Episode 26
In the latest episode of Growth Leaders of Wealth Management, we're joined by Peak Retirement Planning’s Founder and CEO, Joe Schmitz Jr., and Director of Standards, Megan Casselberry, to unpack how a firm that started at a dining room table went from zero to over $630 million in AUM in under five years.
Key Takeaways:
Founded in Columbus, Ohio, in late 2021, Peak has grown to over $630 million in AUM, serving more than 900 client families across all 50 states with a team whose average age is 24.
Joe Schmitz Jr. started the firm at 25 with a loan against his house and his mom quitting her job to work alongside him. He had left two prior firms because neither would let him deliver the comprehensive financial planning he believed clients deserved. So he built it himself, with, in his own words, not much of a clue what to do and a whole lot of trial by error.
The structural decision that makes Peak worth studying isn't its size or its speed; it's the orientation. The advisory work exists to serve the demand the engine creates, rather than the marketing existing to promote advisory decisions already made.
Building that engine took years of consistency. Joe committed to three YouTube videos a week, posting for roughly a year and a half before the algorithm rewarded him (this is back when a video might pull six views, and one of them was inevitably his mom). He wrote four books himself, starting with I Hate Taxes, and contributes twice-monthly columns to Kiplinger. The through line traces back to a Nick Murray principle: to make money, you have to spend money, and the firms that build engines like this are usually the ones that committed before they could prove the return.
The trademarked "Midwestern Millionaire" and "2% Club" came straight from Joe's content and his own upbringing among hardworking, frugal savers who are far better at earning than spending. Each one of his books cemented a niche, helping the right prospect feel recognized on contact. Megan Casselberry, the firm's Director of Standards, says clients routinely tell Joe he's describing them to a T.
The most contrarian thread in the conversation is Joe's stance on AI. He won't use it for any client-facing content, and the marketing team runs every piece through a four-part filter that ends with the question, “What would Joe pick apart?”
As the rest of the industry automates, Peak is betting that a visibly human brand becomes the rarest asset of all.
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Founded in 2012, Ficomm Partners delivers strategic marketing and PR solutions for financial advisory teams across all channels. Through strategic consulting, execution services, and advisor coaching, Ficomm empowers firms to achieve measurable growth objectives aligned with business goals. The firm helps advisory businesses articulate their authentic value, connect meaningfully with ideal clients, and diversify lead sources. Combining industry expertise with human-centered strategies, Ficomm guides teams to increased net new assets, deeper client engagement, and sustainable business scaling. For more information, visit ficommpartners.com.