We’re excited to introduce you to the always interesting and insightful James Selu. We hope you’ll enjoy our conversation with James below.

James, looking forward to hearing all of your stories today. Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.

In February 2024 I officially stepped away from a stable 16-year career and launched my own financial planning and asset management firm, Palm Coast Wealth. It was the biggest risk I had taken in my life/career. It was not easy to walk away from a stable career and knowing there was a chance that I could fail, but I did. I took that leap of faith. The real roots of that decision were planted in my childhood.

I’m the oldest of five kids, all born within six years. My mom stayed home to raise us, and my dad often worked two or three jobs just to keep the lights on. They never once made me feel like a burden, but as a kid around 11 or 12, I could sense the financial pressure they carried. I felt the burden the long hours my dad worked, the sacrifices my parents made, and somewhere inside me grew this desire to “pull my weight” and not add to the strain.

So at 13, I picked up a paper route. I’ve been working ever since.

Fast-forward to adulthood—I’m now married with five children of my own, including a set of twins. And without even realizing it at first, the same early awareness of financial pressure, the same desire to create stability for the people I love, became the foundation of my career. Helping families gain clarity and control over their financial lives wasn’t just a profession for me—it felt personal. I knew what financial stress looked like. I also knew what relief could feel like.

In February 2024, I took the biggest professional leap of my life. I left an excellent, secure position in the financial industry to build something fully my own—something aligned with how I believe clients should be served. It was terrifying. With five young kids at home and a stay-at-home spouse, the stakes felt enormous. There were plenty of sleepless nights, plenty of “Are we really doing this?” conversations.

But I also knew that meaningful change rarely comes from comfort. I knew that the only way to truly create the level of impact I wanted for my clients—and ultimately for my family—was to bet on myself.

That bet paid off.

Launching Palm Coast Wealth has been one of the most rewarding decisions of my life. By putting clients first and treating their families like my own, I’ve been able to build a practice that not only helps people reach financial freedom, but also gives my family the stability I once feared we wouldn’t have.

This journey has reminded me of something we often tell clients about investing: when you take a thoughtful, calculated risk, you give yourself the chance for extraordinary rewards. Starting my own firm was exactly that—a risk that required faith, discipline, and a commitment to serving others. And it has changed my life for the better.

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 the founder and president of Palm Coast Wealth, but before anything else, I’m a husband and father of five. Our home is lively, and very busy—between school schedules, sports, homework, family commitments, and our faith, our calendar rarely has an empty slot. But the organized chaos of raising a big family is a daily reminder of why I do what I do and why Palm Coast Wealth exists.

I learned early on how deeply finances can affect a family’s sense of stability and peace. That experience shaped my desire to help people feel secure, informed, and empowered when it comes to their financial lives.

Today, we specialize in holistic financial planning for high net worth individuals and families, investment and asset management, tax strategy, retirement and estate planning, and guidance for small business owners—including those preparing to exit or sell.

Our clients often come to us with complex, high-stakes questions:
How do I reduce taxes?
Am I invested appropriately for my goals?
Can I retire on my terms?
How do I build, grow, and protect my wealth for my family?

We exist to remove the confusion, simplify the path forward, and act as a true fiduciary partner at every step.

What I’m most proud of isn’t our service list—it’s our core philosophy. At Palm Coast Wealth, clients aren’t transactions or account numbers. They’re treated like family. We believe in owning our work, educating and empowering our clients, and maintaining an optimistic outlook grounded in discipline and data. When people entrust us with their life savings, dreams, and worries, they deserve nothing less.

If there’s one thing I want people to know about our firm, it’s this:
We’re here to help you build a secure financial foundation that gives you more time, more confidence, and more freedom to invest in the parts of life that matter most—your family, your future, and your legacy.

What’s a lesson you had to unlearn and what’s the backstory?

One of the biggest lessons I had to unlearn was something I didn’t even realize I was carrying for years: the belief that I needed to please everyone around me. In college, I finally recognized that much of my decision-making—who I spent time with, what I pursued, even how I acted—was shaped by what I thought others expected of me. Not what I valued. Not what I wanted. Just what I believed would keep everyone else comfortable.

When I finally paused long enough to take stock of my life, it hit me how far that mindset had pulled me from my own passions and identity. I was checking boxes, not building a life.

Unlearning that old pattern changed everything. Once I gave myself permission to pursue what genuinely mattered to me—my interests, my goals, my values—I found deeper friendships, a stronger sense of purpose, and ultimately my wife. My relationships became more authentic because I was being myself.

That shift didn’t just change my personal life—it shaped the way I lead and the way I built Palm Coast Wealth. Instead of trying to fit into a mold of what the industry says an advisor should be, I built a practice anchored in what I truly care about: empowering families, serving clients like they’re our own, and helping people experience the financial freedom to live life on their own terms.

Looking back, I wish I had learned this lesson earlier. But unlearning people-pleasing taught me something invaluable: your life expands dramatically when you stop trying to live someone else’s version of it.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

One of the most influential books I’ve read as an entrepreneur is “Buy Back Your Time” by Dan Martell. It completely reshaped the way I think about leadership, delegation, and the role of the founder inside a growing business.

Like many business owners, I can fall into the trap of believing no one could do certain tasks as well as I could. That mindset might feel noble, but it’s actually a fast track to burnout. It keeps you buried in low-value tasks, prevents your business from scaling, and—ironically—keeps you from serving your clients at the highest level.

Martell’s book challenged that belief head-on. It taught me that the goal isn’t to do everything yourself—it’s to design a business that buys back your time so you can focus on the work that generates growth, impact, and fulfillment. The framework helped me evaluate my workload with honesty, delegate with intention, and build a structure around Palm Coast Wealth that supports both sustainable growth and a healthy life outside the office.

Implementing those principles gave me back clarity, energy, and margin—crucial ingredients when you’re leading a firm and raising a family of five little ones at home.

I recommend this book to every entrepreneur, especially those who feel like they’re drowning under the weight of their own business. If you’re feeling stretched thin, overwhelmed, or starting to lose the joy you once had for your work, this book can offer the perspective and the tools to get your freedom back.

Contact Info:

• Website: https://palmcoastwealth.com/
• Linkedin: https://www.linkedin.com/in/james-selu-cfp%C2%AE-cbda-4ba3b65/