This article is part two in our three-part series on “The Foundation FORMula,” Paul Axberg’s exclusive wealth management process.
- Discovery
- Design
- Deployment (Coming Soon)
This article is part two of our three-part series on The Foundation FORMula, Paul Axberg’s exclusive approach to wealth management. In part one, we introduced the first step—Discovery—where the focus is on clarifying what matters most: family, career, lifestyle, and financial priorities.
Once that groundwork is in place, the next step is Design. This is where intentions begin to take shape as a customized strategy. Instead of starting with products or isolated solutions, Design looks at the big picture. It draws on insights from the Discovery phase and begins organizing financial decisions into a coordinated plan.
Why Strategy Matters After Discovery
Discovery defines your “why.” Design defines the “how.”
Without a clear strategy, goals remain abstract. For many people, this is where frustration sets in—trying to balance saving, investing, taxes, and protection measures without a unifying framework. That’s why the Design stage is so important. It bridges the gap between values and practical actions, bringing structure to what can otherwise feel overwhelming.
At its core, the Design phase is about:
Aligning financial strategies with the priorities uncovered in Discovery.
Organizing resources into a coordinated, adaptable plan.
Preparing for both opportunities and challenges along the way.
The key is personalization. A strategy is most effective when it reflects a person’s goals, circumstances, and preferences, rather than being a one-size-fits-all approach.
Pillar #1: Wealth Management
Wealth management is the central hub of the Design stage. Rather than looking at accounts or investments in isolation, it’s about understanding how all financial pieces fit together in relation to personal goals. A coordinated approach can make it easier to see trade-offs, prioritize decisions, and stay aligned with what matters most.
Key elements often considered in wealth management include:
Asset allocation – Balancing different types of assets to reflect comfort with risk and long-term objectives.
Investment coordination – Making sure investment decisions work together, rather than pulling in different directions.
Goal alignment – Matching financial resources with specific milestones, such as education funding, retirement, or lifestyle choices.
By viewing wealth management through the lens of the Discovery stage, strategies can be designed to reflect individual priorities, not just market trends or generic models. This makes it easier to see how today’s decisions connect to tomorrow’s aspirations.
Pillar #2: Risk Management
Risk management is about safeguarding what has already been built. Even the most thoughtful financial plan can be disrupted by unexpected events, so this pillar focuses on identifying potential vulnerabilities and creating protective measures. The goal is to reduce exposure to risks that could otherwise cause setbacks.
Areas often considered in risk management include:
Insurance coverage – Life, disability, and long-term care insurance can provide financial stability in the face of unforeseen challenges.
Liability protection – Reviewing potential risks tied to property, business ownership, or professional activity.
Contingency planning – Ensuring there are resources available to handle sudden changes, such as health issues or loss of income.
By addressing risks proactively, financial strategies become more resilient. This helps provide a sense of stability so that long-term goals are built to remain on track, even when circumstances change unexpectedly.
Pillar #3: Tax Planning
Tax planning plays a significant role in shaping how financial resources are managed over time. While taxes are a certainty, the way income, investments, and savings are structured can influence the overall impact. Thoughtful tax strategies can help individuals keep more of what they earn and align decisions with long-term goals.
Areas that may be explored in tax planning include:
Retirement contributions – Determining how pre-tax or after-tax contributions fit into broader plans.
Timing of income and withdrawals – Considering when to take distributions or realize gains in order to manage taxable events.
Deductions and credits – Identifying opportunities that align with current financial activity.
Investment strategy coordination – Ensuring investment decisions are mindful of tax efficiency.
By looking at taxes as part of the overall design, it becomes easier to coordinate with other pillars—such as wealth management and cash flow—so decisions work together rather than in isolation.
Pillar #4: Legacy Planning
For many individuals, financial planning isn’t only about their own lifetime—it also includes thinking about how resources may transfer to future generations. Legacy considerations are about creating clarity and reducing potential complications for loved ones. Without some form of structure, assets may not be distributed as intended, which can lead to stress or conflict.
