""It leaves me a lot less overwhelmed – so that's number one. Number two, it actually gives me the space to be able to function as a business owner and think about the business, planning, doing financial analysis, things that I wasn't even doing before – those important things that really only the business owner could do.""
— Josh Nelson, Founder and CEO
The Challenge
Josh Nelson, founder and CEO of Keystone Financial Services, leads a top wealth management firm in Loveland, CO, serving affluent families, business owners, executives, and institutions. Despite having a capable team, Josh found himself consumed by email — a relentless time sink that crowded out the high-level thinking only a business owner can do.
The spark came while listening to Brad Johnson's podcast, where BELAY founder and CEO Bryan Miles spoke about "having someone to run your life." The idea resonated immediately. Email was Josh's biggest pain point, and while Keystone had employees, the concept of a virtual executive assistant was entirely new territory.
"That was a big step out for us," he explains.
For a wealth management CEO accountable to clients, staff, and a demanding calendar, the inability to step back from his inbox meant critical business functions — financial analysis, strategic planning, owner-level decision-making — were being consistently deprioritized.
The Solution
That leap of faith paired Josh with BELAY Executive Assistant Lynne, who dove in headfirst and quickly learned the business inside and out. The two established daily "email jam sessions" — collaborative inbox triage that built trust and competency over months. Gradually, those sessions scaled back: daily became three times a week, then twice a week, until Josh's inbox time dropped to just 15 minutes a day.
"We did [email jam sessions] for quite a long time. It was months that we did that – then we went on a cruise. And I didn't check email for a whole week – and got back and everything was fine. So I said, 'You know what – why don't we just keep doing this? Can I keep pretending that I'm on vacation?'"
Lynne expanded her scope to manage Josh's full personal and professional calendar, travel, and even family logistics. With that confidence established, Josh brought on a second BELAY Executive Assistant — Marcy — to fill a technical role requiring financial industry experience that traditional recruiting had failed to produce.
"Marcy – who has a lot of financial industry experience – has been super helpful, super, super helpful. And it was a quick start. I did not have to do a ton of training with her," Josh says.
""Everything he said was true. The model just works. The way [BELAY] finds the right fit is absolutely amazing. And now, our executive assistants are irreplaceable.""
— Josh Nelson, Founder and CEOThe Impact
The impact of partnering with BELAY has been both operational and deeply personal for Josh. Freed from his inbox, he now has the mental space to lead Keystone Financial Services the way a CEO should — focused on strategy, financial analysis, and the decisions only he can make.
"It leaves me a lot less overwhelmed – so that's number one. Number two, it actually gives me the space to be able to function as a business owner and think about the business, planning, doing financial analysis, things that I wasn't even doing before – those important things that really only the business owner could do."
The relationship with Lynne has grown into one built on mutual trust and shared values.
"My priority is Josh," Lynne says. "He has the highest integrity, which is a big deal to me. Trust and integrity. He really cares about his employees and his clients."
What began with a serendipitous podcast listen has become foundational to how Keystone Financial Services operates day to day.
"Everything he said was true. The model just works. The way [BELAY] finds the right fit is absolutely amazing. And now, our executive assistants are irreplaceable."