Hence the unusual title--probably the only one on the planet. "Tony wanted to make sure he held himself out in a way that matches what he will actually be doing," Mallouk explains. "He is not holding himself out as a financial planner, a money manager, lawyer, CPA or an investment guru. We have hundreds of advisors that fill those roles at Creative. [But] he is passionate about educating people on how to overcome obstacles to success. Working with a fiduciary, understanding what you want your end results to be and avoiding behavioral mistakes are important topics, and he is a great advocate in that space. The title matches well with what he will be doing."
While Robbins will be educating Creative personnel about investor psychology, he will also help direct the firm's basic message about fairness and fiduciary responsibility outward to the investing public. "Tony obviously has a larger megaphone than I do, so we are able to make a much larger impact than before," says Mallouk. "Tony and Creative are very much aligned on that issue, educating our clients and the public."