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Alignment and Identity: When It's Time to Rebrand Your Purpose
May 16, 2025
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In this personal episode, Ben Taatjes shares the journey behind a significant transition in his financial practice - a complete rebrand and name change that reflects deeper alignment with his mission of stewardship. Discover the powerful decision to remove his own name from his business and why this choice speaks to a fundamental principle every retiree needs to understand about identity, purpose, and legacy. Learn how transitions, even difficult ones, can lead to greater authenticity and impact when they align with who you truly are and what you're called to do.
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Meet Your Host
Ben has been in the financial services industry for nearly two decades. He has worked alongside thousands of families and individuals while owning and operating Taatjes Financial Group, a retirement planning firm in west-central Minnesota. While Ben loves to work with retirees, his passion extends far beyond the numbers. This passion led to the publishing of his first book, Repurposed: The Untold Story of Retirement in America in 2017 as well as co-founding Retire Repurposed in 2019.
