For Financial Advisors
After 27 years, I was still guessing.
I built a 150-household, $200M practice and still found myself the bottleneck in my own firm, still guessing how each client wanted to be served. So I built the systems I needed. Now they are available to you.
Latest Conversation
The thinking behind both of these tools.
I joined Chris Reynolds on Turning the Page to talk about where my practice is heading: serving fewer clients more deeply rather than more clients more efficiently. We got into micro friction, the first 100 days, and why none of it works until your practice is written down.
“I view AI as a micro friction removal machine.”
Shea Sanche on Turning the Page with Chris Reynolds
The practice runs on you. That is the problem.
Most founder-led practices hit the same ceiling. The firm works because you are in the room. Take you out of it and things slow down, quality drifts, and the client experience changes depending on who picks up the file. I built both of these because I hit that ceiling myself.
Product One
The Insight Playbook
Turn what is in your head into a structured operating system your team can follow. One source of truth for how your firm works, so the client experience stays repeatable even when you are not in the room.
Six things it fixes
Founder dependency
Your team decides without you
Inconsistent quality
One standard, not one person
Knowledge loss
It stays when someone leaves
Fragile operations
Process that holds under load
Onboarding drift
The same first 100 days, every time
Undocumented process
Procedures you could defend
The part most advisors skip
It is also what gives your AI something to work with.
Every AI tool you bring into your practice is only as good as what it knows about you. Point one at an undocumented firm and you get generic output, because generic is all you gave it. That is why most advisors stall out using AI for rough first drafts and never get further.
The Playbook is the context layer underneath all of it. Once your process, your standards, your tone, and your client experience live in one structured place, your AI stops guessing and starts answering the way your firm would. The same documentation that lets your team run without you is what makes your tools sound like you.
The same system I use to run my own practice.
Product Two
Private betaClient Chemistry
Stop guessing how each client wants to be served. Client Chemistry maps how you and every client communicate, then turns that into a practical playbook for the next meeting.
Six behavioral dimensions
Pace
How quickly they decide
Lens
How they want information framed
Anchor
What actually builds their trust
Helm
How much control they want
Current
How they handle change
Signal
The tone they respond to
Eight client archetypes
Currently invitation only while we finish the beta.
Built by an advisor, for advisors.
I am a Certified Financial Planner who has been running a practice for 27 years. The Insight Playbook is the system I use to run it. Client Chemistry is what I am building next, for the part no system had solved yet.
27+
Years advising
150+
Households
$200M+
Assets managed