Why Advisors Should Join an Independent RIA

Just over ten years ago, Mr. Jayson Brown, CFP®, was consistently ranked one of the top investment advisors out of approximately 930 in the country at TD Ameritrade. He was managing more than $150 million in assets and was responsible for securing more than $400 million in gross new assets. Still, he felt something was missing. 

He felt conflicted about the pressure to “sell” proprietary products. He was constrained in his ability to offer truly unbiased advice. Ultimately, he wanted to shape a firm that prioritized clients in every decision – a firm he would choose for his own family. 

In 2014, Mr. Brown decided to make a change and joined Certuity, an independent RIA and multifamily office that specializes in serving business owners, C-suite executives and multi-generational families of wealth. Today, he is a Partner and a member of the firm’s management team.

In this interview below, Mr. Brown delves into why he decided to make the move to an independent RIA and why it’s been the best decision for his career and his clients.

Jayson, tell us about your decision-making process in selecting Certuity. You were already very successful. Why did you decide to make the move?

When I was evaluating where to take my career, I focused on three key factors in a firm: independence, a client-first philosophy and the ability to deliver unbiased advice. Certuity stood out because it was truly independent, no corporate agenda and an open-architecture platform that lets advisors choose the best investments for their clients.

At Certuity, I have the freedom to design solutions tailored to each of my client’s specific needs and goals. Unlike many firms that rely on standardized model portfolios where every client looks the same, Certuity gives advisors the tools and resources to create customized portfolios for each client.

This customization is especially powerful when combined with our ability to integrate alternative investments. Certuity enables its advisors to go beyond traditional options, providing direct access to boutique managers and reducing the fee burden associated with larger private equity firms. This entrepreneurial framework, coupled with the firm’s unwavering commitment to acting as a fiduciary, made Certuity the clear choice for me.

After 10 years at Certuity, you became the firm’s youngest partner. Can you share more about your growth trajectory at the firm?

My growth at Certuity is a testament to the firm’s commitment to empowering and providing me with the right services, technology and support. From the beginning, I had the investment platform, internal resources and team of support staff needed to deliver holistic wealth management and comprehensive solutions for my clients.

Over the years, I’ve been able to assist my clients with critical areas such as estate planning, insurance planning and consolidated reporting of their entire estate. This integrated approach provides clients with a complete picture of their financial health and allows them to make informed decisions with confidence.

Additionally, Certuity’s open-architecture enables me to provide access to institutional-quality alternative investments. These carefully selected investments can help reduce overall portfolio risk, standard deviation and beta and they also offer the potential for equity-like returns. By diversifying into alternatives, I create more resilient portfolios for my clients, tailored to their unique risk tolerance and financial goals.

Long-term success comes from being in an environment where you are free to grow while always putting your clients first. Becoming the youngest partner at Certuity was an incredible honor and I can confidently say that it would have been impossible at my last job. The structure and culture did not allow for the same level of entrepreneurial freedom or fiduciary commitment. Joining Certuity has been such a refreshing change because I honestly feel that I’m doing what’s best for my clients every single day.

As you know, many advisors are shifting from big banks and wirehouses to independent firms like Certuity. Why are advisors making the jump, and what does it matter to clients?

Advisors are leaving wirehouses and large broker-dealers because the bureaucracy can be stifling. At these firms, advisors often feel bogged down by compliance processes, spending more time justifying their recommendations than actually meeting with clients or prospecting for new ones. Even worse, corporate decisions are often made that range from pushing new products and changing compensation packages.

At Certuity, we have the freedom to recommend a wide range of strategies and investments for our clients without being constrained by corporate agendas or unnecessary red tape. This independence allows us to focus on what matters most—building meaningful client relationships and delivering personalized, high-quality financial advice.

And I’m not alone in making this shift. More advisors are recognizing that the independent model offers a better way to serve their clients, and many of us have found that here at Certuity. Clients benefit from our ability to offer tailored solutions, transparent fees and the peace of mind that comes from working with advisors who act solely in their best interests. That’s why the move to independence is not just a trend – it’s a movement that is transforming the wealth management industry for the better.

Every firm boasts about their culture, but few actually “walk the talk”. How can advisors evaluate the culture of their next firm?

Culture is hard to fake—it’s evident in how a firm supports its advisors and prioritizes clients. To evaluate culture, advisors should ask:

• Is this firm client-centered or product-driven?
• Do senior leaders actively mentor and collaborate with their advisors?
• What level of ownership do advisors have?

Culture is more than just camaraderie; it’s about shared values. When evaluating a firm’s culture, I encourage advisors to speak with existing team members to see if the firm delivers on what it promises.

For advisors who are unsure whether it’s worth the trouble to make a move, what is your advice?

Making a move can be daunting, but staying in a situation where you cannot fully serve your clients is not  sustainable. My advice is to think long-term. Ask yourself:

Client Focus:

• Are you able to put your client’s first?
• Does your firm have conflicts of interest?
• Are corporate “directives” taking up your time and altering the investment recommendations you make for your clients
• Do you have the level of support that you need today and for your future growth?
• Are you happy with the level of entrepreneurial freedom you have now?

Personal Growth:

• Are you able to have a significant equity stake?
• Can you join the management team where your input guides the direction of the firm?
• Does the culture of the firm match your values?

For me, the move to Certuity was about aligning my values with my business goals. Yes, the transition process takes effort, but the ability to serve clients without compromise and be part of a winning team culture is worth every step. Having the support and the tools to drive growth were paramount.

What makes it even better is that the resources waiting for you on the other side will make this transition far easier than you might expect. Certuity’s technology stack, service team and incredible people support you every step of the way. They will help you navigate the move, communicate the “why” to your clients and get them excited about the benefits of this change.

Interested in making the move to an independent RIA? Visit our Careers page or contact Certuity to explore your next opportunity with us.