About Us
The Story of Switchboard
A ground-breaking solution for advisors and their clients
There are a ton of good cash flow and budgeting frameworks out there. No matter the framework, however, they all fall short in one way – the framework doesn’t actually DO anything for you!
When co-founder Tony Madsen started his financial planning practice 8 years ago, he set out to serve clients in a new way. Not only did he want to give great advice, he wanted to automate as much of it as possible. His practice is proof of what automation can accomplish, but it’s not without its pains and sticking points.
There are many advisors just like Tony, those who have manually constructed a way to make this work for clients by piecing together disparate systems. But there are MANY others who simply will not do cash flow planning with clients because it's a pain in the... tail.
We started Switchboard to fundamentally transform the cash flow planning process by helping advisors easily illustrate and automate cash flow for clients.
It's been stated the average human makes 35,000 decisions per day. It’s nearly impossible to make the correct decision every time - that takes serious discipline. Our goal is to help users make this decision once and only have to revisit it periodically.
What We Stand For
Innovation
We are on a mission to fundamentally change people's relationship with money. Through tech innovation, we are helping to change behaviors and improve financial outcomes.
Integrity
We value our customers and their clients and will always operate with the utmost honesty and integrity. If something isn't right, we will fix it.
Excellence
We are continually striving to set the gold standard for what a company can do to provide meaningful positive impact to customers and their clients.
Meet Our Founders
A collaborative team determined to improve
the digital financial process
John Gerken
Co-founder
John Gerken
Co-founder
John spent 15 years with a large financial planning company, working directly with clients before leading field and corporate teams across the organization. He co-founded an eCommerce brand and has been selling SaaS solutions in the B2B space for the last seven years.
At Switchboard, John leads our growth efforts and oversees the strategy and execution of our marketing, sales and communication functions.
Away from work, John enjoys time with his wife, Jen, and their two daughters and is always attempting to squeeze in more time watching soccer and playing golf, albeit not very well.
Tony Madsen, CFP®
Co-founder
Tony Madsen, CFP®
Co-founder
With 16 years in the financial planning industry, a CERTIFIED FINANCIAL PLANNER practitioner since 2009, Tony’s experience spans from coaching advisors to becoming an advisor and starting his own Registered Investment Advisor firm in 2016.
Switchboard is built on the methodologies Tony has implemented and perfected over the years, and he has witnessed first-hand the amazing power of positive behavior change for his clients and his practice.
When Tony isn’t working on creating a cash flow revolution, you’ll find him spending time with his wife, Michelle, and their two sons. They enjoy being outside, spending time at the lake, and playing a round of golf.
Abbey Campbell
Co-founder
Abbey Campbell
Co-founder
With 12 years of product and leadership experience and a passion for guiding individuals to reach their highest potential, Abbey co-founded Switchboard to empower people to break through the limits of what they can achieve with their finances. Her diverse background spans various industries, from startups to large financial institutions and government.
As the Head of Product at Switchboard, she drives our product strategy and development, transforming our vision into innovative solutions that serve financial advisors and most importantly, their clients.
Beyond work, she is an avid music enthusiast and songwriter, finding inspiration in the art of melody and the beauty of nature. Above all, she shares the privilege of raising three incredible daughters alongside her husband, Nick.
Marc Chapman
Co-founder
Marc Chapman
Co-founder
Marc has over two decades of experience in the software industry. He has led teams to deliver products in various industries, including fintech, biotech, supply chain, and IAT. He’s spent this time in both large corporations and a lot of startups, always trying to push the direction of what software can do to improve our lives.
As the head of technology, Marc is deeply involved in all of the engineering aspects of product development, ensuring that each product not only meets the highest standards of quality and reliability but also pushes the boundaries of innovation.
Outside work, Marc enjoys time with his wife, Becky and daughter, Sofia. He’s passionate about biking and cooking, and holds a 1st Dan in Tae Kwon Do.