#144 - Roadie. Atlantic Crossing. RIA Founder: The Shane Mason Story

Want a founder story that includes spreadsheets, a stint as a roadie, an Atlantic crossing, and a will-signing party that packed the room? Meet Shane Mason of Brooklyn FI — a CPA/CFP who went from Big Four tax to touring life, then teamed up with AJ to build a 20-person advisory firm rooted in transparency, productized service, and genuine hospitality.We dig into the early days: running a tax practice out of a bar booth, pricing low to get at-bats, and taking weekend prospect meetings to sharpen the offer. Shane explains why he and AJ decided from day one to build an enterprise rather than a lifestyle practice, documenting workflows so every client gets the same quality of service no matter who’s in the seat. That mindset shaped their hiring, retention, and their eventual shift from serving creatives to working with tech employees navigating ISOs, NSOs, RSUs, and liquidity events.The conversation gets practical fast. Shane shares why most equity compensation issues are really tax issues, why offering refunds can be a reputation-saving move, and how turning estate planning into a social, notarized event helps clients finally take action. We also explore the difference between small giants and scalable firms, the value of serialized advice, and what happens when founders step back from client work to rethink the business. Plus, a look at Gemifi, the fintech platform Brooklyn FI built to help advisors visualize vesting schedules and future balance sheets.If you’re building or scaling an RIA, this episode is full of hard-won insights on niches, processes, client experience, and leading through growth.Shane's Linkedin:https://www.linkedin.com/in/shanemasoncpacfp/