Financial Planning: Process over Product

The financial planning industry has come a long way.


The conventional model, rooted in recommending specific financial products, often left clients feeling skeptical and unsure if their best interests were truly being served. The industry has certainly embraced a shift from this model, where now it’s not about the products; it’s about creating a plan that fits each person’s unique goals and values.


At 49 Financial, we have spent years embracing this client-centric approach. We believe that successful financial planning starts with understanding what matters most to our clients. That’s why we take the time to really get to know each client—their dreams, timelines, lifestyle choices—all of it. Asking the right questions about retirement, legacy plans, and risk tolerance helps inform the best decisions.


Plus, being independent means we’re not tied to any specific products or company. Instead, we act as fiduciaries, truly looking out for the best interests of our clients. Grant Boren, a CFP® in our Austin office, shared that he has “been an advisor on both sides of the fence between an independent model and being captive to a large insurance company or bank. The solution selection process as an independent advisor is a breath of fresh air and a huge benefit to clients. Instead of having a short list of products and having to do our best to fit those into client situations, we get to start with understanding our clients and their situations extensively and then use our independence to utilize whatever solutions are the best fit.”


And it’s not just about the here and now. We’re in it for the long haul. Our advisors focus on your overall goals, not just the quick fixes. That way, our strategies can evolve with you as your needs change over time. Whether you’re looking for a comprehensive plan or just some extra support, our values-driven approach puts you in the driver’s seat. You’ll understand why we’re making each recommendation and how it fits into your bigger financial picture.


The bottom line?


Financial planning isn’t just about products anymore – it’s about process. And by putting your values front and center, we can create a plan that’s truly tailored to you. In an industry where trust is everything, that’s what sets us apart.

Picture of Lincoln Rock

Lincoln Rock

Vice President in Austin at 49 Financial

Picture of Grant Boren

Grant Boren

Austin Financial Associate