The Unconferencey Conference
Dallas, Texas
August 28-31, 2017
Schedule of Events
Customize your conference experience by choosing the content track that best fits your needs during breakout sessions: Start My Firm,  ​​​​​​​​​​​​Run My Firm, Grow My Firm, or Learn/Continuing Education. The schedule is subject to change without notice. All sessions will take place at Fairmont Dallas.
Monday, August 28

8:30 am - 4:30 pm

  1. The College Pre-Approval™ Experience
    with Joe Messinger
    Come well rested. This is an interactive high energy experience led by preeminent college funding expert, Joe Messinger. If you were in the top 1% of financial advisors skilled at college funding...how would that change your practice? Most financial advisors get college funding advice & planning all wrong. Join our movement and learn how you can eliminate competition and build a highly profitable practice serving affluent Gen X clients. Implement the College Pre-Approval™ system in your practice and together we can end the student loan crisis one family at a time.
  2. Student Loan Practice Workshop
    with Heather Jarvis
    Working to build a profitable practice? Offer what educated Gen Y members want most—actionable student loan management plans to take them from debt to prosperity. Heather Jarvis, the nation’s leading student loan expert, delivers this surprisingly awesome, intellectually challenging, and weirdly fun beyond-the-basics workshop. You get the actual tools, templates, and procedures Heather uses plus marketing tips and tricks to expand your client base and develop this popular niche.
Note: If you're interested in adding a pre-conference to your #XYPN17 experience, you must register for the pre-conference separately;
these events are priced independently and payment is made to pre-conference hosts.​​​

Register for this Preconference
Register for this Preconference
​​​​​​​​​​​​​​​​3​​​:00 pm - 7:00 pm
Registration, International Ballroom Foyer

​​​​​​​​​​​​​​​​​​​6:00 pm - 9:00 pm
Welcome Reception

8:00 pm - 2:00 am
Hospitality Suite

Tuesday, August 29

7:30 am - 8:30 am


8:00 am - 4:15 pm
Registration, International Ballroom Foyer

8:30 am - 10 am 

Opening Remarks
XYPN Founders Michael Kitces & Alan Moore with a special welcome from Kate Healy of TD Ameritrade & Mark Maurer of LLIS

10:00 -10:10

10:10 am - 11:25 am

  1. Start My Firm
    Niche Marketing in Year One
    with Gretchen Behnke, Lauryn Williams, Tim Hale & Daniel Wrenne Niches evolve. Setting up your ideal niche avatar is important for all advisors in their first year, even if it will change over time. Hear from three planners about their niches and how they developed them in their first 12 months.
  2. Grow My Firm
    Diversifying Your Service Model
    with Helen Ngo, Jason Howell, Cary Cates & Sanjay Jain AUM & the monthly retainer model is just one way to service your clients. Hear from XYPN members about what they're doing to diversify their services, such as offering a unique service, a tax practice or online webinars. You'll surely be inspired.
  3. Run My Firm
    Positioning & Delivering the Monthly Retainer Model
    with Breanna Reish, Pam Horack, Meg Bartelt, & Eric Roberge What value do you provide your clients on a monthly basis? Learn deliverables and points of contacts advisors have to make their monthly value clear to their clients.
  4. Learn (CE)
    Turnkey Investment Management for Clients
    with Kenneth Klabunde This presentation focuses on building an investment management offering that is turnkey for clients regardless of your platform and tech stack -- building and communicating the offering, incorporating the offering into your financial planning process, and closing the business.

11:25 am - 1:20 pm
Networking/Study Group Lunch on Your Own

1:20 pm -1:30
Remarks from Nicole Palluzzi of NAPFA

1:30 pm - 1:40 pm
CFP Board & the Center for Financial Planning with Kevin Keller, CFP Board CEO

1:45 pm - 2:45 pm
Keynote Presentation:
 with Andre Novaes

A journey through LifeFP’s history of courage and challenge on a non-existing industry. How we did it and why you could try to do the same.
2:45 pm - 2:55 pm

2:55 pm - 4:10 pm

  1. Start My Firm
    How to Survive the 1st Year: Highs & Lows
    with Jennifer Harper, Vid Ponnapalli, Kaya Ladejobi & Shawn Tydlaska Your first year is unique. You'll face a whole slew of unique challenges. Here's the real stories of three XYPN Members who all lived thorugh it, and have advice to share.
  2. Grow My Firm
    Embrace Our Differences: Diversity Conversations
    with Dan Andrews, Amy Irvine, Cady North, & Brian Thompson Studies have shown that diversity brings additional success in life and business. This panel will discuss the challenges of working in a less-than-diverse industry and focus on ways to enhance it. Leave with actions to expand your horizons and improve diversity in your client base, firm, and our industry.
  3. Run My Firm
    Hiring: When & How To Do It
    with Caleb Brown, Katie Brewer, John Knowlton & Anna Sergunina Hiring is the natural next step to growing your firm. Learn from these experts in the tactics they use to vet, hire and train their employees. You'll hear about mistakes made and tips for how to make the best hire possible.
  4. Learn (CE)
    Beyond the Basics
    with Mark Maurer, LLiS How can permanent life insurance be used to enhance protection? How can we enhance disability income benefits for a working client over and above group disability benefits provided by their employer? Can hybrid policies include additional benefits that enhance clients’ overall risk management program?
4:10 pm - 4:20 pm

