In this episode of HawkeTalk, I sit down with Chad Willardson, founder and CEO of Pacific Capital, to hear how he went from a young Merrill Lynch trainee during the tech bubble to building a premier boutique wealth management firm for entrepreneurs.

Chad shares how growing up in Orange County shaped his values, why basketball and Michael Jordan fueled his competitive spirit, and what it really took to survive in a “shark tank” Wall Street training program where only three of 140 made it through. After nine years at Merrill Lynch and a front-row seat to the chaos of the 2008 financial crisis, Chad walked away from a seven-figure salary, lucrative offers from Goldman Sachs and Morgan Stanley, and even a multimillion-dollar signing bonus. Instead, he chose freedom, authenticity, and the chance to start over from zero.

We dive into the struggles and triumphs of launching Pacific Capital in 2011, from fighting off frivolous lawsuits to learning the nuts and bolts of leases, payroll, and leadership. Chad opens up about finding his niche serving growth-minded entrepreneurs, scaling his firm to $25M+ minimums, and why taking care of clients above all else has been the key to long-term success.

Through it all, Chad’s story is a reminder that persistence, integrity, and the courage to leave comfort for calling can transform both a career and a life.

In this episode: 

• (00:00 ) The best advice Chad ever got: take care of clients first
• (04:34 ) Surviving Merrill Lynch’s “boiler room” training days
• (10:24 ) Walking away from Merrill Lynch despite seven-figure earnings
• (15:54 ) Building a boutique family office model
• (22:15 ) Expanding services like tax strategy and travel concierge
• (23:20 ) Why entrepreneurs are underserved in wealth management
• (24:58 ) Advice on persistence and always putting clients first

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About Our Guest

Chad Willardson is the founder and CEO of Pacific Capital, a boutique fiduciary wealth advisory firm in Southern California serving entrepreneurs and families with $25M+ in investable assets. Chad began his career at Merrill Lynch, where he rose to become one of the top advisors in his region before leaving in 2011 to launch his own firm.

At Pacific Capital, he and his team provide a true family office experience, from tax strategy and investment management to travel concierge and executive hiring support. He is also the author of Wealth Wired Differently, bridging the gap between entrepreneurs and financial professionals. Chad’s mission is simple: help entrepreneurs protect, grow, and enjoy their wealth while living life on their terms.

Chad Willardson

• Pacific Capital Website
• Chad Willardson on LinkedIn

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