[00:17] Tara Bansal: Welcome to her life, her practice, her way.

[00:21] A podcast for and about female financial advisors.

[00:26] Tara I’m Tara Conti Bansal. I’ve been a financial planner and life coach for over 20 years,

[00:32] and I believe that when women thrive in this profession, we all win.

[00:37] This show is about sharing our journeys, our struggles, our breakthroughs, and the many ways we build a life and practice that feels true to us.

[00:48] And now I’m extending that mission. Beyond the podcast,

[00:52] I coach female advisors who want to grow a fulfilling practice and a beautiful life that they love,

[00:59] one filled with meaning, freedom, connection, and joy.

[01:04] Whether you’re just starting out, reinventing yourself, or dreaming of what’s next, you’re in the right place.

[01:11] Let’s build this together.

[01:13] Hello. Hello. This is Tara Conti Bansal, and I am here with Linda Rogers. I am so excited and thrilled.

[01:23] I met her through the Advisors for Good group that I think the world of.

[01:30] And we’ll put a link to that in the show notes. But Linda has her own practice in San Diego.

[01:38] It’s called Planning Within Reach.

[01:40] I even love your tagline Plant, Grow, Harvest.

[01:45] And she also has her own podcast called Investing Forward.

[01:50] But I’ll let her tell you more about herself. But just excited to have you here and learn more about what you’re doing.

[01:58] So I always start. Linda,

[02:01] what is your story?

[02:03] Tell me from the beginning.

[02:05] Linda Rogers: Thank you so much for having me. So, you know, I’m a Jersey girl. We talked about this when we met at the group. I grew up outside New York City, so not totally in your area, but we.

[02:19] When I went to college at Villanova, that’s where I met my amazing husband. He was in the ROTC program and he’s now in the Navy. So that is definitely a big part of my story.

[02:28] I move around,

[02:30] but the New York was amazing because.

[02:33] Let me back up. Oh, my God. I’m, like, all over the place.

[02:36] Tara Bansal: You’re good.

[02:38] Linda Rogers: Okay.

[02:39] I’m a Jersey girl. I grew up in New Jersey, just outside New York City.

[02:44] I went to college at Villanova University in the Philadelphia area and then moved to New York City after that to work for a financial software company.

[02:55] So that was my introduction to the financial world, if you will. And I was more on the investment banking side, but there was also the portfolio management side, where, you know, they were running portfolios.

[03:07] And that was all different, a whole different world that I was fascinated in.

[03:12] I ended up getting married to my college sweetheart, who was in the ROTC program at the time and then in the Navy. So I had to leave New York City.

[03:21] And even though I loved my job,

[03:23] there was no branch outside of New York. So I had to figure out what I was going to do next.

[03:30] We were in Pensacola, Florida, just for a short time, and that is where I thought, you know, maybe I could try this financial planning thing. Around that time, the airline pilots there was a, you know, this was a long time ago, but they had like lost their pensions.

[03:47] That was a thing. And the 401k world was, you know, people were realizing we need to educate them how to invest their 401ks and saving for retirement. Pensions aren’t going to be the solution that they’ve been in the past.

[04:02] It was like just this transition.

[04:04] And I real truthfully had a 401k at my job and I didn’t know how to invest it or how much I should be saving. So I just thought that was maybe an interesting space, space to get into.

[04:15] So when I was in Pensacola, I just reached out to a bunch of financial advisors and one person got back to me and he was lovely and he really was a mentor to me for the next few years, but kind of pushed me down that fee only space from the beginning.

[04:31] So when we moved to San Diego, where we were for many years,

[04:34] that is how I found my first job in financial planning. So I did work at a big firm in San Diego for 6ish years.

[04:42] Ended up starting my own practice. I can’t believe it’s been 12 years. I think on my own now.

[04:48] I. We have traveled the world,

[04:50] so we’ve been to Japan, Memphis,

[04:53] Washington, D.C.

[04:54] we’re back in San Diego.

[04:56] But during all of that, I was able to keep my practice going, you know, miraculously. So of course Covid helped. But the first move,

[05:06] Covid, didn’t happen yet. So it was introducing virtual to clients and saying, can we try the zoom thing? I would still love to work with you. Let’s give it a go.

[05:16] And that was hard, you know, but we figured it out together and Covid came, made it so much easier where even though I was in Japan, people were just like, we’re fine, whatever.

[05:26] We trust you.

[05:28] And so here I am today kind of doing the same thing. And I’m so grateful that you invited me to chat today.

[05:36] Tara Bansal: What did you study in college?

[05:37] Linda Rogers: Economics.

[05:38] Tara Bansal: Okay, so you, I and that first mentor down in Pensacola. Did you work for him or no? What were you doing?

[05:49] Linda Rogers: He just invited me to his office in downtown Pensacola and gave me books to read on the profession because I said, I’m looking to make this Transition.

[06:00] I just don’t even know where to get started started. So he more just. We just met occasionally where he would say, okay, where are you in terms of thinking where you want to land when you get to San Diego?

[06:12] And he’s the one who introduced NAPFA to me, as I said, that whole fee only thing,

[06:17] so that I was able to look there for job boards and, you know, look for a paraplanner job. I didn’t even know that was a thing or something. You’d. You’d look as being entry level.

[06:26] Right. So he just helped guide me with that.

[06:30] Tara Bansal: So when you were in Pensacola, were you working and trying to study or what were you doing in Pensacola?

[06:37] Linda Rogers: So, because we were only there for six months, actually I was lucky that my job in New York City,

[06:43] they were. They hired me as a consultant temporarily. So I actually was still kind of employed by them for a period. Transitioning. The next person flying out to be clients and that new person for a period and then a period just, you know, enjoying Pensacola weather and beaches.

[07:01] Very nice.

[07:04] Tara Bansal: What about growing up in your family and what did you love to do when you were younger?

[07:10] Linda Rogers: Yes, so I’m the youngest of three, so I have two older brothers. We,

[07:16] gosh, we always loved the outdoors. I loved sports,

[07:19] I loved ballet.

[07:21] Um, gosh, gardening. Gardening is a big central theme in my life and you know, a lot of my clients are interested in sustainability and,

[07:31] and it’s just, it’s the common theme. So, you know, you mentioned my tagline,

[07:35] but it just makes so much sense to me. I’m always out there in my garden. It’s patience, it’s setbacks. I have somebody eating all my things right now.

[07:44] And I’m trying,

[07:45] you know, red pepper. I’m trying all the, you know,

[07:49] it’s just. But you keep going and it’s so rewarding when it all, you know, you enjoy the fruits of your labor. But yes, growing up, my. My dad had this big garden in the back.

[07:59] We grew everything. We would make blueberry ice cream from the blueberries he made and we grew asparagus. And that was one of my biggest stories, for sure.

[08:10] Tara Bansal: Wow. I feel like that is a common theme.

[08:12] I don’t know if it’s just the people I’m attracted to are into the outdoors and love nature and love gardening and sports. I don’t know.

[08:23] Yeah, those are my people too.

[08:27] So you get to San Diego and then what do you do?

[08:33] Linda Rogers: So I applied for these para planning positions that, you know, were advertised and thankfully I get an interview for One and I did get that job. So my first job was just doing plans.

[08:48] So that’s the paraplanner. Right. For those who, listeners that don’t know what that is, you’re not necessarily meeting with clients. Although I was able to do that. I was fortunate for them to give me that experience and that trust to do that.

[09:00] But truthfully, you’re mostly in the back,

[09:03] back room doing the financial plans, sometimes presenting it to the clients. But they really would let me dabble in other things to the portfolios and do some trading and just get a full extension experience of what it is to be working at a wealth management firm.

[09:18] Tara Bansal: How big was the firm?

[09:21] Linda Rogers: The. So that firm was probably, gosh, it was small, it was maybe four to five people. And within the year that I was there,

[09:29] right at the year mark, we were acquired by a big RIA in San Diego, one of the bigger ones. So that was,

[09:35] you know, we transitioned to that team, transitioned to that office. It was actually a great change. It was just more opportunity. I felt we were very aligned. It was a good fit.

[09:46] And it just for me starting out, it just gave me more opportunities, so it worked out really well.

[09:53] Tara Bansal: How old or young were you at that point when you started?

[09:57] Because I have found that quite a few women are going into this profession later in life because they’re interested and they like,

[10:11] I don’t know, lots of parts of it. Like it has some flexibility.

[10:14] You have,

[10:15] you know,

[10:16] the freedom to design it the way you want.

[10:20] But how old were you when you started?

[10:23] Linda Rogers: So the profession, 24, 25. So young.

[10:28] But I agree with everything you just said. It’s such. I, I truly did not realize at the time what a fantastic career this was going to be for me to grow with.

[10:41] You really can make it whatever you want. You can work at the big firm wearing a suit,

[10:47] very, you know,

[10:48] high, you know, high end clients and the full experience.

[10:53] You could also be delivering financial plans over zoom, like in your sweats, just, you know, helping people in the exact same way,

[11:02] but different environment and just a whole different speed if you want.

[11:08] Tara Bansal: Yeah. So what do you like about being a financial planner?

[11:14] Linda Rogers: Yeah. Oh gosh, so many things. Of course we many people are driven by the desire to help others and that was always something I wanted to do. So even in college I was thinking more, do I go to the nonprofit world?

[11:29] That was kind of like my initial poll.

[11:32] But then just talking with my dad and my family, my brothers all,

[11:38] they all really kind of said yes, that’s amazing.

[11:41] But you need to have that financial security. You know, my mom very much saying this. You need to always know that you can take care of yourself, protect yourself. And not that you can’t do that in the nonprofit world, but of course, they really encouraged me to explore the business side of things,

[11:58] so. So that is why I ended up doing the business school.

[12:00] I thought, let me just do this.

[12:02] And then if I decide to leave and kind of just go to the nonprofit world, I can still do that.

[12:07] And that kind of pushed me to do that. But that’s. That’s really the core of what I love to do. I love that I have the knowledge when someone asks me questions, and they really don’t know where to go and they’re overwhelmed.

[12:19] I can help. And it’s a very, you know, concrete skill, and I can help in a concrete way that, you know, can just set them at ease. And I get it.

[12:28] You know, we’re all so busy. Even if you do have that interest,

[12:31] it’s. It’s just also the time issue, and it’s so hard to delegate unless you really trust someone and feel they have that knowledge and that experience.

[12:40] So it’s just kind of awesome to be that person that they feel, okay, I can delegate to you because I do trust you, and I can move on with my career and.

[12:48] Or things that I want to focus on.

[12:50] Tara Bansal: I agree.

[12:52] What do you like least,

[12:54] or what do you not love about being a financial planner or financial advisor? Which term do you use? Do you use financial planner?

[13:03] Linda Rogers: I mean, I use both. That’s just a good question.

[13:06] Tara Bansal: Also wanted to know.

[13:07] Linda Rogers: Yeah. Oh, gosh. I mean, it’s a negative, but it’s also a positive because it keeps our brains healthy. But all the changes. Right. It’s. That’s the hard part.

[13:19] Tara Bansal: Especially staying up to date on.

[13:22] Linda Rogers: Staying up to date is. Is a lot of work.

[13:26] And,

[13:26] you know,

[13:28] even just the. The changes that might be coming, it’s like, okay, how much do I invest in learning about something that might be coming?

[13:35] That’s always a hard balance. Right. And just trying to stay on top of the things. I mean, I’m interested in it. So that’s a positive. Which is, again, something you definitely want to look for.

[13:45] Things that you’re happy to read about all the time.

[13:49] Tara Bansal: Yes.

[13:49] Linda Rogers: So that’s there, but yes, just the keeping up with it. But as I said, that that keeps it interesting. It’s good for our brains to be challenged and to have to be flexible.

[14:00] So there’s positives to that.

[14:02] Tara Bansal: I’d love to hear more about Your practice like how big it is if you have support people, what your ideal client share.

[14:13] Linda Rogers: Yeah. Where you are for sure. Okay, so it’s just me for a caveat.

[14:20] My, my 14 year old, let’s say here, yeah, 14 year old daughter just started working with me a couple months ago and I’ve had employees in the past, I should say that I’ve had,

[14:29] you know, one employee at a time once. One for three years, one for a couple years,

[14:35] which was actually great.

[14:37] Tara Bansal: But what were they doing?

