The Burns Rules: How Our Family Values Guide Our Firm

When our kids were little, my wife and I created three simple rules to help our kids navigate the choices they were faced with while growing up. Because they were implemented when the kids were toddlers, we wanted them to be simple and understandable. We called them the Burns Family Rules:

1.     Be Nice to Everyone

2.     Don’t Tell Lies

3.     Have Fun

Simple, yes, but we also think they are widely applicable. These rules became the foundation of how we parent, how we live, and somewhat unexpectedly, how we have come to run our financial planning firm.

These rules were not originally the blueprint for our business. In fact, it grew out of a breakfast meeting I had with an old colleague, Geoff Wells, in 2017. At the time, I thought the meeting was just to catch up, but our conversation turned to views about family and business and I shared the “Burns Rules.” Although Geoff may not have had those rules verbatim, his views on the world shared the same spirit. Also, as it turns out, this meeting was the catalyst for Geoff to join BPC. This is also how the “Burns Rules” became the foundation for the firm and I feel grateful I found a business partner who shares these same values.

The truth is, in a field where many firms sound the same and say similar things: “We help you retire. We beat the market. We manage your money. We are better than your broker.” What we believe differentiates us isn’t a product or pitch. It’s our values. It’s how we treat people. And those values were shaped not in a boardroom, but around a dinner (and breakfast) table.

Rule # 1: Be Nice to Everyone

At its core, this is the Golden Rule: treat others how you want to be treated.

In our practice, this shows up on how we listen, how we communicate, and how we approach every relationship – with empathy, patience and respect. We take time to understand our clients. Not just their financial situation, but their lives, families, goals, and what keeps them up at night.

In a profession that can sometimes be transactional and impersonal, we try to make it personal. We aim to be the kind of advisor we’d want for our own family – someone kind, clear, and on your side.

Rule # 2: Don’t Tell Lies

This one is straightforward. Honesty matters – especially in a field that deals with people’s life savings and future dreams.

We believe in full transparency. That means being clear about what we charge, what you can expect, and even when things don’t go exactly as planned. When planning, we are dealing with the future, which is unknown. We can’t control the market, and we don’t sugarcoat things when we need to make adjustments.

We are fiduciaries, which means we are legally and ethically bound to act in your best interest. But more than that, it’s just the right thing to do. Our clients rely on us for clarity and guidance, and we take that responsibility seriously.

Rule # 3: Have Fun

Life is too short not to enjoy it.

While financial planning can feel serious or stressful, we try to bring some lightness into the process. We love seeing our clients hit major milestones – Enjoying retirement, traveling, spending time with grandkids, buying a new house. We don’t shy away from celebrating those accomplishments with them and are often coaxing them to take steps to enjoy the financial freedoms they have saved so diligently for.

We also believe that planning for your future shouldn’t be a chore. Instead, it should feel empowering, when you have the framework to make the decisions that are right for you. When you know where you stand and where you’re headed, it’s easier to enjoy the ride, and have a little fun along the way.

The Kind of Clients We Serve Best

We are not the right fit for everyone, and we are okay with that. Our goal has never been to be the biggest financial firm in the area. Instead, we want to be the best at what we do and work with the people we enjoy working with. We do our best work with people who share our values: kindness, honesty, effort, and a positive outlook. If you’re looking for a stock picker or chasing the next hot trend, we are probably not the right fit.

But if you want a thoughtful, long-term partner who takes time to understand your circumstances and helps you plan with confidence, we believe we can help.

In Conclusion

At the end of the day, values are more than words. They are how we show up in the world – at home, at work, and in the relationships we build.

The “Burns Rules” may have started as house rules for our kids, but they represent the values our team embraces and the legacy we hope to leave behind.

Thanks for being part of the journey.

Doug (and Geoff)