Why I started JKD Financial
Written by John Davis, CFP®, EA
When I tell people I started my own financial planning firm, the question I get most often is: Why? But usually, what they are really asking is: Why now? Why take such a massive risk when you had a "safe" seat at a big firm?
For me, the answer goes all the way back to my first job out of college.
I started my career in Springfield, Missouri, at a small, independent RIA. It was a humble beginning—back office operations, paperwork, systems, trade execution. Not glamorous, but foundational. I learned how everything really works. From there, I moved into a client-facing role, first as an associate advisor, eventually as a lead advisor. I was fortunate to work with great people and clients, and I really believed I’d be there forever. It was the kind of place where junior advisors eventually became partners, and I had every intention of following that same path.
But the industry can be unpredictable. The firm sold its stake to a larger RIA, and with that, everything changed. Culture shifted. Priorities shifted. I started to feel like I was part of something I didn’t sign up for and didn’t want to be part of long-term.
Around that time, I had also started to develop a strong interest in taxes. Not just tax preparation, but tax planning as a core part of financial advice. It was clear to me that good financial planning is incomplete without understanding how taxes impact a person’s decisions and outcomes. I wanted to dig deeper into that side of the work, so I made the leap to a large CPA firm in town with an RIA arm. I assumed it would be the perfect combination, learning more about tax while continuing to grow as a planner.
But I quickly realized something: most tax preparers aren’t really doing tax planning. They’re focused on volume, getting returns out the door before the deadline. There’s nothing wrong with that, but it wasn’t what I was looking for. I wanted to understand the strategy behind the numbers. I wanted to help people make smarter decisions before the year ended, not just report what happened after the fact.
That’s when the idea of starting something new really started to grow.
Over the years, I’d seen both the best and worst parts of this industry. I’d seen the value of strong mentorship and thoughtful planning, but I’d also seen how bloated fees, confusing incentives, and outdated business models can create barriers between clients and real advice. I kept thinking: there’s got to be a better way to do this. And maybe I could build it if I was willing to take the leap.
That’s when I discovered the Flat-Fee Model: a way to charge based on the complexity of the work and the value of the advice, rather than taking a percentage of a client’s life savings. It removes the "hidden" pay raises advisors get just because the market went up, and it aligns my paycheck exactly with the service I provide.
Once I was introduced to the flat-fee model I knew it was for me. It made sense. It eliminated the conflicts I always struggled with in the traditional AUM model, like the subconscious incentive to tell a client to rollover a 401k just so I can get more funds under my management. I spent a lot of time thinking about what an ideal firm would look like. Eventually, I realized I would never forgive myself if I didn’t try to build it.
So I did.
JKD Financial isn’t about building an empire. I’m not trying to scale endlessly or dominate the market. What I want is pretty simple:
To serve a manageable number of clients really well.
To create space for future advisors to grow and learn.
And to stay rooted in the community that shaped me.
When I would think about doing this, branching out and creating something new, I couldn’t help but think about my boys. I knew the risk I’d be taking. I thought about the sacrifices it took to get to this point, and the ones I know I'll have to make over the next few years. But I also thought about the sacrifices to my values that would have to be made by not taking a chance, not betting on myself. If my boys ever came to me one day asking for advice on whether to pursue their dreams or play it safe, how could I honestly tell them to take the risk if I wasn’t even willing to do it myself.
That’s my “why.” It’s not flashy. But it’s real. I believe in financial planning that’s honest, thoughtful, and rooted in relationships. I believe in charging fairly and giving generously. And I believe that if I do this the right way, I can build something that’s not just good for clients but good for the profession too.
