning topics and ideas for the future of the industry. Henderson, whose YouTube channel has more than 13,000 subscribers, previously wrote another e-book during the pandemic called "Assess, Address & Adjust: A Practical Guide to Becoming Unstuck & Achieving Your Goals."

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He and Adam Scherer, founder of Boston-based Greenbeat Financial and head of the certified financial planning program at the Boston Institute of Finance, met on LinkedIn after Scherer saw one of Henderson's many videos about the CFP certification journey, he said. Henderson frequently shows aspiring advisors how his own practice works, and he connects with alums of the Boston Institute to talk about the next steps of their careers, Scherer said.

"We have both been recognizing an uptick in people changing careers and coming into the personal financial planning space," Scherer said in an interview. "He's very big on educating future planners just about what that could look like and different opportunities that are out there. … He's giving people some really valuable information, but also the opportunity to experience firsthand what that path could look like."

Now Henderson is "making a very intentional pivot toward existing financial professionals," after having made incoming advisors the focal point of his coaching efforts in 2019, when he launched Jumpstart, he said. Like many planners creating alternative paths into the profession from the traditional cold-calling and door-knocking that often turns off aspiring advisors, Henderson wants to see "more successful independent RIAs growing so they have capacity to put people in junior and associate roles to learn the business," he said.

"The industry needs to change the brand and the face of what financial advice looks like," Henderson said. "We should broaden the definition and move away from this one-trick pony, myopic view of just gathering assets."

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To that end, he aims for the book to answer three main questions he says often confront practices after their launch: how to find a niche, what to charge and how to retain clients over time, Henderson said.

"If you cut me open, I would bleed these words: I believe that financial advice has the ability to change family trees. Everybody should get that type of opportunity," he said. "The more people you get in front of with your brand of financial advice, the more people you can help."