For financial advisors

Niche moments.

A niche is the situation someone is in right now, not their job title. “Dentists” is a job title. “Pilots: 65 is coming whether you like it or not” is a niche, and every pilot who reads it stops scrolling. Here are 530 moments across 53 niches, each with a hook line, the letter or date that sets it off, and what's at stake.

From Joe Moss's podcast conversation with Syed Mustafa on niching. Use them for posts, videos and your page's “who I help” line.

Add them to your page

Pick your niches. In your page editor, under Who I work with.
Pick your moments. Up to 15 from those niches, the ones you help with most, under Moments you help with.
Get matched. They show on your page, and next to each moment on your niche's Find an advisor page, so people in that moment find you.

Example: your page editor

Moments you help with

Physicians and dentists · 3 picked

Matched into residencyYou matched. Your loans keep growing through residency unless you pick a plan this month.Buying disability insurance in trainingResidents: own-occupation disability insurance is cheapest before your first attending paycheck.First attending contractYour first attending contract has a non-compete on page 9. Read it before the signing bonus.The first attending paycheckYour first attending paycheck is 4x your resident pay. Live like a resident for two more years.PSLF or refinanceWorking at a nonprofit hospital with $300K of loans? Don't refinance until you've run the PSLF numbers.Buying into a practiceOffered partnership in the practice? The buy-in price is only the start of the math.

Example: on Find an advisor

When physicians and dentists call an advisor

Matched into residencyResidency is when an income-driven plan and PSLF eligibility get set up, and when disability insurance is cheapest.Your name helps with this
Buying disability insurance in trainingYour future income is your biggest asset; locking in coverage while young and healthy matters.Your name helps with this

Pick your moments

Life stage

Young professionals“You just got your first real offer letter. The 401(k) match on page 3 is part of your pay.”10 moments
Couples and newlyweds“Engaged? The wedding budget is your first joint financial plan.”10 moments
New and growing families“Baby due in seven months? Your parental leave pay is the first number to check.”10 moments
Sandwich generation“Your mom fell last week. The next call should be about her money, not just her hip.”10 moments
Early retirement (FIRE)“Your spreadsheet says you can quit. Here's what it's probably missing.”10 moments
Retirees and pre-retirees“Five years from retirement: the decisions you make now matter more than the ones you make at 65.”10 moments
Divorce“Thinking about divorce but haven't said it out loud? Gather the financial records first.”10 moments
Widows and widowers“In the first 90 days after a loss, make as few money decisions as you can. Here's the short list that can't wait.”10 moments

Work and career

Physicians and dentists“You matched. Your loans keep growing through residency unless you pick a plan this month.”10 moments
Nurses and healthcare workers“You passed the NCLEX. Your first hospital offer has a 403(b) and maybe a 457(b). Use both.”10 moments
Veterinarians“Vet school debt averages well over $150,000. Your repayment plan matters more than your first salary.”10 moments
Attorneys“First-year associate at $200K+ with law school debt: the first year sets your plan.”10 moments
Engineers“First engineering job with a 6% match and an ESPP? Take both before you buy the car.”10 moments
Tech employees (RSUs, options)“Your offer says $200K in RSUs. Here's what that's really worth after taxes and vesting.”10 moments
Executives“New to the executive team? Your pay just got more complicated than your job.”10 moments
Business owners“Your business made money this year. Did you pay yourself, or just the business?”10 moments
Freelancers and the self-employed“Your first 1099 means nobody is withholding tax for you. Set aside 25-30% now.”10 moments
Real estate agents“Your first commission check is not all yours. Set aside the tax before you celebrate.”10 moments
Artists and creators“Got paid for your art for the first time? Congratulations, you're a small business now.”10 moments
Teachers and educators“First year teaching? Your pension is your biggest benefit and most new teachers don't know how it works.”10 moments
Professors and university staff“New faculty? You have to pick a retirement plan in your first month, and often can't switch later.”10 moments
Federal employees“New federal employee? Put at least 5% into the TSP from day one to get the full match.”10 moments
State and local government“New state or city job? Your pension tier depends on your hire date.”10 moments
Police and firefighters“Graduated the academy? Your pension clock just started. Know the rules on day one.”10 moments
Military and veterans“New in uniform? Enroll in the TSP's match under the Blended Retirement System from day one.”10 moments
Airline pilots“Just got the call from a major? Your 401(k) contributions are about to explode. Plan them.”10 moments
Nonprofit and clergy“Working at a nonprofit? Your 403(b) and PSLF eligibility are your biggest benefits.”10 moments
Farmers and ranchers“Taking over the farm from your parents? Get the deal in writing, including what your siblings get.”10 moments
Athletes and entertainers“Your first contract feels like forever money. Most pro careers last only a few years.”10 moments

Money situation

High-net-worth families“Your estate may now be large enough for federal estate tax. Plan now, while there are more options.”10 moments
Sudden wealth and inheritance“Just came into money? The best first move is to do very little. Park it and breathe.”10 moments
Selling a business“Thinking about selling in five years? The work that raises your price starts now.”10 moments
First-generation wealth“You make more than your parents ever did. Nobody taught you what to do with it.”10 moments
Student loans“Six months after graduation your loans come due. Choose a plan before the first bill.”10 moments
Getting out of debt“Opened your credit card statement and felt sick? That's where the plan starts.”10 moments
Real estate investors“Buying your first rental? Run the numbers on a bad year, not a good one.”10 moments
Crypto investors“Your crypto is up 5x. Every swap you make is a taxable event.”10 moments

Planning needs

Tax planning“Owed $20,000 in April that you didn't expect? That's a planning problem, not a tax problem.”10 moments
Tax preparation“First time doing your own taxes? You probably need fewer forms than you think.”10 moments
Estate and legacy planning“No will? Your state already wrote one for you. You might not like it.”10 moments
Saving for college“Starting a 529 at birth can mean far less to save later. Start small, start now.”10 moments
Charitable giving“Giving in December? Appreciated stock beats cash for most donors.”10 moments
Caregivers and aging parents“Unpaid bills on your parent's counter? It's time for the money conversation.”10 moments
Buying a home“Saving for a down payment? Keep it out of the stock market if you'll buy soon.”10 moments
Expats and cross-border“Moving to the US? Your accounts back home may need US reporting.”10 moments
Values-based investing“Your 401(k) owns companies you'd never buy from. You can change that.”10 moments

Family and community

Women“Negotiating your salary once can be worth hundreds of thousands over a career.”10 moments
Blended families“Remarrying with kids from before? A simple will may leave everything to your new spouse, and nothing to your kids.”10 moments
Childfree couples“Childfree by choice? Your plan can look very different from the default.”10 moments
Special needs families“A new diagnosis changes your family's plan. Start with a special needs trust.”10 moments
Faith-based investors“Your portfolio may hold companies that conflict with your faith. You can screen them out.”10 moments
Christians“Tithe on gross or net? Decide, then automate it.”10 moments
Neurodivergent people and families“Diagnosed with ADHD as an adult? Money systems that run on autopilot help.”10 moments