Scaling to $300M in 3 Years: Joe Schmitz on Hyper-Focused Marketing and Team Building

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May 27, 2025

Joe Schmitz, the founder of Peak Retirement Planning, shares his remarkable journey of scaling his firm to nearly 60 members and $300 million in assets in just three years. He discusses his focus on 'Midwestern Millionaires,' emphasizing their values of hard work and frugality. Joe reveals a multi-channel marketing approach that attracts over 40 qualified prospects weekly, his rigorous hiring standards resulting in just 9 hires from 2,600 applicants, and the importance of creating a client-centric team to disrupt traditional retirement planning.

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ANECDOTE

Midwestern Millionaire Anecdote

Joe Schmitz serves "Midwestern Millionaires," clients with $1-$10M who value hard work and frugality.
He shares how his rural Ohio upbringing shaped his firm’s values and client connection approach.

ADVICE

Relentless Authentic Marketing

Be relentless with marketing, like doing over 150 workshops in your first year.
Lean into your authentic personality to attract clients who resonate with your values.

INSIGHT

Trust Your Unique Path

Trying to copy successful advisors leads nowhere; trust your own knowledge and instincts.
Confidence in your unique mission attracts clients who share your vision and values.

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Joe Schmitz joins The Advisor Journey to reveal how he's built Peak Retirement Planning from a solo practice to a firm with nearly 60 team members in just three years, growing to $300 million in assets under management.

Joe shares his laser-focused approach to serving "Midwestern Millionaires" – clients with $1-10 million in assets who embody the hardworking, frugal values he grew up with in rural Ohio. His multi-channel marketing strategy through YouTube, workshops, books, and Kiplinger articles now generates over 40 qualified prospects weekly.

The conversation explores Peak's extreme hiring standards (just 9 hires from 2,600 applicants last year), their collaborative client service model, and Joe's mission to disrupt traditional retirement planning by providing comprehensive service beyond the typical investment-only or insurance-only approach.

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Altruist Corp ("Altruist") offers technology and tools designed to help financial advisors achieve better outcomes. Advisory and certain other services are provided by Altruist LLC, an SEC-registered investment adviser, and brokerage related products and services are provided by Altruist Financial LLC, a member of FINRA/SI...