A Masterclass in Running and Growing an RIA

When Marie Loudin from AdvintroEdge Magazine sat down with Fran Toler, founder of Toler Financial Group, she expected insight. What she found was something deeper: clarity, conviction, and a radically human approach to growth.

Fran's firm has grown tenfold in the last decade. But not in the way you might expect.

From Midwife to Financial Advisor

Marie Loudin: Fran, before we dive into growth, give us some background. How did you get into this business?

Fran Toler: Before I was a financial advisor, I was a midwife. I ran a private practice and worked at one of the oldest free clinics in the country, overseeing prenatal and pediatric programs. I loved that work. I also worked at a collectively run women's bakery and had a bookkeeping practice that helped support my family while I trained and raised young children.

In my late 30s, I had a realization. I did not have any money. My kids were going to want to go to college. I needed a change.

I did not even know what a financial advisor really was. I did not know a stock from a bond. I just knew I wanted independence, meaningful client relationships, and a path to financial stability.

Like many people entering the industry, I was recruited on the insurance side. They will take anyone with a pulse and a list of friends. I started there in 2001, built a practice, and eventually transitioned to the independent channel.

In 2015, after recovering from a long illness, I joined Cambridge as an independent advisor. That is when everything changed. My clients responded to the independence. I felt better physically and could work more. It was the right environment at the right time.

The Through Line: Values and Difficult Decisions

Marie asked whether the skills of guiding someone through childbirth translated into guiding clients through financial stress. Fran did not hesitate.

Fran Toler: The translation is stronger than you might think. Obviously, it is less messy and the hours are better, but the core work is similar.

You are helping people make difficult decisions with long term consequences. You are helping them identify their core values and align their choices with those values, even when reality pushes back.

In midwifery, I worked closely with families making deeply personal decisions, often in tension with cultural norms. Financial planning is similar. You are helping people navigate what is financially important, what is within their control, and what aligns with their long term goals.

I often tell clients, we are going to keep you in the zone of rationality. If they drift too far to either extreme, I will say so. Within that zone, they have autonomy. Most clients do not want blind agreement. They want clarity.

10X Growth in 10 Years

In 2015, Fran transitioned to independence with approximately 20 million in assets under management and one part time assistant. Today, Toler Financial Group is roughly ten times that size in assets and revenue and is hiring its tenth team member.

Fran Toler: Around 2017, when I saw momentum building, I stepped back and asked what I wanted this firm to look like long term. I read extensively. I thought about structure, leadership, advisor roles, and corporate form.

Of course, things changed along the way. But surprisingly, we have stayed close to the original vision.

The biggest shift was personal. I had to learn the difference between being an advisor and being a CEO. That means delegating, empowering, and giving others real authority.

If you want to grow, you cannot be the bottleneck.

The Single Most Effective Growth Strategy

When asked what drove the firm's growth, Fran's answer was not marketing automation, paid ads, or niche specialization. It was something far simpler.

Fran Toler: I have a completely open door for initial consultations. I will meet with anyone.

I have met with homeless individuals. I give them a full hour. That is not where you want efficiency. You want efficiency in routine tasks.

"You do not want efficiency with human beings."

Over time, that approach has created enormous reputational impact. I am referred by people who have never been clients. Sometimes I do not even remember meeting them. But years later, they are telling someone else, go talk to Fran. She helped me.

That one hour, fully present, with no judgment and no expectation of return, is the best marketing I have ever done.

Accessibility as a Growth Engine

Fran was also an early adopter of online scheduling, at a time when compliance departments resisted it.

Fran Toler: The moment I saw online scheduling, I said give it to me. My number of initial consultations doubled once I lowered the barrier.

No gatekeeping. No qualification hurdle just to talk. Yes, we send a questionnaire beforehand and most complete it. But if someone does not, I still meet with them.

Lower the barrier. Make it easy. Be welcoming.

Why Most Marketing Falls Flat

Fran has tried branding, marketing campaigns, and paid advertising. Her verdict is clear.

Fran Toler: Most expensive marketing solutions fell flat. What worked was reputation and accessibility.

Advisors need to be careful with how they position themselves. I have seen colleagues pursue niche strategies that lean heavily into status signaling. It can come across as exclusionary.

If your messaging makes people feel small, they will not call you.

A niche is a luxury when you have too much business, not when you are trying to build it.

Growth Through Service, Not Ego

Fran is candid about what she sees as a mindset issue in the industry.

Fran Toler: I have heard advisors say my time is only for qualified prospects. I do not understand that mentality. We are well paid by our communities.

Use some of your time to serve your community.

I am not working 70 hours a week meeting with every random person. But random people do not schedule that often. When they do, something matters to them. That deserves attention.

One of the first homeless individuals I met later referred me to my first million dollar client.

You never know who is watching. You never know who will remember how you treated them.

Position, Velocity, and Potential

Marie offered a metaphor from engineering. Growth is not just about where someone stands today. It is about direction and acceleration. Fran agreed.

"Clients' current position tells you very little about their long term trajectory. Disqualifying someone based on their starting point ignores their potential and yours."

The Real Growth Strategy

If there is a theme to Fran Toler's success, it is this: Radical accessibility. Deep presence in first meetings. Values based guidance. Empowered team structure. Reputation over promotion. Service over ego.

Tenfold growth was not driven by a hack. It was driven by consistent human investment.

And that may be the most powerful lesson of all.