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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

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When prompted, select 'I have a promotional code' - the password is RAPIDS


Sponsored by:

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Agenda & Details

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


Wednesday, September 30th

USAF Exchange Signature Series Day
Breakfast at Embassy Suites

8:30 AM - Welcome | USAF Exchange - Scaling Your Practice with Models
9:15 AM - 3EDGE Asset Management - Fritz Folts
10:00 AM - Break
10:20 AM - J.P. Morgan - Steve Bernhardt
11
:15 AM - Atlas Capital - Josh Kneller
12:00 PM - Lunch

12:45 PM - Amplify Financial - Mark Fischer
12:45 PM - KSC Networking & Working Block**
1:30 PM - Annexus - Tom Haines
2:15 PM - Break
2:30 PM - Ned Davis Research - Brian Sanborn
3:15 PM - USA Financial Exchange - Advisor Panel
4:00 PM - Signature Day Wrap-Up
5:30 PM - Welcome Reception at Grand Rapids Art Museum (GRAM)*

Thursday, October 1st

Chain-of-Secrets Conference
Breakfast at Embassy Suites

8:30 AM - Welcome & Kickoff | Mike Walters
9:30 AM - Keynote: Kyle Scheele
10:30 AM - Break
10:45 AM - A Day in the Life of a Digital Advisor
11
:45 AM - Breakout Session #1
12:30 PM - Lunch

1:30 PM - Keynote: Andy Buckley
2:30 PM - Break
2:45 PM - Breakout Session #2
3:20 PM - Transition
3:30 PM - Crump
3:30 - 5:00 PM - KSC Breakout**
4:30 PM - Abacus
6:00 PM - Dinner & Entertainment at Rapid River Stillhouse (RRSH)*

Friday, October 2nd

Chain-of-Secrets Conference
Breakfast at Embassy Suites

8:30 AM - Welcome
8:45 AM - Keynote: Colin Ryan
9:45 AM - Break

10:00 AM - Advisor Panel | KSC Breakout**
11:00 AM - USA Financial Updates
12:00 PM - Take and Go/Stay Lunch

* Evening Reception Important Info:

 What to Wear:
Evening attire is casual, though the museum event is a bit dressier than Thursday night's laid-back gathering. Please keep Michigan's changing weather in mind when choosing your attire. 

Shuttle Service: 
Wednesday: Hotel to GRAM 5:15, 5:45, & 6:15p | GRAM to Hotel 8:00, 8:30, & 9:00p
Thursday: Hotel to RRSH 5:45 & 6:15p | RRSH to Hotel 8:30 & 9:00p

Note: For GRAM attendees who will be driving to the venue, there are three parking garages we recommend: Monroe, Louis-Campau, and Ottawa-Fulton. Parking passes will be available at the GRAM.

Grand Rapids Art Museum - Gallery Access (for Wednesday evening): 
Third floor: 6:30 - 7:30 pm
First floor: 7:00 - 8:00 pm

** KSC Breakout Details:

 Wednesday 12:45 - 3:15 PM: KSC Networking & Working Block
Thursday 3:30 - 4:15 PM:
Testimonials Practicum
Thursday 4:15 - 5:00 PM: Marketing Programs Overview & Updates
 Friday 10:00 - 11:00 AM: Your Unique Value Added Services


Breakout Sessions | Thursday, October 1st

Session 1 | 11:45 AM - 12:15 PM

Option A | Wealth.com - From Planning to Prospecting: Turning Estate & Legacy Conversations into Opportunities
Estate and legacy planning discussions can help advisors build deeper client relationships, create multi-generational connections, and uncover new opportunities for growth. Join Lisa Hendrix Weigel of Wealth.com for an introduction to the platform and a practical look at how advisors can incorporate estate/tax planning into their practice to create more meaningful conversations, demonstrate greater value, and uncover new opportunities for growth.

Option B | FutureVault - Beyond Document Storage: AI, Efficiency & the Modern Client Experience
A digital vault can do far more than securely store documents—it can become a central part of the relationship you build with your clients. Join Kristian Borghesan of FutureVault to explore how advisors can simplify document management, create a more connected client experience, and use emerging AI capabilities to turn information into actionable insights. Discover how the right digital experience can save time, deepen relationships, and give clients another reason to see you as an indispensable part of their financial lives.

