Shawn McGrane
PLANADVISER: Tell us about your role at your firm and how you contribute to its growth and progress. How did you end up there?
McGrane: As a partner in and consultant at Creative Planning, I provide comprehensive guidance to clients across all facets of their retirement plans, including fiduciary consulting, strategic planning, plan governance, investment advisory services and support during mergers and acquisitions.
My career in the retirement plan industry began immediately after college, when I joined a recordkeeping firm supporting both the sales and client service teams. This foundational experience offered me an in-depth introduction to the operational and participant-facing aspects of retirement plans. I subsequently transitioned into roles focused on sales and relationship management before joining Creative Planning.
Each phase of my professional journey has played a critical role in shaping my approach to client service and industry collaboration. Among the most valuable lessons I have learned is the importance of adapting to and understanding individuals in varying roles and contexts. This has significantly enhanced my ability to build strong client relationships and communicate effectively with a diverse range of stakeholders.
PLANADVISER: Where do you hope to take your career in the retirement plan or advisory industry in coming years?
McGrane: As I look ahead, my focus is on continuing to grow, both personally and professionally, to be an even more effective and insightful resource for our clients. Remaining a lifelong student of the retirement industry has not only expanded my own knowledge base, but has also created opportunities to contribute on a broader scale—such as serving on national committees and sharing perspectives with peers across the field.
Equally important to me is giving back through mentorship. I find great fulfillment in supporting the development of others in the industry, just as many individuals have supported and guided me throughout my own career. It is my hope that I can play a meaningful role in the growth of others, just as others have done for me.
PLANADVISER: What steps do you think will help improve the retirement industry and participant outcomes in the future (particularly ways in which your firm can help with that progress)?
McGrane: Improving participant outcomes starts with making financial guidance simple, personalized and accessible. The retirement industry must meet individuals where they are—offering relevant support based on their unique needs, while helping them plan for the future. While target-date funds have served as a helpful default, they’ve also contributed to disengagement. True progress requires participants to better understand their full financial picture—from managing debt and saving for college to preparing for retirement.
At Creative Planning, we believe financial wellness is not one size fits all. Our approach is centered on individualized support through one-on-one meetings that help participants clarify goals and create actionable strategies. As fiduciaries, we offer unbiased guidance without promoting ancillary products.
To complement these personalized meetings, we’ve built a technology-forward platform that delivers a customized, interactive experience—helping participants organize their financial lives and take confident steps toward retirement readiness.
Ultimately, our mission is to foster long-term financial success by combining tailored education, direct engagement and innovative tools that empower individuals to take ownership of their financial journey.