Driven by Experience. Grounded in Independence.
We are a powerhouse team of dealmakers, transition experts, brand strategists, and recruiters. Our mission is to help high-performing advisors break free from limitations, build lasting equity, and embrace true ownership.
Shelby Nicholl, MBA, CEPA
FOUNDER & CEO, LEAD CONSULTANT
Built from the Inside Out
After over 25 years in corporate leadership roles at firms such as LPL Financial, Edward Jones, and A.G. Edwards, founder Shelby Nicholl continuously encountered the same question from top-producing advisors: "I want to move my business. Where should I go?"
Advisors undergoing change deserve an honest answer—not a cold corporate pitch or a generic recruiter introduction masquerading as advice. Often, the guidance provided is neither unbiased nor personal.
Muriel Consulting was established to bridge that gap. We act as your quarterback, general contractor, and advocate, empowering you to move beyond limiting systems and into a business that is entirely and unmistakably yours.
Inspired by a Trailblazer.
Driven by Bold Ambition.
The Inspiration
Muriel "Mickie" Siebert was the first woman to hold a seat on the New York Stock Exchange and, in many ways, the original breakaway advisor. When her firm refused to pay her equally, she didn't complain; she broke away and built her own firm instead.
"I sleep well at night knowing I've been competitive but honest, tenacious but scrupulous, tough but fair."
- Muriel Siebert
The Meaning of Muriel
The name means "sparkling sea." For us, it represents bold vision, clear self-awareness, and the courage to pursue what you genuinely want while refusing to accept less than you deserve.
What We Stand For
Shelby Nicholl, MBA, CEPA
She spent 25 years inside the system so she'd know exactly how to help you build something outside of it.
Experience & Background
Shelby didn't set out to start a firm. Advisors kept finding her with the same question: "I'm going to move my business. Where do you think I should take it?" That question, asked enough times by enough top performers, became Muriel Consulting.
Before founding the firm, Shelby spent more than two decades inside the industry she now helps advisors leave behind. She served as Senior Vice President at LPL Financial, Director at Edward Jones, and started her career at A.G. Edwards before its merger with Wells Fargo Advisors. She's seen the inside of the machine, which is exactly why she knows how to help you build outside of it.
Shelby holds an MBA from Washington University, her Series 7 and 66 licenses, and is both a PROSCI Certified Change Management Practitioner and a Certified Exit Planning Advisor. She brings analytical precision and creative insight in equal measure, and it shows in how she works: methodical where it matters, intuitive where it counts.
Off the Clock
Shelby loves to spend her time with her family sitting lakeside at Innsbook, where they have an A-frame cabin. A long-time volunteer, she also serves on the Advisory Board for Easterseals Midwest and is a member of the Easterseals Women's Giving Collective. Shelby is passionate about advancing women in the industry and is a founding board member of Women Leaders in Finance, a St. Louis based organization connecting women across the firms headquartered there.
- MBA from Washington University; FINRA Series 7 & 66 licenses
- PROSCI Certified Change Management Practitioner & Certified Exit Planning Advisor (CEPA)
- Former SVP at LPL Financial & Director at Edward Jones
Leadership & Team
Shelby Nicholl, MBA, CEPA
Founder & CEO, Lead Consultant
Read BioPhoebe Uribe
Head of RIA Solutions, Lead Consultant
Read BioTanisha West
Advisor & Staff Recruiting
Read BioJohn Stadtmueller
Sr. Consultant
Read BioNick Alberino
Senior Consultant
Read BioBrian Strasser
RIA Project Manager
Read BioRon Nicholl
Co-Founder, Technology Consultant
Read BioDeandra Miklos
Advisor Marketing & Communications
Read BioAaron Sherman
Podcast Producer & Storyteller
Read BioShelly Hadel
Business Operations Manager
Read BioIsaac Compton
Data Analyst
Read BioJudy Ugay
Executive Assistant
Read Bio
Ready to Build What Comes Next Together?
Start the conversation with a private, no-obligation strategy session.
Frequently Asked Questions
-
Muriel Consulting was founded by Shelby Nicholl, MBA, CEPA, who brings over 25 years of corporate executive experience from major financial institutions including LPL Financial, Edward Jones, and A.G. Edwards. Shelby founded Muriel Consulting because she saw advisors in her network overwhelmed by the choices and struggling to transition their businesses successfully. She founded Muriel to provide true advisor representation and deep consulting to advisors making consequential business transitions.
-
Muriel Consulting is named in honor of Muriel "Mickie" Siebert, the first woman member of the New York Stock Exchange and a legendary breakaway advisor. The name Muriel means "sparkling sea" and reflects the firm's core philosophy: bold ambition, clear self-awareness, and refusing to settle for rigid firm structures that limit growth.
-
Muriel Consulting operates under four key principles: Relationship First (our client is the advisor, not the firm), Strategy with Intention (custom blueprints over generic reports), Results That Last (hands-on execution as a general contractor), and 100% Ownership Outcomes (building long-term client equity and freedom).
-
The Muriel Consulting team consists of transition experts, technology consultants, marketing strategists, and recruiters who assist advisors with RIA firm design, vendor stacking, custodian evaluation, legal/compliance onboarding, pre-launch client communication, and staff talent acquisition.
-
Advisors can schedule a 100% confidential, no-obligation strategy session directly through the Muriel Consulting website. All initial discussions are held with complete discretion to protect your privacy and your existing practice.