Stefanie Keller
Q&A with Stefanie Keller: Redefining Wealth Management with a Client-First Approach
Stellar Wealth Group is an independent financial planning practice offering tailored advice to individuals, professionals, and entrepreneurs. With a client-first approach, the firm simplifies complex strategies and prioritizes financial planning alongside asset management.
In December 2022, Stellar Wealth teamed up with Harness Investment Management (“Harness”), a subsidiary of Advisor Solutions by Purpose, to elevate the practice with innovative technology and streamlined operations. This collaboration enables the firm to scale efficiently while staying true to its client-first approach, delivering personalized financial planning with enhanced support and digital capabilities.
Stefanie Keller, Wealth Manager and Founder of Stellar Wealth Group, built this thriving wealth management practice by prioritizing relationships, embracing innovation, and leveraging the right resources to serve her clients effectively.
Recently, we sat down for a conversation with Stefanie to discuss insights into her journey, the challenges of independence, and how Advisor Solutions by Purpose has supported her firm’s growth.
What inspired you to pursue a career in wealth management?
Financial independence and financial literacy have always been important to me, particularly as a woman. I saw a huge opportunity to engage women clients and encourage more female professionals in the industry. Unfortunately, we’re still the minority, especially in the independent space—or as I prefer to call it, the client-centric side. Independence is often framed from the advisor’s perspective, but for me, it’s really about ensuring clients understand why this model is truly in their best interest.
I started as a financial planner in a traditional institution and quickly noticed gaps, not just in service, but in my ability to build deep, collaborative relationships with clients. Clients don’t want to be told or sold; they want to be educated and empowered to make informed decisions. Once I realized this, I took meaningful steps to deepen my expertise, ensuring that when I transitioned to the independent channel, I could provide the highest level of service without any gaps.
Did that client-centric mindset motivate you to build your own independent practice?
Absolutely. That was my primary motivator. I transitioned from a big bank model to independence in stages, starting with an MFDA dealership before working with Advisor Solutions by Purpose. The big challenge in leaving a bank is that you have to build your own infrastructure—everything from marketing to HR, tech, accounting, and even office setup. There’s no IT department anymore, it’s just you. That can be intimidating, and it’s why so many advisors stay in the bank model. But for me, the ability to serve clients in a more holistic way made the leap worthwhile.
How has going independent changed your relationship with your clients?
It’s allowed for much more depth and breadth in the services I offer and the relationships I build. Clients are looking for more than what a traditional financial institution can provide, and they expect a higher level of service. In Canada, we’re starting to see the same evolution in wealth management that has already happened in the U.S. Clients want personalized, comprehensive financial planning, and independence gives me the flexibility to deliver that.
How has Harness helped enhance your practice?
The platform has definitely evolved. As an early adopter, I experienced some of the initial growing pains, but I’ve seen major improvements in the past six months. One of the biggest shifts has been in collaboration, particularly involving advisors in compliance processes before communicating directly with clients. That’s been critical for maintaining trust and clarity.
I also want to highlight the incredible support from the portfolio management team, particularly Matthew Mantle and Edwin Choi. Matthew has been a fantastic asset, not just in terms of competence, but also in his intuition and people skills. His leadership has made a real difference in the experience for both advisors and clients.
What improvements have stood out the most?
Response times have improved significantly, and there’s been a real effort to make compliance and digital processes smoother. The biggest challenge early on was how compliance communications were being framed to clients—advisors weren’t always looped in, which led to confusion. Now, there’s better coordination: I get a heads-up before client outreach, so I can communicate with my clients first. That simple shift has made a huge difference in ensuring a seamless client experience.
Have any specific tools or resources on the Harness platform made a big impact?
The Advisor Centre and help resources have come a long way. Early on, there was minimal guidance, but now there are detailed workflows and support materials. I also appreciate the recognition that, while Purpose is a technology-driven company, we can’t force clients into a purely digital model. Wealth management is still a people business, and we need to accommodate different client needs. Finding the right balance between technology and human relationships is key.
What would be your advice for advisors considering the move to independence?
Be prepared for the challenges of building your own business, but know that the rewards are worth it. Resilience is key, you’ll have to figure out solutions on your own, but the freedom to truly serve your clients’ best interests makes it all worthwhile. Surround yourself with the right partners and support systems, and remember that independence doesn’t mean isolation. With the right collaboration, you can create something truly impactful for your clients.
Looking ahead, what excites you most about the future of Stellar Wealth Group?
The opportunity to continue growing while staying true to our client-first philosophy. Wealth management is evolving, and we’re focused on staying ahead of the curve, whether it’s through technology, personalized client experiences, or innovative financial solutions. Working together with Advisor Solutions by Purpose gives us the tools to adapt and thrive in a changing industry.
