About SmartPlan Investing
ABOUT US
We are an investor
coaching company.
coaching company.
We are SmartPlan Investing, a multi-generational registered investment adviser and coaching company founded in 1968 by Gene Hall. We are the premier investor coaching company of Jupiter/Juno Beach and the Greater Atlanta, GA area.
From Our President
“Our company was born out of a struggle to find a solution for our clients and myself in an industry that was not serving the interest of investors, but rather themselves.
Nearly twenty years ago we were fortunate enough to be introduced to a concept that would forever change our lives and the lives of our clients. That concept focused on putting the investors' need, dreams, and purpose front and center.”
ROY WILEY
Backed by Nobel Prize Winning Research
Investors are empowered to identify what speculation and gambling looks like, so that they can avoid these common investing pitfalls leading them to experience peace of mind around their life savings.
Our approach is backed by empirically tested academic investing principles and proven success with real clients. We believe knowledge is power, and our companies primary focus is to help all investors understand what they are doing with their money and why it’s being done this way.
We do these in group coaching sessions that can be as much gut wrenching as they can be fun and inspiring.
Our approach is backed by empirically tested academic investing principles and proven success with real clients. We believe knowledge is power, and our companies primary focus is to help all investors understand what they are doing with their money and why it’s being done this way.
We do these in group coaching sessions that can be as much gut wrenching as they can be fun and inspiring.
Our Mission
We coach investors to recognize common investing pitfalls that can steal their dreams while equiping them to live a purpose-powered life.
Our Team
Roy Wiley
CPA & Investor Coach
Roy graduated with a Bachelor of Business Administration degree from the highly profiled Florida Atlantic University in Boca Raton, Florida in 1974. Mr. Wiley was recognized in 1976 by the State of Florida as a Certified Public Accountant. After receiving his CPA he worked as a controller for a large corporation and also pursued his insurance license and worked part time with A.L. Williams.
- READ MORE In 1987, Roy was licensed as an Investment Advisor Representative where he worked as an investment advisor. In 1992, Roy started his accounting practice under the name Covenant Financial Inc. DBA Wiley CPA and continues to serve as President today. In 2003, Roy partnered with his former employer and his Investment Advisory firm Financial Planning Counselors, Inc. DBA SmartPlan Investing and Roy still serves as Principal and Investor Coach to this day. In 2012, Roy was recognized as an Accredited Investment Fiduciary where he serves his clients and what is in their best interest, not the interest of himself or a brokerage house.
Robroy Wiley
Investor Coach & VP of Communications
Robroy Wiley, is an Investment Advisor Representative and holds a Bachelor of Business Administration in Finance from Georgia State University. He started with SmartPlan in 2011 as a Portfolio Analyst and grew into his role as an Investor Coach.
- READ MORE Robroy is an advocate for his clients American Dream and taking a stand for them. He advocates for CEO’s and their team to better understand their 401k plan and the impact that coaching and academics of investing can have. Robroy, prior to becoming an investment advisor representative, worked for corporate America and participated in their 401k plan. He has empathy for participants and the role that they play.
Robroy leads the SmartPlan Investing Atlanta office. He has lived in Atlanta for 20 + years and enjoys the changes in seasons. Robroy is a board member of the Atlanta World Trade Center. He leads WTC Atlanta’s monthly International Business Exchange.
Anna Coy
Client Operations Lead
Anna brings 10+ years of client relations, operations, and supervisory experience across multiple industries.
Before joining SmartPlan Investing, Anna began her career on the front lines of client relationships, learning that every client relationship, at its core, is truly about trust.
- READ MORE
She has a natural instinct for the full client journey, resolving concerns with discretion and understanding, and following through with precision and care. That same instinct is what she brings to SmartPlan every day, supporting clients as they work toward their own version of the American Dream.
Anna's relationship with money started from scratch, having not grown up with financial knowledge passed down to her. She noticed people's natural tendency to treat their investments like a slot machine, and figured there had to be a better way. She read Mark Matson's book, Experiencing the American Dream, and it confirmed what she was starting to notice among the most disciplined investors. It laid out a mindset shift and a framework built around a renewed sense of purpose, financial confidence, and direction. It reframed money not as an unpredictable force in one's life, but as fuel that could drive you toward your dreams when used with intention.
That perspective is what drew Anna to SmartPlan Investing, where she is proud to be part of a team built on Nobel Prize-winning academic research and Matson Money's Free Market Portfolio Theory®, an approach grounded in evidence and discipline rather than guesswork or emotion. Today, Anna brings that same focus to every client relationship, meeting each investor where they are and helping them stay focused on their unique goals.
