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Chain-of-Secrets Conference

Affiliated Advisors
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Welcome to Chain-of-Secrets!

We're glad you are able to join us! Below, you'll find information about our agenda, speakers, and sponsors.

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Wi-Fi Information

Select the Hilton Honors network
When prompted, select 'I have a promotional code' - the password is DIAMOND

Agenda & Details

*Schedule of events subject to change as we finalize all details*


Tuesday, September 30th

Arrivals throughout the day
Evening at your leisure

Wednesday, October 1st

Arrivals throughout the morning
Breakfast and lunch on your own
Chain-of-Secrets Advisor Conference
1:00 PM* - Growing Your Practice with Hindsight 20/20 - Mike Walters
2:45 PM - Break
3:00 PM - Sponsor Showcase
5:30 PM - Welcome Reception at SILVA Grand Rapids
8:30 PM - Welcome Reception Concludes


Thursday, October 2nd

Breakfast at Embassy Suites
Chain-of-Secrets Advisor Conference
8:30 AM - Welcome & Key Updates
8:45 AM - Keynote Presentation - Dr. Meghaan Lurtz
10:00 AM - Break
10:15 AM - Frank Maselli - Part 1
12:00 PM - Lunch
1:00 PM* - Frank Maselli - Part 2

2:15 PM* - Introduction to FINNY AI - Austin Guest & Mark Mersman
2:45 PM - Break
3:00 PM - Proudmouth - Matt Halloran
4:00 PM - Technology Panel
4:45 PM - Day Concludes
6:00 PM - Evening Reception at Frederik Meijer Gardens
9:00 PM - Evening Reception Concludes

Friday, October 3rd

Breakfast at Embassy Suites
Chain-of-Secrets Advisor Conference
8:30 AM - Roadmap for USA Financial
9:45 AM - Break
10:00 AM* - 55 IP - Direct Indexing Introduction
11:00 AM* - Ned Davis Research

11:45 AM - Wrap-up
12:00 PM - Event Concludes, Grab & Go Lunch Provided


* The Key Support Community will meet separately at the following times:

Wednesday 1:00 - 2:45 PM - Meet Your Peers, Discuss Opportunities & Challenges
Thursday 1:00 - 2:45 PM - Client Experience, Marketing, and Growth
Friday 10:00 - 11:45 AM - Technology, Efficiency, and AI

Featured Speakers & Presentations

meghaan-lurtzMeghaan Lurtz

Presentation Title:
25 Questions for Better Client Connection

Dr. Meghaan Lurtz is a leading global expert on the psychology of financial planning. A dedicated educator, she is a Professor of Practice at Kansas State University teaching in the Advanced Financial Planning and Financial Therapy Certificate Programs. She is also a lecturer at Columbia University, where she teaches Financial Psychology. She currently serves on multiple financial technology boards bringing together finances and mental health. She is an active researcher, writer and an ongoing contributor to the Kitces platform, writing about the intersection of money, advice, and wellbeing.

frank-maselliFrank Maselli

Presentation Title:
Advanced Presentation Skills & The Art of the Seminar

Frank Maselli is a former U.S. Army officer and a 40-year veteran of the financial services industry. He has a Ph.D. in Psychology and has authored three best-selling books for financial advisors on major aspects of business development. Starting as an advisor in 1983, Frank rose through the management ranks quickly and ended his corporate career as the EVP & National Sales Manager of one of the largest asset management first in the world based in Boston. While there he created entirely new methods for working with clients that led to a ten-fold jump in annual revenue and have since permeated the industry. As a speaker, Frank's keynotes and skill training programs focus on the specific activities and attitudes financial advisors and other top sales professionals need to succeed in today's hyper-competitive environment. He is a recognized expert in marketing and advanced client communication modalities.

His first book "Seminars: The Emotional Dynamic" is considered the "bible" for all forms of professional presentations. With "Referrals the Professional Way," he developed an entirely new process to solve one of the greatest challenges sales professionals face in growing their client base. His most recent book "40 Tips for the Under 40 Advisor" is filled with valuable advice for new professionals in a rapidly changing industry. As a keynote speaker, Frank was voted "Top Industry Speaker" for seven consecutive years by the largest financial services firm in the world. His programs are inspirational, practical, and filled with engaging humor. They offer audiences a perspective that helps them find greater joy and the unique value in their activities. They also provide real-world tools needed to take action and implement those strategies immediately.

A native of New York City, Frank now lives in Raleigh, NC with his wife and two daughters where he's an avid, if not particularly good, golfer.

austin-guestAustin Guest

Presentation Title:
Introduction to FINNY AI

Austin Guest is the Sales Director for Finny AI, a fintech-driven platform designed to help independent financial advisors grow their businesses more efficiently by automating lead generation, prospect outreach, and client acquisition. It leverages machine learning and a proprietary algorithm to aggregate and monitor vast amounts of data (e.g. life events, career changes, interests) to identify prospects likely to need financial advice, assigns each a custom “F-Score” reflecting conversion likelihood, and automates personalized outreach and meeting scheduling on behalf of the advisor Backed by Y Combinator and early traction in the advisor market, Finny positions itself as the “operating system” for advisor growth—handling the heavy lifting of prospecting so users can focus on relationship building and service.

matt-halloranMatt Halloran

Presentation Title:
Accelerate Your Influence

Matt Halloran is a co-founder of ProudMouth, the world’s leading influence accelerator for financial advisors. He has appeared on over 1,000 podcasts. As well, Matt is the host of ProudMouth’s Top Advisor Marketing Podcast, where he and industry leaders empower advisors to become trusted, recognized authorities. Matt is the author of “The Social Media Handbook for Financial Advisors,” the first social media book for financial services.

