Client: Michael Gebhard, a financial planner at Janney Montgomery Scott

Challenge: Write a bio that shares his expertise without being boring.

Solution: Family came up frequently in my interview with Michael and became the theme of his bio: He followed his father’s footsteps into financial planning; after many years together, he thinks of his clients as family; and the life stages he helps his clients through are family-centric. With this in mind, I paired his family career legacy with the idea of intergenerational wealth, using the phrase “keeping it in the family” to introduce Michael in a slightly humorous way. The double meaning in the introductory sentence sets the stage for a “not boring” bio while maintaining a tone of warmth, trust, and professionalism.