For Matt Logan, founder and CEO of Rise North Capital, success was born from discomfort. After years of excelling in the financial industry, Logan chose to embrace the uncomfortable and start over on his own terms. “I had to build something that I owned,” Logan shared during our conversation. “Not just the vision, but the responsibilities, the overhead, and the battle plan. It meant rolling up my sleeves and starting from the beginning.”
That leap of faith taught him an important lesson: survival fuels innovation. “I realize now that the harder it is, the more valuable something becomes. Being uncomfortable pushed me to new heights, bringing energy, ideas, and focus I didn’t know I had.” This perspective became the foundation of Rise North Capital, a financial firm with a mission to reshape how financial advice is delivered, both for clients and the advisors providing it.
A People-First Approach to Financial Services
Logan firmly believes that “people join people, not organizations.” It’s a simple yet profound statement, underscoring how Rise North Capital differentiates itself in a crowded financial landscape. Unlike firms that operate on conveyor-belt hiring practices, Rise North Capital emphasizes fit, culture, and mutual alignment.
“We’re not a family; we’re a team,” Logan explained. “Families can have high-performing and low-performing members. Teams don’t. Everyone here is a high performer, and we ensure that from the start with a rigorous selection process.” Prospective advisors undergo multiple virtual meetings and an in-person immersion to experience the firm’s culture firsthand.
Logan’s emphasis on culture isn’t just for the benefit of his team. Clients feel the difference, too. “When people meet with us, they don’t just get an advisor, they get a partner, someone ready to run through walls with them.”
The Perfect Storm: Opportunity Meets Urgency
Logan is quick to point out a convergence of factors creating a unique moment for financial services. “We’re right on the cusp of the hockey stick,” he said, referring to the explosive growth his firm anticipates. “The largest wealth transfer in history is happening over the next decade. At the same time, there are fewer advisors than ever to manage it.”
This generational shift, combined with heightened awareness of financial planning, presents both challenges and opportunities. “Baby boomers are retiring, figuring out how to live 10, 20, even 30 years without running out of money. Millennials, meanwhile, are watching their parents struggle and realizing they need to plan sooner.”
Social media also plays a role, helping younger generations access financial literacy and resources. “Platforms are making people more conscious of the tools available to get ahead financially,” Logan noted. And for Rise North Capital, going fully virtual during COVID unlocked the ability to meet clients in all 50 states, further broadening their reach.
Breaking Down Barriers to Financial Planning
When it comes to objections, Logan doesn’t mince words. “Trust is the big one. If someone doesn’t trust you, they’re not going to share their financial picture.” To overcome that, Rise North Capital provides transparency and accessibility, ensuring clients feel seen and heard.
Another hurdle? The misconception that financial planning is only for the wealthy. “Most people think they don’t have enough money to warrant working with a financial advisor,” Logan said. “But the truth is, the future you have depends on the decisions you make today. No one’s coming to save you, not the government, not the banks.”
Logan draws an analogy between financial planning and dentistry. “It’s like going to the dentist. Nobody wants to do it, but it’s essential. People avoid it because it’s uncomfortable, but avoiding it only makes things worse.”
Vision and Leadership: The Keys to Growth
At its core, Rise North Capital’s success stems from Logan’s ability to inspire his team and clients with a clear vision. “People want to be part of something that’s growing, not something stagnant. They want a voice in the process, not to be just another cog in the machine.”
For Logan, building a strong team isn’t just about hiring the right people; it’s about cultivating a culture of innovation. “The people we bring in are early adopters. They want to influence, to be part of the growth. That’s what sets us apart.”
