Financial Designs 11X Business Advisor Institute

Year 2: Application

Apply the 11X approach in real business-owner engagements.

Year 1 introduces the model. Year 2 shows how the work continues as advisors apply it in live situations, prepare more deliberately, communicate the value of the engagement more clearly, and create visible progress with business-owner clients.

Talk With Us About 11X

Year 2 moves the 11X approach into real advisor situations. Participants work through active opportunities, business-owner cases, meeting preparation, engagement language, team coordination, and the decisions that determine whether the work keeps moving.

Year 2 Focuses On:

The work centers on practical application: preparing for important owner conversations, clarifying the value of the advisory engagement, coordinating the right specialists, and turning owner concerns into clear next steps and visible progress.

How It Works

Year 2 is structured enough to create continuity and flexible enough to stay close to the real work advisors are facing. Sessions use cases, engagement decisions, implementation challenges, and advisor questions to strengthen judgment.

The group brings perspective, challenge, and feedback. The advisor remains responsible for preparation, decisions, communication, and follow-through.

Leadership Position

A clearer leadership position with the owner.

Year 2 reinforces the advisor’s role as the person helping the owner keep the right issues, right people, and right actions in motion. The point is not more information. The point is better judgment, stronger implementation, and a more durable advisory relationship.

  • 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

  • The biggest part of it was positioning myself away from a consultant role with them and being more of an advisor. In the consulting role, they’re expecting you to come and deliver PowerPoint. Whereas with an advisor, they’re asking you for wisdom that they can then go take action on.

    Duane Rollins, CEPA®, Advisor | Washington DC/Baltimore, MD

For most advisors, the path begins with Year 1. Year 2 shows that 11X is designed as a deeper development path, not a one-time seminar.

Explore Year 1

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.

Learn More & Register