This month marks five years since Charlie and I took a leap of faith and launched Endeavor Advisors. Looking back, it’s humbling to see how far we’ve come,  not just as financial planners, but as people who wanted to build something different in this industry.

Why we started Endeavor Advisors

Charlie and I both came up in the financial world working for some of the biggest names in the business (firms like Transamerica) and later for smaller shops. Each had its strengths, but what we kept seeing over and over was the same problem: we were pigeonholed.

The firms dictated what products we could use, what services we could offer, and even what types of clients we were “allowed” to serve. We saw corporate ceilings limiting growth, unnecessary layers of greed, and a system that didn’t allow us to bring our full potential as financial planners to the people who needed us most.

But even beyond the corporate limitations, there was something deeper fueling our decision. We grew up watching our own parents navigate some of the most challenging financial times, the late 90s, the early 2000s, and the crash of 2008. What stuck with us was that they didn’t have someone they could truly rely on. They weren’t guided, supported, or protected the way they should have been. Frankly, they were let down. And that left a mark.

We started Endeavor Advisors because we never wanted other families to go through that same experience. Families deserve financial professionals who show up, who care, and who guide them not only through the good times, but through the storms. That’s the foundation of everything we do.

So, in October 2020, at the height of the pandemic with Charlie newly married and settling into a new home, we decided to bet on ourselves. We launched Endeavor Advisors with no guarantees other than our passion and our belief that financial planning could be done differently. It was a risk, but one we’ll never regret.

What this journey has meant

Starting Endeavor didn’t just change our careers; it changed our lives. The impact we’ve been able to have on clients, the connections, the stories, the families we’ve walked alongside, is exactly why we got into this business in the first place.

Because let’s be honest: finances matter. Budgets, investments, tax strategies, those are critical. But what has always driven us is the people. The memories. The milestones. The emotional connection that comes with walking with someone through their financial journey. That’s what this line of work boils down to.

From Phoenix to Southern California (and beyond)

Endeavor started in Phoenix, Arizona, and over the past five years, we’ve grown into Southern California with a physical branch (while still serving clients virtually across all 50 states as fiduciaries). Most of our growth hasn’t come from ads or marketing; it’s come from referrals. Clients sharing their experiences with friends, family, and colleagues has been the biggest blessing and the truest validation of the work we do.

Building a team with shared values

Charlie and I would be lying if we said we’re experts at every single aspect of financial planning. This field is broad, touching taxes, estate planning, retirement strategies, investments, insurance, and more. That’s why we’ve intentionally brought in other professionals who share our values and vision.

One example is Lucas, who holds his Juris Doctor and brings incredible expertise on the legal side of financial planning. He has seamlessly become part of our practice and part of our clients’ journeys. As we continue to scale, our goal is to hire not just for technical skills, but for alignment with our long-term vision: treating clients with the care, respect, and personalized service they deserve.

For us, growth is about more than business. It’s about creating opportunities, jobs, careers, and a workplace that reflects the kind of culture we wish our parents had access to in their financial journeys. That’s one of the privileges of business ownership: making a meaningful difference in people’s lives, both clients and team members.

The backstory: how Charlie and I met

Charlie and I have known each other for about 15 years now. He actually worked with my mom at a financial institution back when I was in my early 20s. After that, life took us in different directions. I went off to UC Irvine, and Charlie moved from Orange County to Phoenix. But we stayed in touch, and eventually reconnected. When the timing was right, we realized we had the same vision: to build a firm that was truly client-first, free from the limitations of the big firms, and fueled by passion for people.

What’s next

Five years in, and I can honestly say this is just the beginning. We plan to keep growing, keep adding the right people to our team, and keep deepening the impact we’ve already made.

Our roots will always remain grounded in the values we started with but our wings are still spreading. The goal isn’t just to be great financial planners (though we take immense pride in that). It’s to build lifelong relationships, to walk alongside our clients through their biggest decisions, and to leave a lasting impact on their lives.

This firm started with love, passion, and grit and that’s exactly how we’ll continue. Here’s to five years of Endeavor Advisors, and to many more ahead!