Dan Zitting | Inside Nitrogen’s Next Evolution

You recently launched the Tax Center, and how do you feel it's going to help advisors gain mind share and wallet share of your clients?

[00:00:26] Dan Zitting: We're really excited about it because, what we've always done is put a simplified way of thinking about your investments in front of an advisor in a compelling way. But the, what does that mean for me, from a tax standpoint, always felt like go ask the CPA next door. And they don't have that answer either because it's not connected with that picture of how they're managing their investment portfolio.

So we're really excited to be able to, simplify that picture, that big long thing called the 1040, into something the client can actually understand. But more importantly, what does it mean longer term? What does it mean for where income ends up? What does it mean for, where my accounts go, et cetera,

And so far our advisors think it's pretty neat.

[00:01:20] Doug Heikkinen: So you've been at the helm for quite a while now. It maybe isn't seem that long, but it's been a while. And you had a name change and all that stuff that people are familiar with. How would you describe the evolution of the company?

Because we spent some time a few months ago and I was just shocked at all the things you're doing now.

[00:01:35] Dan Zitting: Yeah, it's really exciting being here and all the things we're launching right now. We've said, it's, perhaps even got a little bit ahead of ourselves, rebranding the company a couple of years ago.

We feel like this is the moment where Nitrogen is really becoming Nitrogen, because, most folks know us for the Risk Number. Now we have. Four separate areas. Risk alignment, income planning, portfolio research, and tax education, all doing what the risk number did in different areas of advice. Is that simplified, just have an incredible moment together in front of the client. And we feel like that was the brand promise that Nitrogen was supposed to be. And we feel like this is us, I hope everything the world saw today is us really living into that future.

[00:02:22] Doug Heikkinen: And I know you had some big announcements today, but you guys are always looking around the corner, so any previews of what you're thinking?

[00:02:29] Dan Zitting: Yeah, we are thinking a lot about, how much deeper can we go and how much more data can we integrate with our other partners that are all here, from custodian to wealth stack, et cetera. How to make what we launch today with our Nucleus AI engine more compelling.

And we're also thinking about additional areas of advice that we think we have a lot of opportunity to add value in beyond the four that I just mentioned. And I will maybe not share exactly what those are today, but I'll tell you if you think about our history as it relates to risk, a lot of our advisors use us a lot related to annuities.

We're thinking a lot about insurance and how insurance plays into the financial plan and yet another area of complexity that clients really need simplified for them. So we're excited to think about some new problems as well.

[00:03:29] Doug Heikkinen: And lastly, it's been a fantastic conference. Lots of great things have happened.

Any highlights that stuck out to you?

[00:03:37] Dan Zitting: It's easy for me because I got to be up there on the main stage launching a new product and to see the faces light up. That for me is the big shot of energy that will go all year. But some amazing connections with the group, with 730 advisors here, a couple thousand online.

It feels like that moment of, that moment where, like I said, Nitrogen really becoming Nitrogen, the Nucleus engine, et cetera. We think we're going to hear some great stories following the conference about catalyst moments, our advisors here have created.

[00:04:11] Doug Heikkinen: Thank you. Your team and you have nailed it again, and thanks for having us, and we really appreciate it.

[00:04:15] Dan Zitting: thanks for being here again And likewise.