[14:39] Linda Rogers: They were helping me with financial. So one was helping me with financial plans. She was registered and kind of another me, you know, but also amazing and helping with marketing and all that kind of stuff.

[14:51] And then I had an employee when I had a prepared taxes for a period of time and in my firm I no longer do that. But when I did that she helped me just with the tax returns.

[15:02] So right now it’s just me.

[15:06] I,

[15:07] I do project project based plans as well as investment management. And I actually started with project based plans and did that for many years and just helped people do the trades and implement and I love that model.

[15:20] I started adding investment management at the request of clients, you know, just clients that I had worked with for many, many years. That said,

[15:29] we just want you to do it. We just want you to do the trades. We don’t want to do it anymore. We trust you. I’m an executive.

[15:35] Tara Bansal: When did you start incorporate? When did you start doing the investment management?

[15:38] Linda Rogers: Just probably last five years or so.

[15:42] Tara Bansal: Fairly recently.

[15:43] Linda Rogers: Yeah, yeah, definitely more recent. So that is still not the main part of my business. I will still say the main part is just kind of that project based plans but the, the investment management side is growing and that includes financial planning too.

[15:55] It’s really.

[15:56] I do incorporate impact investing, ESG integration there. So for those people it really is a good fit for.

[16:05] I have a lot of people like in climate tech or work in sustainability that see the benefits of integrating this information in their day and day. Like it is the core of what they do.

[16:15] They see the benefit to the business and for them naturally they can see the benefit of integrating that in their portfolio. They just don’t even know how to get started.

[16:25] So. So that is kind of my ideal client.

[16:28] And as I was saying, my, my daughter is helping me. She’s not helping with the client work. She’s 14, she’s working a couple hours a week. A week.

[16:36] But it’s really fun to have her here. She’s mostly helping me with the marketing which they just get so Naturally, in a way that we don’t.

[16:45] She doesn’t have social media, to my knowledge,

[16:48] but she.

[16:50] She.

[16:51] She really helps with, like, the videos and the editing. Just things that do take time, you know, to edit a video. It takes me an hour just to make sure the captions are correct, all that.

[17:00] So she does that for me.

[17:02] She will help me with some of my personal stuff, just backend things that are giving her experience as well in running a business, but also understanding some investment things.

[17:13] Tara Bansal: That’s great. Yeah. I am debating and contemplating having my son help with, like, editing and some different things too, but right now I feel like he doesn’t have the time,

[17:26] so I’m trying to figure it out. Yeah.

[17:29] What. What would your dream job look like?

[17:33] Linda Rogers: I mean, I think I’m doing it right.

[17:34] Tara Bansal: Okay, that’s. That’s the best answer.

[17:37] Linda Rogers: I think if I. Oh, gosh, if I wasn’t a financial planner, I think I would be, you know, on a farm, on more acreage, just in my garden, like, all the time, you know, That’s.

[17:47] That’s for sure, my passion and what I will be doing, you know, most of in retirement. Yes, yes, yes. That’s not going to end.

[17:55] But no, I mean, like I said, this is just the perfect balance, especially owning your own business. You’re not feeling you need to sell things. You’re not feeling you need to meet quotas.

[18:05] You can close off your business and have a wait list, which I’ve done in the past, and that’s completely reasonable and understandable. Right. You have to manage your own workload, which I found was difficult.

[18:18] When you do work for a firm, you know, it is hard to.

[18:22] To, you know, you may say this is too much or whatever,

[18:25] but it’s not always something they can accommodate. Right. So. So just being in that driver’s seat is really nice.

[18:32] Tara Bansal: Yep. That’s part of why I left some of the firms I’ve left because I wanted to be part time with my kids.

[18:40] And they.

[18:42] It was like they weren’t respectful of that. And from their side, they were like, we have this client coming in. We need the answer tomorrow. And it’s like, well, I’m not working today.

[18:52] I wasn’t planning on working today.

[18:54] And so that was hard for me, and I’m sure hard for them, but I didn’t want to be at their mercy. So.

[19:02] Linda Rogers: I get that.

[19:03] Tara Bansal: I agree. What changes do you want or would make your current job enroll better?

[19:12] Linda Rogers: I need to for sure tighten things up. Okay.

[19:18] Tara Bansal: So we’re always all saying that no.

[19:21] Linda Rogers: So there was a coach, there was some podcast I’m listening to, and it was, you know, you gotta automate,

[19:27] delegate,

[19:28] or eliminate. I think those were the three. And I was like, I need to do that. All three of those.

[19:33] Of course, I think. And it’s always a work in progress. I did just recently, you know, change some software. And I’m working all the time about how can I make this more efficient,

[19:44] what do I need to do here?

[19:46] And I think that’s what I need to. That’s my next step, is to just really focus on the business,

[19:51] which I don’t allow myself to do enough of. It is always,

[19:56] you know, helping with the clients. The clients always come first.

[19:59] But I think that is for sure one of my top goals this year,

[20:04] to just tighten everything up. Because I have grown, I have gotten busier,

[20:10] and it’s all good things, but just the.

[20:14] Make it more frictionless. That’s. That’s the other thing. And I do want to. I’m planning to reach out to my clients, actually, and even asking what. How can I. Or what are things that I ask you to do that are a pain in the butt, you know, have you ever got like,

[20:28] I just had this. I went for a provider for my kids,

[20:32] and they email me a form to fill out.

[20:36] The form is not fillable.

[20:38] I have to print it.

[20:39] I have to write the. The answers.

[20:42] And these are not easy answer, you know, and then I have to take a picture and send it to her. And I just thought, this is a pain in the butt.

[20:49] You know, a fantastic provider, super happy with the services.

[20:53] There had to be a different way. A cognito form or something that could have just, you know, for people that are so busy,

[21:00] do it faster and more efficiently. And I could. I would have taken more time with the answers, all of that. So it’s like that kind of stuff.

[21:07] I want to look at my practice and say, how do I eliminate all that and make it so that it’s just such a better experience for the clients.

[21:16] Tara Bansal: How do you work on your business now? Like, do you have designated time or.

[21:21] Linda Rogers: What do you do? I don’t. And I want to. I really don’t. And I know that’s what you. You should be doing. And I have the same complaint as everyone. It’s like, there’s just not enough time in the day.

[21:31] But as I said, that is a goal of mine. I do recognize the importance. I used to do that. I used to really carve out days and be strict about it and not let people Schedule there and I just need to go back to that.

[21:44] I’m doing business planning in very piecemeal form. So it’s just like it’s one of 20 things on my to do list today is figuring out, you know, this new software how to make this one process more efficient.

[21:56] So that’s kind of how it is now. It’s more integrated in it. But I do want to get to that where I have that.

[22:02] I am actually considering,

[22:04] you know, moving to a waiting list in kind of closing down on new clients for June, July, August.

[22:11] My thought there is.

[22:13] I do also have a podcast as you said. But again there is just literally no time to do it. And it truly when it is one of those.

[22:21] When I look back at my business and things that I am most proud of it is my podcast and I also have a personal blog website that’s more capital markets and all that.

[22:31] So it’s really those things too. And I just have not been able to do them yet. I have fantastic ideas for them, tons of ideas. So I do.

[22:41] And maybe you’ll keep me accountable. But I’m considering this thought of doing that for the first time kind of going on a waiting list for new clients service my clients really great those three months.

[22:50] Work on the business but also get the podcast episodes done for the year. Do some personal, you know that personal but also business writing.

[22:59] Yeah, I just kind of catch up on things so that I can hit the ground running when the planning business really does explode, which is September back to school. You know, parents are crazy.

[23:08] Are now have time to focus on it. January is insane.

[23:12] Everybody wants a new plan at the beginning of the year. So I’m still working through that. So I think that’s going to be. That would set me up really nice.

[23:20] Tara Bansal: That sounds very nice. How. How many hours a week do you currently work?

[23:26] Linda Rogers: Do you even track it like.

[23:27] Tara Bansal: I don’t track it.

[23:29] Linda Rogers: I have a time tracker.

[23:31] However, I mostly just use it for the plans so that I know how long it is taking me to complete a plan. So I know I’m pricing at that like we used to get paid.

[23:41] So I do do that. And so I. I know. Okay for a couple. It typically is this many hours and I can, I can price that. But I for myself, I mean it is definitely 40 hours.

[23:52] So I’ll just leave it at that. I think there’s definitely some variability with the projects that I have,

[23:58] but it’s not and I’m not looking to do a ton less if my kids are at work or at School.

[24:04] I’m happy to work. Right.

[24:06] Tara Bansal: Yep.

[24:06] Linda Rogers: But I think it is a little busy now where when they have days off, I’m not really able to completely take the day off that I would like to have maybe a little bit more of a buffer between work and dinner, which I don’t have.

[24:19] So just little things that would be nice that I. I’m hoping will be solved with what we chatted about.

[24:24] Tara Bansal: Okay. Well, that’s. I mean, and just as we said before we started recording, I feel like this is a common theme of just for women who have a family and have a business and care about themselves and the environment.

[24:45] Right. It. There’s always more to do and how to juggle it and set boundaries and do, you know, feel good about it, I guess is part of.

[24:56] Linda Rogers: Yeah, yeah.

[24:57] Tara Bansal: What are you most passionate about?

[25:01] Linda Rogers: Probably, you know, gardening, but also ballet. That’s one of my other loves. Just.

[25:05] Tara Bansal: Do you still do it?

[25:07] Linda Rogers: So not. I. I stopped when we went to Japan for obvious reasons. I couldn’t find anything there.

[25:13] And then now I’m just in the thick of the kids,

[25:18] you know, being on club teams and all that kind of stuff. But that is going to be for sure one of the top things I’m going to go back to once I have a little more time in my personal and budget,

[25:29] more money in my budget on activities.

[25:31] But guitar. Guitar is also probably my biggest thing right now where, you know, I do the dinner, my husband cleans up and that’s the time that I sit on the couch and I play guitar.

[25:42] I taught myself during COVID like many people, so I mean I’m not great. But I did some YouTube videos and you. Once you learn a few chords like boom, you can do it.

[25:51] So I.

[25:53] I have my little app and I learn different songs. I have a little set list I go through at night. Just helps you decent press. And I’m a huge reader.

[26:02] So I. I mean I love historical fiction or nonfiction bios.

[26:08] I am. I just love it all, you know, and my.

[26:12] I’m trying to get my daughters into reading more. So we’re doing some book clubs. But you know, those are.

[26:18] Those are my things that kind of fill me up.

[26:20] Tara Bansal: What are the ages of your children and I don’t know what are. What are some of the things you do and love with your family?

[26:31] Linda Rogers: My youngest is 6 and my oldest is the 14 year old and they’re all girls, so four girls.

[26:40] And gosh, yeah, we.

[26:43] They’re into their sports right now, which is good. Truthfully, I do see the need and having that balance. Right. Or just other things. It doesn’t have to be sports, but they, I love seeing them kind of find their passion in their thing.

[26:55] So they are all involved in their respective sports as a family. We are so lucky that we live on Coronado island in San Diego. So it’s short, extremely walkable in a way that most of the country is not.

[27:09] So for us,

[27:11] it’s just walking on the main strip there.

[27:14] Orange Ave, it’s called.

[27:16] And, you know, going to get ice cream or we’ll do breakfast on the beach, right? We’ll just wake up. We, my husband and I, get our coffees, we have some breakfast prepared from the day before,

[27:28] go out there with a blanket and just hang out on the beach in the morning.

[27:32] Or it’s bike rides. You can bike ride the whole island,

[27:36] you know, a nice little circle. We’ll do that together. We do love to go hiking that at the moment they’re being really resistant about.

[27:44] So my husband and I, that was one of the main things we did that every weekend we would go on a different hike. We are hoping that they’ll kind of like that a little bit more in the future.

[27:53] But I think it’s because we have to drive off the island and then,

[27:57] you know, the hikes are kind of long and it’s hot and it just takes up a lot of the day.

[28:03] So I think they prefer, you know, just one quick thing, little family thing, and then they can move on with their friends.

[28:10] Tara Bansal: More local. Yeah. How far a walk is it to the beach or is it a drive?

[28:15] Linda Rogers: No, it’s a walk. I mean, it’s maybe five, 10 minutes. It’s just a few blocks. We’re very spoiled here. You know, we’re renting my. You know, my husband’s still in the Navy and the work is right there.