Option C | Flexible Plan Investments - Capture New Assets & Create New Opportunities:  SDBA + FlexDirex
What if some of your best growth opportunities are already sitting just outside your practice? Join Trent Schield of Flexible Plan Investments for a look at how Self-Directed Brokerage Accounts (SDBAs) can help advisors capture held-away retirement assets and expand existing client relationships. Then, explore FlexDirex—a differentiated single-stock ETF strategy designed to complement the portfolios and investment approaches you already use. Two opportunities. One session. More ways to bring value to clients and grow your practice.

Option D | Advisor Digital + USA Financial - Be the Answer: How to Get Found in the Age of AI
Search is changing. More prospects are turning to AI tools to ask questions, compare options, and find professionals—and advisors need to understand how to show up in those answers. Join Dan Garrett of AdvisorDigital and Kim Weber of USA Financial for a practical look at Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO), including simple tactics you can use to improve your visibility, strengthen your digital presence, and increase the likelihood that your firm gets discovered when prospects turn to AI for guidance.

Option E | Q3 Asset Management - Strategies that Differentiate: Building Better Portfolios and Better Conversations
Differentiated investment strategies can do more than enhance a portfolio—they can help strengthen the story you bring to clients and prospects. Join Adam Quiring of Q3 Asset Management for a look at the unique strategies available through the USAF Exchange, the disciplined philosophy behind them, and how advisors are incorporating them into client portfolios. Adam will also explore how to communicate Q3’s approach in a way that helps clients better understand risk, market participation, and the role active management can play in their overall investment plan.

 

Session 2 | 2:45 - 3:15 PM

Option A | Wealth.com - From Planning to Prospecting: Turning Estate & Legacy Conversations into Opportunities
Estate and legacy planning discussions can help advisors build deeper client relationships, create multi-generational connections, and uncover new opportunities for growth. Join Lisa Hendrix Weigel of Wealth.com for an introduction to the platform and a practical look at how advisors can incorporate estate/tax planning into their practice to create more meaningful conversations, demonstrate greater value, and uncover new opportunities for growth.

Option B | Flexible Plan Investments - Capture New Assets &  Create New Opportunities: SDBA + FlexDirex
What if some of your best growth opportunities are already sitting just outside your practice? Join Trent Schield of Flexible Plan Investments for a look at how Self-Directed Brokerage Accounts (SDBAs) can help advisors capture held-away retirement assets and expand existing client relationships. Then, explore FlexDirex—a differentiated single-stock ETF strategy designed to complement the portfolios and investment approaches you already use. Two opportunities. One session. More ways to bring value to clients and grow your practice.

Option C | FUTR  Planning - Exclusive Leads. Better Conversations. More Opportunities.
Generating leads is only half the battle. The real opportunity is knowing how to engage them effectively and turn interest into relationships. Join Corey Small of FuturePlanning for a look at a cost-effective approach to connecting with exclusive prospects who have already demonstrated an interest in financial planning. Corey will share practical strategies for approaching, nurturing, and converting these opportunities, along with lessons learned from advisors who have successfully used the platform to build their pipeline and grow their practice.

Option D | Zocks - Beyond the Notes: How AI is Changing the Advisor Workflow
AI notetaking was only the beginning. Join Andrew Ladwig of Zocks for a look at how AI is evolving from simply capturing client conversations to helping advisors and their teams prepare for meetings, automate follow-up, streamline workflows, and uncover valuable insights across the entire client relationship. Andrew will also explore emerging capabilities—including integrations with tools like Claude—that are making it easier for advisors and assistants to turn conversations into action while spending less time on administrative work.

Option E | Advisor Digital - Work Smarter: Technology that Streamlines the Modern Advisory Practice
Technology should make your practice easier to run—not add another layer of complexity. Join Dan Garrett of Advisor Digital for a practical review of the tools and technology available to advisors today, along with a look at new features and emerging capabilities designed to simplify workflows, automate repetitive tasks, and improve efficiency across the practice. Discover where technology can create immediate leverage for both advisors and their teams and how to put it to work without overcomplicating your business.


