Your Next Move Deserves a Great Team
We’re a powerhouse team of dealmakers, negotiators, transition experts, brand builders, and business strategists. We help advisors build thriving RIAs, execute seamless transitions, and hire teams that deliver exceptional client experiences. Our focus goes beyond deal metrics to what matters most: advisor success and the client experience. We don’t just guide advisors to independence—we help shape the stories behind them, sharing those journeys through our podcast and the work we do every day.
Shelby Nicholl, MBA, CEPA
Founder & CEO
Lead Consultant
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A 25-year corporate veteran turned entrepreneur, Shelby Nicholl is the Founder and CEO of Muriel Consulting, a fast-growing consulting firm that helps financial advisors design, launch, and scale their independent businesses.
Muriel Consulting was founded after advisors began turning to Shelby with one simple question: “I’m going to move my business—where do you think I should take it?” That spark turned into a national consulting firm guiding advisors through some of the most complex transitions in wealth management—from breaking away to form RIAs to joining independent platforms and building enterprise-ready firms.
Before launching Muriel Consulting, Shelby spent more than two decades inside the financial services industry, serving as Senior Vice President at LPL Financial, Director at Edward Jones, and beginning her career at A.G. Edwards before its merger with Wells Fargo Advisors. Throughout her career, she has built and led solutions that meet the evolving needs of advisors and their clients.
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 (CEPA). Known for blending analytical precision with creative insight, Shelby helps advisors and firms find clarity, confidence, and lasting success.
In 2023, Shelby founded the Muriel Network, a digital community dedicated to accelerating the success of women in wealth management. Muriel Network and Muriel Consulting are named in honor of Muriel Siebert, the first woman member of the NYSE and an enduring inspiration behind Shelby’s mission.
Shelby serves on the Advisory Board for Easterseals Midwest, is a member of the Easterseals Women’s Giving Collective, and is a founding board member of Women Leaders in Finance, a St. Louis–based organization promoting advancement and visibility for women in the industry.
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P: 844-2-MURIEL
Phoebe Uribe
Head of Advisor Launch Strategy and Execution, Lead Consultant
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With more than 25 years of experience across financial services, compliance, and practice management, Phoebe Uribe brings deep industry expertise and steady leadership to Muriel Consulting. She helps advisors confidently navigate every stage of their independence journey—from early planning and due diligence to post-launch execution and long-term success.
Before joining Muriel Consulting, Phoebe spent more than a decade at LPL Financial, where she guided some of the largest advisor teams to ever transition to LPL—including multiple billion-dollar-plus moves from Morgan Stanley, Merrill Lynch, and UBS. Known for her calm under pressure and solution-oriented mindset, she coordinated every detail of these complex transitions with precision, empathy, and an unwavering focus on the advisor experience.
Phoebe is passionate about helping advisors turn the complexity of transition into confidence—guiding each team toward a launch that feels seamless and authentically theirs. Her thoughtful, hands-on approach ensures that every advisor she works with feels supported, prepared, and proud of what they’ve built.
A San Diego native, Phoebe earned her Bachelor of Science in Finance from San Diego State University and holds FINRA Series 7, 24, and 66 licenses. Outside of work, she enjoys spending time with her husband and kids, exploring the California coast, planning family adventures, and crafting seasonal menus that bring loved ones together.
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P: 858-692-1376
Ron Nicholl
Co-Founder
Technology Consultant
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Ron Nicholl is the Co-Founder of Muriel Consulting, where he leads the firm’s technology infrastructure and sales strategy, and supports advisors with their IT decisions. A behind-the-scenes expert with a sharp operational mindset, Ron ensures that every firm Muriel Consulting serves is built with a perspective of scalability, compliance, and efficiency.
Ron brings more than 20 years of experience in IT strategy, regulatory compliance, and enterprise operations, including roles as a Sales Engineer at Dell and a 14-year tenure at Enterprise Holdings. At Enterprise, he served on the Corporate IT Governance Committee and led global disaster preparedness planning, helping shape the company’s resilience and risk management approach.
At Muriel Consulting, Ron advises new and growing financial advisory firms on SEC- and FINRA-compliant technology platforms, helping them scale from launch with confidence.
Ron holds a bachelor’s degree from the University of Missouri–St. Louis.
Outside of work, Ron is a lifelong runner who enjoys traveling with his family internationally. He believes discipline, wellness, and adventure are essential ingredients for both business and life.
