In 2023, we announced our partnership with First Command Financial Services—a firm that’s not only embracing technology but doing so with a purpose rooted in service and community. This partnership provided First Command’s network of financial advisors access to Envestnet’s ecosystem of connected technology, advanced insights, and comprehensive solutions, including our enhanced reporting and portfolio management capabilities, CRM integration, next-level personalization including tax overlay optimization, and financial planning tools through Envestnet | MoneyGuide.
First Command’s journey with Envestnet is a case study in how a client-first philosophy, executed through smart strategy and thoughtful change management, can bring a firm’s vision to life at scale. Sharon Watson, Wealth Product Solutions Lead at First Command, partnered with us to tell the story of our journey together.
A legacy of service
First Command was founded 67 years ago by Lt. Colonel Carroll Payne, who witnessed firsthand the financial hardships that members of the U.S. military face during and after their service. These challenges are unique and deeply personal, including:
- The ever-present risk of loss of life
- Constant relocations and reassignment
- Career sacrifices made by military spouses
- Disruption of benefits post-duty
- Difficulties launching a second career in civilian life
To meet these challenges, First Command has built an entire organization around proactive, early financial planning. The firm employs nearly 600 advisors, many of whom are veterans themselves, and serves over 305,000 military families across the country. Its offices are strategically located near military bases and federal installations, where financial guidance is most needed.
At the heart of First Command’s philosophy is a belief that coaching-based financial planning—starting early and reinforced often—can transform lives. From foundational banking to long-term investment discipline, First Command equips young service members with the skills and habits that lead to lifetime financial security.
Always start with your client
When it came time to modernize their technology ecosystem, First Command didn’t start with a product comparison. They started by talking to their clients.
Sharon explained that First Command conducted a robust feedback process to guide their selection. The team asked:
- Current clients: “What’s working for you?”
- Prospective clients who declined service: “What are we missing?”
- Former clients: “Why did you leave?”
These conversations were candid and galvanizing. To paraphrase Sharon, there’s no feedback more clarifying than from those whose expectations weren’t met.
From this input, First Command created a “service North Star”—a blueprint for the ideal client experience, customized for the unique needs of mobile, mission-driven households. In the end, Sharon said Envestnet was the only platform partner positioned to bring that vision to life.
Building with the end goal in mind
Rather than diving straight into a broad deployment, First Command took a deliberate, strategic approach that Sharon called a “vision-driven transformation.” The team began by defining their ideal end state: a unified, digital-first client experience that empowered both advisors and clients with clarity, consistency, and insight.
From there, they worked backward, identifying the critical building blocks needed to achieve their goal. What followed was a thoughtful, phased implementation of the Envestnet ecosystem:
- Centralized data infrastructure: The first step was ensuring that client data was clean, organized, and accessible on the Envestnet Wealth Management Platform. This would become the foundation for every future innovation.
- Insights integration: Next, they brought in Envestnet Insights, transforming static data into actionable intelligence for advisors. Sharon emphasized the importance of helping advisors “use the data to create actionable opportunities.”
- Preparing for Envestnet | MoneyGuide: The final phase will be the rollout of MoneyGuide, which Sharon described as “the cherry on the sundae.” Once complete, this integration will complete their vision of an end-to-end planning experience that empowers military families, from enlistment to retirement and beyond.
Behind the scenes, First Command understood that a successful platform rollout is as much about people as it is about platforms. Sharon’s remarks pointed to a strong internal alignment strategy—preparing advisors not just to adopt new tools, but to use them meaningfully.
“We were slow to change our process and develop solutions, which is what started us on our journey to Envestnet. Frankly, we needed to up our game in dealing with complexity and offering a more holistic approach to delivering client value.”
Sharon Watson, Wealth Product Solutions Lead, First Command
By giving advisors context, training, and purpose around each rollout phase, First Command ensured that tools weren’t just implemented, they were activated. This level of internal engagement is critical in helping advisors create personalized, data-driven opportunities for the clients they serve.
Listening first: Client feedback as a catalyst
One of the most impressive parts of Sharon’s story was how seriously First Command took client feedback—not just at the start, but throughout the transformation.
It’s common for firms to conduct client surveys. But First Command went deeper, turning conversations with non-clients and former clients into valuable learning moments. This client-centered design philosophy is a hallmark of effective change leadership, and it shows in how the firm continues to evolve its offerings.
It also reinforces a powerful message: when you build with empathy and intention, clients feel it.
A model for the industry
First Command may serve a unique client base, but their journey offers lessons for every firm looking to grow, scale, and serve more effectively:
- Start with the client experience, not the technology.
- Use feedback to shape, not just validate, your strategy.
- Adopt tools through phased, purposeful implementation.
- Empower advisors with both tools and context.
- Build a culture where service and innovation go hand in hand.
At Envestnet, we are proud to be a part of First Command’s journey and to support their mission of helping America’s military families achieve lifelong financial security. Their story is proof that with the right vision, the right tools, and the right people, transformation is not only possible—it’s scalable.
See how you can leverage Envestnet wealth management technology to grow your business at https://www.envestnet.com.
