After a successful career at an international corporation, William Keller realized his true passion was helping people achieve their financial goals—free from corporate barriers. This drove him to forge his own path. William took a leap of faith, leaving everything he knew behind to start his own company. Now, his journey serves as a powerful lesson—invest in your dream.
Keller Wealth Management provides a range of services, including asset management, budget recommendations, retirement strategies, and tax/risk assessments. In addition, William upholds a fiduciary duty to his clients, ensuring their needs come first, above all else.
“I’m a small business, just one text or call away,” William said. “It’s what I do full-time. I’m partnered with Charles Schwab, so they hold the assets—my company is not a brokerage house, I’m the advisor. It’s the best of both worlds. My clients’ money is with a top-notch security company, and I have a small firm feel which offers personalization.”
William emphasized his transparent, client-focused approach, setting himself apart from big corporations: “One-on-one help, no hidden fees – just the one percent advisory fee. If I manage $100,000 for you, my fee is roughly one percent for the year: $1,000. With corporations, there are extra fees—but with me, it’s just an advisory fee. There’s no onboarding fee, and no fund fees. It’s straightforward.”
William has valuable corporate experience, but his greatest asset to clients is his personal dedication and passion. “I’ve always wanted to do this, and I will do this for the rest of my life,” William added.
So, what exactly does William provide for his clients? He creates portfolios and offers help with IRAs and retirement plans. “If you want to invest $10,000, I’ll give you recommendations of funds that are right for you. I couldn’t do this at a big company, which would tell me which funds to recommend. This gives me full autonomy to help clients in the best way,” he added.
The first step for prospective clients is a 30-minute phone call to discuss a client’s needs, both short-term and long-term. This also helps William assess each client’s financial knowledge and journey, whether they're 22 or 62.
“I tell them how I can help them, based on where they are at and discuss the next steps to take,” explained William. “I have quarterly check-ins with my clients to learn where they are and where they want to be.”
William’s own journey in finances began as an intern at Merrill Lynch while he was a student at Seton Hall. “This got me in the door for financial advising,” William explained. “It was a great job, my first professional work environment.” It was here that William developed a “passion to help others and make a difference.”
William began his first full-time job at Prudential in Newark. After five years, he transitioned to Mondelez International, one of the world’s largest snack companies, home to brands like Cadbury and Chips Ahoy! —where he worked in corporate finance, specializing in revenue forecasting.
“When Covid happened, there was a shift in the business. Some people preferred Zoom and phone calls. This allowed me to create an LLC, Keller Wealth Management. I built it from the bottom up and have continued to do so over the past four years.”
William needed to ensure he had enough money to support his family. He and his wife have three children, ranging in age from 3 months to 4 years old. Even though leaving his job would impact the family’s income, William couldn’t ignore his longing to “make an impact on people’s lives.”
“I wasn’t concerned that I couldn’t do this, but for my family’s financial ability for me to do it. I’d go from a safe, global company and job with a good income to taking a risk by creating an LLC. Honestly, in this business, it takes a high level of trust built over time,” William revealed.
Trust is a key word for William. Building his clients' confidence is essential to maintaining strong relationships, especially during inevitable financial fluctuations.
“It’s like playing with a yo-yo, there’s ups and downs in the short-term, but an upward trend. Trust is what makes this job so special.”
William doesn’t expect people to come on board day one. The initial contact with a potential client marks the beginning of building trust and a lasting relationship. From the first phone call, the client may leave with a better understanding of the system.
Having transitioned from a corporate role to running his own small business, William shares his insights for others contemplating a similar leap. “You should, if you have a true passion, take the journey from corporate to starting your own business. It’s a good thing. Anything difficult is worth doing, but you have to enjoy your journey.”
Comparing starting a business to his upcoming family trip to Disney World, William said, “I expect tantrums along the way. I don’t expect every day to be perfect, but having realistic expectations is key to enjoying both good and challenging times. It’s worth it in the end. I created my LLC in 2020, but I didn’t quit my job until recently. Don’t compare yourself to others.”
For William, his personal investment seems to have paid off with happiness as its dividends.
“For my business, you want someone to take your finances and investments as seriously as you do and that’s what you have with me. When the market has a bad day, I take it as badly as anyone else, which doesn’t happen as much at the big companies as you’d think it would,” William said.
“With me, it’s a partnership. We’re talking about long-term goals and a long-term relationship. You’re getting someone who cares and is always looking at the long term. It’s understanding that the whole process is a trust process.”
For more information, visit kellerwealthmanagement.com.
"Anything difficult is worth doing, but you have to enjoy your journey."
"With me, it’s a partnership. We’re talking about long-term goals and a long-term relationship."