Five years ago, JR Frenzel, Owner and Wealth Consultant at Good Life Financial Advisors of West Virginia, took the leap to independence, leaving the corporate world to build a practice that puts clients first. Focused on transparency, education, and personalized service, he has grown his business five-fold by staying true to his values.
JR’s career began in the corporate sector, but he quickly realized a client-first approach wasn’t possible under top-down production quotas. Becoming an independent financial advisor gave him the freedom to tailor financial strategies to his clients’ needs, particularly blue-collar professionals and municipal pension clients.
Beyond his work, JR is deeply involved in his community, coaching his kids’ sports teams and supporting local schools and the Bridgeport community. In this interview, we take a look back at JR’s transition to independence, the challenges he overcame, and the lessons he’s learned along the way. He shares his insights on supported independence, the impact on his work-life balance, and what’s next for his growing practice.
Since moving to Good Life a little over five years ago, what do you believe has been the key to growing your business 5X since making the switch to independence?
Putting the client first in a “bottom-up” model has always been paramount. However, everything in the corporate world was production-based and top-down. My business model is simple: do the right thing and treat others the way I would want to be treated.
LPL provided the infrastructure, and Good Life gave me the support I needed to turn my vision into reality. They handle the operational side of running a business, allowing me to focus entirely on my clients. I have a team for everything else.
What were your biggest concerns when transitioning to independence, and how did you overcome them?
My biggest concern was the fear of the unknown. “Independent” was a scary word to me—I didn’t know how I would run a business on my own. I was used to the corporate wirehouse model, and independence initially felt like a red flag.
But once I completed my transition, I realized the power of supported independence. I wasn’t alone. I had to step outside my comfort zone, open my mind to a new approach, and trust the process.
At Good Life, we emphasize ‘Supported Independence.’ What does that mean to you?
Independence doesn’t mean being alone. I have a team behind me that helps me accomplish anything I need. Over the years, I’ve been able to focus on my strengths while relying on Good Life’s expert resources for everything else. They not only support my vision but also introduce ideas I wouldn’t have considered on my own.
How has your work-life balance changed since becoming independent, and how do you maintain it?
Family time is incredibly important to me. My kids are active in athletics, my wife, Abbey, is a rockstar volunteer in our local schools, and I’ve spent years coaching youth sports. Most of our time is spent on a field or court.
Instead of stressing over production quotas or corporate emails, I now have the tools and technology to work efficiently from anywhere. If I need to drop everything and be somewhere, I can. Independence has allowed me to be more present in my family’s life and my community, which has helped me achieve not only work-life balance but impacted business positively as well.
How has independence allowed you to better serve your clients?
Being independent removed all restrictions and corporate influences from my practice. I can customize pricing and investment strategies based on each client’s unique needs rather than being forced into rigid structures.
I take the time to truly know my clients so I can help them achieve their financial goals more effectively. Good Life and LPL support me, so I can focus entirely on serving my clients the way I believe is best.
If someone was considering the move to independence, what’s the first piece of advice you’d give them?
Keep an open mind. The advisory business is always evolving, and independence means looking at the big picture rather than just one piece at a time. Take the time to evaluate how all the moving parts fit together.
You’ve had a great journey to independence so far. What’s next for you?
I want to build a team of like-minded advisors in West Virginia to expand our footprint and our unique approach to financial planning. I truly believe Good Life is one of the best-kept secrets in the industry—their support consistently exceeds expectations. By joining forces with other advisors, we can make an even greater impact, not just for our clients but also for the community.
How do you stand out as an independent financial advisor, and how does that benefit your clients?
Transparency is everything. My clients know exactly what they’re paying, and they understand the purpose behind their investment strategy. I make sure each client is educated about their portfolio – why it’s built the way it is and what they can expect from it.
What’s the most valuable service Good Life has provided for you?
Too many to name! Good Life is truly a one-stop shop:
- Marketing Team – They custom-built my website and social media presence, ensuring I reach my ideal clients.
- Compliance Team – Their response is never “No,” but rather, “How can we make this work?”
- Virtual Practice Management Team – They resolve everything from trade errors to account deposits—often in minutes.
- Advisor Relationship Manager – Always available to assist with my day-to-day needs.
- Business Development Team – Supports me with recruiting, expansion, and even real estate opportunities.
- Bookkeeping Team – Tracks expenses, provides financial reports, and works with my CPA to keep my business running efficiently.
It’s the total package.
Why did you choose to partner with Good Life? How do you feel about that decision five years later?
LPL provided the platform I needed, but I didn’t have the capacity to run a business and serve my clients at the same time. Good Life brought my vision to life and gave me the support I needed when I needed it most.
When I left the W-2 world, I underestimated the learning curve of becoming independent. From day one, Conor and the Good Life team told me they had my back. Not only did they stay true to their word, but they’ve over-delivered for more than five years – and counting.
To learn more about Good Life Financial Advisors of West Virginia, click here to visit J.R.’s website.
Are you ready to explore independence or transition to a more robust support model? Contact us at independence@goodlifeco.com to start the conversation.
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