The short version: We didn’t change our offer. We finally built the system to deliver it at scale.
We’ve proven the offer works.
The problem isn’t the offer. The problem is the delivery model has one point of failure: Dana.
Right now, every complex piece of advice, every board of advisors coordination call, every custom architecture decision runs through Dana personally. That means:
The V2.0 Delivery System solves this. Same outcomes. Same value. Now running on a system the whole team can operate.
| Before (V1) | Now (V2.0) | |
|---|---|---|
| The client promise | Family CFO — your money working for you | ✅ Same |
| 4-Pillar Framework | Investment · Tax · Protection · Estate | ✅ Same |
| Diagnostic as entry point | Yes | ✅ Same |
| Who does the work | Dana drives everything | Team owns delivery; Dana reviews edge cases |
| How advice is generated | Custom, from scratch, every time | AI-assisted output → team review → delivered |
| Scalability | Capped at Dana’s bandwidth | Structured for 50–100 clients |
Nothing the client cares about changes. They still get a blueprint, a financial operating system, a 90-day plan, and coordinated implementation. They just get it delivered by a system instead of by one person.
These are the meat of what we’ve always delivered in Family CFO — now broken into clear, standalone deliverables that our system can produce consistently.
“Find what your CPA is missing — and fix it.”
What it is: A proprietary AI-assisted analysis of the client’s current tax posture across income, entity structure, investments, and estate — scored against our Tax Drag Ratio™ and compared to optimal strategies for their profile.
What it produces: A written Tax Strategy Review (8–15 pages) with specific, prioritized recommendations.
Who delivers it: - AI engine generates the draft analysis - Gregg reviews and signs off on all recommendations - Brandon coordinates delivery and client communication
Price: $7,500 standalone Applies as a credit toward full Family CFO enrollment.
Before a prospect commits, we show them exactly what they’re missing — without giving the plan away. Here’s how it works:
We run a brief surface-level pass of their current tax posture through our diagnostic engine and share a 1-page preview — the top 2–3 gaps we identified, expressed in dollar terms, but without the strategy or solution. It reads something like:
“Based on your profile, we identified $47,000 in likely annual tax drag across three areas. The full Tax Strategy Review maps each one and prescribes the exact path to recapture it.”
The prospect sees real numbers from their own situation. They feel the gap. They haven’t received the advice — they’ve only seen the cost of not having it. That’s what closes the engagement.
The rule: Show the problem in their numbers. Withhold the solution. The paid engagement delivers the solution.
“Your portfolio audited in real dollars. No jargon, no fluff.”
What it is: A full portfolio audit using our Capital Velocity Score™ and Concentration Risk Indicator™ — identifying drag, hidden fees, misalignment with income goals, and specific reallocation opportunities.
What it produces: A written Investment Architecture Review with prioritized action steps.
Who delivers it: - AI engine generates the analysis from client data - Ryan reviews and signs off on all investment recommendations - Brandon coordinates client onboarding and delivery
Price: $7,500 standalone Applies as a credit toward full Family CFO enrollment.
Same principle as the Tax Review. Before the engagement starts, we run their portfolio through the Capital Velocity Score™ and share a 1-page preview that quantifies the drag — without revealing the reallocation strategy:
“Your current portfolio is generating an estimated 1.8% annual drag versus an optimized structure. The Investment Architecture Review identifies the specific positions, fees, and misalignments driving that — and prescribes the exact rebalancing path.”
The prospect sees what their current setup is costing them in real dollars. The paid review delivers the roadmap to fix it.
The rule: Show the problem in their numbers. Withhold the solution. The paid engagement delivers the solution.
“Run your business like the financial engine it actually is.”
What it is: A structured business financial diagnostic — cash flow architecture, profit optimization, exit readiness scoring (Exit Readiness Score™), and owner income strategy. Designed for business owners whose company is their largest asset.
What it produces: A ValueCompass Business Blueprint with a 90-day priority action plan.
Who delivers it: - AI engine generates the diagnostic output - Gregg + Ryan co-review based on tax and investment implications - Brandon owns client experience from intake to delivery
Price: $15,000 standalone Applies as a credit toward full Family CFO enrollment.
For business owners, we run an Exit Readiness Score™ preview and a top-line cash flow efficiency pass. We share a 1-page snapshot showing where value is being left on the table — without the Blueprint:
“Your business currently scores a 34/100 on Exit Readiness. The three largest value gaps — owner dependency, undocumented systems, and unoptimized entity structure — are costing an estimated $400K–$800K in enterprise value. The ValueCompass Blueprint maps each gap and the 90-day path to close them.”
A business owner seeing a 34/100 exit readiness score and $400K+ in lost value doesn’t need more explanation. They need to know how to fix it. That’s what the paid engagement delivers.
The rule: Show the problem in their numbers. Withhold the solution. The paid engagement delivers the solution.
The three offers above are entry points. The full program is where clients get the complete operating system.
| Tier | Price | Notes |
|---|---|---|
| Year 1 Full Engagement | $30,000 | Includes onboarding, all three core deliverables, two coordination calls, annual BOA meeting |
| Ongoing Annual | $24,000/year | Quarterly plans, one BOA meeting, updated blueprints, priority plan maintenance |
| Tax Strategy Review | $7,500 | Full credit toward Family CFO upon enrollment |
| Investment Architecture Review | $7,500 | Full credit toward Family CFO upon enrollment |
| ValueCompass Business System | $15,000 | Full credit toward Family CFO upon enrollment |
The upgrade path: Any client who purchases a standalone module has already paid toward enrollment. The conversion from module to full program becomes a natural “you’ve already done the diagnostic — now let’s implement everything” conversation. For a client who bought a Tax Review ($7,500) and later enrolls in Family CFO Year 1 ($30,000), their net new investment is $22,500 — and they already have proof the system works.
