Advisors Off Script: Stories of the Independent Frontlines with Shelby Nicholl
Advisors Off Script is the podcast where financial advisors step away from the polished talking points and get real about what it takes to build, break away, and boldly grow. Every advisor has a choice: follow the script laid out by the industry—or write your own.
Formerly known as Kick It Open, the show is hosted by Shelby Nicholl, founder of Muriel Consulting and known as the “RIA Whisperer.” She brings candid conversations, insider insights, and practical strategies that help advisors move from uncertainty to clarity and from frustration to freedom. Because this isn’t just a podcast—it’s your playbook for building boldly and living off script.
Get ready for amazing guests, including advisors who have tread the journey before, leaders from the firms serving independent advisors and partners who help advisors create thriving practices.
Here at Muriel Consulting, we're helping advisors kick the door open on their personal success by living a life off script.
About the Host
Shelby Nicholl is the founder and lead consultant at Muriel Consulting, where she helps financial advisors break free from limits, align their businesses with their ambitions, and build thriving practices. With 25 years in leadership roles at firms like LPL Financial and Edward Jones, she combines deep industry experience with her passion for empowering advisors to take bold steps toward independence and success.
She is also the founder of Muriel Network, a digital community for women in wealth management seeking connection, inspiration, and growth.
Advisors Off Script: Stories of the Independent Frontlines with Shelby Nicholl
Struggling to Scale? It Might Be Time for a Second-in-Command COO.
What if the key to unlocking your next level of growth isn't you doing more... but finding the right person to support you?
In this episode of Kick It Open, Shelby Nicholl sits down with Jennifer Goldman, founder of My Virtual COO and champion of second-in-command leaders in the advisory space. Jen has spent over two decades helping financial advisory firms streamline operations, empower leadership teams, and scale without burning out.
We dive deep into:
🔹 Why scaling without a COO is often a recipe for chaos
🔹 What qualities make a second-in-command truly transformational
🔹 How to identify, support—or even become—a COO that drives enterprise value
🔹 The power of Jen’s “IDEOS” framework (Integrate, Delegate, Eliminate, Outsource, Staff differently)
🔹 Why energy management and self-awareness are leadership must-haves
Whether you’re the founder of a growing advisory firm or an ops leader wondering if the CEO seat could be yours someday, this episode will challenge your thinking and offer real, actionable insight.
💥 Plus, don’t miss our signature closing question: What door is Jen kicking open right now?
Learn more about Jen and the offering of My Virtual COO at: www.myvirtualcoo.com.
Learn more at MurielConsulting.com
Schedule a discovery call with Shelby Nicholl: Zoom Scheduler
Produced by Shelby Nicholl.
Edited by Aaron Sherman.
Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/ra/let-good-times-roll License code: EV5ON7Y3CSESDSEU
