Become the Advisor Business Owners Need

11X develops financial advisors who can lead serious business-owner engagements, get paid for real advisory work, and coordinate the right team to turn complexity into action.

Direct, practical, and built for action.

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The Owner Problem

Business owners do not experience their challenges in product categories. Their goals, enterprise decisions, family dynamics, risks, and financial choices are connected.

Advisors who want to serve this market well need more than technical knowledge. They need to understand what the owner is trying to accomplish, identify what is preventing progress, establish a serious engagement, and keep the right people moving toward action.

What 11X develops

11X develops advisors who can create real engagement, support the economics of serious advisory work, and coordinate the right team around the owner.

Engagement over pitching

The advisor learns to begin with the owner’s situation, not a product.

Economics that support the work

The advisor learns to frame value and charge in a way that matches the depth and responsibility of the work.

Collaboration over solo work

The advisor learns to bring the right people around the owner instead of carrying every problem alone.

  • Before 11X, I didn’t fully understand what we were actually providing—or how to present it in a succinct, value-added way. That lack of clarity made it hard to confidently charge what the work was really worth. Through 11X, that completely changed. The process gave me clarity, confidence, and a clear way to articulate our value. It made it possible for me to enter this space in a real way, and it changed the way we think about our business. We went from $1,500 engagements to $5,000, $10,000, $30,000, and even $120,000. It’s accelerating. All our new business, especially the bigger wins, has come directly from using the 11X process.

    Joe Bozo, Financial Advisor | Madison, Wisconsin

  • What 11X really gave me was credibility and confidence in how I engage business owners. I was already having the conversations, but I didn’t have a clear guide or framework to support them. 11X filled in those gaps. It helped me move from reacting in conversations to leading them, and from selling products to delivering real advisory value. The ideas, tools, and language create trust quickly—and that changes everything. One of the most important things for me is integrity. I never want to over-promise or charge significant fees without being able to deliver. 11X has helped me slow down, build a repeatable process, and confidently stand behind the value I’m offering. I don’t use everything exactly the same way, and that’s the point. 11X gives you the structure and flexibility to make it your own, believe in it, and build something that actually lasts.

    John Carlson CPFA®, CEPA®, Financial Advisor | Minot, North Dakota

  • For the first time in my career, my work feels grounded in real purpose and direction. That shift didn’t happen by accident. It came from developing a clearer awareness of where I’ve been, where I was headed, and where I now believe I’m going. Through 11X, I’ve gained confidence in how I see myself and how I show up for business owners. I no longer view myself as just another financial services professional in a crowded space. I see myself as needed, distinct, and capable of earning a seat at the table alongside perceived experts. The greatest impact hasn’t been tactics or scripts. It’s been mindset. I now approach conversations with clarity, conviction, and a deeper sense of responsibility to help business owners protect what they’ve built and the people who depend on it. Even as a solo operator still building my vision, the coaching, community, and generosity behind 11X have already reshaped how I think, how I lead, and who I am becoming. That impact is real...and lasting.

    Alex Wenke, Financial Advisor | Buffalo, New York

Foundation, then application.

Year 1: Foundations

Learn the core 11X approach for entering the business-owner conversation, establishing the economics of serious advisory work, and bringing the right team around the owner.

Explore Year 1: Foundations

Year 2: Application

Apply the approach through real cases, stronger preparation, clearer engagement language, stronger collaboration, and visible progress with business-owner clients.

Explore Year 2: Application

Program Leadership

Rick Scruggs, CLU®, ChFC®, C(K)P®
CEO & Advisor

Rick Scruggs, CEO of Financial Designs, leads 11X and brings decades of experience helping advisors serve private and family business owners with greater clarity, discipline, and impact.

Elias Donovan
Strategic Operations Partner

Elias Donovan leads 11X program development and operations. He helps shape the participant experience, organize the program structure, and turn the teaching into practical tools advisors can use.

Talk with Us About 11X

For Firms and Agencies

11X also supports firm leaders, general agents, and sponsors who want selected advisors to become more capable, disciplined, and credible in the business-owner market.

For Firms & Agencies

Executive Webinar

For advisors who want a focused first look at the 11X model, the executive webinar introduces the core moves behind stronger business-owner work: moving beyond product-led conversations, building a stronger advisory ecosystem, pricing serious advisory work, and executing with more consistency.

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