[28:26] It’s a fantastic commute for him,

[28:28] which was part of it, going over the bridge,

[28:31] you know, to go back to San Diego.

[28:33] There’s always a lot of traffic and I really wanted to just see him and have him present. He’s an amazing father and helps out so much with the kids. So I just thought if we could be close,

[28:44] we get more of him. So it is totally worth it just to get this experience.

[28:48] So we’re loving it.

[28:49] Tara Bansal: I love that. Yeah. Do you know if or when you’ll have to leave San Diego? Do you ever know how long you’ll be stationed in one place?

[28:59] Linda Rogers: So he is already at 20 years,

[29:02] so he hit that in May, so. But then he did put on captain, which we’re very proud of him. It’s very difficult to get that. And so we have a three year commitment.

[29:12] So we are waiting and trying to, you know, we don’t have final or orders for the next thing yet,

[29:19] but we are very close. We are very close for him to be able to exit the Navy, you know, if and when he wants to.

[29:27] Tara Bansal: Which would be a big deal.

[29:28] Linda Rogers: Yes, it would be a big transition. I mean, it’s been a long time.

[29:33] Tara Bansal: What, what would you say is your biggest challenge in life right now? And this can be personal or business. It’s more just whatever you’re willing to share.

[29:44] Linda Rogers: Yeah, no, I mean, I think I’m, I’m truthfully a little out of balance right now, which is not usual. I think I usually have a good balance, but just, you know, work is so busy.

[29:53] We,

[29:54] but again, this is part of what typically happens at the beginning of the year and it goes right into tax season.

[30:00] You know, even though I don’t prepare taxes anymore, clients have a lot more needs around tax time or they’re looking at their tax return and it makes them think of other things.

[30:09] So this is always a really, really busy time.

[30:12] So I am trying to remember that. But yeah, I’m, I’m working some nights, I’m working some weekends, I’m not proud to say, which again, that’s very unusual. And I, it’s not my favorite thing.

[30:22] Right. I, I very much love and enj family time, but I, I do believe it’s temporary. So I will get there. But that’s where I feel like if I can tighten up those systems,

[30:33] that’s not going to happen next year. And so I do owe it to my family to invest some time and figure that out.

[30:39] Tara Bansal: Help me understand.

[30:40] So you do project based plans. So someone would come and you would do their financial plan and then is it just up to them to come back when they want an update or.

[30:53] So when you say it’s busy, is that with new plans and updates?

[30:59] Linda Rogers: Yes, all of the above. And you know, I am clients, our investment management clients that are due for their reviews or have, you know, new money coming in. It has to be invested, all that.

[31:09] So I do, I do do that. So the, when I do the project based plan, I’m doing the full financial plan and it’s very detailed. It does give investment recommendations, sell this, buy that,

[31:21] but they have to go ahead and make the trades and implement. So it’s, it’s ideal for someone that is comfortable doing that. They just don’t know what to do and they’re overwhelmed with all the things.

[31:32] And then for.

[31:34] I don’t really hound people. I mean, when I started out, I think I was pretty good at, you know, we did a plan last year around this time. Would you like to do an update?

[31:42] But that all just kind of went.

[31:44] Tara Bansal: Away because it’s up to them now.

[31:46] Linda Rogers: And I feel like it, it’s actually, it’s okay. You know, they reach out when they need it. They know when it’s time to meet with me. You know, they’ve had a change with their job or they want to rebalance the portfolio because it’s been so many years.

[32:00] And so I just do trust they know how to get in touch with me. They’ll reach out when it is a good fit. And so that’s been working. But yeah, so when I say kind of go into a wait list,

[32:11] I see it for the new plans. You know, the new project plans are what I can set. I think I’ll still take, you know, the people that want updates and I’ll still take im, you know, people that are interested in investment management.

[32:23] But it would be those new plans where I’d say, nope, we’re, you know,

[32:27] we can start in September, but it’s not going to. Yeah, can’t do it right now.

[32:31] Tara Bansal: And do you try to work less during the summer?

[32:34] Linda Rogers: Yes. I mean, just for all the obvious reasons. You know,

[32:38] the, the camps, I don’t know about where you are,

[32:41] they are not for working parents at all. Right? There’s. They end at 3, they start at 10.

[32:48] Maybe there’s before care or after care, but probably not. And you’re driving all over the place. You don’t know. You don’t have the carpool set up because you don’t know who else is going to these camps.

[32:58] Tara Bansal: So, yeah,

[33:00] I mean, with four girls and I,

[33:04] I always feel like the summer. And I only have two, I have two boys.

[33:08] It’s a jigsaw puzzle of like trying to figure everything out.

[33:14] Linda Rogers: No, and I was saying, like, the hours are hilarious. You know, it starts at 10, ends at 3.

[33:20] No, before aftercare, maybe. There is rarely.

[33:23] And then there’s four of them. And you very much want, like you, you want them to do things they’re interested in, but of course they’re not interested in the same thing.

[33:32] So it is a total disaster. I mean, you can still work,

[33:35] but it’s like you gotta wake up early, you gotta stay, you know, work after dinner just to kind of catch up. So the summer is always A little crazier.

[33:43] Tara Bansal: Yeah. I don’t even know how you get four children to different camps because even sometimes my husband and I’ll divide and conquer for two. And I guess it’s dividing and conquering even with four.

[33:55] Linda Rogers: But yeah.

[33:57] Tara Bansal: Because are they on the island or most.

[33:59] Linda Rogers: Well, so, yes. So while we’re on this island, it’s a lot easier and we’ll, you know, kind of make the two younger ones. They’re a little more accommodating. They’re younger ages.

[34:07] They do like the standard city camp that,

[34:11] you know, is 10 to 3. Again, not great.

[34:13] Tara Bansal: Yeah.

[34:14] Linda Rogers: But they’re together and they’re during that time. And then it’s this. The two older ones that hopefully they can walk. Like the island itself is 2 miles. So they can hopefully walk or bike.

[34:25] And then if it’s off island, then yes, we’re driving them, but then trying to find a carpool, like, we’ll say, yes, you can do that one off the island, but you need to find a friend that is willing to carpool and split the driving.

[34:36] So that’s how we manage.

[34:38] Tara Bansal: Okay, going to another series. Like, where do you hope to be in 10 years?

[34:42] Oh, man,

[34:43] I have a 16 year old, so maybe I should say in 12 years.

[34:50] Linda Rogers: Yeah, I mean,

[34:53] oh, it’s so hard for me to think of that because,

[34:56] you know, my husband will be out of the Navy at that time, so I just like, don’t even know where to go with that,

[35:02] I think,

[35:03] because I don’t know where I’ll be, you know. But yeah, I think,

[35:07] I think definitely doing the same thing, but having my succession plan in place. So. Okay, you know,

[35:13] with whoever that is working with me, you know, if it’s my. My daughter says don’t hire anyone yet. I’m interested, you know, but who knows?

[35:21] So I think just if it’s not her or one of my other kids, it’s going to be someone else that I’m working with closely at that time that is. Is going to take the practice or whatever when I’m ready to leave.

[35:33] But I do want to do that for my clients just to have that sort of,

[35:37] you know, continuous experience.

[35:39] And so,

[35:40] yeah, just kind of thinking more about that because I’ll be, you know,

[35:44] early to mid-50s at that point, you know, that’s kind of the time you do want to start having a plan.

[35:49] Tara Bansal: And what do you imagine even for that next phase of, I think you’re in your mid-50s or 60. I feel like you ask your clients that, right?

[36:00] Linda Rogers: Yes. No, I’m like half financial planner, half farmer. Tara. Tara.

[36:05] Tara Bansal: Okay.

[36:06] Linda Rogers: This. I’m gonna have more land, but I, I just, I do, I really want to just do that more.

[36:12] Tara Bansal: That’s what you’re going towards.

[36:14] Linda Rogers: Yeah. I need like that keeps you active and you enjoy it. I love the healthy veggies and all that kind of stuff. So just having more time of that with that but also doing the plans.

[36:26] I mean I don’t. It’s not as, you know, it’s a career that you could have for a longer time as long as the brain works. And I feel like I would very much love to still do that.

[36:36] It would just be at a smaller capacity so that I can do my other hobbies.

[36:41] Tara Bansal: Very nice.

[36:42] What percentage of your business is now investment management?

[36:47] Because. Because you do client project based plans. So it’s not even like how many clients do you have?

[36:54] Because that keeps changing, right?

[36:56] Linda Rogers: It does, it should. So I think, I mean I’ll. I did about 30 plans last year, like one time plans. So that’s a good chunk. As you know. That is a long time.

[37:06] Yeah.

[37:07] And I probably have I think just maybe 6 IM clients. I have to look at it. So it’s my. Like I said, it’s still smaller but growing.

[37:20] I don’t push people in any direction too. Like that’s a lot, a lot of the investment world,

[37:26] they want the AUM or they’re not interested. And I always, even the people that want investment management, I insist we start with a plan.

[37:34] I want to make sure that we work well together and it is a good fit. And then I will go ahead and come up with an investment strategy that if they decide they do want to have me manage it.

[37:47] So it’s not something I push. But when it’s a good fit then happy to accommodate that.

[37:52] Tara Bansal: So do even. They pay for the plan and then the investment management is a separate fee.

[37:59] Linda Rogers: So I, if they decide to go forward with investment management like right after the plan or they’re set, they want to do that. I will waive the planning fee if it’s been like six months or what, you know, like then yes, I will say okay, we’re going to charge for that.

[38:14] If you’re not going to move forward. That’s never happened like pretty much.

[38:17] It’s just I, I’ll say we’ll do a contract but this fee that is listed here and then I write this will be waived if you move forward with the investment management because that does include financial planning.

[38:27] Tara Bansal: Right.

[38:28] Linda Rogers: So you know they’re getting that value with the investment fee, and it just makes that. That makes more sense to me.

[38:36] Tara Bansal: Yeah, I agree. I. What do you view as the biggest opportunities for you right now?

[38:43] Linda Rogers: I think there. This is a really changing, dynamic landscape. The, you know, the economy just so much happening.

[38:54] This is the opportunity for. For you and me to.

[38:58] To lead. Right. And to help our clients and to advise. And so that is where I’m putting my energy. You know, I do have thoughts and I feel like we can help and there’s things that we can control.

[39:10] And so that is truly where I feel like,

[39:14] you know, I’m trying to step in with my clients and be there. You know, I do have a federal employees. I have.

[39:21] I just have a lot going on with my people right now.

[39:24] Tara Bansal: And you’re trying to provide comfort and peace of mind and.

[39:29] Linda Rogers: Absolutely.

[39:30] We are so needed right now. And so I do feel,

[39:34] you know, very aware of that and trying to not overwhelm,

[39:39] but, you know,

[39:40] consistently let them know that I’m here.

[39:43] What can we look at for you?

[39:45] What, you know, what can we control and make sure those things are in order?

[39:49] And so that is what I do think is going to be the four.

[39:54] The main things that I’m focusing on this year.

[39:56] Tara Bansal: Very nice.

[39:58] How has your business grown and what are you doing to build,

[40:01] like, grow your business with. You do the podcast. But it sounds like you would love to do more of that.

[40:06] Yes.

[40:08] Linda Rogers: And. And it’s so funny, I don’t even think of that as marketing, although obviously it is marketing. But like you and I were both saying, it’s almost an education. And that’s how I started it.

[40:17] I thought,

[40:17] I’m just interviewing people. I was going to interview them anyway. Or I had a conversation with them at a conference and I thought, gosh, I really wish my. My advisor friends could hear this.

[40:28] Like, that’s how it all started.

[40:31] And so,

[40:32] you know, that that is the. The initial reason for it and why I want to keep doing it.

[40:38] But, you know, I do the videos too, so I. They’re not, you know, I got a YouTube channel. It’s not a main focus of mine, but I do try and put out pretty consistent content.

[40:47] And the blog.

[40:49] I do try and do Instagram and Facebook, like all the social media platforms, but that’s really it. I’m not. I haven’t done too many events yet. I did just do like a Christmas party for my clients.

[41:00] I’ve thought of that, though. Like, you know, they had. It was such a great experience.

[41:05] And I know a lot of People that couldn’t come during that time wanted to have another event. So I’m going to consider doing something again. But you know, again I just think the mar.

[41:16] The clients come, the business comes. If you love on your clients and do that, good job. So for me that’s enough right now.

[41:24] I don’t really pay for like any of the PR stuff.

