Leading First Command to new heights through focus, collaboration and selfless service

Leading a company during times of relative normality comes with its set of challenges and stressors. Toss in COVID-19 and it’s an entirely different ballgame, as we have learned. The last three years have presented chaos, stress and new challenges to our way of life, far beyond what we’re accustomed to managing. It also has brought fundamental disruptions to business models. Often, I find it hard to remember what “normal” was like.

As I reflect on these extraordinary times, I’m incredibly proud of how our team persevered and succeeded in making First Command even stronger. During one of the most challenging periods of our lifetime, I hit the jackpot with my colleagues at First Command and would like to pause and say thank you and express just how much it has meant to stand shoulder-to-shoulder with people who put the needs of others before their own.

A key takeaway from my three years as First Command CEO is how important it is to keep sight of your mission and embrace core values during both the good and bad times. Without hesitation, First Command’s core values and mission-driven focus have carried us through these past three years of turbulence.

Working with people who are not just incredible professionals, but also outstanding human beings is an honor that not everyone experiences. Many companies are driven by an understanding that earnings and year-over-year growth are the only metrics that matter. I firmly believe that profitability should not be the driving force and outcome of all you do. Working toward a common mission is what brings real success.

When an organization puts its mission front and center, often success follows. As an example, even during the uncertainty and fluctuations that 2021 presented, First Command had one of its most successful years in its 60+ year history. Our measure of success includes what we give back as well as what we receive. With that in mind, we provided more than 30,000 complimentary financial plans to active duty military families and donated 7% of profits to military charities and sponsorship, with no tax benefit.

At First Command, our Mission is coaching those who serve in their pursuit of financial security, with a Vision of lifelong financial security for our Nation’s military families. Our Mission drives absolutely everything that we do. I couldn’t be more proud and humbled to work in a culture where the people we serve drive our operations, not the profits we earn. They truly live the company’s core values.

Core values that define a culture

In my 30+ years in the financial services industry, I’ve worked with companies that have touted a good culture, but I can say with complete sincerity that none come close to the culture at First Command – and it’s because our Mission and core values define how we operate. There’s no doubt that we are purpose driven. After all, First Command’s founding was driven by a desire to improve the lives of military families through financial planning and coaching.

First Command’s core values are courage, love and effectiveness. We define them as:

• Courage: Strength in the face of fear and difficulty
• Love: Putting others’ good ahead of our own
• Effectiveness: Doing what’s right to achieve the best results

On countless occasions during the last three years, I have seen these core values in action among my team. My team showed courage when we made the decision to move forward with an in-person meeting with our Financial Advisors during the summer of 2021. COVID cases were down, but we knew it was a risk. We also knew that the company was in need of an in-person meeting and inspiration, so we forged ahead with the meeting. I see examples of love every time I walk the halls at First Command. During the Texas freeze of 2021 when many people experienced burst pipes, lost heat, and other disasters in their home, my colleagues opened their homes to each other because it’s in our DNA to help one another. Finally, we achieve effectiveness every day by providing complimentary financial plans for military families to help them pursue financial success.

What does all of this really mean? It means that I was able to lead First Command during one of the most turbulent times in history with the confidence and understanding that my team was laser-focused on what mattered – serving military members and each other.

Committed to selfless service     

First Command’s clients primarily are military service members and their families, and our culture keeps them at the center of everything we do. When these men and women in uniform enlist in the military, they agree to serve “up to and including my life.” That’s a powerful commitment of selfless service. At First Command, we owe it to these families to do all we can to make their lives a little easier and provide them with guidance in their pursuit of financial security – regardless of their income.

First Command embodies a culture of selfless service, fueled by passion usually seen only in nonprofits. I’m proud to say that I witness First Command’s selfless service every day. Moments that stand out to me are:

• Last year we volunteered 25,000 hours and raised more than $315,000 for the company’s Force for Good campaign, which supports all aspects of employee giving and volunteerism to causes that matter to the military families we serve.
• We support military communities and families through several primary partnerships to promote financial readiness and well-being.
• During the early days of COVID we became an SBA lender quickly to give $30 million in PPP loans to First Command contractors to pay their employees.

Leading the way

While I’m the CEO of First Command, the success of the company is shared among an outstanding Executive Leadership Team. These eight men and women have been my trusted advisors through the highs and lows of the last three years. Their expertise, judgment and perspective continue to be invaluable. We’ve been successful because we embrace our core values, share a mutual trust and respect and face challenges head on and in partnership. We’re resilient and we communicate with each other – even when we don’t agree. We have a mindset that focuses on collaboration, continuous learning and remaining flexible to achieve success and we are committed to doing what’s right.

To wake up every morning and lead a group of exceptional people, all deeply committed to a common purpose has made all the difference during these last three years. Never has there been a question about priorities or what path to take. We certainly addressed many questions along the path, but we never questioned why we were taking that path. I forever will be grateful for the unwavering focus and service that my team continues to make to the men and women who serve our country and to each other in times of need. This selfless service is what has granted me the opportunity to lead the company to new heights, and I’m confident that this is just the beginning.

©2023 First Command Financial Services, Inc. parent of First Command Brokerage Services, Inc. (Member SIPC, FINRA), First Command Advisory Services, Inc., First Command Insurance Services, Inc. and First Command Bank. Securities products and brokerage services are provided by First Command Brokerage Services, Inc., a broker-dealer. Financial planning and investment advisory services are provided by First Command Advisory Services, Inc., an investment adviser. Insurance products and services are provided by First Command Insurance Services, Inc. Banking products and services are provided by First Command Bank (Member FDIC, Equal Housing Lender). Securities are not FDIC insured, have no bank guarantee and may lose value. A financial plan, by itself, cannot assure that retirement or other financial goals will be met.