Will Barnes Email & Phone Number

San Antonio, Texas

Following reorganization, led integration of two diverse groups into a single cohesive team supporting both individual and institutional client facing teams (700 advisors), 200K clients, and $135B in assets. Lead Finance team, budget, strategic and financial analysis, business performance analytics and reporting, pricing modeling and analysis, asset acquisition, and client retention. Partnered on strategic business development initiatives. Accomplishments included developing institutional pricing strategy and offers resulting in acquisition and retention of 10 institutional clients (~$6.25B in total assets) in 2021. Help establish new company P&Ls providing visibility across channels and products to gain actionable insights on key drivers of revenue and expenses. Initiated new performance management / reporting resulting in a more intuitive insight-enabling reporting experience for Advisory teams (700+ people).

San Antonio, Texas

Recruited back to help launch a start-up direct-to-consumer advisory business line while functioning as CAO of the Investment Advisory Center (IAC). Managed shared services team, strategic planning/execution, budget, IT portfolio, and reporting and analytics. Developed and executed strategy to serve ~90% of TIAA client base using a hybrid model (digital advice experience / contact center). Drove strategy, change management, communication, and continuous improvement processes to support clients and employees during operational transformation. Accomplishments included enabling launch of a new sales and service channel generating $1B+ in new assets in first 12 months from previously underserved Mass Affluent clients. Led analytics team that delivered incremental Sales and Cost Savings of $46.5M vs. goal of $30.2M and 5% incremental Conversion Rate improvement. Developed financial model for future expansion of IAC to support transition of $135B in assets to the more cost-efficient hybrid model.

Selected to lead go-to-market strategy for launch of USAA’s first ETF products, which achieved goal of $1.5B in assets under management within 12 months, as well as serve as Product Line Leader for the Single Premium Immediate Annuity (SPIA) product. Led cross-functional team to develop all launch activities. Accomplishments included reigniting SPIA product line sales 24% year over year vs. 11% industry growth. Led initiative that increased Average Initial Investment of the Flexible Retirement Annuity product and delivered gross benefits (Marginal PTI) of $268K. Managed Enterprise Advice & Planning Annuity IT (Agile) project creating a more seamless Member and Advisor experience for guaranteed savings and investment solutions—returned $75K to the business and improved advisor effectiveness 27%. Earned President’s Award and Excellence in Leadership Award for results.

Functioning as CAO, helped USAA launch its Wealth Management Business leading a team in data and analytics, Salesforce administration, financial analysis and modeling, and strategy. Selected to turn around performance and change culture of three disparate data and analytics teams supporting all business lines. Accomplishments include growing USAA Wealth Management business from ~25 advisors in corporate hubs to 250+ advisors in face-to-face offices USA wide serving over $100B in member assets over three years. Merged and aligned four diverse groups to form a single cohesive Information and Performance Analytics (IPA) team delivering $9.5M in benefits to customers with a 97% Customer Satisfaction score and reaching Service Level Objective 20% better than plan. Innovated Speech & Text Analytics function realizing FTE savings of $8.8M.

Promoted after completing graduate degrees and demonstrating top performance in the call center to support the Institutional and Wealth Management business. Led team performing reporting, analysis, and modeling. Created staff, financial, capacity planning, and other operating models that enabled Wealth Management business to plan proactive strategic direction and ensure balanced growth from ~100 advisors to 800+.Accomplishments included developing a Managed Account pro forma pricing model that helped initiate design and launch of company’s first Managed Account product generating ~2x in revenue. Managed $40M direct operating budget for Wealth Business finishing 3% under budget for 2008. Received two Excellence Awards as highest form of recognition for top performers.

Delivered holistic financial advice to participants planning for, transitioning into, and living in retirement. Sold annuities and mutual funds and cross-sold other products in a call center setting. Brought in $10M/year in assets as a top producer cross-selling new products and driving incremental assets. Rated as a provider of “superior service” with an average score of 98% out of 100%. Mentored 10+ trainees.

Master Of Business Administration (M.B.A.)

Master Of Science (M.S.), Finance, General

Bachelor Of Arts - Ba, Double Major: International Relations And French