Advisors Off Script: Stories of the Independent Frontlines with Shelby Nicholl

Shelby Nicholl
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Advisors Off Script is the podcast where financial advisors step away from the polished talking points and get real about what it takes to build, break away, and boldly grow. Every advisor has a choice: follow the script laid out by the industry—or write your own.  Formerly known as Kick It Open, the show is hosted by Shelby Nicholl, founder of Muriel Consulting and known as the “RIA Whisperer.” She brings candid conversations, insider insights, and practical strategies that help advisors move from uncertainty to clarity and from frustration to freedom. Because this isn’t just a podcast—it’s your playbook for building boldly and living off script. Get ready for amazing guests, including advisors who have tread the journey before, leaders from the firms serving independent advisors and partners who help advisors create thriving practices.  Here at Muriel Consulting, we're helping advisors kick the door open on their personal success by living a life off script.  About the Host Shelby Nicholl is the founder and lead consultant at Muriel Consulting, where she helps financial advisors break free from limits, align their businesses with their ambitions, and build thriving practices. With 25 years in leadership roles at firms like LPL Financial and Edward Jones, she combines deep industry experience with her passion for empowering advisors to take bold steps toward independence and success. She is also the founder of Muriel Network, a digital community for women in wealth management seeking connection, inspiration, and growth.  

  1. DEC 5

    Building With Purpose: Culture, Calling, and Family Office Planning in Middle America

    💥 What if you could build a thriving culture—without tipping into cultish? 💥 What if family office-level planning wasn’t just for the ultra-wealthy—but for builders and business owners in your own community? In this episode of Advisors Off Script, host Shelby Nicholl sits down with Vaughan Scott, founder of Axiom, an independent RIA based in New Albany, Indiana. Vaughan’s journey spans every corner of the advice industry—from regional broker-dealers to banks, to independence—and now, he's building something different: a firm grounded in mission, structure, and deep service. Together, Shelby and Vaughan explore what it means to lead with intention and build a culture that empowers, not pressures. They reflect on purpose, legacy, and the moments that remind us why this work matters—including a personal story Shelby shares about her father-in-law’s end-of-life family meeting. In this episode: The evolution from wirehouse to independence—and what each chapter taught VaughnWhy culture matters more than growth-for-growth’s-sakeWhat it takes to bring true family office-level planning to Middle AmericaThe meaning of vocare—and how purpose shapes the firms we're buildingWhether you’re building, leading, or reimagining what your next chapter could look like, this episode is a call to lead with purpose. Learn more at MurielConsulting.com  www.murielconsulting.com Produced by Shelby Nicholl. Edited by Aaron Sherman. Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/ra/let-good-times-roll License code: EV5ON7Y3CSESDSEU

    37 min

  2. NOV 22

    Build the Right ‘Whos,’ Scale the Right Way: Lessons from a $500 Million Advisor

    At one point, Colleen Bowler was doing it all — leading client relationships, growing her firm, and keeping every plate spinning. Then she found her "whos" and built the firm to over $500 million in AUM. Then she sold it. Now, she’s on a mission to help other advisors scale without sacrificing themselves in the process. In this episode of Advisors Off Script, Shelby Nicholl sits down with Colleen to trace her journey — from the early days of building a successful practice, to coaching inside The Strategic Coach, to developing tools now used by advisors across the country through her firm C & J Innovations. What emerges is a story about growth — not just in revenue, but in mindset. About choosing the right “Whos” over doing it all yourself. And about protecting your most valuable resources: your energy, your time, and your vision. In this episode: How Colleen built and exited a $500 million practiceThe mindset shift from do-er to builderWhat the best advisors are doing to scale without burnoutWhy saying “no” is a business strategyHow assessments can deepen client relationships and accelerate growthThis isn’t just advice. It’s a blueprint for building a firm — and a life — that lasts. Learn more at MurielConsulting.com  www.murielconsulting.com Produced by Shelby Nicholl. Edited by Aaron Sherman. Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/ra/let-good-times-roll License code: EV5ON7Y3CSESDSEU

    43 min

  3. NOV 7

    From Edward Jones to $2 Billion: How Cedarwood is Proving What's Possible in Independence

