Alright – so today we’ve got the honor of introducing you to Amir Noor. We think you’ll enjoy our conversation, we’ve shared it below.

Amir, thanks for joining us, excited to have you contributing your stories and insights. We’ve love to hear an interesting investment story – what was one of the best or worst investments you’ve made? (Note, these responses are only intended as entertainment and shouldn’t be construed as investment advice)

The best investment I ever made in my business came as a result of the worst one: spending a decade in a compensation model that didn’t align with my values.

For many years, I worked under the traditional broker-dealer model, where you’re paid commissions for selling financial products like life insurance, annuities, mutual funds, etc. It’s the dominant model in my industry, and for a long time, it was the only one I knew. I built client relationships, gave thoughtful advice, but ultimately, my income was tied to whether or not a client bought a product. That tension wore on me.

In 2021, I made the leap. I dropped my Series 7 and Series 66 licenses, left the broker-dealer world, and joined a fee-only financial planning firm. I had no more product sales or sales quotas. My income came from clients who valued my expertise. I had to drop any recurring trail commissions, but it was the single best investment I’ve made in myself and my business.

Today, I charge up to $1,000 per hour for financial guidance. But more importantly, I’m finally paid in alignment with my ethics and values, and my income skyrocketed

For me the biggest lesson was that the misalignment between your values and your compensation be an uphill battle. The worst investment I made was staying in that misalignment for so long.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Amir Noor, CFP®, EA, and I run N Financial Plans, a fee-only financial planning and tax firm based in Huntington, New York. The alphabet soup stands for CERTIFIED FINANCIAL PLANNER® and IRS Enrolled Agent (CFP® and EA respectively). I serve high-net-worth individuals, business owners, and professionals who need clear, competent guidance across both planning and tax.

I’ve been in financial services since I was a teenager. I started working for a financial advisor in high school, got licensed at 19, and built my career from there. First in insurance and commission-based roles, and later shifting into fee-only planning where I now focus all my energy. Now I’m a financial professional and tax professional, which allows me to integrate tax strategy directly into the financial planning process. Having financial planning, tax strategy, investment management, and tax advice in one place gives clients a much clearer and more consistent experience.

My practice is structured around flexibility and transparency. Clients can pay hourly, through flat-fee projects, ongoing planning relationships, or assets under management. Most of my clients are juggling multiple priorities: tax complexity, retirement decisions, equity compensation, entity structures, or cross-border issues. And they value having one advisor who can help them think through everything clearly, not in silos.

Before launching N Financial Plans, I worked with firms that specialized in advanced estate planning, business succession, and retirement plan design. At one point, I helped manage over 80 qualified retirement plans. I’ve seen how small mistakes in implementation can lead to major compliance issues. That experience helps me catch things early and build systems that work.

I grew up on Long Island in a household that experienced both financial comfort and financial hardship. My father was an entrepreneur who had good years and bad. Some years we had nothing, other years I got the newest iPod. When my father passed away during my senior year of high school, I stepped in to manage the bills and budget for my family. That early responsibility taught me how to navigate financial systems and gave me a practical sense of how families actually live with money, not just in theoretical or academic applications, but day to day. Those lessons still inform how I work with clients.

N Financial Plans reflects that background. It’s designed to be straightforward, technically strong, and aligned with the people it serves.

How’d you build such a strong reputation within your market?

Over the years, the majority of my clients either started out as, or ultimately became, close personal friends. Our families and friends become intertwined, as do our personal and professional lives. We’re on LinkedIn and Instagram sending memes. Then they book a meeting, and we get really personal about their finances.

It’s not always easy to manage, but it suits my personality and the way I build relationships. I’ve been in this industry for almost two decades. It’s kind of like being the friend who’s a doctor—you end up fielding all the personal questions, but you’re expected to stay professional and discreet.

I think the small things matter. I never break confidentiality. My wife might be talking to one of our friends right after I’ve had a meeting with them, and she’ll have no idea we spoke. “Oh Amir didn’t tell you that we’re moving?! We assumed he’d tell you.” The client wouldn’t have cared if I shared that “The Jones’s are moving”, but they appreciate and love that I take my professional obligations seriously. That kind of discretion builds trust.

I also try to mark the big moments. If a client has a baby, or a loss, or something worth celebrating, I usually send a gift from the business. I always show up to the funerals. I go to the wakes. It all adds up.

Where do you think you get most of your clients from?

Most of my new clients come through word of mouth. A lot of times it’s one friend telling another, “Hey, Amir helped us with that exact thing.” I’ve never done much outbound marketing. I don’t even ask people to refer me. It just happens because I stay involved and available. I follow up. I show up. But it was a slow burn. I’ve been going to networking events for almost 2 decades. I stay involved in my clients lives and my community.

Social media helps, but not in a traditional way. I don’t use Instagram for prospecting. I just stay visible. I post about life, sometimes taxes, sometimes a joke. Clients already follow me, so when someone in their world brings up money or taxes, I’m often top of mind. That’s usually how it starts.

There’s no funnel or ad strategy. Just relationships, trust, and making it easy for people to reach out when they’re ready.

Contact Info:

• Website: https://nfinancialplans.com
• Linkedin: https://linkedin.com/in/amirnoor
• Youtube: amirsanecdotes.com