Exit Planner of the Year Joe Seetoo on the Real Work Owners Must Do Before They Exit

In this episode of Poised for Exit, we sit down with Joe Seetoo, Partner at Morton Wealth and the current Exit Planner of the Year. Joe brings a rare blend of wealth management expertise, exit planning insight, and real-world examples that reveal what owners most often overlook when preparing for a transition.Joe shares how Morton Wealth built The Strategist, a flat-fee, exit-focused planning model designed to support owners long before a deal is on the table. He explains why exit planning is a “team sport,” why knowing your number is essential, and how early readiness prevents rushed or poorly structured deals.You’ll learn why estate planning, insurance coverage, cash-flow clarity, and personal preparedness all play a critical role in the outcome of an exit. Joe also walks through Morton Wealth’s all-weather investment philosophy, built on diversified, risk-aware strategies that support owners before, during, and after their transition.This conversation is filled with practical insight for business owners, whether an exit is years away or quickly approaching.Resources from Morton Wealth:Strategist BrochureThe Business Owner’s Transition ToolkitArticle: “Why Owners Need a General Contractor for Their Exit”Article: “The Hidden Costs of Not Knowing Your Number”Additional Resource Mentioned in This Episode:Julie’s online exit planning courseConnect with Julie Keyes, Keyestrategies LLCFounder, Consultant, Author, Pod-caster and Instructor