the story of allstreet wealth

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As of recording, it’s officially been 365 days since I made the decision to bring on a partner into the business.

Since then, we’ve gone from a little over $3,000 in monthly revenue to hitting $15,000 last month.

But first, if you’re new here, here’s a little bit of context on my story:

In June 2020, I quit my 9-5 job and started a financial planning firm called Piertree Planning.

The goal was to work with my generation.

After a few months, I had some clients but was barely covering business expenses.

So I was doing DoorDash to pay my personal bills and eventually came across personal finance freelance writing as an opportunity.

Almost immediately, I fell in love with it.

So in Spring of 2021 - about 8 months after starting the business - my idea was to grow as a freelancer, shut down Piertree Planning as an RIA, and just offer financial education content, maybe some courses for freelancers and self-employed people, and completely change career paths.

But a different opportunity came up about 2 weeks after I had those thoughts.

One of my financial advisor friends, Justin Castelli, reached out and asked if I would be interested in hiring someone or bringing on a partner to the business as the advisor he had working for him, Thomas Kopelman, was growing too quick for his firm.

We agreed, I drove to Indianapolis to meet, thought about the new firm, and below is a little backstory on the name:


Coming up with the name AllStreet Wealth:

Initially, the firm was named "Piertree Planning" when I launched it in July 2020.

Under my main brand Piertree, I wanted every current & future business to be alliterative - like Piertree Projects, Piertree Provides, Piertree Properties, etc.

It wasn't until Thomas and I joined forces in late 2021 that I had a need to completely rebrand the business.

Since Piertree Planning didn't have much meaning about who we served or what we did, the first thought was to come up with something that gave more context about the business.

I didn't want something generic like 'Millennial Money', but I wanted it to be that understandable and familiar.

Looking at our current client base at the time, it was tough to pinpoint a certain niche that we could brand ourselves into - and we didn't want to limit ourselves in the future by choosing a name that couldn't evolve.

Over the course of a few weeks, I thought about different ways to approach our identity - like who we weren't serving and what we weren't doing like traditional financial advising firms.

We didn't have minimums, we weren't servicing UHNW clients or managing 401(k) plans, we didn't have an office, we didn't focus on investment management.

We're like the opposite of Wall Street, I thought.

Almost as if we serve all streets, not Wall Street.

And there it was. Just a little wordplay.

After a quick Google search and domain check, All Street Wealth was available (and purchased).

We decided to combine the first two words for cleaner branding (AllStreet vs All Street), and decided against AllStreet Advisors because we didn't want to be lumped in with traditional advisors in someone's mind before they had a chance to see the rest of the brand.

Knowing the brand & business we wanted to build, all of the brand messaging and copywriting was formed around being different than the traditional perception of financial advisors:

We named our planning process The AllStreet Approach and our initial podcast, The Crossroads.

Everything about it felt right.

And since the name starts with an "A", it makes for easy alliteration and future business creation—like AllStreet Academy, AllStreet Accounting, etc.

I'm not exactly sure how to measure the success of a brand & its name, but we've gotten a lot of compliments on it, clients have mentioned it, and our branded search is relatively active:

3-month Google search volume

And Riskalyze got the millennial vibe without us having to use it in the name:

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Financial planning & investment advisory services are provided by AllStreet Wealth. The firm is a registered investment adviser with the state of Missouri and Indiana, and may only transact business with residents of those states, or residents of other states where otherwise legally permitted subject to exemption or exclusion from registration requirements. Registration with the United States Securities and Exchange Commission or any state securities authority does not imply a certain level of skill or training.
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