“The work we do is deeply centered around financial planning—clients’ goals, hopes, dreams,” says John Whiting, a partner at Moss Adams Wealth Advisors, LLP, in the Santa Rosa office. “We help them understand how to achieve their goals.”
Whiting joined Moss Adams 11 years ago following a background in transaction-based financial services. “I was looking for something that let me work in a more meaningful way with clients,” he says. “When I learned Moss Adams had expanded into wealth management, I came onboard to establish that practice in Northern California.”
Moss Adams has 21 locations and a national presence. It employs more than 1,800 people. Founded in 1913, it offers tax, consulting, risk management, transaction, estate planning, wealth management, business consulting and other services. Its Santa Rosa office opened in 1981.
“One of the biggest things that makes us different is our ability to bring a comprehensive suite of services to a client relationship,” says Whiting. He notes the company’s different service offerings (tax compliance, assurance and business consulting) work in a collaborative setting to deliver this experience. Another difference, he says, is a deep commitment to having goal-based financial planning drive the investment piece in its wealth management for clients.
“Wealth management is the hot button for clients,” he says. “Business owners are ultimately looking for the end game so they can enjoy their retirement. The planning work we do is central to helping them understand how to do that. We show them what they’ve done to help reach goals so far and where adjustments need to be made. We believe it’s our job to help clients design long-term plans the let them minimize risk while achieving their goals. We help them understand where they stand. They’re often in better shape than they think they are.”
The company also takes extra steps to support its employees. For example, its Forum for Women is a program that addresses ways to make sure there are opportunities for different paths in a successful career. “It’s good to have a balance between male and female employees,” says Whiting. “There are push-and-pull challenges that affect each differently. For example, in many cases, parenting responsibilities can fall on women. So we have alternative work schedule and educational programs that help them grow and continue to advance in their career while raising a family.”
While the past several years have been difficult economically, Whiting says they’ve also been the most challenging and satisfying time of his career. “The last downturn had a psychological effect on everybody regarding having financial resources late in life,” he says. “It’s important to understand your goals and allocate resources appropriately. We revisit long-term goals on an annual basis with clients. I spent a lot of time helping them realize that while things were difficult, once adjustments were made, they’d be OK. Although it was tough, it was good to be that resource.
“Now that we’ve reached a gradual upturn, we have a better perspective,” he continues. “Markets work in cycles. I believe in long-term trends and advise people not to judge how they’re doing too early. I’m certain there will still be good and bad times. It’s how you position yourself to meet the market’s ebbs and flows to meet your personal plan that’s important.”
The company also prides itself in community involvement. Whiting is on the board of the Wells Fargo Center for the Arts, for example. “What caught my eye is the relative lack of awareness of the Center’s role in providing arts and educational programs to kids throughout Sonoma County—something central to its mission. There are some deep roots there,” he says. “Also, one of the things we now do as a firm is when a client refers someone to us, we make a donation on their behalf to their favorite charity. They recognize we want to support what’s important to them.”
And to those who voted for Moss Adams in this year’s Readers Poll, Whiting says, “We really appreciate your support. To be recognized by you and our clients this way is very meaningful to us. We feel pride and are honored.”
