At Third Coast Advisors, growth is rooted in people. In a recent conversation with Associate Principal Owner Jason Waugh, we explored how the firm is shaping the next generation of advisors, strengthening its culture, and building a recruitment engine centered on values, mentorship, and meaningful human connection. What emerged was a picture of a firm that understands the future of financial advice. It belongs to advisors who are trained intentionally, supported consistently, and driven by purpose.
Associate Principal Owner Focused on Advisor Development
Jason’s role at Third Coast is intentionally structured around developing advisors. Although he maintains a client base, most of his time is spent recruiting, interviewing, training, and building the systems that support advisor success. He was brought in years ago with a clear mission: help grow Third Coast into a thriving, modern advisory firm that attracts entrepreneurial talent and keeps it.
That mission has taken shape through targeted university partnerships, a structured internship pipeline, and a values‑driven approach to hiring and retention. Jason’s leadership reflects a belief that sustainable growth comes from investing deeply in people, not just processes.
The Internship Program: Third Coast’s Most Powerful Engine for Advisor Growth
If there is one area where Third Coast has truly set itself apart, it is the internship program. Built nine years ago, the program was designed to solve a problem Jason saw repeatedly. Students graduate with technical knowledge, but without the real‑world skills required to build a practice. They know how to create a financial plan, but not how to find a client. They understand theory, but not the courage it takes to start a conversation with someone who might need help.
Third Coast’s internship program flips the traditional model. Instead of shadowing advisors or completing theoretical assignments, interns are expected to develop three to five clients over twelve weeks. It is hands‑on, practical, and intentionally challenging, because the work of an advisor is hands‑on, practical, and challenging.
The program begins early, often with freshmen and sophomores. By the time students graduate, many already understand how to approach potential clients, how to communicate clearly, how to build trust, and how to follow through. This early development creates a pipeline of graduates who are not only technically trained, but emotionally and professionally prepared for the realities of the business. From there, the goal is that these students who spend time gaining real‑world experience partnered with an experienced advisor become a core part of our firm full‑time.
Jason also outlined the four core values that guide both interns and full‑time advisors: being a team player, having unwavering resolve, communicating clearly, and improving holistically. These values aren’t slogans. They are filters. Interns who embody these traits throughout the summer are the ones who ultimately thrive as advisors. The values are strengthened daily through Jason’s simple approach that these values are traits of a successful advisor.
Teaching Beyond University
One of the biggest gaps Jason sees in new graduates is the ability to find and approach clients. Universities teach planning, but not prospecting. They teach analysis, but not communication. They teach theory, but not the courage required to start a conversation with a stranger.
Jason has been invited to share his experience in classroom settings, helping students understand what it actually looks like to approach clients and build relationships from day one. He wants students to understand how to leverage personal networks, how to approach potential clients with confidence, how to build communication habits that feel natural, and how to recognize that personality is not destiny. Jason shared his own experience as an introvert who learned to network through alternative approaches like golfing. It proved to him that client acquisition isn’t about being outgoing. It is about being willing to learn. Jason states, “you can’t make money sitting around.”
He also emphasized hiring people with natural customer service instincts. Waiters, bartenders, and hospitality workers often excel because they already know how to talk to people. Communication can be taught, but genuine comfort with human interaction is a powerful starting point.
Why This Industry Matters
Jason carries a story with him that has shaped his entire career.
His second‑ever client was a young man he met during a brief interaction at Starbucks. They talked for a few minutes, and that simple conversation led to the client purchasing a term policy and opening a Roth IRA. Not long after, the client passed away from brain cancer at just twenty‑three years old.
Jason still remembers the moment he learned the news. He remembers the impact of that chance interaction—an interaction that changed the financial future of the client’s nieces, who were able to attend college because of the planning Jason helped put in place.
He often says this story is the root of why he does what he does. It is the reminder that small human interactions matter. Advisors make a difference in ways they may never fully see. The real work of this profession is built on moments. Conversations. Introductions. Chance meetings. You never know who you are talking to or how that interaction might change a life.
This is the heart of Third Coast’s culture. Advisors aren’t trained to sell. They are trained to serve. They are trained to recognize that every conversation could be meaningful. They are trained to understand that financial planning is not about numbers. It is about the people.
A Culture Growing Younger, More Collaborative, and More Modern
Third Coast’s culture has evolved dramatically. Once dominated by older advisors, the firm is now younger, more collaborative, and more open to new ideas. Jason shared examples of helping advisors overcome challenges, like structuring call blocks for team members who struggle with phone anxiety. It shows how culture and coaching work together. Jason often tells advisors who struggle with procrastination or phone anxiety to “eat the frog,” meaning they should tackle their hardest or most important task first thing in the morning to set the tone for a productive day.
Technology is also reshaping the advisor experience. Modern tools allow advisors to document client conversations more efficiently, track progress and follow‑ups, access planning resources instantly, collaborate across teams, and reduce administrative burden. The result is a culture where advisors can spend more time doing what matters: building relationships, developing clients, and growing their practice.
Guardian Growth Goals and Third Coast’s Long‑Term Vision
Guardian’s national goal is to double in size by 2030. For Third Coast, that means growing from thirty‑five advisors to one hundred within the next decade. Jason believes this is achievable, but only with strong retention and thoughtful succession planning.
He emphasized the importance of maintaining a fifty percent retention rate, far above the industry average of eight to fourteen percent. To support this, the firm is identifying future successors for leadership roles and ensuring that resources scale alongside headcount. Growth without support, Jason noted, is how large companies lose good people. Third Coast intends to grow differently.
A Firm Built for the Next Decade and Beyond
In many ways, Jason embodies the direction Third Coast Advisors is heading. His commitment to developing advisors, his belief in the power of small human moments, and his focus on building a values‑driven culture all point to a firm that is growing with intention. The conversation between Jason and I made it clear that Third Coast is not just expanding its advisor base; it is building a community grounded in purpose, collaboration, and long‑term impact.
This summer alone has generated nine interns, each one a testament to the strength of the recruitment pipeline Jason has built and the future he’s shaping. As the firm continues to invest in the next generation of advisors, Jason’s leadership serves as a reminder of what truly drives meaningful growth: people who care deeply about the work, the clients they serve, and the future they’re helping shape.
Jason Waugh, CFP®, Registered Representative and Financial Advisor of Park Avenue Securities, LLC (PAS). OSJ: 1166 Quail Ct, #100, Pewaukee, WI 53072 (262) 746-9270. Securities products/services and advisory services are offered through PAS, a registered broker/dealer and investment advisor, The Guardian Life Insurance Company of America (Guardian), New York, NY. PAS is a wholly owned subsidiary of Guardian. PAS is a member of FINRA, SIPC. Third Coast Advisors is not an affiliate or subsidiary of PAS or Guardian. CA license #4546757 9002965.1 07/30