After starting his first of five businesses at the age of 15, there aren’t many business activities Justin Goodbread hasn’t experienced. In 2009, he founded Heritage Investors, an independent RIA based in Knoxville, Tennessee, in hopes of helping individuals, business owners, and retirees attain their financial goals. Today, Justin joins the show to discuss how his firm has crafted a niche in working with small business owners and how they track how each owner’s net worth increases over time. In this episode, we talk about why Justin finds it more effective to break his advisory fee—which can sometimes be as much as $20,000 a year—into a more cash flow friendly monthly subscription fee. Listen in to learn how he has focused his marketing toward these small business owners and how doing so has ironically brought him more prospects outside his niche. You’ll also hear which five business books he reads every year to run his own advisory business more efficiently. For show notes and more visit: https://www.kitces.com/128