[41:28] Tara Bansal: Would you say the majority of your clients come from referrals or do you even.

[41:32] Linda Rogers: 100%,

[41:33] yes. And as you know, that even might be the next step. Like where advisors will do that, where you. It’s just referral only. I think I’m pretty darn close to that.

[41:43] Where, you know, the people that find me on Google and Yelp, it’s, it’s so much smaller and it’s still sometimes a great fit. But vast majority are from, you know, I’ll do a plan for somebody and then I do one for their sister and their brother and their mother.

[41:58] It’s very cute. I have a client right now that is gifting two financial plans.

[42:04] Tara Bansal: You know, one, I think that’s like the greatest gift. I mean all the time I say that like yeah, yeah.

[42:11] Linda Rogers: It’s their niece and nephew that they’re like younger and they just thought, gosh, if they could get started with this,

[42:19] what a great opportunity. So that is the gift instead of like a traditional holiday gift. So that. And I love that. Right. So, so I think just,

[42:29] you know, that will happen naturally if you do all the right things and if you.

[42:33] Tara Bansal: Went referral only when I hear you, because I don’t do social media, I don’t do other things.

[42:41] That sounds like a lot.

[42:44] Would you cut back on that or is it.

[42:49] I also hear that it’s more a passion for educating and you know, sharing your knowledge or sharing information with people.

[42:58] Linda Rogers: Yeah. And I think it’s also,

[43:00] you know,

[43:02] I want, if someone here is referred to me, you know, what do you do when you get referred someone? You don’t always, you don’t typically just immediately call them. Right.

[43:10] You probably look them up and you just see like what’s out there about them.

[43:15] I find with the videos that people self select, like they can just get a feeling if, like it’s going to be a good fit or like the things that I write, you know,

[43:27] they can and I think that’s important. Right. You’re helping people see if they’re going to be a good fit, number one. Number two is, you know, I’m in San Diego now.

[43:35] I don’t know if I’m going to be in San Diego forever. And so I have lived in many cities.

[43:40] SEO is not very friendly about that. Right. So that will greatly impact things like, you know, all those, the organic leads. But I think it’s important for me just to have a consistent presence out there.

[43:53] Even though I may be not in San Diego anymore, but I’m getting referrals from San Diego, things like that, so they can say, okay, she’s not here right now, but she’s a live person.

[44:02] I’m getting a feel for her personality. I think this would still be a good fit. So I do think there’s more benefits than drawbacks. I know that it is time,

[44:11] but again, if we can have our kids help us and things like that, it will be, you know, a much smaller hurdle.

[44:18] Tara Bansal: Oh, we are pretty much at time and I want to be respectful of that. Real quick, what are some podcasts or books that you would recommend for others?

[44:31] Linda Rogers: Are these work related?

[44:33] Tara Bansal: I would say either just because I love any,

[44:38] but.

[44:39] And I also like hearing non work related just because that’s what you’re interested in too. So I’d love a little of both if you have them. I’ve had some who says she doesn’t do any podcasts.

[44:52] You know, like that is a choice that she makes. So whatever you are willing to share.

[44:58] Linda Rogers: Gosh. Okay. Well, so for podcasts, which I do do when I’m like doing my laundry and all that kind of stuff. So I think it’s the Efficient Advisor is a pretty good one.

[45:09] And Planet Money, you know, that’s not like necessarily advisor. I love that one. I love Hidden Brain.

[45:15] Like you just always learn so much from those.

[45:18] And then books. I mean if you’re into like if you have teenage daughters or a daughter. Untangled is a must read.

[45:30] And she actually the same author, has another book that is not just for girls but for all teenagers. Absolutely fantastic. Read both. Listen to her podcast,

[45:41] help you through those teenage years. And then other books.

[45:47] Let me see. I don’t know, I’m reading a Reagan bio right now. It’s interesting by Max Boot. I’m. I’m not done with it yet. It’s 700 pages plus, so it’s a commitment.

[45:56] But I love, like I said, I just love all bios. I love history and anything like that you got to send my way.

[46:04] Tara Bansal: If I asked, like, I don’t know, favorite book or books, like one to three books. What comes to mind?

[46:12] Linda Rogers: Oh my gosh, I don’t even know that I could.

[46:14] Tara Bansal: No.

[46:14] Linda Rogers: Okay, so one is.

[46:17] Oh, what’s See, this is on the spot. I don’t have them on the top of my head.

[46:22] Say nothing. Say nothing is really good. Have you heard there’s a show now? But this was the book.

[46:28] You have to read about it.

[46:29] Tara Bansal: I think I did read.

[46:30] Linda Rogers: Okay. Okay. That was amazing.

[46:35] Tara Bansal: I am a huge reader too and I feel like I’m always on the.

[46:38] Linda Rogers: Lookout for we should connect on Goodreads. Because anytime I do read, I post on Goodreads. Because I realize when I did that I would start reading a book and I was like, huh.

[46:48] I feel like I read this already.

[46:50] Tara Bansal: Me too.

[46:51] Linda Rogers: Because I read too much. So now I put it on Goodreads and I will say I read this and so I’ll search it just to double check I didn’t already read it.

[46:59] Tara Bansal: I do. I, I do too. Mainly for the same reason you do, to track it. And then I’m.

[47:06] I rarely,

[47:08] rarely give five stars. Like I. That’s like perfection, you know, it’s almost unheard of. I think I have like a dozen five star books and that’s it that I’ve.

[47:19] Linda Rogers: But.

[47:20] Tara Bansal: But four stars is still like high praise, you know, Like I would recommend highly so.

[47:25] But we should connect on Goodreads.

[47:27] Oh, this was so fun. I want,

[47:31] I want to be respectful, but thank you. Maybe we’ll have you back again because I feel like there is way more we could talk about. Like we didn’t even talk about impact investing.

[47:40] So I feel like that’s a huge focus for you and I’d love to hear more.

[47:45] Just the struggles and the joys of doing that.

[47:49] Linda Rogers: Yes.

[47:50] No, I mean there’s so much. Like I said we could do that again for another topic, but just peripherally, like it could go in so many directions, as you said.

[48:00] And so it’s always just meeting the clients where they are and showing them what’s possible.

[48:04] And that’s the main thing. People,

[48:06] you know, make their decisions with what they’re buying and you know, where they’re giving to charities,

[48:12] but they also can make decisions with the investment dollars and just putting that, you know, connection there. Showing them what’s possible, what works for them,

[48:21] but also meets their financial goals. That’s the gist of it.

[48:25] Tara Bansal: And you only do that like if they.

[48:28] Linda Rogers: Investment management. Yeah. For the people that I’m managing money for, it is, it is like all encompassing and I, you know, as, you know, like having multiple different models is a lot and I believe in it for like the risk adjusted returns and just the benefits that come from that.

[48:44] So why Wouldn’t I just do that? So again, just kind of doing what you feel is your is your sweet spot and sticking with that.

[48:52] Tara Bansal: Yeah. Well, thank you so much for your time. It was a joy talking with you as I knew it would be and I look forward to talking again soon.

[49:01] Linda Rogers: Thank you. Sounds good. Thank you.

[49:04] Tara Bansal: I absolutely loved this conversation with Linda. These interviews are so much fun and I continue to be amazed by the incredible women I get to speak with.

[49:14] What stood out to me the most was Linda’s beautiful gardening analogy. Her tagline, plant, grow, harvest felt like a metaphor for our entire profession.

[49:26] Our practices, like gardens, require patience,

[49:30] care and attention.

[49:32] There are setbacks and seasons, but over time we get to enjoy the fruits of our labor,

[49:38] often in the form of meaningful relationships and the deep impact we have on our clients lives.

[49:45] Another theme that struck me was how Linda entered this field out of a personal need.

[49:52] She was wondering how to invest or what to do with her 401 and that drew her into this profession.

[49:59] That’s a story so many of us can relate to and a reminder that most people wonder,

[50:05] am I doing enough? Am I on the right path? How do I prepare for my financial future?

[50:11] Those questions are often what call us into this work, our own desire to figure it out and then help others do the same.

[50:19] I also loved hearing how Linda’s personal passions, especially for the environment,

[50:25] climate and gardening, show up in her work and her ideal clients.

[50:29] Her focus on impact investing and sustainability isn’t just a service she offers,

[50:35] it’s truly a part of who she is.

[50:38] And that’s such a powerful reminder that we each do our best work when we align our practice with who we are and who we most want to serve.

[50:48] As financial planners, we walk beside our clients.

[50:52] We provide grounding and calm,

[50:54] especially in chaotic and or uncertain times.

[50:58] Like Linda said, we offer peace of mind by helping clients focus on what they can control and making sure those pieces are in order.

[51:08] I also appreciated the way Linda talked about organic growth, how referrals and thoughtful visibility help the right people find her,

[51:17] and how podcasting and YouTube allow potential clients to self select in or out,

[51:25] making the process more efficient and aligned.

[51:29] That’s such a smart insight. Let your work that you enjoy doing and your voice do the filtering for you.

[51:36] And finally, I loved hearing how she’s intentionally designing her practice to support her life,

[51:43] whether it’s tightening systems, setting boundaries, or even putting a wait list in place to create space to reflect, recharge and work on the business.

[51:53] And I feel like this is a big common theme that we all seem to struggle with is making the time to tighten our systems and get things more efficient when we’re always trying to serve our clients.

[52:07] There’s so much we can take away from Linda’s story, especially the reminder that we get to shape our practices around what matters most.

[52:16] It’s about cultivating something meaningful over time,

[52:20] not rushing and trusting the growth process.

[52:24] Just like a beautiful garden thank you for listening to Her Life, Her Practice, Her Way a podcast for and about female Financial advisors.

[52:35] I truly hope you found something valuable and encouraging in today’s episode.

[52:40] If you did, I’d be so grateful if you’d take a moment to rate and review the show on Apple Podcasts or Spotify.

[52:48] It helps other phenomenal women in our field find this space.

[52:53] And if you know another advisor who would benefit from these conversations or from the kind of support I offer through coaching,

[53:01] please send this episode to her.

[53:03] If you’re curious about working with me as your coach or interested in being on the podcast, I’d love to hear from you.

[53:11] You can find more details and reach out to me on the contact page of my website,

[53:17] herlifeherpracticeherway.com no spaces, no underlines, just the words straight in a row.

[53:26] Until next time, Keep building a life and practice you truly love Sam.

• Advisors for Good community – advisorsforgood.org

• NAPFA (National Association of Personal Financial Advisors): napfa.org

• XY Planning Network: xyplanningnetwork.com

• R.I.A. Launcher Group (within XYPN – private community)

• RAM Planners Collective: A group focused on integrating financial planning with social justice, activism, and solidarity economy. (no central site; private community)

📚 Books Recommended by Linda:

• Untangled by Lisa Damour – Amazon

• Say Nothing by Patrick Radden Keefe – Amazon

• Finance for the People by Paco de Leon – PBS Show

• Activate Your Money by Janine Firpo – activateyourmoney.net | Amazon

🎧 Podcasts Mentioned:

• The Efficient Advisor – Website

• Planet Money – NPR

• Hidden Brain – Website

• Hosting an intern this summer through the BLX Internship Program

Linda Rogers, Owner & Founder, CFP®, EA, MSBA

In 2005, I read about airline companies filing for bankruptcy and defaulting on their employee pension plans. Overnight, employees saw their retirement income disappear or be greatly reduced. I felt a sense of panic that I, myself, did not have a retirement strategy in place. I had my employer’s 401k plan and other benefits that I did not completely understand. Despite graduating with an Economics degree from a great school, I was never taught how to invest my 401k money, or how much I should be saving every year towards retirement. That led me to read everything possible about personal finance that I could get my hands on, and shortly after, transition into financial planning as a profession.

• CERTIFIED FINANCIAL PLANNER™ Professional

• Master’s Degree in Financial and Tax Planning from San Diego State University

• Bachelor’s Degree in Economics from Villanova University

• Enrolled Agent certificate from the IRS in 2013

• Creator of The Investing Forward Podcast

• Author of LindaVRogers.com

• Over 18 years of experience giving financial advice

• Since 2020, we have donated 5% of profits to charity. Learn about the charities we have given to.

• When I am not working, I take surfing lessons, play my acoustic guitar, read non-fiction, and try to outsmart the critters in my organic veggie garden.

