Phil Flores’s journey in financial services came during one of the most uncertain times in recent memory: the peak of the COVID-19 pandemic. Brought into the industry by his longtime friend and fellow advisor, Zach Treu, Phil quickly found himself navigating a fast-paced, high-pressure environment of a large financial institution.
While Phil appreciated the foundational experience and didn’t dislike his time at his large box firm, several pain points became clear. The company’s culture heavily emphasized recruiting, often valuing the quantity of new advisors over their quality. Many advisors were pushed into leadership roles long before they were ready, forcing them to split their focus between building their own practices and meeting aggressive recruiting quotas. Phil felt the weight of that tension. “I was spending too much time recruiting when I knew my energy should have been focused on serving clients and building my book of business,” he recalls.
When the opportunity came to join Victory Financial Group, Phil made the leap—admittedly without fully understanding what being an independent advisor would mean. The focus at his previous firm was on pushing standard products with limited flexibility. The move to independent advising was eye-opening: suddenly, Phil had access to better technology, an expanded product lineup, and the flexibility to truly tailor solutions to each client’s unique goals.
“It’s been so interesting to see what this allows us to bring to the table,” Phil shares. “We’re no longer offering the same thing to every client—we’re finding what actually fits.” With advanced platforms like Pontera, Phil has been able to manage client 401(k) assets more holistically, driving additional AUM growth while delivering more comprehensive financial planning. On the insurance side, his access to a wide range of carriers—including Prudential, Symetra, Brighthouse, Allianz, and Global Atlantic—enables him to find the right fit for each client, rather than being limited to a single provider.
And the impact? Immediate.
In just one year, Phil has doubled both his Assets Under Management and his personal income, while building stronger, more meaningful relationships with his clients. “It’s crazy how much you lose at big box firms, and you don’t really notice it until you step out,” he reflects.
But for Phil, the numbers only tell part of the story. What’s made the biggest difference is the culture.
At Victory Financial Group, Phil has found himself surrounded by quality advisors who are passionate, collaborative, and eager to share what’s working. Conferences and internal training feel less like obligations and more like opportunities to learn from the best in the business—people who are both top performers and trusted peers. “This is the best place to learn from people you respect,” Phil says. “You get to grow professionally and personally because you're constantly around people raising the bar.”
Now, Phil isn’t just building a better business—he’s creating the kind of career that allows him to better serve his clients and prioritize his family. The independence he’s found has delivered what so many advisors are searching for: real ownership, real growth, and a model built around doing what’s best for clients.
Phil’s journey is proof that when advisors are given the right support, tools, and culture, they don’t just succeed—they thrive.
Ready to explore what’s possible when you go independent? Connect with our President, Kyle Wardlaw, at kyle@victoryfinancialgroup.com to learn more about joining Victory Financial Group.
