About You
Our Clients Are Aligned With Our Core Philosophies
How We THINK
Aptus thinks of you as a partner. We listen to you, collaborate with you, and respect you. We believe it's important that you understand and share our core philosophies. Our ideal clients are eager DIYers who embrace our philosophy of simplicity, are willing to implement their financial plan with our help and are interested in a long-term relationship built on trust.
Our Core Philosophies

Simplicity Beats Complexity
We see elegance and effectiveness in simple solutions. We don't try to make our work seem complex or mysterious.

Education is empowering
We want you to fully understand our recommendations and advice. If you learn how to manage your own finances, you control your destiny,

CURIOSITY LEADs TO INSIGHTS
Our aim is to be curious, humble and empathetic. If we ask good questions and listen intently, we think we can help our clients develop insights and wisdom.
Our Ideal Financial Planning Clients ARe:
- early-career professionals (physicians, dentists, other healthcare professionals, attorneys, engineers, business executives, etc.);
aligned with our philosophy of simplicity; - willing to implement their financial plan with our help;
- humble and intellectually curious;
- reasonably computer confident (able to follow links, navigate webpages, enter data into online forms, upload documents via a secure portal, use Zoom, etc.);
- interested in a long-term relationship built on trust;
- task oriented and eager to check items off their to-do list;
- punctual, reliable, and responsive to emails;
- not seeking to "beat" the market and understand the relationship between investment risks and returns;
- friendly, fun, and generally positive;
- aware of and comfortable with Aptus's limitations, as we do not implement your plan for you, control your investments, provide point-in-time plans without ongoing support, specialize in new plans for retirees or near-retirees, provide detailed tax or legal advice, recommend complex investments, nor consult on your practice, business or real estate holdings.