Just Be You
You may be wondering, what does JBY stand for? While it’s the name of our business, it is also a deep and meaningful sentiment that guides me and our family. I live in Sun Prairie, WI with my wife, Kate, and our two daughters, Anna and Sadie. As Anna and Sadie head off to school each day, Kate yells to them, “JBA” and "JBS!” What does it mean? Just be Anna and Just be Sadie – a daily reminder for them to unapologetically be themselves and that they are enough. This became a guiding principle for our entire family, a reminder that we need to be ourselves and make decisions that make sense for our family and our goals.
As we started this business, this name made perfect sense to guide us in our mission. We support individuals and families in creating customized financial plans that serve them. We are proud to work with clients to support their individual dreams and ensure that everyone we work with can “JBY – just be you." At JBY Financial Planning, our mission is to help you embrace who you are and achieve your financial goals with confidence.
Eric Jochimsen CFP®, M.S. Family Financial Planning
It's my passion to offer complete financial advice to everyone, no matter their age, job, or wealth. I aim to make a difference by promoting a meaningful financial future through fee-only services based on purposeful financial planning.
It was back in 2007 when I embarked on the journey of setting up my first 401(k) account. Admittedly, I was quite ignorant about the significance of those characters and how the funds I was allocating would impact my financial future. It was the seasoned advice of my experienced colleagues that nudged me to seize this benefit. As my curiosity grew, I stumbled upon invaluable resources such as the Bogleheads forum , an expansive hub for all things related to personal finance. I eagerly delved into the realm of personal finance, devouring every piece of information I could lay my hands on.
I was so enticed by the potential of this idea that I made the decision to leave my position with the Wisconsin Department of Financial Institutions. My goal was to pursue a master's degree in Family Financial Planning at the University of Nebraska, and ultimately fulfill all the requirements to become a CERTIFIED FINANCIAL PLANNER®. This journey not only led me to academic success, but also provided me with a diverse work background. During this time, I gained valuable experience in various areas such as retirement planning, tax services, investment management, and workplace benefits, all of which were acquired from some of the most reputable companies in the financial services industry.
When I’m not nose deep in spreadsheets, I enjoy spending time on the lake with my family, hiking, running, and cheering on our beloved Green Bay Packers. I LOVE visiting national parks (if you couldn’t already tell by the website design). If I ever need less of an adventurous getaway, I enjoy visiting wine countries in northern California and the valleys of Northwest Oregon.
JBY’s Statement of Purpose
JBY was built with the fundamental belief of building relationships with people, not their money.
We Believe every person has a unique and deeply personal relationship with how they view money. Their family history, the challenges they've overcome to build their current income, the sacrifices made to establish their nest egg, or the burdens of accumulated debt have all contributed to shaping a distinctive psychological effect on their perception of money. Countless pivotal events and experiences have fundamentally influenced their understanding of the value of money. At JBY Financial Planning, we are committed to respecting and embracing each individual's financial journey, and we aim to be a supportive partner in navigating the path ahead.
We Believe in transparency. Some professionals in the financial services industry have attempted to shield their fees using convoluted pricing models. As a result, customers often find it nearly impossible to understand the true cost of the services they are receiving, let alone determine if these fees are competitive for the value provided. At JBY Financial Planning, our commitment lies in offering transparent and upfront pricing structures that enable clients to comprehend the true cost of our services. Furthermore, we actively identify and address any potential conflicts of interest, ensuring that our clients receive the best possible services at a fair and competitive price. It’s important to note that JBY operates as a fee-only firm and does not accept commissions from product sales, further underlining our dedication to transparent and client-centered financial planning.
We Believe in simplicity, we understand that the multitude of challenges in our day-to-day lives can be overwhelming. The added complexity of managing our finances only serves to compound these daily burdens. Our commitment is to alleviate this strain by offering ongoing guidance, innovative tools and technology, and access to a wide array of resources within our network, ultimately aiming to make our clients' lives more manageable.
We Believe in an educational approach. We aim to empower you with a comprehensive understanding of your financial options, whether you prefer a hands-on, Do-it-Yourself approach or you entrust us with the responsibilities as a Delegator. We are committed to clarity, patience, and ongoing improvement in our ability to communicate our advice effectively. Furthermore, we encourage you to hold us accountable if we ever communicate using industry jargon that is not clear to you.
We Believe personal finance is more than just numbers; it's about understanding the unique needs and comfort levels of each individual. While a spreadsheet can provide valuable insights, our approach to financial planning goes beyond the figures. We aim to equip our clients with the tools for not only financial stability, but also for overall well-being, ensuring their comfort and peace of mind.