How To Define Your Niche with Theresa Pablos

Brian Thompson chats with Theresa Pablos, CFP®, about the early-stage realities of building a business. A former journalist and freelance marketer, Theresa transitioned careers to financial planning in 2023 and ultimately earned the CFP® certification mark in 2025. She recently joined Equalis Financial as an Associate Financial Advisor and is just starting to build her client base. In this episode, Theresa and Brian discuss the excitement, fear, and the uncomfortable but necessary work of defining a niche. You’ll get practical tips for finding your target audience, learn how to provide real value, and get reflection tools to help you grow and scale your own business.

Episode Highlights

Defining your niche starts with understanding your “why.”

Choosing a niche allows business owners to serve clients more deeply, efficiently, and sustainably. Before you figure out who you want to serve, you need to identify why you want to build a business and what you like to do.

Theresa knew she wanted a people-oriented career that made complex data easy to understand and improved people’s lives. After some deep reflection, she discovered values-based financial planning as a career that could help her and others use their resources to create more freedom in their lives.

“I want to build my book of business because I want freedom and because I want to be an expert on a topic,” Theresa said.

Identify your target customers and provide them with value.

Once you’ve defined your why, you need to identify the type of person that you want to serve. While Theresa is still figuring it out, she’s thinking about focusing on being a financial planner for creative solopreneurs or a financial planner for tech employees and other professionals who earn equity compensation.

However, knowing who you want to serve is only half of the equation. It’s equally important to ensure the services you offer solve a real pain point for your target audience.

“A lot of my clients seems to fall into this creative solopreneur category, and something I’ve been reflecting on is that if you’re a creative solopreneur, you have a need for financial planning in a way that justifies you going out and actually hiring me or someone else,” Theresa said. “While I enjoy working with stock options, a lot of tech employees are DIYers and aren’t actively seeking advice unless something big happens to trigger the need.”

Don’t let fear of making the wrong decision stop you.

After you know how you want to serve your target customers, it’s time to test out your solutions. One way to do that is by having 100 conversations, as recommended by LeSean Smith in Episode 69. And if you’re nervous, like Theresa, then you just have to do it scared. 

“My takeaway is that I just need to trust myself and that being nervous is part of the process,” she said. “Fortunately, my journalism background very well prepared me to get a lot of ‘Nos’ from people, and that’s okay because you have to get the ‘Nos’ to get the ‘Yeses.’”

Resources + Links

• Episode 69: Building A Business For Financial Independence with LaSean Smith

• Why Choose a CFP® Professional

• Equalis Financial: Website, Instagram, Facebook

• Theresa Pablos, CFP®: Website, LinkedIn, Instagram

• Follow Brian Thompson Online: Instagram, Facebook, LinkedIn, X, Forbes

About Brian and the Mission Driven Business Podcast

Brian Thompson, JD/CFP®, is a tax attorney and Certified Financial Planner® who specializes in providing comprehensive financial planning to LGBTQ+ entrepreneurs who run mission-driven businesses. The Mission Driven Business podcast was born out of his passion for helping social entrepreneurs create businesses with purpose and profit.

On the podcast, Brian talks with diverse entrepreneurs and the people who support them. Listeners hear stories of experiences, strength, and hope and get practical advice to help them build businesses that might just change the world, too.