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Shelly Hadel
Business Operations Manager
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Shelly Hadel serves as Business Operations Manager at Muriel Consulting, where she keeps projects, clients, and operations running seamlessly behind the scenes. Known for her organization, warmth, and calm under pressure, she provides high-level administrative and client support that ensures the team delivers an exceptional experience at every stage of the advisor journey.
With more than a decade of experience in the insurance industry, Shelly built a strong foundation in customer service, organization, and client relations. After 13 years in that field, she stepped away from the corporate world to focus on raising her children—a chapter that opened the door to a wide range of new experiences and leadership opportunities.
Over the next 14 years, Shelly immersed herself in roles that blended creativity, management, and strategic execution. From leading motor coach trips and planning successful events to creating social media content, designing graphics, editing videos, and managing finances, she’s worn many hats and excelled in each of them.
Her unique background combines business acumen with creative problem-solving and a genuine commitment to making every project shine. Whether coordinating details behind the scenes or developing big-picture ideas, she brings enthusiasm, reliability, and a people-first approach to everything she does.
Outside of work, Shelly is actively involved in her church and passionate about building community. She enjoys spending time with family and friends, especially outdoors—camping, hiking, and exploring nature whenever she can.
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Email: shelly.hadel@murielconsulting.com
Tanisha West
Advisor & Staff Recruiting
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With nearly 25 years of experience in banking and financial services, Tanisha West brings unmatched depth in talent acquisition and advisor recruiting to Muriel Consulting. A lifelong champion for inclusion and opportunity, she has built her career helping individuals and firms grow through the power of the right people.
Before joining Muriel Consulting, Tanisha led recruiting efforts for some of the industry’s most respected firms. She spent more than a decade at Edward Jones, where she was responsible for hiring nearly 1,000 financial advisors across the South, and later served as Senior Recruiter for TD Bank, focusing on licensed wealth professionals from Maine to Florida. Earlier in her career, she spent ten years with UBS, holding roles in recruiting, operations, and campus leadership, including national MBA recruiting and the Emerging Affluent Investment Centers.
Tanisha earned her Bachelor of Arts in Economics from Spelman College in Atlanta, Georgia. A native of Monterey, California, she is active in community involvement, volunteering with organizations throughout Orangeburg County and others that have a national impact.
Beyond her professional achievements, Tanisha is known for her warmth, loyalty, and strong family ties. She is the best aunt to her nieces and nephew and a devoted daughter, godmother, and cousin—deeply committed to caring for family across generations. Tanisha enjoys traveling, reading, and, when the occasion calls for it, showcasing her creativity as a Certified Mixologist.
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John Stadtmueller
Sr. Consultant
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John Stadtmueller brings a rare combination of experience and advisor empathy to the Muriel Consulting team.
Over a 25+ year career spanning distribution, consulting, and home office leadership, John has developed a deep understanding of how advisor partnerships are structured and the impact those partnerships have on each stakeholder, including advisors, firms, and clients.
In 2022, John founded Good Advisors Finish First, a digital community built on the belief that transparency drives better outcomes. The community brings together financial advisors to share insights, resources, and candid perspectives, fostering meaningful collaboration and cutting through misleading and unnecessary industry noise.
John is known for his ability to simplify complex decisions and help advisors move forward with clarity and conviction. He combines strategic thinking with a practical, execution-oriented approach, ensuring recommendations align with the unique objectives of the advisors and firms he serves.
When he’s not on the phone or in a virtual meeting, and when he’s not watching his son play baseball or his daughter perform in musical theatre, he can often be found on his in-line skates, stand-up paddleboard, or hockey skates while playing or refereeing a game.
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P: 612-454-0212
Deandra Miklos
Advisor Marketing & Communications
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Deandra Miklos is a marketing leader with more than a decade of experience in brand strategy, financial services, and startup consulting. At Muriel Consulting, she consults with every advisor and team, helping them tell the story of their practice and how the business’s transition benefits their clients.
Before joining Muriel Consulting, Deandra was one of the first hires for LPL Financial’s Strategic Wealth Services, where she helped build the program from the ground up, growing it from zero clients to more than 40 firms representing over 100 billion dollars in assets under management. Over her tenure, she guided more than 60 firms through brand creation and transition, redefined advisor marketing models, and developed scalable programs that continue to empower top-tier advisors to achieve independence.
Known for blending creativity with strategy, Deandra has led digital transformations, built vendor partnerships that drove meaningful cost savings, and directed brand launches spanning websites, video storytelling, and integrated marketing campaigns. Her work combines analytical rigor with a deep understanding of what makes brands memorable and human.