    You may have seen the headlines: the largest advisor group to ever exit Edward Jones — nine advisors, nearly $1 billion in AUM, and a bold move to independence. This group embodies something we see again and again: when advisors succeed in a captive environment, they often thrive — wildly — in independence. In this episode, host Shelby Nicholl sits down with Dylan Ripley and Todd Vincent, co-founders of Cedarwood Financial Partners, to talk about what happened after the breakaway.  They share how they built a fast-growing $2 billion firm, how they thinking about scale, culture, and long-term durability — and a few raw lessons from their group’s newsworthy exit.  In this episode: What it takes to build a 100-year firmThe cultural glue behind a thriving advisor teamLessons learned from rapid growthWhy the real story begins after the breakawayIf you’re building, leading, or even imagining what your next chapter could be, this conversation is a powerful look at what’s possible in independence. Learn more at MurielConsulting.com  www.murielconsulting.com Produced by Shelby Nicholl. Edited by Aaron Sherman. Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/ra/let-good-times-roll License code: EV5ON7Y3CSESDSEU

    35 min

  4. OCT 24

    Brand First: The Marketing Playbook for Breakaway Advisors

    What separates a smooth breakaway from a chaotic one? Spoiler: it’s not just your custodian, tech stack, or timing — it’s your brand. In this episode of Advisors Off Script, host Shelby Nicholl sits down with Kevin Nichols, partner at Oechsli and a leading voice in advisor marketing, to unpack what really makes a successful launch. Kevin shares what the best-prepared advisors do before they leave, why brand clarity is more important than ever, and how storytelling drives client retention and long-term growth. If you’re thinking about going independent — or already in motion — this is the marketing blueprint you need. You’ll learn: Why branding is the foundation of every successful launchThe biggest marketing mistakes breakaway advisors makeHow to build a story that inspires clients to followWhat to invest in — and what to avoid — in your first year of independenceWhether you’re planning your leap or fine-tuning your new firm, this conversation is a must-listen. Learn more at MurielConsulting.com  www.murielconsulting.com Produced by Shelby Nicholl. Edited by Aaron Sherman. Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/ra/let-good-times-roll License code: EV5ON7Y3CSESDSEU

    48 min

  5. OCT 20

    From Burnout to Breakaway: Rebuilding to $200MM in Under 18 Months

    Sometimes, you don’t get to casually consider change. Sometimes, you hit a wall and realize...it’s just not working anymore. That’s what happened to Lauren Williams, Co-Founder and Co-CEO of Prosper Plan Wealth, based in Sacramento. After a decade at a major firm managing a $300 million book, everything shifted—the culture, the leadership, and ultimately, Lauren herself. Burnout set in, and staying was no longer an option. But instead of leaping on instinct, she built a detailed forecast of what might follow her and what she’d need to rebuild. It worked. Lauren co-founded a thriving, award-winning firm, reignited her purpose, and brought her true client community with her—all while partnering with New Edge Advisors, an RIA platform built for independent financial advisors. In this episode of Advisors Off Script: Stories from the Independent Front Lines, host Shelby Nicholl of Muriel Consulting talks with Lauren about her journey of resilience, rebuilding to $200 Million in under 18 months, and reclaiming her freedom to serve clients her way. If you’ve ever wondered what it really takes to walk away from corporate comfort and build something entirely your own—this conversation is your blueprint for going off script. Learn more at MurielConsulting.com  www.murielconsulting.com Produced by Shelby Nicholl. Edited by Aaron Sherman. Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/ra/let-good-times-roll License code: EV5ON7Y3CSESDSEU

