Joe Conklin Shure, CFP^®

I’m not your typical financial planner.

I started my career in the nonprofit world, co-founding a micro-loan and training organization for aspiring entrepreneurs. Helping people give shape to their ideas—and take real steps toward a future they care about—is what pulled me into financial planning in the first place.

Since then, I’ve worked across the advice industry. I was a planner at LearnVest, then became a product manager helping build the algorithm behind its planning software—still in use by thousands of reps today. At Betterment, I worked on advice tools and cybersecurity. At Altruist, I helped build internal tools and improve operations for advisors. I’ve seen what this industry looks like from the inside.

Eventually, I stepped out to do this work in a way that felt more personal—and more honest. I started my own firm to support people who want to build a working life that reflects their values, not just their earning potential. Many of my clients are skeptical of the financial industry. Some are skeptical of capitalism itself. Same here.

Financial planning shouldn’t be about fear or performance. It should help you feel more grounded in your decisions, more connected to your time, and more confident in what you’re building. My job is to make the process feel human—so we’ll talk about what’s stressful, what’s stuck, and what’s possible. You’ll get thoughtful, specific guidance that’s actually usable, not vague rules or generic advice.

When I’m not helping people make sense of their money, my wife Gina and I are traveling to run half marathons—then eating enough local food to more than cancel out the calories we've burned.