The first time I heard the term “HENRYs,” I cocked my head to the side and gave my colleague a very confused look. What is a HENRY?
He then explained that HENRY stands for High Earner, Not Rich Yet.[1]
As soon as he explained it, I knew I finally had a word to describe my favorite kind of client. HENRYs tend to be young and have high incomes but modest financial assets. 
Their “asset poverty” means that my colleagues and competitors may overlook them. After all, why would a Financial Advisor who bills on assets under management consider pursuing someone who doesn’t have assets?
But they don’t see what I see.
When I look at a HENRY, I see so much to love. This is my love letter to all the HENRYs out there.
HENRYs Are Fascinating
Making a Financial Plan is like solving a puzzle. Planning for a client who is already wealthy and moving into a comfortable retirement doesn’t present much of a challenge.
But a young client who is just starting to save and invest, who has competing goals that will unfold over 30 to 60 years, who must navigate trade-offs now, and in the future, to achieve those goals…that’s a much more interesting puzzle to solve.
No two HENRYs look alike, and each new client is a new challenge and opportunity for me to learn.
How Much Should I be Saving? And Where?
HENRYs Are More Likely to Value My Work
It could be a generational thing or a sign of the times, but I’ve noticed that younger clients tend to place a higher value on the financial planning process.
You see clearly why planning matters, and you engage fully in the process — which can sometimes involve a lot of work for you.
As we build your plan, we also build trust, and I develop a deep understanding of what matters to you. A client who truly values my work is a client who will stay with me for life.
Who doesn’t love to feel valued?
HENRYs Are More Likely to Be Loyal
As I touch on above, a client who values the work I do is a client who will tend to stick around for a long time.
Working closely with someone to build something that matters is meaningful. Creating together over time also means you are less likely to be wooed away by a fast-talking, slick competitor once you have graduated from a HENRY to a WOOF (Well Off Older Folk).
When you become a WOOF, everyone will want you — but by then, we’ll already have each other.
Want to be Wealthy? Then Plan On It.
We Can Grow Old Together
The single best part of this job is watching clients’ lives unfold.
Picture it: We meet when you’re just starting out; you’ve been out of college a few years, and you’re starting to build a career.
Maybe you’ll meet that special someone and build a family. Or your path might be to live your absolute best life, single and fabulous.
Before we know it, you’re just a few years off from financial independence, and we’re making plans for what comes after you leave paid work.
The best part is I get to help make some of that happen. And that is one of the most satisfying feelings in the world.
I Was a HENRY Too
Who better than a former peer to guide your financial plan?
I’ve lived many of the same experiences you have, and I understand you in a way that some of my more established colleagues and competitors can’t.
This isn’t to say that I know everything about you and understand every aspect of your life — but in general, we “get” each other.
Why All the Love?
At this point, you may be wondering why I would do business with younger folks who are “asset poor.”
It’s because I love the work.
I have built my business specifically to make working with younger investors possible and profitable.
But by offering a financial plan for a flat fee (negotiated with each client), I can serve those who value and have the cash flow to pay for my expertise.[2]
If you are a younger investor looking to start saving for your future, and you’re intimidated by other Financial Advisors who demand large account sizes just to get in for a consultation, consider talking to me.
I might be just what you are looking for. After all, I already know you are exactly what I’m looking for.