Ep 430: Navigating The Fast-Growth Hiring Challenges Of Scaling From Scratch To $5M Of Revenue In Just 7 Years with AJ Ayers
Mar 25, 2025
auto_awesome
AJ Ayers, co-founder of Brooklyn FI specializing in equity compensation planning, discusses the rapid growth of her advisory firm from zero to $5 million in just seven years. She shares innovative hiring strategies, including leveraging LinkedIn and developing a structured onboarding program. AJ highlights the importance of a three-part fee model tailored to client needs and reflects on the challenges of managing a remote team culture. Her journey from music journalism to finance underscores the significance of niche expertise and building confidence through continuous learning.
AJ Ayers highlights the importance of strategic hiring using LinkedIn's Recruiter platform to rapidly grow the firm to 14 new clients monthly.
The development of Gemify software has streamlined operations, enhancing the efficiency of equity compensation planning for clients.
A structured three-part fee model aligns client needs with services provided, ensuring revenue stability while building strong client relationships.
Deep dives
Rapid Growth and Scaling Strategies
The firm has experienced significant growth, averaging 14 new clients per month in 2021 and reaching a milestone of $5 million in revenue. This surge in client demand necessitated rapid hiring, prompting the firm to utilize LinkedIn's recruiter platform to actively seek out potential candidates. AJ Ayers emphasized the importance of hiring skilled professionals who had the requisite certifications and the ability to engage with clients immediately. The expansion also required the implementation of training programs that incorporated various resources, including internal training videos and client meeting observations, to quickly onboard new hires and effectively serve clients.
Niche Focus on Equity Compensation
The firm operates within a specialized niche, focusing primarily on equity compensation, which has proven effective in attracting clients rapidly. By catering to individuals who are navigating the complexities of equity compensation during lucrative market conditions, the firm has systematized its planning process. This niche approach allows newer advisors to gain valuable experience quickly while working with targeted client profiles. Through the establishment of a comprehensive planning process, the firm has enabled its advisors to gain practical insights and multiple client interactions early in their tenure.
Innovative Software Tool Development
To streamline operations, the firm developed a proprietary software tool named Gemify, designed to process clients' equity compensation data seamlessly. This tool facilitates the extraction of critical data from grant award statements, thus eliminating manual processes that previously consumed significant time. By analyzing clients' equity compensation histories, Gemify provides tailored planning scenarios, enhancing the firm's efficiency in advising clients effectively. The software not only aids client interactions but also contributes to a more structured and scalable planning process for the firm.
Diverse Fee Structure to Meet Client Needs
AJ Ayers designed a three-part fee model that includes a complexity-based planning fee, an AUM fee on investable assets, and a distinct fee for tax preparation services. This tiered structure ensures that client fees are aligned with their specific needs while considering the value provided by the firm in each area. By incorporating clarity and flexibility into its fee arrangements, the firm seeks to accommodate clients at various financial stages, particularly those who may not yet possess liquid assets. This strategy effectively ensures revenue stability while fostering robust client relationships.
Delegation and Management Development
As part of the firm's growth strategy, there has been a significant focus on delegating responsibilities to foster effective management within the organization. By promoting capable team members to leadership roles, AJ and her business partner have been able to reduce their day-to-day involvement and shift to a more strategic oversight function. The introduction of an HR professional has also bolstered the company culture, especially in remote work settings, by facilitating team engagement and collaboration. This approach has enabled the founders to concentrate on broader business goals while ensuring the team is well-supported.
Personal Growth and Overcoming Challenges
AJ Ayers shared her journey of overcoming imposter syndrome during her early years in the financial advisory industry, particularly in relation to her expertise in equity compensation. The feeling of inadequacy was prevalent as she navigated complex client needs, but positive outcomes from satisfied clients gradually built her confidence. Continuous learning through certifications and professional networking helped her enhance her knowledge base, making her more competent in her role. Ultimately, her growth reflects the importance of persistence and adaptability in her journey as a financial advisor.
AJ Ayers is the co-founder of Brooklyn Fi, an RIA based in Brooklyn—but operating as a fully remote business—that oversees $370 million in assets under management for more than 400 client households. What’s unique about AJ is how she and her business partner successfully tackled the hiring, training, and operational challenges of rapidly scaling their advisory firm from the ground up to $5 million in revenue in just seven years. Their strategic approach to systems and processes allowed them to sustain growth while maintaining efficiency and service quality.
Listen in as AJ shares how she and her firm rapidly scaled their advisory business, growing to 14 new clients per month while building a structured training program to onboard advisors in their specialized equity compensation niche. She explains how they leveraged LinkedIn’s Recruiter platform for proactive hiring, developed Gemifi software to streamline equity compensation planning, and implemented a three-part fee model to align revenue with client needs. AJ also reflects on delegating firm operations to reduce her own work schedule, hiring an HR professional to strengthen company culture in a remote environment, and overcoming impostor syndrome by earning niche-relevant certifications and gaining hands-on client experience.