Beyond her professional accomplishments, Deandra is passionate about helping advisors and companies build brands that last, not just for marketing’s sake, but as a reflection of purpose and authenticity. Her superpower is in helping financial advisors and wealth management firms create identities that reflect their values, attract ideal clients, and stand the test of time.
Outside of work, she enjoys hiking with her dog Luna and cooking with her husband AJ. She seeks inspiration and balance in all things.
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Isaac Compton
Summer Intern
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Isaac Compton brings a research-driven mindset and strong analytical foundation to his work at Muriel Consulting. He is currently completing his Bachelor of Arts in Psychology at Truman State University, with minors in Statistics and French, where his academic focus centers on how data and behavioral insights can be applied to real-world decision-making.
At Truman State, Isaac serves as Lab Manager in the Psychophysiology Research Lab, where he oversees day-to-day research operations and supports studies at the intersection of psychology and physiology. In this role, he has supervised and trained a large team of undergraduate researchers, coordinated experimental design and data collection, and ensured rigorous adherence to research protocols and IRB standards.
Isaac’s research experience is complemented by a strong technical skill set, including statistical analysis, data visualization, and experience with tools such as R, SPSS, and Excel. He has presented research nationally and internationally, with work focused on heart rate variability, biofeedback, and the measurement of physiological data—reflecting a broader interest in how data can be used to improve human performance and wellbeing.
In addition to his academic work, Isaac has demonstrated consistent leadership across campus organizations. As President of the Blue Key Honor Society, he led service initiatives supporting both the university and local community, reinforcing his commitment to accountability, collaboration, and service.
Isaac plans to continue his education in Industrial-Organizational Psychology, with a focus on applying research and data to build stronger, more effective organizations. He brings a thoughtful, detail-oriented approach to his work and a genuine interest in translating complex data into clear, actionable insights.
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Aaron Sherman
Podcast Producer &
Storyteller
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Aaron Sherman is a podcast producer and multimedia storyteller with extensive experience in end-to-end podcast production, audio design, and content strategy. He has helped build and scale multiple podcast series across finance, business, and entrepreneurship, producing more than 150 episodes that have driven meaningful audience engagement and brand growth.
As the producer of Advisors Off Script (formerly The Kick It Open Podcast), Aaron has transformed an audio-only show into a professional video podcast with a clear brand identity and loyal following.
Known for blending creativity with technical precision, Aaron specializes in crafting engaging narratives that turn complex topics into accessible, impactful stories. He collaborates closely with hosts and creative teams to deliver content that resonates with listeners and supports each show’s long-term vision.
Beyond the studio, Aaron’s lifelong passion for sound began with his early days as a DJ and radio host. He’s also an avid sports fan who follows the New Jersey Devils, the New York Mets, and Leeds United.
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Email: asherman.pod@gmail.com
Judy Ugay
Executive Assistant
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Judy Ugay is an Executive Virtual Assistant with 6 years of experience in executive support and HR operations. She specializes in inbox and calendar management, working closely with leadership to streamline communication, and providing admin support.
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“What makes our team unique is how we blend analytical thinking with creativity. We believe data and imagination work best together — with one guiding, the other inspiring. We dream boldly, plan meticulously, and execute with precision to help our clients turn uncertainty into strategy and ideas into independence.”
About the Name “Muriel”
The inspiration for the company name was Muriel “Mickie” Siebert, the first woman member of the NYSE. Muriel Siebert was also a break-away advisor. When the firm she worked for wouldn’t pay her equally to her male colleagues, she started her own. She was a maverick and a trailblazer - the true original Fearless Girl.
“I sleep well at night knowing I’ve been competitive but honest, tenacious but scrupulous, tough but fair.”
— Muriel Siebert
Passion Project: Muriel Network
Less than a quarter of all financial advisors or wealth planners are women. And, less than a quarter of senior leaders within the broker-dealers, RIAs, custodians and asset managers are women. Those of us in the industry need to stick together, share our wisdom and accelerate growth.
Our community is designed for women in wealth management, including advisors, planners, and corporate leaders working for a broker-dealer, RIA, custodian, or asset management firm.
Muriel Network works because:
Women love to learn from other women! Hello energy boost!
We need to scale our mentorship for the next generation of women leaders.
Being part of something bigger avoids personal burnout, accelerates growth for women-led advising and grows the population of senior-level talent
Muriel Network is a collaboration within the Good Advisors Finish First community. Good Advisors Finish First is a community of experienced financial advisors who are dedicated to pursuing better client outcomes - using the power of community to more quickly skill up, motivate and drive progress.