Key Concerns, an independent, fee-based Registered Investment Adviser, helps people create a plan that best fits their current situation today while helping build a strong financial future for tomorrow.

Founded in 1998 and based out of Wyandotte and Monroe, Key Concerns takes a relationship-first approach, where clients feel comfortable asking questions, understand the recommendations that are made and know they are always acting in their best interests as fiduciaries.

Co-owners Jennifer Brown and Erin Shelton want to work with people who share their values, want to be involved in the process and want a relationship built on trust.

“We take our fiduciary responsibility to our clients very seriously and will not hesitate to recommend a route that makes us less money, so long as it is the right decision for our clients,” Shelton said. “Working with us requires laying a lot of cards on the table and opening up your finances so we first need to build trust.”

Financial planning isn't just for those close to retirement.

“Whether someone is just beginning to build wealth, preparing for retirement or navigating a major life transition, having a trusted financial professional can provide clarity and confidence,” Brown said. “We believe good financial planning isn't about selling products – it's about helping people make informed decisions and feel more confident about their future.”

Key Concerns was founded in 1998 by Sue Waterhouse and Barb Grose, and the two served their many clients for almost 20 years. Waterhouse retired in 2015; Grose retired three years later. Shelton, Grose’s daughter, and Brown took over the business in 2018.

Brown brings experience from the banking industry. Shelton worked in the nonprofit sector after getting her BA from U-M before joining the family business.

“One of the most rewarding parts of my job is to help people sort through investments and finances when they lose a loved one,” Shelton said. “We help the executors, often adult children, sort through their parent’s financial situation at a very critical and poignant time in their lives. I like that we can walk alongside them and help differentiate what needs to be done and when it needs to be done to help make that process easier, so they can focus more on the emotional aspect of their loss.”

What sets Key Concerns apart is that they build relationships.

“We're intentionally a smaller, relationship-focused firm that takes the time to get to know our clients and understand what matters most to them,” Brown said. “We believe financial planning should never feel intimidating, so we focus on making complex topics easier to understand and helping clients feel comfortable asking questions.”

That relationship begins with a meeting to see if the fit is right – from both sides of the table.

“Our first meeting isn't really about investments – it's about people,” Brown said. “We talk about retirement goals, family, career, major life transitions, and what financial success looks like from their perspective. We determine whether we're the right fit for each other. We believe financial planning works best when it's a true partnership.”

In a field dominated by men, Key Concerns has always been owned and operated by women and has stayed in the family since day one.

“I like that we are an independent firm, which means that we can use any investment strategy or platform that we feel is right for our clients, so we are not fenced in by any one wealth manager or fund family, as some of the larger firms are,” Shelton said.

For more information on Key Concerns, visit www.keyconcerns.com or call (734) 692-9282.