Scaling a $150M RIA Leanly Through Strategic Back-Office Outsourcing
How Gunder Wealth Management manages 100 client households without full-time staff hires.
1Lean Operations at Scale
Ashlee deSteiger co-owns Gunder Wealth Management, an independent RIA based in Birmingham, Michigan. The firm currently oversees approximately $150 million in assets under management across 100 client households. Instead of expanding internal headcounts, the practice intentionally relies on third-party outsourcing platforms to keep overhead low and operations efficient.
2The Virtual Assistant Pivot
After reaching a milestone of roughly 50 clients, deSteiger experienced capacity constraints. She engaged an external virtual assistant platform for 60 hours per month rather than hiring full-time employees. This delegation freed mental bandwidth, allowing the advisory founders to dedicate their workdays strictly to revenue-generating, high-value client tasks.
3Delegating Core Administrative Workflows
The chosen outsourcing provider manages critical operational duties beyond simple scheduling. Tasks include processing account paperwork, handling operational workflows, and executing client cash transfers when founders are away. Relying on specialized contractors provides continuous coverage without the management overhead and fixed payroll costs of dedicated in-house administrative personnel.
4Pausing Growth for Metrics
To evaluate internal capacity and profitability, deSteiger implemented a deliberate nine-month freeze on onboarding new clients. This temporary pause allowed the leadership team to thoroughly evaluate key performance indicators. The firm audited resource allocation per account, uncovering operational inefficiencies across their ongoing financial planning and ad-hoc project tiers.
5Strategic Client Offboarding
The performance metrics review led to an ongoing policy of culling roughly 5% of client relationships annually. Client retention decisions factor in generated revenue alongside client engagement levels. Offboarding disengaged or low-margin accounts ensures advisor capacity remains dedicated exclusively to high-conviction, highly collaborative relationships without overworking partners.
6Restructuring Planning Fees
Operational analysis prompted deSteiger to overhaul how Gunder Wealth Management structures and prices one-time financial plans. By measuring the actual time commitment required for comprehensive planning, the firm adjusted project fees upward to ensure healthy margins. This shift prevented modular planning engagements from cannibalizing ongoing retainer capacity.
7Inbound Marketing via Instagram
Client acquisition relies heavily on digital distribution, specifically educational graphics posted on Instagram. Maintaining a consistent visual presence keeps deSteiger top-of-mind across her personal and professional networks. When prospects encounter major financial milestones, this organic visibility converts warm social connections into high-intent inbound planning leads.
8Lifestyle-First Enterprise Design
Running Gunder Wealth Management alongside her husband requires balancing business goals with personal lifestyle preferences. By intentionally curbing headcount and leveraging fractional paraplanning support, the founders protect operational agility. The firm proves boutique advisory practices can scale substantial asset bases while building business operations entirely around family needs.