4:20 pm - 5:10 pm
  1. Start My Firm
    From Fees & First Appointments through Client Renewals
    with Arlene Moss Learn how to pitch your fees to your ideal clients. Business Coach Arlene Moss will talk about strategies to grow your client book during your first year.
  2. Grow My Firm
    Maximizing Your Marketing Content
    with Jennifer Mastrud Create it once, reuse it up to 12 different ways. XYPN's Director of Marketing will share ideas for getting the most out of the content you create and tips to optimize it for search engines.
  3. Run My Firm
    Stop Seeking Work/Life Balance, Find Work/Life Happiness
    with Deb Meyer Do you feel like it’s impossible to achieve harmony between personal and professional obligations? Deb Meyer, mother of 3 young boys and CEO of WorthyNest, offers tips on how to uncover happiness in both realms.
  4. Learn (CE)
    Everything You Wanted to Know About Divorce Planning...
    with Sara Stanich ...but were afraid to ask! Sara Stanich dives into a topic that will affect many of your clients, preparing you to help them through a complex time in their lives.

6:00 pm - 8:00 pm
Dinner on Your Own

8:00 pm - 2:00 am

Hospitality Suite

Wednesday, August 30

7:30 am - 8:30  am

8:30 am -9:30 am
Keynote Presentation
Women, Men & Money: A New Paradigm with Farnoosh Torabi

    Financial planners increasingly play a vital role in helping couples, especially those with wide income disparities, find balance and harmony in their financial lives …and by doing so, they support them to not just have healthy balance sheets and comfortable retirements…but healthy marriages. Now more than ever the CFP’s role as financial advisor is also part marriage therapist. Farnoosh’s presentation dives into this new paradigm and how financial planners can best work with their married clients to help them create more financial success as a team.    

9:30 am - 12:00 pm

10:00 am - 11:00 am
Round Table: Zapier Work Hour
with facilitator Patrick Ortman

11:00 am - 12:00 pm
Round Table: Podcasting to Attract Clients
with facilitator Roger Whitney

12:00 pm - 1:45 pm

1:45 pm - 5:30 pm

2:00 pm - 3:00 pm
Round Table: Women in Finance
with facilitator Anna Sergunina

3:00 pm - 4:00 pm​
Round Table: Lead Capture & Client Retention...It All Boils Down to Meaningful Engagement
with facilitator Don Whalen

4:00 pm - 5:00 pm
Round Table: Effectively Serving Millennials
​with facilitator Russell Kroeger

5:30 pm - 6:00 pm
Awards & Prizes

6:30 pm - 10:30 pm
Dinner & Closing Party

Thursday, August 31

7:30 am - 8:30 am


​8:45 am - 10:00 am

  1. Start My Firm
    Compliance 101: Your First Year
    with Scott Gill You are now a firm owner, and your own Chief Compliance Officer. Hear from Scott Gill, XYPN's Director of Keeping Us Compliant, about the steps you can take in the first year to ensure your compliance department is strong and that you're capable of running it.
  2. Grow My Firm
    Niche Marketing: Leveraging Your Expertise
    with Joe Messinger Focus on what you're good at, and where you have expertise. Hear from this expert about how he built a business around his niche: College Planning.
  3. Run My Firm
    Unconventional Marketing
    with Carolyn McRae Go beyond email, ads, and blogging. XYPN's Marketing Coach presents options outside conventional marketing go-to's. Get out of a rut and rethink what it means to market your firm.
  4. Learn (CE)
    Deliver Experiences Worth Sharing
    with Travis Brewer, TD Ameritrade A key to future success is your ability to build & maintain enduring relationships across generations & with a diverse range of investors. Look beyond mere client satisfaction to understand what drives true engagement and the cultivation of long-term client advocates.
10:00 am - 10:15 am 

10:15 am - 11:30 am


  1. Start My Firm
    Your 1-Page Business Plan
    with Stephen Alred Getting a business plan on paper is paramount to approaching your first 12 months with the right attitude, confidence and understanding. Join XYPN's Director of Advisor Success as he talks us through the components of a business plan, how to write one and how to use it through your first year.
  2. Grow My Firm
    Growing Through Aquisition
    with Brad Bond, Justin Waller, JD Bruce & Melissa Ellis Buying a practice provides great value to a pratice, but comes with it's own share of nuances and problems. Join this panel to hear advisors' experiences absorbing an exisiting business.
  3. Run My Firm
    Using Process to Increase Efficiency
    with Dan Andrews, Philip Olson, Jennifer Pritchard & Courtney Ranstrom Time is of the essence, and we all need a way to prioritize and work through tasks efficiently. Hear from a professional paraplanner and advisors about the tools they use, practices they incorporate and tips they have on running a tight practice.
  4. Learn (CE)
    Applying Behavioral Economic Principles to Financial Planning
    with Carol Craigie Make it easier for clients to act. Learn how to lead client meetings, avoid the bobblehead nod, & improve your client communication skills.
11:30 am - 11:45 am

11:45 am - 1:00  pm
Closing Keynote Presentation:    

    How to Demonstrate inestimable and incomparable value in the life of your clients.