Measuring Up

This episode of the Simply Why Podcast explores what it really means for a financial advisory firm to be healthy and growing. Dennis and Katie take listeners behind the numbers of the annual Schwab RIA Benchmarking Study and discuss why growth alone doesn’t tell the whole story.

Using Morton Brown Family Wealth’s results as a starting point, they look at the relationship between growth, staffing, client capacity, profitability, and reinvestment. They also explain why measuring against similar firms can help reveal whether an advisory business has the people and resources needed to support its clients as it grows.

Dennis and Katie reflect on lessons from building Morton Brown over the past eight years, their commitment to independence, and why good planning, whether for a business or a family, is never really finished. It requires looking beyond a single number, measuring what matters, and continuing to adjust along the way.

“How does it show up for the client? Are we delivering on our promises?” – Katie Brown

00:00 – Competition, scoreboards, and knowing what you’re measuring

03:00 – An early lesson that still shapes Morton Brown today

04:15 – What the Schwab RIA Benchmarking Study measures

07:25 – Why the size of an advisory firm doesn’t tell the whole story

08:20 – Looking at five-year growth

09:50 – Why client capacity matters alongside growth

11:15 – How growth creates opportunities for learning

12:20 – Profitability, reinvestment, and business health

15:25 – Planning for the long term

17:45 – Why one number shouldn’t define success

19:05 – Mergers, acquisitions, and independent advisory firms

21:05 – Looking ahead to Morton Brown’s next stage of growth

21:55 – Katie shares Morton Brown’s perspective with Schwab

• Explore the Schwab RIA Benchmarking Study: https://advisorservices.schwab.com/resource/ria-benchmarking-study-insights-2026
• Learn more about Morton Brown Family Wealth: https://mortonbrownfw.com
• Schedule a conversation: https://calendly.com/d/5gf-ryf-vq5
• Listen on your favorite podcast app: https://simply-why.captivate.fm/listen

• Connect with Katie: https://www.linkedin.com/in/kathryn-m-brown/
• Connect with Dennis: https://www.linkedin.com/in/dennis-morton-jr/
• Subscribe for more: https://www.mortonbrownfw.com/subscribe/
• Give feedback: info@mortonbrownfw.com

Important Disclosures: https://www.mortonbrownfw.com/important-disclosures/

https://youtu.be/2byss_DNgmQ?si=CXZLKdzVOAcAQatU