Featured Speakers & Presentations

scheele-kyleKyle Scheele

Presentation Title:
Patron Saint of Crazy Ideas

Kyle Scheele has been called "the patron saint of crazy ideas". Whether he's having a Viking funeral for the regrets of 21,000 people, hosting the world's first fake marathon, or gaining a million TikTok followers in just 25 hours, Kyle is always on the lookout for crazy ideas that produce wildly outsized outcomes. Over the last decade, his projects have been featured in outlets like Fast Company, WIRED, The Washington Post, Yahoo!, BuzzFeed, UpWorthy, Goalcast, and more. His videos have been viewed over 250 million times, and he has spoken to hundreds of thousands of audience members across the United States. More than anything, Kyle hopes that his story can inspire others to chase their own crazy ideas and become the people they were meant to be.

buckley-andy-2Andy Buckley

Presentation Title:
CFO of Dunder Mifflin on NBC's "The Office" and Senior Financial Advisor (In Real Life)

After his initial shot at acting didn’t pan out, Andy was 5 years into his career as a Financial Advisor at Merrill Lynch, part of a team managing over $500 million in personal assets, when he got the luckiest phone call of his life - the offer to appear on the NBC comedy, ‘The Office.’ The FA position was the perfect background for his fictional role as David Wallace, CFO of the Dunder Mifflin Paper Company. Buckley stayed at Merrill Lynch for 6 more years, while continuing his role on ’The Office,’ which has led to many other acting opportunities.

He presently has regular roles on the HBO comedy ‘Avenue 5,’ opposite Hugh Laurie and Josh Gad, as well as the upcoming Netflix action comedy series, ‘FUBAR,’ starring Arnold Schwarzenegger. Past regular or recurring roles have included HBO’s ‘VEEP' and 'Silicon Valley,’ as well as ’Shameless,’ ’The Lying Game,’ ‘Odd Mom Out,’ ‘Casual’ and ‘Scorpion.’

In movies, he’s gotten to play opposite actors ranging from Will Ferrell, Michael Keaton and Mark Wahlberg (The Other Guys) to Jeremy Renner (The House) to Alvin (yes, of Alvin and the Chipmunks) to Chris Pratt and the T-Rex (Jurassic World) and Sandra Bullock & Melissa McCarthy (The Heat). Other movies he’s appeared in include Lady Bird, Bridesmaids, Bombshell and the recent comedy ‘Most Guys Are Losers,’ opposite Mira Sorvino.

Andy Buckley emcees and speaks at various corporate and charitable events across the country. The mix of his continuing corporate background and ‘The Office’ persona lends an entertaining aspect to these speaking engagements.

Born in Boston, Buckley spent time growing up in St. Louis, Chicago, South Florida. He attended Stanford where he played on the golf team his first two years at school. He’s married with two sons and resides in Los Angeles.

ryan-colinColin Ryan

Presentation Title:
Trust from the Inside Out: Why Clients Commit, Stay, and Refer

Talking about money is one of the most emotionally loaded conversations people have. Even clients who trust their advisor completely may hold back the hidden fears and old stories that shape their decisions, and even important information that would make an advisor’s job easier. The advisors who break through that wall are the ones aren’t just technically adept – they also know how to make people feel safe enough to tell the truth.

In this engaging, story-driven session, Colin Ryan draws from 15+ years in front of thousands of audiences across the U.S. to give independent advisors the insight, language, and practical tools to build the kind of trust that increases the client loyalty, follow-through, and referrals that grow their business.

Colin Ryan is an award-winning financial speaker, author, and storyteller who has spoken to nearly one million people across 45 states. He has been named one of the best storytellers in America by Reader's Digest and NPR, and recognized as a USA Top 10 Financial Speaker. His work has appeared on PBS, NPR, and The Moth Radio Hour.


USA Financial Featured Speakers

Mike-WaltersMike Walters

Chief Executive Officer

Brent-EndersBrent Enders

President

Mark-MersmanMark Mersman

Chief Experience 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

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

Mitch-SchultzMitch Schultz

Communications Compliance Principal

Event Locations, Travel, & Lodging Arrangements

Chain-of-Secrets
September 30 - October 2

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 $154/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!