Anders Jones: Building Scalable Financial Advice for the Mass Affluent

About Anders Jones: Anders Jones is the co-founder and CEO of Facet Wealth, a financial planning firm built to serve the massively underserved mass affluent market with affordable, subscription-based advice from dedicated CFP professionals. Prior to Facet, Anders was a founding partner of Argyle Ventures. Argyle invests in emerging startup markets, with a focus on advertising, technology, financial technology, and healthcare IT. Prior to Argyle, Anders was on the early team at LiveRamp (acquired by Acxiom for $310 million), and has been involved as an investor or advisor in many other startups in Silicon Valley.In this episode, Gary and Anders Jones discuss:Why the traditional asset-based advisory model excludes millions who still need real guidanceHow the DOL fiduciary rule exposed a massive cost-of-service problem in financial adviceThe shift from B2B to direct-to-consumer—and what finally unlocked growthWhy human advisors, trust, and empathy still matter in an increasingly automated worldKey Takeaways:Entire industries can overlook enormous opportunities simply because serving them doesn’t fit existing business models. That doesn’t mean the need isn’t real—or urgent.Financial advice isn’t just about numbers. Trust, empathy, and consistent human connection are often more valuable than technical optimization.Scaling service doesn’t require sacrificing quality, but it does require rethinking how time, technology, and human expertise are allocated.For many people, the real competition isn’t another firm—it’s doing nothing. Education and clarity are often the first steps to meaningful engagement."We refer to our advisors as therapists with calculators." — Anders JonesConnect with Anders Jones:  Website: https://facet.com/ LinkedIn: https://www.linkedin.com/in/anders-jones/ Email: [email protected]  To get in touch with Gary:Website: https://betterpathtraining.com/LinkedIn: https://www.linkedin.com/in/gsinderbrand/Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.