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Meet Kelly Luethje of Willow Planning Group in South Boston

Today we’d like to introduce you to Kelly Luethje.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
The seeds of my financial planning career began when I was in my late twenties. I had to take a hard look at my own finances. I couldn’t figure out why I wasn’t able to save outside of my 401(k) or make a bigger dent in my student loans…on what I consider a generous salary! I found that large debt payments, high rent, and doing the things I wanted to do, was not financially sustainable. I made substantial changes that helped me achieve my financial goals at the time: be debt free and go on vacation! From my own personal experience I learned that financial planning is a valuable tool that young professionals need too. A few years later I studied to be a CERTIFIED FINANCIAL PLANNER and launched my firm in 2015. My job is to provide objective financial advice based on your own personal situation, and ultimately, help you reach your goals.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
It’s been an amazing experience, but not always a smooth road. I have made mistakes with my business, and I will continue to make them, but I am learning. My goal is provide objective and comprehensive financial advice to my clients. When I take a minute to think about this, all of the other stuff – technology, process, what other are doing – don’t mean a thing. When I focus on the client, I do the best work.

Please tell us about Willow Planning Group.
Willow Planning Group specializes in working with thirty-somethings. My clients are usually in some sort of transition. It might be a new job, marriage or baby planning, buying or selling their home, moving, or starting a business. What sets me apart from other planners is that I don’t require a certain net worth or a minimum account value to work together. This means I work with you regardless of how much money you make. We start with a full understanding of your concerns, financial goals, and cash flow. I emphasize cash flow because it is the foundation of your financial plan. We need to know what we are working with in order to make changes and reach your financial goals.

If you had to go back in time and start over, would you have done anything differently?
Focused on one target market! I had too many people I wanted to serve. Do I work with clients who fall outside of the 30s category – sure! But I needed to tone down my marketing efforts because it was not focused, and I spent a lot of money before putting a stake in the ground. Once I did, the marketing became more natural for me.


  • Let’s Get Started Program: A cash flow and debt analysis. $300
  • Comprehensive Financial Planning: Cover all topics relevant to you. $1500-3000
  • Hourly Planning: Analysis of 1-2 topics. $150/hour

Contact Info:

Image Credit:
Headshots by Sonya Highfield Photography. Brand design by Aqua Juel Design.

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