Driving Growth and Clarity at Signature FD with System & Soul

Heather Fortner shares how Signature FD replaced slow, consensus-driven decisions with clarity and alignment—fueling rapid growth and stronger relationships.

The Challenge

Signature FD, a partnership-based financial advisory firm, experienced rapid growth that brought increasing complexity to its operations. 

• Decision-making was slow and emotionally draining—every major choice required total consensus among partners and an advisory board.

• With no formal governance, tensions grew between what was best for the organization and what felt right for individuals.

• The leadership team—smart, capable, and diverse in background—struggled to find a unified way to make progress.

“We were trying to run an enterprise organization with a consensus-driven model. Everything felt extra—extra emotion, extra time, extra side conversations.” — Heather Fortner, CEO

The Solution

Recognizing the urgent need for change, Signature FD's leadership explored frameworks that could bring clarity and structure to their operations. After careful consideration, they selected System & Soul for its ability to combine operational discipline with a focus on organizational health. 

• Adopted the System & Soul framework to create structure, language, and shared rules for decision-making.

• Built a governance model that defined roles, accountability, and authority at every level.

• Introduced a one-page roadmap articulating purpose, direction, and values—so everyone could speak the same language.

• Brought in a neutral facilitator to normalize tension, separate fact from opinion, and guide honest, productive dialogue.

• Committed to organizational “clarity”—even when it meant facing hard truths or pruning misaligned roles.

“The framework gave us a way to disagree in the room and still walk out aligned. It preserved relationships that mattered deeply.” — Heather Fortner, CEO

The Results

• Doubled organizational size and tripled EBITDA within five years.

• Leaders operate from shared clarity and purpose; decisions move faster and with less friction.

• Every team member is trained in the same process—creating consistent alignment and confidence.

• Defined clarity at both the organizational and individual-seat level, so everyone knows what success looks like.

• A healthy rhythm of communication and accountability sustains growth and strengthens culture.

“When people know what success looks like, they don’t just meet it—they exceed it.” — Heather Fortner, CEO