[00:17] Tara Bansal: Welcome to her life, her practice, her way.

[00:21] A podcast for and about female financial advisors.

[00:26] Tara I’m Tara Conti Bansal. I’ve been a financial planner and life coach for over 20 years,

[00:32] and I believe that when women thrive in this profession, we all win.

[00:37] This show is about sharing our journeys, our struggles, our breakthroughs, and the many ways we build a life and practice that feels true to us.

[00:48] And now I’m extending that mission. Beyond the podcast,

[00:52] I coach female advisors who want to grow a fulfilling practice and a beautiful life that they love,

[00:59] one filled with meaning, freedom, connection, and joy.

[01:04] Whether you’re just starting out, reinventing yourself, or dreaming of what’s next, you’re in the right place.

[01:11] Let’s build this together.

[01:13] Hello. Hello. This is Tara Conti Bansal, and I am here with Linda Rogers. I am so excited and thrilled.

[01:23] I met her through the Advisors for Good group that I think the world of.

[01:30] And we’ll put a link to that in the show notes. But Linda has her own practice in San Diego.

[01:38] It’s called Planning Within Reach.

[01:40] I even love your tagline Plant, Grow, Harvest.

[01:45] And she also has her own podcast called Investing Forward.

[01:50] But I’ll let her tell you more about herself. But just excited to have you here and learn more about what you’re doing.

[01:58] So I always start. Linda,

[02:01] what is your story?

[02:03] Tell me from the beginning.

[02:05] Linda Rogers: Thank you so much for having me. So, you know, I’m a Jersey girl. We talked about this when we met at the group. I grew up outside New York City, so not totally in your area, but we.

[02:19] When I went to college at Villanova, that’s where I met my amazing husband. He was in the ROTC program and he’s now in the Navy. So that is definitely a big part of my story.

[02:28] I move around,

[02:30] but the New York was amazing because.

[02:33] Let me back up. Oh, my God. I’m, like, all over the place.

[02:36] Tara Bansal: You’re good.

[02:38] Linda Rogers: Okay.

[02:39] I’m a Jersey girl. I grew up in New Jersey, just outside New York City.

[02:44] I went to college at Villanova University in the Philadelphia area and then moved to New York City after that to work for a financial software company.

[02:55] So that was my introduction to the financial world, if you will. And I was more on the investment banking side, but there was also the portfolio management side, where, you know, they were running portfolios.

[03:07] And that was all different, a whole different world that I was fascinated in.

[03:12] I ended up getting married to my college sweetheart, who was in the ROTC program at the time and then in the Navy. So I had to leave New York City.

[03:21] And even though I loved my job,

[03:23] there was no branch outside of New York. So I had to figure out what I was going to do next.

[03:30] We were in Pensacola, Florida, just for a short time, and that is where I thought, you know, maybe I could try this financial planning thing. Around that time, the airline pilots there was a, you know, this was a long time ago, but they had like lost their pensions.

[03:47] That was a thing. And the 401k world was, you know, people were realizing we need to educate them how to invest their 401ks and saving for retirement. Pensions aren’t going to be the solution that they’ve been in the past.

[04:02] It was like just this transition.

[04:04] And I real truthfully had a 401k at my job and I didn’t know how to invest it or how much I should be saving. So I just thought that was maybe an interesting space, space to get into.

[04:15] So when I was in Pensacola, I just reached out to a bunch of financial advisors and one person got back to me and he was lovely and he really was a mentor to me for the next few years, but kind of pushed me down that fee only space from the beginning.

[04:31] So when we moved to San Diego, where we were for many years,

[04:34] that is how I found my first job in financial planning. So I did work at a big firm in San Diego for 6ish years.

[04:42] Ended up starting my own practice. I can’t believe it’s been 12 years. I think on my own now.

[04:48] I. We have traveled the world,

[04:50] so we’ve been to Japan, Memphis,

[04:53] Washington, D.C.

[04:54] we’re back in San Diego.

[04:56] But during all of that, I was able to keep my practice going, you know, miraculously. So of course Covid helped. But the first move,

[05:06] Covid, didn’t happen yet. So it was introducing virtual to clients and saying, can we try the zoom thing? I would still love to work with you. Let’s give it a go.

[05:16] And that was hard, you know, but we figured it out together and Covid came, made it so much easier where even though I was in Japan, people were just like, we’re fine, whatever.

[05:26] We trust you.

[05:28] And so here I am today kind of doing the same thing. And I’m so grateful that you invited me to chat today.

[05:36] Tara Bansal: What did you study in college?

[05:37] Linda Rogers: Economics.

[05:38] Tara Bansal: Okay, so you, I and that first mentor down in Pensacola. Did you work for him or no? What were you doing?

[05:49] Linda Rogers: He just invited me to his office in downtown Pensacola and gave me books to read on the profession because I said, I’m looking to make this Transition.

[06:00] I just don’t even know where to get started started. So he more just. We just met occasionally where he would say, okay, where are you in terms of thinking where you want to land when you get to San Diego?

[06:12] And he’s the one who introduced NAPFA to me, as I said, that whole fee only thing,

[06:17] so that I was able to look there for job boards and, you know, look for a paraplanner job. I didn’t even know that was a thing or something. You’d. You’d look as being entry level.

[06:26] Right. So he just helped guide me with that.

[06:30] Tara Bansal: So when you were in Pensacola, were you working and trying to study or what were you doing in Pensacola?

[06:37] Linda Rogers: So, because we were only there for six months, actually I was lucky that my job in New York City,

[06:43] they were. They hired me as a consultant temporarily. So I actually was still kind of employed by them for a period. Transitioning. The next person flying out to be clients and that new person for a period and then a period just, you know, enjoying Pensacola weather and beaches.

[07:01] Very nice.

[07:04] Tara Bansal: What about growing up in your family and what did you love to do when you were younger?

[07:10] Linda Rogers: Yes, so I’m the youngest of three, so I have two older brothers. We,

[07:16] gosh, we always loved the outdoors. I loved sports,

[07:19] I loved ballet.

[07:21] Um, gosh, gardening. Gardening is a big central theme in my life and you know, a lot of my clients are interested in sustainability and,

[07:31] and it’s just, it’s the common theme. So, you know, you mentioned my tagline,

[07:35] but it just makes so much sense to me. I’m always out there in my garden. It’s patience, it’s setbacks. I have somebody eating all my things right now.

[07:44] And I’m trying,

[07:45] you know, red pepper. I’m trying all the, you know,

[07:49] it’s just. But you keep going and it’s so rewarding when it all, you know, you enjoy the fruits of your labor. But yes, growing up, my. My dad had this big garden in the back.

[07:59] We grew everything. We would make blueberry ice cream from the blueberries he made and we grew asparagus. And that was one of my biggest stories, for sure.

[08:10] Tara Bansal: Wow. I feel like that is a common theme.

[08:12] I don’t know if it’s just the people I’m attracted to are into the outdoors and love nature and love gardening and sports. I don’t know.

[08:23] Yeah, those are my people too.

[08:27] So you get to San Diego and then what do you do?

[08:33] Linda Rogers: So I applied for these para planning positions that, you know, were advertised and thankfully I get an interview for One and I did get that job. So my first job was just doing plans.

[08:48] So that’s the paraplanner. Right. For those who, listeners that don’t know what that is, you’re not necessarily meeting with clients. Although I was able to do that. I was fortunate for them to give me that experience and that trust to do that.

[09:00] But truthfully, you’re mostly in the back,

[09:03] back room doing the financial plans, sometimes presenting it to the clients. But they really would let me dabble in other things to the portfolios and do some trading and just get a full extension experience of what it is to be working at a wealth management firm.

[09:18] Tara Bansal: How big was the firm?

[09:21] Linda Rogers: The. So that firm was probably, gosh, it was small, it was maybe four to five people. And within the year that I was there,

[09:29] right at the year mark, we were acquired by a big RIA in San Diego, one of the bigger ones. So that was,

[09:35] you know, we transitioned to that team, transitioned to that office. It was actually a great change. It was just more opportunity. I felt we were very aligned. It was a good fit.

[09:46] And it just for me starting out, it just gave me more opportunities, so it worked out really well.

[09:53] Tara Bansal: How old or young were you at that point when you started?

[09:57] Because I have found that quite a few women are going into this profession later in life because they’re interested and they like,

[10:11] I don’t know, lots of parts of it. Like it has some flexibility.

[10:14] You have,

[10:15] you know,

[10:16] the freedom to design it the way you want.

[10:20] But how old were you when you started?

[10:23] Linda Rogers: So the profession, 24, 25. So young.

[10:28] But I agree with everything you just said. It’s such. I, I truly did not realize at the time what a fantastic career this was going to be for me to grow with.

[10:41] You really can make it whatever you want. You can work at the big firm wearing a suit,

[10:47] very, you know,

[10:48] high, you know, high end clients and the full experience.

[10:53] You could also be delivering financial plans over zoom, like in your sweats, just, you know, helping people in the exact same way,

[11:02] but different environment and just a whole different speed if you want.

[11:08] Tara Bansal: Yeah. So what do you like about being a financial planner?

[11:14] Linda Rogers: Yeah. Oh gosh, so many things. Of course we many people are driven by the desire to help others and that was always something I wanted to do. So even in college I was thinking more, do I go to the nonprofit world?

[11:29] That was kind of like my initial poll.

[11:32] But then just talking with my dad and my family, my brothers all,

[11:38] they all really kind of said yes, that’s amazing.

[11:41] But you need to have that financial security. You know, my mom very much saying this. You need to always know that you can take care of yourself, protect yourself. And not that you can’t do that in the nonprofit world, but of course, they really encouraged me to explore the business side of things,

[11:58] so. So that is why I ended up doing the business school.

[12:00] I thought, let me just do this.

[12:02] And then if I decide to leave and kind of just go to the nonprofit world, I can still do that.

[12:07] And that kind of pushed me to do that. But that’s. That’s really the core of what I love to do. I love that I have the knowledge when someone asks me questions, and they really don’t know where to go and they’re overwhelmed.

[12:19] I can help. And it’s a very, you know, concrete skill, and I can help in a concrete way that, you know, can just set them at ease. And I get it.

[12:28] You know, we’re all so busy. Even if you do have that interest,

[12:31] it’s. It’s just also the time issue, and it’s so hard to delegate unless you really trust someone and feel they have that knowledge and that experience.

[12:40] So it’s just kind of awesome to be that person that they feel, okay, I can delegate to you because I do trust you, and I can move on with my career and.

[12:48] Or things that I want to focus on.

[12:50] Tara Bansal: I agree.

[12:52] What do you like least,

[12:54] or what do you not love about being a financial planner or financial advisor? Which term do you use? Do you use financial planner?

[13:03] Linda Rogers: I mean, I use both. That’s just a good question.

[13:06] Tara Bansal: Also wanted to know.

[13:07] Linda Rogers: Yeah. Oh, gosh. I mean, it’s a negative, but it’s also a positive because it keeps our brains healthy. But all the changes. Right. It’s. That’s the hard part.

[13:19] Tara Bansal: Especially staying up to date on.

[13:22] Linda Rogers: Staying up to date is. Is a lot of work.

[13:26] And,

[13:26] you know,

[13:28] even just the. The changes that might be coming, it’s like, okay, how much do I invest in learning about something that might be coming?

[13:35] That’s always a hard balance. Right. And just trying to stay on top of the things. I mean, I’m interested in it. So that’s a positive. Which is, again, something you definitely want to look for.

[13:45] Things that you’re happy to read about all the time.

[13:49] Tara Bansal: Yes.

[13:49] Linda Rogers: So that’s there, but yes, just the keeping up with it. But as I said, that that keeps it interesting. It’s good for our brains to be challenged and to have to be flexible.

[14:00] So there’s positives to that.

[14:02] Tara Bansal: I’d love to hear more about Your practice like how big it is if you have support people, what your ideal client share.

[14:13] Linda Rogers: Yeah. Where you are for sure. Okay, so it’s just me for a caveat.

[14:20] My, my 14 year old, let’s say here, yeah, 14 year old daughter just started working with me a couple months ago and I’ve had employees in the past, I should say that I’ve had,

[14:29] you know, one employee at a time once. One for three years, one for a couple years,

[14:35] which was actually great.

[14:37] Tara Bansal: But what were they doing?

