Gillian Kunza on building trust, flexibility and integration for the next generation of wealth managers
This article was produced in partnership with Designed Wealth Management.
When Gillian Kunza and Michael Konopaski embarked on their journey to create Designed Wealth Management, they didn't set out with a specific vision to build a firm that would resonate so strongly with millennial wealth managers. However, as their firm grew, it became evident that their approach naturally aligned with the values and aspirations of this generation. “Millennials are very focused on trust, freedom, and flexibility,” Kunza observes. These principles became the foundation of Designed Wealth Management’s ethos.
Kunza’s entry into wealth management wasn’t scripted from day one. Instead, it was marked by adaptation, and a keen eye for opportunity. Co-founder of Designed, Kunza’s background in accounting, armed with a CPA designation, laid the foundation for what would become a dynamic career in investment management. Working at Konopaski and his father’s investment dealer, Kunza’s interest in wealth management grew, leading her to transition from traditional accounting to managing an investment firm.
A few years ago, Kunza and Konopaski seized the chance to create their own firm—Designed Wealth Management. Reflecting on this step, Kunza says, “It seemed like a natural decision. We’d been working together a long time. Our skill sets are very complementary, and we had a good vision.” Their aim was clear: to build a firm that responded to market needs with a unique approach, leveraging their combined expertise.
A platform for collaborative growth
The ethos of Designed Wealth Management revolves around collaboration, transparency, and trust—pillars that resounded strongly with millennial advisors. Kunza explains, “We know our advisors and we cater to their individual needs. We customize, and adjust as needed, creating a strong bond that builds trust and freedom.” This approach fosters a real relationship between the firm and its advisors, marked by genuine discussions and active listening.
While these values are fundamental to all generations, they particularly appeal to millennials. “When they talk to us, we are actually listening, we can be a sounding board,” Kunza emphasizes. The firm includes advisors in new committees and supports their ideas, whether they prefer to work independently or seek collaboration. “If you want to be left alone and you've got your ideas, as long as there is a clear vision, and clients are being put first, we’re excited support that business development”, we support it,” she adds.
With nearly three years under their belt and over 100 advisors, Designed Wealth Management has carved out a distinctive niche in the market. “We’ve more than proven that we’ve got something people want,” Kunza notes, underscoring their success and the positive reception from advisors.
Kunza further adds, “When thinking about the millennial generation, there's a unique experience that people are seeking. For an older generation, there was more segregation of roles—here's your job, here's your home life, and so on. That structure is still prevalent and effective, but millennials, including myself, look for a more holistic experience. The concept of work-life balance shifts to work-life integration.
“For our millennial advisors, it’s not just about business transactions. Being early in their careers, they face challenges in an industry where success takes time, and they need to ensure they are seeking both professional fulfillment alongside personal fulfillment. As they gain experiences with us they resonate with how we represent a variety of advisors at different points in their career and we can help them at different stages.”
The role of technology
Kunza is candid about the challenges younger advisors face, especially in gaining the trust of clients who may prefer more experienced professionals. “There will always be clients that feel more comforted because they’re with someone that has more life experiences,” she acknowledges. However, she also highlights the tech-savvy nature of millennials as a significant advantage.
Technology, Kunza emphasizes, is a crucial component in attracting a younger advisor base. “You can’t go without it. Technology has to be a base layer,” she asserts. Designed Wealth Management has focused on building a robust technological infrastructure that prioritizes functionality over flashiness. “Where companies get it wrong is they think too much of technology as being something flashy and attractive. But technology doesn’t always have to look and feel that way to be really solid,” she explains.
Instead, Kunza advocates for technology that is fast, user-friendly, and intuitive. “We have really fast technology. It has to be user-friendly and intuitive. That’s key,” she says. The firm carefully selects the top components of technology that are essential for their advisors, ensuring that these tools are integrated and efficient. “Do we need our technology to be automatically already integrated with AI? No. As cool as that is, the world is not at that point yet,” she adds, emphasizing practicality over unnecessary complexity.
Designed Wealth Management’s commitment to diversity, equity, and inclusion is evident in its leadership and hiring practices. Kunza, a woman CEO in an industry where such leadership is rare, emphasizes the importance of diverse perspectives. “I think starting the firm from arguably a pretty diverse perspective set us on a good path,” she explains. The firm’s co-founders bring different generational and gender perspectives, setting a tone of inclusivity from the outset.
“I think there's universal appeal when you say to people that you want to work and embrace the bigger picture and make really intentional decisions,” Kunza says.
“I can draw a line back to the name of our company, Designed. People often ask us where the name came from. When we were first discussing names, intention, and vision, it came back to the concept of drafting a specific plan or blueprints and making intentional decisions. It's similar to how an advisor builds a financial plan, designing something specific to a client based on gathered information. We kept coming back to these concepts and decided to name it Designed, as it seemed apparent.
“We're committed to ensuring that advisors can maintain their practice's vision. They shouldn't have to change their business because they join us.”