    44 min

  6. SEASON 3 TRAILER

    Introducing Advisors Off Script

    After 30 episodes, Kick It Open is evolving. 🎙️ Introducing Advisors Off-Script — Stories from the Independent Frontlines. When our podcast launched and we named it Kick It Open, it was podcast about opportunity — about pushing open doors and saying yes to what’s next. But over the past couple of years, something deeper has unfolded. As we built Muriel Consulting, we experienced the incredible freedom (and responsibility) that comes with full ownership. There’s something powerful about waking up each day knowing you get to design the vision, make the calls, and create something that’s fully yours. And it’s been just as rewarding to watch the financial advisors we work with experience that same transformation — to see them take agency over their businesses, build thriving firms, and rediscover the joy that drew them into this profession in the first place. Because in this next chapter, we’re not just talking about opening doors. We’re talking about what happens after you walk through them. These are the real stories of advisors who’ve built boldly, led with purpose, and found freedom in entrepreneurship. BTW - Advisors Off Script isn’t just a podcast. It’s your playbook for building boldly and living Off-Script. www.murielconsulting.com Produced by Shelby Nicholl. Edited by Aaron Sherman. Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/ra/let-good-times-roll License code: EV5ON7Y3CSESDSEU

    1 min

  7. JUL 14

    Are Financial Advisors Failing at Their Own Exit Planning?

    On this episode of Kick It Open, Shelby Nicholl of Muriel Consulting sits down with Brooklyn Brock—a third-generation CFP®, succession planning expert, and founder of Ellevate Advisors—to explore one of the trickiest dynamics in wealth management: planning your own future, especially when family is involved. Brooklyn grew up inside a multigenerational financial planning firm and experienced its full arc—from her grandfather, to her father and uncle, to an eventual external sale. Through that deeply personal journey, she saw how even the most successful advisors can struggle to plan for their own transitions. Now, she’s flipping the script. Brooklyn helps advisors build intentional succession plans, unlock value from their business, and pursue the freedom to define their next chapter. In this conversation, we dive into the emotional side of letting go, the mindset required to build with an exit in mind, and how her father gave her the ultimate gift—permission to choose her own path. If you’re an advisor who hasn’t planned for your own future with the same rigor you give your clients—this one’s for you. Connect with Brooke: Brooklyn Brock — Ellevate Advisors Learn more at MurielConsulting.com  www.murielconsulting.com Produced by Shelby Nicholl. Edited by Aaron Sherman. Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/ra/let-good-times-roll License code: EV5ON7Y3CSESDSEU

    45 min

  8. JUN 30

    Can You Scale Faster With a Better Tax Plan?

    Shelby Nicholl of Muriel Consulting sits down with Catherine Tindall, CPA and CEO of Dominion Enterprise Solutions, a tax planning firm dedicated to financial advisors. In this episode, Catherine outlines how proactive, year-round tax strategies help advisors keep more of what they earn while enhancing client trust. She discusses why LPL Financial and broker-dealer advisors should rethink their S-Corp approach, how tax education bolsters client relationships, and even how AI can streamline advisory workflows. Whether you're looking to optimize your take-home pay or deepen client value, Catherine’s insights are a game-changer.  Also, check out Catherine's podcast Financial Advisors Want to Know. Sign up for Catherine's newsletter. Learn more at MurielConsulting.com  www.murielconsulting.com Produced by Shelby Nicholl. Edited by Aaron Sherman. Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/ra/let-good-times-roll License code: EV5ON7Y3CSESDSEU

    47 min
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Ratings & Reviews

5
out of 5
4 Ratings

About

Advisors Off Script is the podcast where financial advisors step away from the polished talking points and get real about what it takes to build, break away, and boldly grow. Every advisor has a choice: follow the script laid out by the industry—or write your own.  Formerly known as Kick It Open, the show is hosted by Shelby Nicholl, founder of Muriel Consulting and known as the “RIA Whisperer.” She brings candid conversations, insider insights, and practical strategies that help advisors move from uncertainty to clarity and from frustration to freedom. Because this isn’t just a podcast—it’s your playbook for building boldly and living off script. Get ready for amazing guests, including advisors who have tread the journey before, leaders from the firms serving independent advisors and partners who help advisors create thriving practices.  Here at Muriel Consulting, we're helping advisors kick the door open on their personal success by living a life off script.  About the Host Shelby Nicholl is the founder and lead consultant at Muriel Consulting, where she helps financial advisors break free from limits, align their businesses with their ambitions, and build thriving practices. With 25 years in leadership roles at firms like LPL Financial and Edward Jones, she combines deep industry experience with her passion for empowering advisors to take bold steps toward independence and success. She is also the founder of Muriel Network, a digital community for women in wealth management seeking connection, inspiration, and growth.  

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