[14:39] Linda Rogers: They were helping me with financial. So one was helping me with financial plans. She was registered and kind of another me, you know, but also amazing and helping with marketing and all that kind of stuff.

[14:51] And then I had an employee when I had a prepared taxes for a period of time and in my firm I no longer do that. But when I did that she helped me just with the tax returns.

[15:02] So right now it’s just me.

[15:06] I,

[15:07] I do project project based plans as well as investment management. And I actually started with project based plans and did that for many years and just helped people do the trades and implement and I love that model.

[15:20] I started adding investment management at the request of clients, you know, just clients that I had worked with for many, many years. That said,

[15:29] we just want you to do it. We just want you to do the trades. We don’t want to do it anymore. We trust you. I’m an executive.

[15:35] Tara Bansal: When did you start incorporate? When did you start doing the investment management?

[15:38] Linda Rogers: Just probably last five years or so.

[15:42] Tara Bansal: Fairly recently.

[15:43] Linda Rogers: Yeah, yeah, definitely more recent. So that is still not the main part of my business. I will still say the main part is just kind of that project based plans but the, the investment management side is growing and that includes financial planning too.

[15:55] It’s really.

[15:56] I do incorporate impact investing, ESG integration there. So for those people it really is a good fit for.

[16:05] I have a lot of people like in climate tech or work in sustainability that see the benefits of integrating this information in their day and day. Like it is the core of what they do.

[16:15] They see the benefit to the business and for them naturally they can see the benefit of integrating that in their portfolio. They just don’t even know how to get started.

[16:25] So. So that is kind of my ideal client.

[16:28] And as I was saying, my, my daughter is helping me. She’s not helping with the client work. She’s 14, she’s working a couple hours a week. A week.

[16:36] But it’s really fun to have her here. She’s mostly helping me with the marketing which they just get so Naturally, in a way that we don’t.

[16:45] She doesn’t have social media, to my knowledge,

[16:48] but she.

[16:50] She.

[16:51] She really helps with, like, the videos and the editing. Just things that do take time, you know, to edit a video. It takes me an hour just to make sure the captions are correct, all that.

[17:00] So she does that for me.

[17:02] She will help me with some of my personal stuff, just backend things that are giving her experience as well in running a business, but also understanding some investment things.

[17:13] Tara Bansal: That’s great. Yeah. I am debating and contemplating having my son help with, like, editing and some different things too, but right now I feel like he doesn’t have the time,

[17:26] so I’m trying to figure it out. Yeah.

[17:29] What. What would your dream job look like?

[17:33] Linda Rogers: I mean, I think I’m doing it right.

[17:34] Tara Bansal: Okay, that’s. That’s the best answer.

[17:37] Linda Rogers: I think if I. Oh, gosh, if I wasn’t a financial planner, I think I would be, you know, on a farm, on more acreage, just in my garden, like, all the time, you know, That’s.

[17:47] That’s for sure, my passion and what I will be doing, you know, most of in retirement. Yes, yes, yes. That’s not going to end.

[17:55] But no, I mean, like I said, this is just the perfect balance, especially owning your own business. You’re not feeling you need to sell things. You’re not feeling you need to meet quotas.

[18:05] You can close off your business and have a wait list, which I’ve done in the past, and that’s completely reasonable and understandable. Right. You have to manage your own workload, which I found was difficult.

[18:18] When you do work for a firm, you know, it is hard to.

[18:22] To, you know, you may say this is too much or whatever,

[18:25] but it’s not always something they can accommodate. Right. So. So just being in that driver’s seat is really nice.

[18:32] Tara Bansal: Yep. That’s part of why I left some of the firms I’ve left because I wanted to be part time with my kids.

[18:40] And they.

[18:42] It was like they weren’t respectful of that. And from their side, they were like, we have this client coming in. We need the answer tomorrow. And it’s like, well, I’m not working today.

[18:52] I wasn’t planning on working today.

[18:54] And so that was hard for me, and I’m sure hard for them, but I didn’t want to be at their mercy. So.

[19:02] Linda Rogers: I get that.

[19:03] Tara Bansal: I agree. What changes do you want or would make your current job enroll better?

[19:12] Linda Rogers: I need to for sure tighten things up. Okay.

[19:18] Tara Bansal: So we’re always all saying that no.

[19:21] Linda Rogers: So there was a coach, there was some podcast I’m listening to, and it was, you know, you gotta automate,

[19:27] delegate,

[19:28] or eliminate. I think those were the three. And I was like, I need to do that. All three of those.

[19:33] Of course, I think. And it’s always a work in progress. I did just recently, you know, change some software. And I’m working all the time about how can I make this more efficient,

[19:44] what do I need to do here?

[19:46] And I think that’s what I need to. That’s my next step, is to just really focus on the business,

[19:51] which I don’t allow myself to do enough of. It is always,

[19:56] you know, helping with the clients. The clients always come first.

[19:59] But I think that is for sure one of my top goals this year,

[20:04] to just tighten everything up. Because I have grown, I have gotten busier,

[20:10] and it’s all good things, but just the.

[20:14] Make it more frictionless. That’s. That’s the other thing. And I do want to. I’m planning to reach out to my clients, actually, and even asking what. How can I. Or what are things that I ask you to do that are a pain in the butt, you know, have you ever got like,

[20:28] I just had this. I went for a provider for my kids,

[20:32] and they email me a form to fill out.

[20:36] The form is not fillable.

[20:38] I have to print it.

[20:39] I have to write the. The answers.

[20:42] And these are not easy answer, you know, and then I have to take a picture and send it to her. And I just thought, this is a pain in the butt.

[20:49] You know, a fantastic provider, super happy with the services.

[20:53] There had to be a different way. A cognito form or something that could have just, you know, for people that are so busy,

[21:00] do it faster and more efficiently. And I could. I would have taken more time with the answers, all of that. So it’s like that kind of stuff.

[21:07] I want to look at my practice and say, how do I eliminate all that and make it so that it’s just such a better experience for the clients.

[21:16] Tara Bansal: How do you work on your business now? Like, do you have designated time or.

[21:21] Linda Rogers: What do you do? I don’t. And I want to. I really don’t. And I know that’s what you. You should be doing. And I have the same complaint as everyone. It’s like, there’s just not enough time in the day.

[21:31] But as I said, that is a goal of mine. I do recognize the importance. I used to do that. I used to really carve out days and be strict about it and not let people Schedule there and I just need to go back to that.

[21:44] I’m doing business planning in very piecemeal form. So it’s just like it’s one of 20 things on my to do list today is figuring out, you know, this new software how to make this one process more efficient.

[21:56] So that’s kind of how it is now. It’s more integrated in it. But I do want to get to that where I have that.

[22:02] I am actually considering,

[22:04] you know, moving to a waiting list in kind of closing down on new clients for June, July, August.

[22:11] My thought there is.

[22:13] I do also have a podcast as you said. But again there is just literally no time to do it. And it truly when it is one of those.

[22:21] When I look back at my business and things that I am most proud of it is my podcast and I also have a personal blog website that’s more capital markets and all that.

[22:31] So it’s really those things too. And I just have not been able to do them yet. I have fantastic ideas for them, tons of ideas. So I do.

[22:41] And maybe you’ll keep me accountable. But I’m considering this thought of doing that for the first time kind of going on a waiting list for new clients service my clients really great those three months.

[22:50] Work on the business but also get the podcast episodes done for the year. Do some personal, you know that personal but also business writing.

[22:59] Yeah, I just kind of catch up on things so that I can hit the ground running when the planning business really does explode, which is September back to school. You know, parents are crazy.

[23:08] Are now have time to focus on it. January is insane.

[23:12] Everybody wants a new plan at the beginning of the year. So I’m still working through that. So I think that’s going to be. That would set me up really nice.

[23:20] Tara Bansal: That sounds very nice. How. How many hours a week do you currently work?

[23:26] Linda Rogers: Do you even track it like.

[23:27] Tara Bansal: I don’t track it.

[23:29] Linda Rogers: I have a time tracker.

[23:31] However, I mostly just use it for the plans so that I know how long it is taking me to complete a plan. So I know I’m pricing at that like we used to get paid.

[23:41] So I do do that. And so I. I know. Okay for a couple. It typically is this many hours and I can, I can price that. But I for myself, I mean it is definitely 40 hours.

[23:52] So I’ll just leave it at that. I think there’s definitely some variability with the projects that I have,

[23:58] but it’s not and I’m not looking to do a ton less if my kids are at work or at School.

[24:04] I’m happy to work. Right.

[24:06] Tara Bansal: Yep.

[24:06] Linda Rogers: But I think it is a little busy now where when they have days off, I’m not really able to completely take the day off that I would like to have maybe a little bit more of a buffer between work and dinner, which I don’t have.

[24:19] So just little things that would be nice that I. I’m hoping will be solved with what we chatted about.

[24:24] Tara Bansal: Okay. Well, that’s. I mean, and just as we said before we started recording, I feel like this is a common theme of just for women who have a family and have a business and care about themselves and the environment.

[24:45] Right. It. There’s always more to do and how to juggle it and set boundaries and do, you know, feel good about it, I guess is part of.

[24:56] Linda Rogers: Yeah, yeah.

[24:57] Tara Bansal: What are you most passionate about?

[25:01] Linda Rogers: Probably, you know, gardening, but also ballet. That’s one of my other loves. Just.

[25:05] Tara Bansal: Do you still do it?

[25:07] Linda Rogers: So not. I. I stopped when we went to Japan for obvious reasons. I couldn’t find anything there.

[25:13] And then now I’m just in the thick of the kids,

[25:18] you know, being on club teams and all that kind of stuff. But that is going to be for sure one of the top things I’m going to go back to once I have a little more time in my personal and budget,

[25:29] more money in my budget on activities.

[25:31] But guitar. Guitar is also probably my biggest thing right now where, you know, I do the dinner, my husband cleans up and that’s the time that I sit on the couch and I play guitar.

[25:42] I taught myself during COVID like many people, so I mean I’m not great. But I did some YouTube videos and you. Once you learn a few chords like boom, you can do it.

[25:51] So I.

[25:53] I have my little app and I learn different songs. I have a little set list I go through at night. Just helps you decent press. And I’m a huge reader.

[26:02] So I. I mean I love historical fiction or nonfiction bios.

[26:08] I am. I just love it all, you know, and my.

[26:12] I’m trying to get my daughters into reading more. So we’re doing some book clubs. But you know, those are.

[26:18] Those are my things that kind of fill me up.

[26:20] Tara Bansal: What are the ages of your children and I don’t know what are. What are some of the things you do and love with your family?

[26:31] Linda Rogers: My youngest is 6 and my oldest is the 14 year old and they’re all girls, so four girls.

[26:40] And gosh, yeah, we.

[26:43] They’re into their sports right now, which is good. Truthfully, I do see the need and having that balance. Right. Or just other things. It doesn’t have to be sports, but they, I love seeing them kind of find their passion in their thing.

[26:55] So they are all involved in their respective sports as a family. We are so lucky that we live on Coronado island in San Diego. So it’s short, extremely walkable in a way that most of the country is not.

[27:09] So for us,

[27:11] it’s just walking on the main strip there.

[27:14] Orange Ave, it’s called.

[27:16] And, you know, going to get ice cream or we’ll do breakfast on the beach, right? We’ll just wake up. We, my husband and I, get our coffees, we have some breakfast prepared from the day before,

[27:28] go out there with a blanket and just hang out on the beach in the morning.

[27:32] Or it’s bike rides. You can bike ride the whole island,

[27:36] you know, a nice little circle. We’ll do that together. We do love to go hiking that at the moment they’re being really resistant about.

[27:44] So my husband and I, that was one of the main things we did that every weekend we would go on a different hike. We are hoping that they’ll kind of like that a little bit more in the future.

[27:53] But I think it’s because we have to drive off the island and then,

[27:57] you know, the hikes are kind of long and it’s hot and it just takes up a lot of the day.

[28:03] So I think they prefer, you know, just one quick thing, little family thing, and then they can move on with their friends.

[28:10] Tara Bansal: More local. Yeah. How far a walk is it to the beach or is it a drive?

[28:15] Linda Rogers: No, it’s a walk. I mean, it’s maybe five, 10 minutes. It’s just a few blocks. We’re very spoiled here. You know, we’re renting my. You know, my husband’s still in the Navy and the work is right there.

[28:26] It’s a fantastic commute for him,

[28:28] which was part of it, going over the bridge,

[28:31] you know, to go back to San Diego.

