Over the past 18 months, Michael A. Baker — President and CEO of United Planners Financial Services — has guided the firm to its strongest financial performance in 38 years, achieving record revenue and profits. He also helped secure the largest recruiting office in company history, adding 70 advisors, and championed employee engagement by organizing a four-day learning retreat in Washington state, contributing to a Top Workplace nomination in Arizona. Under his leadership, the firm has elevated the advisor experience through strategic innovations, including many AI integrations, Reg BI enhancements, and the successful launch of a new IAR affiliation model in January 2025. He has also transformed his passion for financial services into mentorship for college students and recently became involved with the University of Akron’s Financial Planning Program.