Joe, In His Own Words
Every year, the Exit Planning Institute® (EPI) recognizes an individual who embodies what it truly means to be best-in-class. This person not only exemplifies our core values but also changes outcomes for business owners, helping them build not just successful companies, but significant ones.
In 2025, that honor goes to our very own Joe Seetoo, recipient of the Peter Christman Exit Planner of the Year Award. A Certified Exit Planning Advisor (CEPA®) since 2018, Joe has been a vital part of the EPI community, advancing the profession, and setting new standards in exit planning.
As a partner at Morton Wealth in Calabasas, California, Joe specializes in financial planning and asset management, serving business owners as a fiduciary advisor. His own journey into ownership deeply shaped how he approaches advising others.
“Going through the journey of becoming an owner, scaling the business, buying out our founder’s estate, and taking on leadership gave me a much greater appreciation for how overwhelming the process can be for business owners who aren’t in the wealth management space.”
Outside of work, Joe and his wife, Jen, have built a life grounded in family and community. Married since 2012, they’re raising two daughters. “We love to travel. This past summer we went to Italy and France with the girls on their first international trip.”
Community involvement is also central for the Seetoos, as they support the Boys and Girls Clubs and several other nonprofits. Jen’s career in law enforcement has been both inspiring to Joe and a model of resilience for their daughters. “I look at how she handles herself, and it motivates me.”
Bringing Order to Chaos
Joe’s early interest in psychology and human behavior naturally led him into financial planning, and eventually to exit planning.
“A coach once told me I like to bring order to chaos, and that really describes what I enjoy about this work.”
Helping business owners navigate uncertainty is at the core of his approach. “Owners often feel overwhelmed, and a big part of my role is to bring clarity and structure to the process while meeting them where they are.”
Instead of starting with spreadsheets and checklists, Joe leads with empathy and trust.
“My first goal is to connect with who they are and what’s most important to them. Sometimes it’s about the business; other times it’s more personal, like health issues, burnout, or financial fears. Many feel embarrassed that they haven’t done more planning. I reassure them they’re not alone.”
That openness creates space for true collaboration. “I don’t come in acting like I have all the answers. My partner, Mike, and I focus on clarity and process, but we also know when to bring in other experts. We have a strong network and can connect owners with the right people for their specific needs. That teamwork helps them feel supported.”
Finding Inspiration
Joe credits his growth to the mentors, peers, and family members who have shaped him along the way.
“Wayne Dyer, the author and teacher, was a big influence on me. His writings reframed my thinking about what’s possible in life,” he says. “In my twenties, I had some success but also some struggles, and [Lon Morton] helped me reshape and redefine myself. His outlook on life and leadership really impacted me.”
Today, his colleagues continue to challenge him. “Our CEO, COO, and Chief Investment Officer have all been role models in different ways.”
And at home, Jen remains his greatest source of inspiration. “She grew up in a single-parent household, worked her way through school, earned a master’s degree, and built a career in a tough industry. Her determination motivates me.”
Personal Core Values
At the heart of Joe’s work is a philosophy grounded in personal accountability and growth.
“Daily improvement and personal growth are key for me. I believe in holding myself accountable first before trying to change the world.”
Integrity plays a central role as well. “Living in alignment and making sure my actions reflect my true beliefs is important.”
And humility rounds out his approach. “Experience teaches you there are many ways to approach things. I’ve learned to balance perseverance with grace, approaching challenges with flow rather than just force.”
These values guide how Joe leads at Morton Wealth, how he supports business owners through the Value Acceleration Methodology™, and how he lives his life. They are also why EPI is proud to recognize him as the 2025 Peter Christman Exit Planner of the Year.
Stay tuned to our blog for more of Joe’s insights on success, resilience, and how to build a toolkit that helps business owners achieve significance through exit planning.
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