As one of the world’s leading experts on influence for financial advisors and other professional experts, Matt Halloran is a highly sought-after and acclaimed keynote speaker who has been invited to present to audiences at companies like Orion, MarketCounsel, and Hightower, and has been a featured speaker at many events, including Jolt, Carson Excell, Fearless Investing, and the FPA Annual Conference.

ned-quinnNed Quinn

Presentation Title:
JPMorgan Tax-Smart Direct Indexing Strategies- Implementation and Best Practices

Ned Quinn is a member of J.P. Morgan Asset Management’s Platform Solutions team, where he supports a range of growth-focused solutions, primarily J.P. Morgan and 55ip’s automated, tax-smart implementation capabilities. Ned’s primary focus is helping advisors and their clients understand how creating consistency and scale for wealth management practices can be achieved, specifically through the lens of systematic, tax-managed investment solutions. Previously, Ned worked for State Street Global Advisors & SPDR ETFs covering wealth advisory firms throughout the Southeast. Ned earned a BA in Economics from The University of South Carolina and his MBA from Boston College Carroll School of Management.

steve-bernhardtSteve Bernhardt

Presentation Title:
JPMorgan Tax-Smart Direct Indexing Strategies- Implementation and Best Practices

Steve Bernhardt, Vice President, is a Client Advisor within the Global Funds Management Group at J.P. Morgan Asset Management and has been with J.P. Morgan since 2012.  Steve is responsible for all aspects of business development and sales for Western Michigan and Northern Indiana for the Independent Broker Dealer Division.  Prior to joining J.P. Morgan, Steve spent 11 years as a Financial Advisor for Wells Fargo Advisors.  Steve earned his B.S. in Finance from The University of Dayton.  In his free time Steve enjoys playing golf, snow skiing and exercising. Steve lives in Ada, MI with his wife Jessica and children Stella and Carlie.

brian-sanbornBrian Sanborn

Presentation Title:
See the Signals in Wealth Management

Brian Sanborn, CFA, Vice President – Investment Solutions, oversees all investment model and signal delivery partnerships. He has been with NDR since 2004. Brian chairs NDR’s Index Committee, consisting of NDR strategists, research analysts, and product specialists. The Index Committee reviews and approves new investment models as well as enhancements to existing models. Brian’s team developed and maintains NDR’s Stock Selection Service, which provides unique stock screening and portfolio analysis tools, in-depth actionable commentary (including themed baskets), and detailed stock information. Brian writes NDR’s Stock Selection publications, which provide insights into recent factor performance, emerging factor trends, and favorable factors for the macro environment. Previously, Brian led NDR’s Research Applications team, which supported strategists’ research, delivered implementation ideas, maintained interactive tools, and established data feeds. Before joining NDR, Brian was an Assistant Financial Statement Analyst and an Assistant Quantitative Analyst for Vardon Capital Management, where he performed statistical testing and constructed quantitative models. Brian received a Master’s degree in Statistics from Columbia University and a Bachelor of Science degree in Mathematics and Economics from Davidson College. Brian is a CFA charterholder and is a member of the CFA Institute.


USA Financial Featured Speakers

Mike-WaltersMike Walters

Chief Executive Officer

Brent-EndersBrent Enders

President

Mark-MersmanMark Mersman

Chief Marketing Officer

Steve-PhillipsSteve Phillips

Chief Practice Mgmt. & Development Officer

Greg-LockwoodGreg Lockwood

Chief Technology Officer

Dawn-ThomasonDawn Thomason

Chief Compliance Officer

Jim-McConnellJim McConnell

Chief Operations Officer

Steve-LiveranceSteve Liverance

Chief Human Capital Officer

Kevin-RoskamKevin Roskam

Senior Advisory Business Consultant

Tyler-KrzciokTyler Krzciok

Case Design & Service Manager

Kim-WeberKim Weber

Marketing Project Manager

Aaron-GradyAaron Grady

Advisor Consulting Director

Alan-OehrleinAllan Oehrlein

Practice Management Consultant

Lauren-MireckiLauren Hartman

Creative Services Manager & Analyst

Melissa-CarlonMelissa Carlon

Principal Account Manager

Cindy-GarstkaCindy Garstka

Client Services Director

Steven-KernSteven Kern

Investment and Operations Manager

Event Locations, Travel, & Lodging Arrangements

Chain-of-Secrets
October 1-3, 2025

Embassy Suites by Hilton Grand Rapids Downtown
710 Monroe Ave. NW
Grand Rapids, MI 49503


A hotel block room rate has been secured for USA Financial at the Embassy Suites.

Travel and lodging is the responsibility of each attendee. Standard room rate at Embassy Suites starts at $149/night + tax.

Please indicate if you would like us to reserve your room when you complete your event registration. Should you have any questions related to travel/lodging, please contact Kasidee Bigham at kbigham@usafinancial.com.

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We're looking forward to seeing you at Chain-of-Secrets!