Story & Lesson Highlights with David Hicok

We’re looking forward to introducing you to David Hicok. Check out our conversation below.

Hi David, thank you so much for taking time out of your busy day to share your story, experiences and insights with our readers. Let’s jump right in with an interesting one: What do the first 90 minutes of your day look like?
I like to spend the first hour or so reading. But specifically, First thing I jump in the pool for a couple of laps. Then I make coffee and feed the dogs. The next hour or so is spent meditating and reading—no phone or other distractions.

Can you briefly introduce yourself and share what makes you or your brand unique?
We are a wealth management firm. Not in the sense that some might think. Yes, we provide financial planning and investment management services, but our process is values-driven. All of our clients go through a financial planning process to align their money with what is most important to them. While others might ask, “When do you want to retire?” We ask “how do you want to allocate your wealth? There are only 3 areas where you can allocate your wealth: lifestyle, family, and community. Our clients have moved beyond spending to maintain a lifestyle; they are focused on building their legacy.

Great, so let’s dive into your journey a bit more. Who were you before the world told you who you had to be?
Before I went into finance, I was in the automotive industry.

I started out working for others, most notably in a Porsche restoration shop, and eventually opened my own automotive specialty business. We reconditioned classic cars and customized modern performance vehicles. It was creative, hands-on work, and I loved it. I learned how to build something from nothing, how to solve problems under pressure, and what it really means to run a business.

At some point, though, I realized I had taken it as far as I wanted to take it. I wasn’t burned out—I was simply ready for a new challenge.

Around that same time, two things happened that changed everything.

The first was deeply personal. My stepson died tragically after a long struggle with drugs and alcohol. Losing him reshaped how I thought about time, purpose, and what actually matters. I decided in that moment that life was too short to spend another minute in a career that no longer fulfilled me.

The second was an opportunity. My wife and I had been working with a financial planner, putting a few important pieces in place for our future. Our advisor must have sensed I was at a crossroads, because she told me her firm was expanding its financial planning department and was specifically looking for people with real-world business experience—not just recent graduates.

I interviewed, was offered the opportunity, and spent the next few months studying for licensing exams while winding down my automotive business. It was a leap, but it felt right.

I’ve never looked back.

Was there ever a time you almost gave up?
Yes—very early on.

I had been in the business for about a year and was close to giving up. I was working hard, had clients I was actively engaged with, but nothing had closed. No real momentum. No confirmation that I had made the right decision.

At that point, I gave myself a very clear ultimatum. I decided to give it two more weeks. If I couldn’t close the business I was already working on in that time, I would walk away and figure out what was next.

Those two weeks changed everything.

I closed every single piece of business I was working on. More importantly, it gave me the confidence that I wasn’t just surviving—I was in the right business. That experience taught me that persistence matters, but so does belief in your own ability to follow through when things feel uncertain.

One of the clients I began working with during that period became one of my best, and our relationship remains meaningful to this day. Looking back, that moment didn’t just keep me from quitting; it gave me the confidence I needed to keep going even when things looked bleak.

I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What are the biggest lies your industry tells itself?
One of the biggest lies the financial industry tells itself is that money is mostly about numbers.

We like to believe that if the spreadsheets are right, the outcome will be right. But in my experience, money is far more emotional than mathematical. Fear, identity, family dynamics, past experiences—those forces shape financial decisions far more than interest rates or asset allocation models ever will.

Another lie is that complexity equals value. Too often, we confuse sophistication with clarity. Clients don’t need more jargon or more moving parts—they need someone who can help them understand what matters, what doesn’t, and how their financial decisions connect to the life they actually want to live.

The industry also tells itself that success is measured in growth, assets, or scale. Those things matter, but they’re not the whole story. The real measure of success is whether clients feel more confident, more grounded, and more aligned with their values because of the work you do together.

Real financial advice begins with the human side of money,

Okay, so let’s keep going with one more question that means a lot to us: If you knew you had 10 years left, what would you stop doing immediately?
If I knew I had ten years left, I would stop doing anything that pulled me away from meaningful work and meaningful relationships.

I would stop saying yes out of obligation or a need to please, whether that’s projects, partnerships, or expectations that no longer align with how I want to spend my time. Time is the one resource that can’t be replenished, and I’ve learned that being busy is not the same as being purposeful.

Ultimately, I would stop postponing the conversations and decisions that lead to clarity. Ten years is long enough to do meaningful work, but too short to waste on anything that doesn’t reflect your values.

Contact Info:

• Website: https://www.hicokfinancial.com/
• Linkedin: https://www.linkedin.com/in/davidhicok/

Image Credits
Pictures were taken by me or by De Ivett of 5D Spectrum.