The Story of Leadership, Growth, and Operational Excellence

The first time I met, Joanna Butler , I was struck by her quiet confidence. In a profession often dominated by financial planners, Joanna has built her career behind the scenes—ensuring everything runs smoothly so that financial planners can do what they do best. This conversation, featured on the Financial Planner Life podcast, was an eye-opener into the world of client operations and the crucial role it plays in financial planning businesses.

A Journey of Growth and Opportunity

Joanna’s 18-year tenure at Foster Denovo is a testament to the firm’s commitment to career development and talent investment. She started in marketing, transitioned into operations, and now oversees client services across multiple divisions. This career trajectory exemplifies the internal mobility and opportunities available within the company.

She never expected to work in operations, but when the opportunity came knocking, she took the leap—and never looked back. That’s a recurring theme in successful careers: being open to new challenges and trusting your ability to grow into a role—something Foster Denovo actively encourages through mentorship and career development programs.

The Power of Diversity in Leadership

One of the standout aspects of Foster Denovo is its leadership diversity - 50% of the leadership team is female. Joanna highlights how this fosters a culture of inclusion and serves as an inspiration for future female financial planners and industry leaders.

"Seeing women in leadership roles within our business sends a powerful message. It shows that financial planning is a career where women can thrive and lead," says Joanna.

The financial planning profession has long struggled to attract female talent. Many firms lack visible role models, making it difficult for women to see a future for themselves in the industry. Foster Denovo is actively changing that by promoting from within, fostering an inclusive environment, and ensuring women have the mentorship and support they need to succeed.

Building High-Performing Teams

What makes a great team? According to Joanna, it’s about finding individuals with complementary skill sets, fostering collaboration, and ensuring a shared mission of delivering top-tier client service.

"A strong team is one where everyone brings something different to the table. We focus on hiring the right people and giving them the tools and support they need to excel," she explains.

Her advice to financial planners looking to build operational teams is clear: invest in the right people, empower them, and focus on efficiency.

Supporting Self-Employed Financial Planners

Foster Denovo provides an ecosystem where financial planners can thrive. For self-employed financial planners, this is a game-changer. The firm offers a complete support structure, from dedicated client service executives to a robust paraplanning team. This allows financial planners to focus on their clients while the operations team handles the logistics.

"We take the administrative burden off financial planners so they can do what they do best—build relationships and provide financial advice," says Joanna.

This operational support model is a key reason why many financial planners choose to join Foster Denovo. By plugging into the firm’s infrastructure, they can scale their businesses faster and more efficiently than if they were building from scratch.

The Future of Financial Planning

With a recent investment from Crestline Investors, Inc. , Foster Denovo is accelerating its growth plans. Joanna shares insights into how the company is investing in technology, processes, and acquisitions to remain at the forefront of financial planning.

"We’re constantly looking at ways to improve, whether that’s through new technology, process efficiencies, or bringing in the right talent to help us grow," she says.

Sam’s Reflection

Speaking with Joanna on the Financial Planner Life podcast reinforced something I’ve believed for a long time: success in financial planning isn’t just about great advisers—it’s about great teams. Behind every brilliant financial planner, there’s an entire support system ensuring they can focus on their clients. Joanna is proof of that.

Her journey also highlights the power of saying “yes” to opportunities that stretch you. Too often, people wait for the perfect next step instead of stepping into the unknown and figuring it out along the way. Joanna’s story is a masterclass in adaptability, leadership, and the importance of investing in people.

Another key takeaway for me was how Foster Denovo is tackling some of the industry’s biggest challenges head-on. From increasing female representation in leadership to making life easier for self-employed financial planners, they are setting an example others should follow.

If you’re a financial planner looking for an environment that nurtures growth, Foster Denovo might just be the place for you.

Ready to Find Out More?

Listen to Joanna Butler’s journey on the Financial Planner Life podcast.

Interested in a career with Foster Denovo? Visit Foster Denovo’s website to learn more.