Wescott Financial Advisory, an employee-owned registered investment advisor based in Philadelphia, started in the late 1980s. Rawdin saw an opportunity to shift into financial planning, bringing more value to clients by helping them think through their financial situations, goals and constraints. At the time, the idea of “holistic” planning was new; most financial advice came from brokerages and insurance agencies. Alex Rawdin said the firm’s financial planning approach plays a large role in his job, bringing on both new advisors and clients. The RIA later extended these tools to clients and developed the “Perfect Score” system to track clients’ planning progress across multiple areas on a scale of 1 to 100.