Everyone has a lane. Nobody should be doing work that belongs in someone else’s lane.
The single biggest conversion mistake: explaining how the work gets done instead of what it means for the client.
Warm leads don’t need a financial education. They need to feel understood and see a clear path forward. Here’s the framework:
❌ What it isn’t: - A financial planning session - A chance to show how much you know - A technical walkthrough of our tools and indexes - A sales pitch for features
✅ What it is: - A structured listening session - A mirror showing the client what they’re currently doing and what it’s costing them - A one-step prescription: “Here’s what you need first.”
Every warm lead conversation should follow this arc. Resist the urge to fill silence with technical detail.
1. “Walk me through how your finances are currently organized.” Let them talk. Listen for: who manages what, how coordinated (or not) it feels, where the anxiety lives.
2. “If you could fix one thing about your financial picture in the next 90 days, what would it be?” This surfaces the real entry point — is it taxes? The portfolio? Business structure? Now you know which offer to lead with.
3. “Has anyone ever mapped out all four pillars — investment, tax, protection, and estate — in a single picture for you?” Almost always the answer is no. That’s your opening.
4. “Here’s what I’d recommend as a starting point.” Prescribe one thing. Don’t offer three options. Don’t explain methodology. Don’t show your work. Just say:
“Based on what you’ve told me, the highest-leverage starting point is [Tax Strategy Review / Investment Review / ValueCompass]. We deliver it in [X days]. It’s $[price], and if you move forward into the full Family CFO program, it applies as a credit. Want to get started?”
Prescribe. Don’t present.
A doctor doesn’t explain the pharmacology of a medication before prescribing it. They diagnose and prescribe.
When you find yourself explaining how an index works, or why we use AI to generate the output, or what the process looks like — stop. That’s not what closes a warm lead. What closes them is a clear diagnosis and a confident prescription.
The technical depth is for implementation, not for conversion.
Translation: They don’t see enough urgency or clarity. Response: “That makes sense. Let me ask — what would need to be true for this to feel like the right move right now?” Then listen. The objection is almost always one of: price, trust, timing, or not understanding the value. Address the specific one.
Translation: They’re curious, not committed — and they’re about to lead you into a feature-dump. Response: “I’d rather show you than explain it — the best way to understand what we do is to see your own numbers through our lens. That’s what the Free Look™ is for. Can we run yours?”
Redirect to action, not explanation. The Free Look™ closes more deals than any explanation ever will.
| Week | Focus |
|---|---|
| 1–2 | Dana trains Gregg on Tax Review criteria; Dana trains Ryan on Investment Review criteria. Don documents current intake process. |
| 3–4 | Run one client through each offer end-to-end with full team watching. Identify gaps. |
| 5–8 | Gregg and Ryan own their respective reviews independently. Dana in QA role only. Brandon owns client communications. Don optimizes the flow. |
| 9–12 | All three offers running independently. Measure cycle time (intake to delivery). Target: under 10 business days per deliverable. |
Target run rate: 20 module clients + 5 full Family CFO clients per month
This is the blend we’re building toward. Here’s what that looks like at steady state.
| Revenue Stream | Volume | Unit Price | Monthly Revenue |
|---|---|---|---|
| Tax Strategy Reviews | 8/month | $7,500 | $60,000 |
| Investment Architecture Reviews | 8/month | $7,500 | $60,000 |
| ValueCompass Business Systems | 4/month | $15,000 | $60,000 |
| Total Module Revenue | 20/month | — | $180,000 |
| Family CFO Year 1 Enrollments | 5/month | $30,000 | $150,000 |
| Total New Revenue/Month | $330,000 |
| Annual | |
|---|---|
| Module revenue (20/month × 12) | $2,160,000 |
| Family CFO Year 1 (5/month × 12) | $1,800,000 |
| Total New Revenue | $3,960,000 |
Every full client enrolled stays at $24,000/year ongoing. As the client base builds, recurring revenue compounds.
| Year | New Full Clients Added | Cumulative Full Clients | Annual Recurring (Ongoing) |
|---|---|---|---|
| Year 1 | 60 | 60 | $1,440,000 |
| Year 2 | 60 | 120 | $2,880,000 |
| Year 3 | 60 | 180 | $4,320,000 |
Assumes 90% retention year-over-year. Recurring revenue above is from ongoing renewals only — new enrollment revenue is additive.
Module clients who convert to full Family CFO enrollment are already partially paid in. Example:
Conservative conversion assumption (not included in base model above) — any conversion above zero improves the numbers.
| Metric | Value |
|---|---|
| Monthly new revenue (modules + new enrollments) | ~$330,000 |
| Annual new revenue | ~$3.96M |
| Year 3 recurring base (ongoing renewals) | ~$4.32M |
| Year 3 combined run rate | ~$8M+ |
This isn’t a projection built on assumptions. It’s the math that happens when the system runs at the volume we’re targeting. The only variable is execution.
Gregg: Trust the AI output as a first draft, not a final answer. Your job is to be the expert reviewer who catches what the machine misses and puts your name on the recommendation. That’s a higher-value role than what you’re doing now.
Ryan: Same as Gregg. Your expertise is in the review and the relationship. The analysis gives you a head start — you’re adding judgment, not starting from scratch.
Brandon: Help us design the onboarding flow for each of the three offers. You know where clients get confused and where they drop off. Build the experience that makes delivery smooth.
Don: Map every step. Find every bottleneck. The system only scales if the process is tight. That’s your mission for the next 90 days.
All of you: When a warm lead comes in, use the 4-question framework. Lead with the Free Look™. Prescribe. Don’t present. Trust the process and let the numbers do the talking.
Cornell Capital Holdings — Internal Use Only Prepared April 2026