Norman W Eisley

I listen for emotion at the other end of the phone. After almost 15 years, I’ve learned how important it is to listen for why money matters. It stands for dreams, objectives, success or even love. If I don’t know what the goal for an investment is, what is there to plan for? Yet, how many advisors actually bother to listen?

I’m here because my mom's advisor didn't bother to listen. For her, money meant her ability to be comfortable in retirement and have a legacy for her kids. If he'd listened, maybe he'd have taken the time to call, as my mom's retirement savings shrank to nothing.

For me, it's personal. I'd been in the tech industry (a history that's given me insights other advisors may not have, ask me about it). Yet, I always felt something was missing. I helped companies and made money, but it wasn't making a difference in the lives of people. After my father died of cancer and my first son was born, I decided to reinvent myself. I interviewed lots of people in lots of industries (I was in no rush, this wasn't about money). When I started talking to Edward Jones financial advisors, I finally found what I was looking for. Time and again I'd hear “in this job you'll help a lot of people.” I knew I'd found my home.

When the '07 crash came, I got my first chance to help my clients remain focused on their goals. I've improved over time, learning estate planning, helping get people to and through retirement, choosing socially responsible investments, and dealing with the challenges of gender, religious and social standards that can make planning hard.

I live in Santa Rosa with my artist/wife, Sharon and two kids. I'm a Scoutmaster, serve on a religious school board, serve on a high school PTSA, train new financial advisors how to make a difference in the lives of other and continue to study multiple languages and guitar.

Most importantly, I keep listening for those who desire help in achieving their financial dreams.