Keynote Speakers
The keynote speakers at NAPFA’s Spring 2026 National Conference tackle two essential dimensions of Fee-Only financial planning: building a firm designed to thrive in a rapidly evolving profession, and strengthening the human connection at the heart of fiduciary advice.
Through distinct yet complementary perspectives, these keynotes explore what it takes to create durable firms, meaningful client relationships, and advice that stands the test of time. Blending operational strategy, behavioral insight, and professional purpose, they set the tone for conversations that go beyond technical knowledge and into what truly defines fiduciary excellence.
Building the Fiduciary Planning Firm of the Future | AJ Ayers
The fiduciary firm of the future is an advisory firm that works, not just today, but five and ten years from now. The firm of the future isn’t defined by size. It’s nimble. It can survive disruption, adapt quickly as technology and AI evolve, and create a client and employee experience people want to be part of.
This keynote focuses on making it easy for clients to find you, understand your value as a fiduciary advisor, and hire you. From repeatable marketing and scalable sales processes to frictionless onboarding and remote-friendly meetings, firms that remove complexity grow faster and serve clients better.
The firm of the future doesn’t get bogged down in labels like “lifestyle” or “enterprise.” It’s built around optionality. Documented workflows, shared knowledge, and a flexible tech stack let the firm support the life you want to live—while modeling that same flexibility and intention for clients. AI doesn’t replace advisors; it scales what clients already love. With integrated planning and tax, strong operational discipline, and a firm designed to run without heroic effort, advisors reduce burnout and build something that lasts.
Join AJ Ayers, CFP®, on Thursday, May 7, at 9 AM at the Opening Session to learn how to:
- Design a firm built for durability and adaptability — one that thrives through disruption, leverages AI and evolving technology, and delivers a client and employee experience that remains compelling five to ten years from now.
- Remove friction to accelerate growth — implement repeatable marketing, scalable sales processes, documented workflows, and a flexible tech stack that makes it easy for clients to find you, hire you, and be onboarded seamlessly.
- Build with optionality and operational discipline — create shared knowledge systems, strong cybersecurity practices, and a firm that runs without heroic effort, reducing burnout while increasing long-term enterprise value.
Keynote Speaker: AJ Ayers
Ally Jane (AJ) Ayers, CFP® is the Co-Founder of Brooklyn Fi, where she combines her background in writing and editing with deep financial expertise to help tech professionals and creatives build lasting wealth. After watching many friends in their 20s succeed creatively while struggling financially, she was inspired to launch a financial education podcast and pursue her CERTIFIED FINANCIAL PLANNER™ designation.
Her specialized knowledge in equity compensation and tax planning has helped guide clients through numerous IPOs and liquidity events. Beyond her CFP® certification, she holds credentials as an Enrolled Agent and Certified Equity Professional. She's known for her ability to break down complex financial concepts into digestible pieces, exemplified by her co-hosting of The Liquidity Event podcast with Shane Mason.
Ally Jane has been featured in publications like The Information, Cheddar, and The Journal of Accountancy. She regularly speaks at industry-recognized conferences and has appeared as a guest expert on multiple podcasts discussing equity compensation, tax strategy, and financial planning.
Ask Like you Mean It: 25 Questions that Spark Client Connection | Meghaan Lurtz
Every financial plan starts with a question. But the right question can do much more than collect data. It can reveal what truly matters, unlock clarity, and move clients from hesitation to action.
In this thought-provoking keynote, you’ll explore how powerful question design transforms the entire planning relationship. Yes, open- and closed-ended questions matter. But they’re only the beginning. The most effective advisors understand that different moments call for different kinds of questions and that knowing when to ask them is just as important as knowing what to ask.
From discovery to implementation to ongoing reviews, your ability to ask intentional, well-timed questions can deepen trust, keep relationships fresh, and elevate the client experience far beyond the technical plan.
This session will challenge you to rethink one of the most fundamental tools in your practice and use it with greater precision and purpose.
Join Dr. Meghaan Lurtz on Friday, May 8, at 9 AM, and leave knowing how to:
- Match specific types of questions to the seven steps of financial planning and understand the strategy behind each
- Sustain engagement long after onboarding by continuing to ask meaningful, forward-moving questions
- Identify common question-asking traps and avoid the missteps that stall progress
Because sometimes, the difference between a plan that sits on a shelf and one that changes a life is simply the question that started it.
Keynote Speaker: Dr. Meghaan Lurtz
Meghaan Lurtz, Ph.D., FBS™, is a leading global expert on the psychology of financial planning and a Partner at Shaping Wealth. 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 serves on multiple financial technology boards, bringing together finances and mental health. She is an active researcher, writer, and ongoing contributor to the Kitces.com platform, writing about the intersection of money, advice, and wellbeing. Meghaan has finished her Ph.D. in Personal Financial Planning at Kansas State University.
Meghaan is a past President of the Financial Therapy Association.