[28:33] There’s always a lot of traffic and I really wanted to just see him and have him present. He’s an amazing father and helps out so much with the kids. So I just thought if we could be close,

[28:44] we get more of him. So it is totally worth it just to get this experience.

[28:48] So we’re loving it.

[28:49] Tara Bansal: I love that. Yeah. Do you know if or when you’ll have to leave San Diego? Do you ever know how long you’ll be stationed in one place?

[28:59] Linda Rogers: So he is already at 20 years,

[29:02] so he hit that in May, so. But then he did put on captain, which we’re very proud of him. It’s very difficult to get that. And so we have a three year commitment.

[29:12] So we are waiting and trying to, you know, we don’t have final or orders for the next thing yet,

[29:19] but we are very close. We are very close for him to be able to exit the Navy, you know, if and when he wants to.

[29:27] Tara Bansal: Which would be a big deal.

[29:28] Linda Rogers: Yes, it would be a big transition. I mean, it’s been a long time.

[29:33] Tara Bansal: What, what would you say is your biggest challenge in life right now? And this can be personal or business. It’s more just whatever you’re willing to share.

[29:44] Linda Rogers: Yeah, no, I mean, I think I’m, I’m truthfully a little out of balance right now, which is not usual. I think I usually have a good balance, but just, you know, work is so busy.

[29:53] We,

[29:54] but again, this is part of what typically happens at the beginning of the year and it goes right into tax season.

[30:00] You know, even though I don’t prepare taxes anymore, clients have a lot more needs around tax time or they’re looking at their tax return and it makes them think of other things.

[30:09] So this is always a really, really busy time.

[30:12] So I am trying to remember that. But yeah, I’m, I’m working some nights, I’m working some weekends, I’m not proud to say, which again, that’s very unusual. And I, it’s not my favorite thing.

[30:22] Right. I, I very much love and enj family time, but I, I do believe it’s temporary. So I will get there. But that’s where I feel like if I can tighten up those systems,

[30:33] that’s not going to happen next year. And so I do owe it to my family to invest some time and figure that out.

[30:39] Tara Bansal: Help me understand.

[30:40] So you do project based plans. So someone would come and you would do their financial plan and then is it just up to them to come back when they want an update or.

[30:53] So when you say it’s busy, is that with new plans and updates?

[30:59] Linda Rogers: Yes, all of the above. And you know, I am clients, our investment management clients that are due for their reviews or have, you know, new money coming in. It has to be invested, all that.

[31:09] So I do, I do do that. So the, when I do the project based plan, I’m doing the full financial plan and it’s very detailed. It does give investment recommendations, sell this, buy that,

[31:21] but they have to go ahead and make the trades and implement. So it’s, it’s ideal for someone that is comfortable doing that. They just don’t know what to do and they’re overwhelmed with all the things.

[31:32] And then for.

[31:34] I don’t really hound people. I mean, when I started out, I think I was pretty good at, you know, we did a plan last year around this time. Would you like to do an update?

[31:42] But that all just kind of went.

[31:44] Tara Bansal: Away because it’s up to them now.

[31:46] Linda Rogers: And I feel like it, it’s actually, it’s okay. You know, they reach out when they need it. They know when it’s time to meet with me. You know, they’ve had a change with their job or they want to rebalance the portfolio because it’s been so many years.

[32:00] And so I just do trust they know how to get in touch with me. They’ll reach out when it is a good fit. And so that’s been working. But yeah, so when I say kind of go into a wait list,

[32:11] I see it for the new plans. You know, the new project plans are what I can set. I think I’ll still take, you know, the people that want updates and I’ll still take im, you know, people that are interested in investment management.

[32:23] But it would be those new plans where I’d say, nope, we’re, you know,

[32:27] we can start in September, but it’s not going to. Yeah, can’t do it right now.

[32:31] Tara Bansal: And do you try to work less during the summer?

[32:34] Linda Rogers: Yes. I mean, just for all the obvious reasons. You know,

[32:38] the, the camps, I don’t know about where you are,

[32:41] they are not for working parents at all. Right? There’s. They end at 3, they start at 10.

[32:48] Maybe there’s before care or after care, but probably not. And you’re driving all over the place. You don’t know. You don’t have the carpool set up because you don’t know who else is going to these camps.

[32:58] Tara Bansal: So, yeah,

[33:00] I mean, with four girls and I,

[33:04] I always feel like the summer. And I only have two, I have two boys.

[33:08] It’s a jigsaw puzzle of like trying to figure everything out.

[33:14] Linda Rogers: No, and I was saying, like, the hours are hilarious. You know, it starts at 10, ends at 3.

[33:20] No, before aftercare, maybe. There is rarely.

[33:23] And then there’s four of them. And you very much want, like you, you want them to do things they’re interested in, but of course they’re not interested in the same thing.

[33:32] So it is a total disaster. I mean, you can still work,

[33:35] but it’s like you gotta wake up early, you gotta stay, you know, work after dinner just to kind of catch up. So the summer is always A little crazier.

[33:43] Tara Bansal: Yeah. I don’t even know how you get four children to different camps because even sometimes my husband and I’ll divide and conquer for two. And I guess it’s dividing and conquering even with four.

[33:55] Linda Rogers: But yeah.

[33:57] Tara Bansal: Because are they on the island or most.

[33:59] Linda Rogers: Well, so, yes. So while we’re on this island, it’s a lot easier and we’ll, you know, kind of make the two younger ones. They’re a little more accommodating. They’re younger ages.

[34:07] They do like the standard city camp that,

[34:11] you know, is 10 to 3. Again, not great.

[34:13] Tara Bansal: Yeah.

[34:14] Linda Rogers: But they’re together and they’re during that time. And then it’s this. The two older ones that hopefully they can walk. Like the island itself is 2 miles. So they can hopefully walk or bike.

[34:25] And then if it’s off island, then yes, we’re driving them, but then trying to find a carpool, like, we’ll say, yes, you can do that one off the island, but you need to find a friend that is willing to carpool and split the driving.

[34:36] So that’s how we manage.

[34:38] Tara Bansal: Okay, going to another series. Like, where do you hope to be in 10 years?

[34:42] Oh, man,

[34:43] I have a 16 year old, so maybe I should say in 12 years.

[34:50] Linda Rogers: Yeah, I mean,

[34:53] oh, it’s so hard for me to think of that because,

[34:56] you know, my husband will be out of the Navy at that time, so I just like, don’t even know where to go with that,

[35:02] I think,

[35:03] because I don’t know where I’ll be, you know. But yeah, I think,

[35:07] I think definitely doing the same thing, but having my succession plan in place. So. Okay, you know,

[35:13] with whoever that is working with me, you know, if it’s my. My daughter says don’t hire anyone yet. I’m interested, you know, but who knows?

[35:21] So I think just if it’s not her or one of my other kids, it’s going to be someone else that I’m working with closely at that time that is. Is going to take the practice or whatever when I’m ready to leave.

[35:33] But I do want to do that for my clients just to have that sort of,

[35:37] you know, continuous experience.

[35:39] And so,

[35:40] yeah, just kind of thinking more about that because I’ll be, you know,

[35:44] early to mid-50s at that point, you know, that’s kind of the time you do want to start having a plan.

[35:49] Tara Bansal: And what do you imagine even for that next phase of, I think you’re in your mid-50s or 60. I feel like you ask your clients that, right?

[36:00] Linda Rogers: Yes. No, I’m like half financial planner, half farmer. Tara. Tara.

[36:05] Tara Bansal: Okay.

[36:06] Linda Rogers: This. I’m gonna have more land, but I, I just, I do, I really want to just do that more.

[36:12] Tara Bansal: That’s what you’re going towards.

[36:14] Linda Rogers: Yeah. I need like that keeps you active and you enjoy it. I love the healthy veggies and all that kind of stuff. So just having more time of that with that but also doing the plans.

[36:26] I mean I don’t. It’s not as, you know, it’s a career that you could have for a longer time as long as the brain works. And I feel like I would very much love to still do that.

[36:36] It would just be at a smaller capacity so that I can do my other hobbies.

[36:41] Tara Bansal: Very nice.

[36:42] What percentage of your business is now investment management?

[36:47] Because. Because you do client project based plans. So it’s not even like how many clients do you have?

[36:54] Because that keeps changing, right?

[36:56] Linda Rogers: It does, it should. So I think, I mean I’ll. I did about 30 plans last year, like one time plans. So that’s a good chunk. As you know. That is a long time.

[37:06] Yeah.

[37:07] And I probably have I think just maybe 6 IM clients. I have to look at it. So it’s my. Like I said, it’s still smaller but growing.

[37:20] I don’t push people in any direction too. Like that’s a lot, a lot of the investment world,

[37:26] they want the AUM or they’re not interested. And I always, even the people that want investment management, I insist we start with a plan.

[37:34] I want to make sure that we work well together and it is a good fit. And then I will go ahead and come up with an investment strategy that if they decide they do want to have me manage it.

[37:47] So it’s not something I push. But when it’s a good fit then happy to accommodate that.

[37:52] Tara Bansal: So do even. They pay for the plan and then the investment management is a separate fee.

[37:59] Linda Rogers: So I, if they decide to go forward with investment management like right after the plan or they’re set, they want to do that. I will waive the planning fee if it’s been like six months or what, you know, like then yes, I will say okay, we’re going to charge for that.

[38:14] If you’re not going to move forward. That’s never happened like pretty much.

[38:17] It’s just I, I’ll say we’ll do a contract but this fee that is listed here and then I write this will be waived if you move forward with the investment management because that does include financial planning.

[38:27] Tara Bansal: Right.

[38:28] Linda Rogers: So you know they’re getting that value with the investment fee, and it just makes that. That makes more sense to me.

[38:36] Tara Bansal: Yeah, I agree. I. What do you view as the biggest opportunities for you right now?

[38:43] Linda Rogers: I think there. This is a really changing, dynamic landscape. The, you know, the economy just so much happening.

[38:54] This is the opportunity for. For you and me to.

[38:58] To lead. Right. And to help our clients and to advise. And so that is where I’m putting my energy. You know, I do have thoughts and I feel like we can help and there’s things that we can control.

[39:10] And so that is truly where I feel like,

[39:14] you know, I’m trying to step in with my clients and be there. You know, I do have a federal employees. I have.

[39:21] I just have a lot going on with my people right now.

[39:24] Tara Bansal: And you’re trying to provide comfort and peace of mind and.

[39:29] Linda Rogers: Absolutely.

[39:30] We are so needed right now. And so I do feel,

[39:34] you know, very aware of that and trying to not overwhelm,

[39:39] but, you know,

[39:40] consistently let them know that I’m here.

[39:43] What can we look at for you?

[39:45] What, you know, what can we control and make sure those things are in order?

[39:49] And so that is what I do think is going to be the four.

[39:54] The main things that I’m focusing on this year.

[39:56] Tara Bansal: Very nice.

[39:58] How has your business grown and what are you doing to build,

[40:01] like, grow your business with. You do the podcast. But it sounds like you would love to do more of that.

[40:06] Yes.

[40:08] Linda Rogers: And. And it’s so funny, I don’t even think of that as marketing, although obviously it is marketing. But like you and I were both saying, it’s almost an education. And that’s how I started it.

[40:17] I thought,

[40:17] I’m just interviewing people. I was going to interview them anyway. Or I had a conversation with them at a conference and I thought, gosh, I really wish my. My advisor friends could hear this.

[40:28] Like, that’s how it all started.

[40:31] And so,

[40:32] you know, that that is the. The initial reason for it and why I want to keep doing it.

[40:38] But, you know, I do the videos too, so I. They’re not, you know, I got a YouTube channel. It’s not a main focus of mine, but I do try and put out pretty consistent content.

[40:47] And the blog.

[40:49] I do try and do Instagram and Facebook, like all the social media platforms, but that’s really it. I’m not. I haven’t done too many events yet. I did just do like a Christmas party for my clients.

[41:00] I’ve thought of that, though. Like, you know, they had. It was such a great experience.

[41:05] And I know a lot of People that couldn’t come during that time wanted to have another event. So I’m going to consider doing something again. But you know, again I just think the mar.

[41:16] The clients come, the business comes. If you love on your clients and do that, good job. So for me that’s enough right now.

[41:24] I don’t really pay for like any of the PR stuff.

