PRACTICE PROFILE
Differentiating Excellence
Stephen Fletcher, MBA , CFP®, of EVOadvisers
Understanding the many financial advisory options available to clients, Stephen Fletcher, MBA, CFP®, EVOadvisers principal and lead financial planner, says he's challenged to stand out every day. Co-founded in 2016 by Dave O’Brien and John Clair, both General Electric veterans, EVO was born out of the desire to “use their powers for good” and help people in meaningful ways through financial planning. “When you look online, all financial advisory firms look the same,” acknowledges Stephen. “In the sea of sameness, we strive to show our clients we’re among the good ones offering true and honest guidance.”
Today, the Fee-Only firm serves 180 clients and manages $350 million in assets from offices in Richmond and Irvington, Virginia. What began as an investment management-focused practice has since evolved into a comprehensive financial planning firm offering specialized expertise in estate and tax planning, among other critical areas.
A Clear Calling and Early Success
Stephen's path to becoming a financial planner was clear at an early age, prompting him to apply to only one college—the nearest one with a CFP® professional program. “I have always been drawn to helping people improve their lives and their situation, and I love the generational impact a financial planner can help make for a family,” Stephen says. At Campbell University, he completed his BBA in trust and wealth management and MBA in business administration, all within five years. His career, while young, is marked by impressive milestones, including working with ultra-wealthy clients in New York City and North Carolina and being honored with the 2020 NAPFA Professional of the Year Award, which recognizes professionals under 35 for outstanding contributions to the field.
Standing Out In a Crowded Space
Stephen has always had a sharp focus on his goals, which he’s now channeling to establish “differentiation in a crowded space.” EVO is honing its offering by creating distinct client profile types, developing targeted marketing approaches, and introducing tools and resources like its mobile app and “Jargon Explainer” to delight clients and enhance their experience. “We believe financial freedom should be accessible to everyone, so we’re committed to providing resources online with straight talk and less jargon,” he says, underscoring the firm’s emphasis on approachable financial planning.
Among its key differentiators is EVO’s focus on building long-term, meaningful relationships. Maintaining a small, select client base, the firm ensures clients receive direct access to personalized guidance and support. “We know who our clients are and who they aren’t, and we’re constantly refining our approach to serve them better,” Stephen says. This commitment is further demonstrated in EVO’s You-Only Advice®, a core value that puts clients at the center of everything they do. “Our deep approach and focus on relationships at EVO allows us to rely largely on word-of-mouth referrals from our existing client base,” he explains.
Anchored in the philosophy of “capitalism with a conscience,” EVO is also dedicated to improving the financial system for all. The firm collaborates with regulators and professional organizations, such as NAPFA, advocating for positive change at the highest levels in Washington, D.C.
A Focus on the Future
Stephen credits joining NAPFA in 2016 as a pivotal moment catapulting his career. “Through my MIX group and friendships, I have learned so many important things not just about planning but also about people,” he says. He now serves on the NAPFA Public Policy Committee, focused on engaging and equipping the next generation of financial planners.
As EVO scales, the firm leverages tools like the IRS website, Holistiplan to enhance tax and insurance planning, and Salentica CRM by Salesforce for streamlined workflows. Looking ahead, Stephen and the EVO team are committed to refining their offerings, targeting clearly defined client segments, and achieving new levels of sophistication.