Topics often discussed in this area include:
Wills and trusts – Legal tools that outline how assets are directed.
Beneficiary designations – Ensuring accounts and policies transfer smoothly to the right people.
Tax implications – Understanding how different approaches may affect what heirs ultimately receive.
Family communication – Discussing wishes in advance to minimize uncertainty later on.
By addressing legacy considerations as part of the broader design, individuals can help align their financial resources with personal values and provide clearer direction for those who may be impacted in the future.
Pillar #5: Philanthropy
Philanthropy is about aligning financial resources with personal values through intentional giving. For some, it may involve supporting community organizations, faith-based groups, or causes that reflect deeply held beliefs. Structured giving can also create opportunities to make an impact while managing how and when contributions are made.
Key considerations often include:
Charitable goals – Clarifying which causes matter most and how to prioritize them.
Methods of giving – Options may include direct donations, donor-advised funds, or planned giving strategies.
Tax awareness – Understanding the potential benefits that certain charitable contributions can provide.
Integration with overall plan – Coordinating philanthropy with other priorities such as family or retirement goals.
When philanthropy is incorporated thoughtfully, it can become more than occasional generosity—it can be a consistent, values-driven part of a financial strategy.
Pillar #6: Cash Management
Cash management focuses on ensuring that funds are available when needed, without leaving too much idle and unproductive. Having the right balance between liquidity and long-term growth may provide more confidence around day-to-day expenses while also supporting larger financial goals.
Areas commonly reviewed in this pillar include:
Emergency reserves – Keeping accessible funds to handle unexpected costs or income disruptions.
Liquidity planning – Positioning cash so it is easy to access without penalties or unnecessary delays.
Cash flow alignment – Coordinating inflows and outflows so monthly and annual obligations are met with confidence.
Balance with investments – Deciding how much to hold in cash versus allocating toward long-term growth opportunities.
By giving cash management its own place within the overall design, financial strategies can remain flexible and responsive to both planned needs and unforeseen circumstances.
Pillar #7: Value-Added Services
Beyond the traditional areas of financial planning, some situations call for more specialized support. This is where value-added services come in. These services expand the scope of a plan, offering guidance that addresses unique needs or complex circumstances.
Examples of value-added areas may include:
Business owner considerations – Coordinating personal and business finances.
Major life transitions – Navigating events such as marriage, divorce, or relocation.
Special family needs – Planning for dependents who may require ongoing support.
Customized analysis – Exploring strategies outside of standard investment or insurance planning.
By incorporating value-added services into the Design stage, individuals can gain perspective on areas that might otherwise be overlooked, helping ensure their plan reflects the full range of life circumstances.
How Design Builds on Discovery
The Design stage doesn’t exist in isolation—it builds directly on what was uncovered during Discovery. Once personal values and priorities are clear, strategy becomes far more purposeful.
For example:
Family priorities from Discovery may inform how insurance or cash reserves are structured.
Career and income insights can shape tax planning and investment strategies.
Lifestyle goals, such as travel or hobbies, may influence how cash flow and savings are organized.
Money management habits provide context for how much flexibility is needed in the plan.
When the insights from Discovery flow into the seven pillars of Design, the result is a strategy that reflects the whole picture. Instead of piecemeal solutions, financial decisions are coordinated and aligned with the life someone wants to build.
Thinking through your strategy is the natural next step after clarifying your priorities in Discovery. Consider how each of the seven pillars—wealth management, risk management, tax planning, legacy considerations, philanthropy, cash management, and value-added services—might connect to your own situation. Taking time to reflect on these areas can reveal how a personalized design may bring greater structure and clarity to your financial decisions. To explore how the Foundation FORMula could apply to your circumstances, you can request a Fit Meeting with Paul Axberg.
Disclosures
Content provided through a collaboration with Paul Axberg and Schnebly Hill Digital Marketing. This content was generated using the help of AI research, and is intended for informational purposes only. Please consult a qualified professional for personalized advice. For specific estate planning advice, please consult a qualified estate planning attorney.