[41:28] Tara Bansal: Would you say the majority of your clients come from referrals or do you even.

[41:32] Linda Rogers: 100%,

[41:33] yes. And as you know, that even might be the next step. Like where advisors will do that, where you. It’s just referral only. I think I’m pretty darn close to that.

[41:43] Where, you know, the people that find me on Google and Yelp, it’s, it’s so much smaller and it’s still sometimes a great fit. But vast majority are from, you know, I’ll do a plan for somebody and then I do one for their sister and their brother and their mother.

[41:58] It’s very cute. I have a client right now that is gifting two financial plans.

[42:04] Tara Bansal: You know, one, I think that’s like the greatest gift. I mean all the time I say that like yeah, yeah.

[42:11] Linda Rogers: It’s their niece and nephew that they’re like younger and they just thought, gosh, if they could get started with this,

[42:19] what a great opportunity. So that is the gift instead of like a traditional holiday gift. So that. And I love that. Right. So, so I think just,

[42:29] you know, that will happen naturally if you do all the right things and if you.

[42:33] Tara Bansal: Went referral only when I hear you, because I don’t do social media, I don’t do other things.

[42:41] That sounds like a lot.

[42:44] Would you cut back on that or is it.

[42:49] I also hear that it’s more a passion for educating and you know, sharing your knowledge or sharing information with people.

[42:58] Linda Rogers: Yeah. And I think it’s also,

[43:00] you know,

[43:02] I want, if someone here is referred to me, you know, what do you do when you get referred someone? You don’t always, you don’t typically just immediately call them. Right.

[43:10] You probably look them up and you just see like what’s out there about them.

[43:15] I find with the videos that people self select, like they can just get a feeling if, like it’s going to be a good fit or like the things that I write, you know,

[43:27] they can and I think that’s important. Right. You’re helping people see if they’re going to be a good fit, number one. Number two is, you know, I’m in San Diego now.

[43:35] I don’t know if I’m going to be in San Diego forever. And so I have lived in many cities.

[43:40] SEO is not very friendly about that. Right. So that will greatly impact things like, you know, all those, the organic leads. But I think it’s important for me just to have a consistent presence out there.

[43:53] Even though I may be not in San Diego anymore, but I’m getting referrals from San Diego, things like that, so they can say, okay, she’s not here right now, but she’s a live person.

[44:02] I’m getting a feel for her personality. I think this would still be a good fit. So I do think there’s more benefits than drawbacks. I know that it is time,

[44:11] but again, if we can have our kids help us and things like that, it will be, you know, a much smaller hurdle.

[44:18] Tara Bansal: Oh, we are pretty much at time and I want to be respectful of that. Real quick, what are some podcasts or books that you would recommend for others?

[44:31] Linda Rogers: Are these work related?

[44:33] Tara Bansal: I would say either just because I love any,

[44:38] but.

[44:39] And I also like hearing non work related just because that’s what you’re interested in too. So I’d love a little of both if you have them. I’ve had some who says she doesn’t do any podcasts.

[44:52] You know, like that is a choice that she makes. So whatever you are willing to share.

[44:58] Linda Rogers: Gosh. Okay. Well, so for podcasts, which I do do when I’m like doing my laundry and all that kind of stuff. So I think it’s the Efficient Advisor is a pretty good one.

[45:09] And Planet Money, you know, that’s not like necessarily advisor. I love that one. I love Hidden Brain.

[45:15] Like you just always learn so much from those.

[45:18] And then books. I mean if you’re into like if you have teenage daughters or a daughter. Untangled is a must read.

[45:30] And she actually the same author, has another book that is not just for girls but for all teenagers. Absolutely fantastic. Read both. Listen to her podcast,

[45:41] help you through those teenage years. And then other books.

[45:47] Let me see. I don’t know, I’m reading a Reagan bio right now. It’s interesting by Max Boot. I’m. I’m not done with it yet. It’s 700 pages plus, so it’s a commitment.

[45:56] But I love, like I said, I just love all bios. I love history and anything like that you got to send my way.

[46:04] Tara Bansal: If I asked, like, I don’t know, favorite book or books, like one to three books. What comes to mind?

[46:12] Linda Rogers: Oh my gosh, I don’t even know that I could.

[46:14] Tara Bansal: No.

[46:14] Linda Rogers: Okay, so one is.

[46:17] Oh, what’s See, this is on the spot. I don’t have them on the top of my head.

[46:22] Say nothing. Say nothing is really good. Have you heard there’s a show now? But this was the book.

[46:28] You have to read about it.

[46:29] Tara Bansal: I think I did read.

[46:30] Linda Rogers: Okay. Okay. That was amazing.

[46:35] Tara Bansal: I am a huge reader too and I feel like I’m always on the.

[46:38] Linda Rogers: Lookout for we should connect on Goodreads. Because anytime I do read, I post on Goodreads. Because I realize when I did that I would start reading a book and I was like, huh.

[46:48] I feel like I read this already.

[46:50] Tara Bansal: Me too.

[46:51] Linda Rogers: Because I read too much. So now I put it on Goodreads and I will say I read this and so I’ll search it just to double check I didn’t already read it.

[46:59] Tara Bansal: I do. I, I do too. Mainly for the same reason you do, to track it. And then I’m.

[47:06] I rarely,

[47:08] rarely give five stars. Like I. That’s like perfection, you know, it’s almost unheard of. I think I have like a dozen five star books and that’s it that I’ve.

[47:19] Linda Rogers: But.

[47:20] Tara Bansal: But four stars is still like high praise, you know, Like I would recommend highly so.

[47:25] But we should connect on Goodreads.

[47:27] Oh, this was so fun. I want,

[47:31] I want to be respectful, but thank you. Maybe we’ll have you back again because I feel like there is way more we could talk about. Like we didn’t even talk about impact investing.

[47:40] So I feel like that’s a huge focus for you and I’d love to hear more.

[47:45] Just the struggles and the joys of doing that.

[47:49] Linda Rogers: Yes.

[47:50] No, I mean there’s so much. Like I said we could do that again for another topic, but just peripherally, like it could go in so many directions, as you said.

[48:00] And so it’s always just meeting the clients where they are and showing them what’s possible.

[48:04] And that’s the main thing. People,

[48:06] you know, make their decisions with what they’re buying and you know, where they’re giving to charities,

[48:12] but they also can make decisions with the investment dollars and just putting that, you know, connection there. Showing them what’s possible, what works for them,

[48:21] but also meets their financial goals. That’s the gist of it.

[48:25] Tara Bansal: And you only do that like if they.

[48:28] Linda Rogers: Investment management. Yeah. For the people that I’m managing money for, it is, it is like all encompassing and I, you know, as, you know, like having multiple different models is a lot and I believe in it for like the risk adjusted returns and just the benefits that come from that.

[48:44] So why Wouldn’t I just do that? So again, just kind of doing what you feel is your is your sweet spot and sticking with that.

[48:52] Tara Bansal: Yeah. Well, thank you so much for your time. It was a joy talking with you as I knew it would be and I look forward to talking again soon.

[49:01] Linda Rogers: Thank you. Sounds good. Thank you.

[49:04] Tara Bansal: I absolutely loved this conversation with Linda. These interviews are so much fun and I continue to be amazed by the incredible women I get to speak with.

[49:14] What stood out to me the most was Linda’s beautiful gardening analogy. Her tagline, plant, grow, harvest felt like a metaphor for our entire profession.

[49:26] Our practices, like gardens, require patience,

[49:30] care and attention.

[49:32] There are setbacks and seasons, but over time we get to enjoy the fruits of our labor,

[49:38] often in the form of meaningful relationships and the deep impact we have on our clients lives.

[49:45] Another theme that struck me was how Linda entered this field out of a personal need.

[49:52] She was wondering how to invest or what to do with her 401 and that drew her into this profession.

[49:59] That’s a story so many of us can relate to and a reminder that most people wonder,

[50:05] am I doing enough? Am I on the right path? How do I prepare for my financial future?

[50:11] Those questions are often what call us into this work, our own desire to figure it out and then help others do the same.

[50:19] I also loved hearing how Linda’s personal passions, especially for the environment,

[50:25] climate and gardening, show up in her work and her ideal clients.

[50:29] Her focus on impact investing and sustainability isn’t just a service she offers,

[50:35] it’s truly a part of who she is.

[50:38] And that’s such a powerful reminder that we each do our best work when we align our practice with who we are and who we most want to serve.

[50:48] As financial planners, we walk beside our clients.

[50:52] We provide grounding and calm,

[50:54] especially in chaotic and or uncertain times.

[50:58] Like Linda said, we offer peace of mind by helping clients focus on what they can control and making sure those pieces are in order.

[51:08] I also appreciated the way Linda talked about organic growth, how referrals and thoughtful visibility help the right people find her,

[51:17] and how podcasting and YouTube allow potential clients to self select in or out,

[51:25] making the process more efficient and aligned.

[51:29] That’s such a smart insight. Let your work that you enjoy doing and your voice do the filtering for you.

[51:36] And finally, I loved hearing how she’s intentionally designing her practice to support her life,

[51:43] whether it’s tightening systems, setting boundaries, or even putting a wait list in place to create space to reflect, recharge and work on the business.

[51:53] And I feel like this is a big common theme that we all seem to struggle with is making the time to tighten our systems and get things more efficient when we’re always trying to serve our clients.

[52:07] There’s so much we can take away from Linda’s story, especially the reminder that we get to shape our practices around what matters most.

[52:16] It’s about cultivating something meaningful over time,

[52:20] not rushing and trusting the growth process.

[52:24] Just like a beautiful garden thank you for listening to Her Life, Her Practice, Her Way a podcast for and about female Financial advisors.

[52:35] I truly hope you found something valuable and encouraging in today’s episode.

[52:40] If you did, I’d be so grateful if you’d take a moment to rate and review the show on Apple Podcasts or Spotify.

[52:48] It helps other phenomenal women in our field find this space.

[52:53] And if you know another advisor who would benefit from these conversations or from the kind of support I offer through coaching,

[53:01] please send this episode to her.

[53:03] If you’re curious about working with me as your coach or interested in being on the podcast, I’d love to hear from you.

[53:11] You can find more details and reach out to me on the contact page of my website,

[53:17] herlifeherpracticeherway.com no spaces, no underlines, just the words straight in a row.

[53:26] Until next time, Keep building a life and practice you truly love Sam.

• • Advisors for Good community – advisorsforgood.org

  • NAPFA (National Association of Personal Financial Advisors): napfa.org

  • XY Planning Network: xyplanningnetwork.com

  • R.I.A. Launcher Group (within XYPN – private community)

  • RAM Planners Collective: A group focused on integrating financial planning with social justice, activism, and solidarity economy. (no central site; private community)

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  📚 Books Recommended by Linda:

  • Untangled by Lisa Damour – Amazon

  • Say Nothing by Patrick Radden Keefe – Amazon

  • Finance for the People by Paco de Leon – PBS Show

  • Activate Your Money by Janine Firpo – activateyourmoney.net | Amazon

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  🎧 Podcasts Mentioned:

  • The Efficient Advisor – Website

  • Planet Money – NPR

  • Hidden Brain – Website

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  • Hosting an intern this summer through the BLX Internship Program

Linda Rogers, Owner & Founder, CFP®, EA, MSBA

In 2005, I read about airline companies filing for bankruptcy and defaulting on their employee pension plans. Overnight, employees saw their retirement income disappear or be greatly reduced. I felt a sense of panic that I, myself, did not have a retirement strategy in place. I had my employer’s 401k plan and other benefits that I did not completely understand. Despite graduating with an Economics degree from a great school, I was never taught how to invest my 401k money, or how much I should be saving every year towards retirement. That led me to read everything possible about personal finance that I could get my hands on, and shortly after, transition into financial planning as a profession.

• CERTIFIED FINANCIAL PLANNER™ Professional

• Master’s Degree in Financial and Tax Planning from San Diego State University

• Bachelor’s Degree in Economics from Villanova University

• Enrolled Agent certificate from the IRS in 2013

• Creator of The Investing Forward Podcast

• Author of LindaVRogers.com

• Over 18 years of experience giving financial advice

• Since 2020, we have donated 5% of profits to charity. Learn about the charities we have given to.

• When I am not working, I take surfing lessons, play my acoustic guitar, read non-fiction, and try to outsmart the critters in my organic veggie garden.