Build Wealth Beyond the Game.
For today’s student-athletes, success is about more than performance on the field. With the rise of Name, Image, and Likeness (NIL), athletes are now entrepreneurs, balancing academics, competition, brand partnerships, and business opportunities—all while preparing for life beyond sports.
Let's get it done.
At Personal Finance Reimagined (PFR), we help student-athletes and their families transform this unique moment into lasting value. Our approach is built on the Athlete-Centered Triangle.
The Athlete-Centered Triangle
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At the Top: The Student-Athlete
The source of talent, inspiration, and brand value. Every decision—from training to contracts to financial choices—revolves around their well-being and future.
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Agencies and Representation
Agencies provide the deals: connecting athletes with brands, negotiating contracts, securing endorsements, and amplifying their public presence. Their focus is revenue generation and visibility.
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PFR, the Financial Partner
PFR ensures that the revenue flowing in is managed wisely. We act as a part-time CFO for athletes and their families—setting up business entities, managing taxes, protecting intellectual property, building investment portfolios, and creating lifelong financial plans. Our focus is wealth preservation and long-term growth.
Partner with a part-time CFO
PFR provides entrepreneurial services to help you with all those details. It helps you stay focused on your clients, college, and having confidence that the other parts of your business are running well.
PFR recognizes there is no bright line between entrepreneurship and life. Beyond business distribution, our services help owners create long-term wealth.
Why Agencies Love PFR
Agencies appreciate the business discipline PFR brings as a part-time CFO. With athletes and families wrapped in financial expertise, agents can trust that deals and partnerships are supported by smart, sustainable decisions.
PFR wraps the student-athlete in the tools necessary for success!
Exceptional Quality
Easy setup with financial data aggregator and existing information sources.
Develop and manage your org structure governance - like LLCs or 501(c)(3)s
Technology-enhanced: AI-enabled tech facilitating key business decisions.
Develop your back office, including bookkeepers, tax, data, IP, and trademark protection.
Assess your funding needs and access PFRs network of early-stage and angel investors.
Develop your brand and market strategy. Leverage social marketing channels.
Develop YOUR long-term financial plan. Provide tools to manage your financial health.
Why Families Trust PFR
Athletes and families often face overwhelming questions:
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How do we handle unpredictable NIL income responsibly?
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How do we protect against taxes, compliance issues, or risky spending?
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How do we turn short-term earnings into long-term wealth?
PFR provides the structure, tools, and confidence to answer these questions. With our proven frameworks—Making Choices, Making Money, the Definitive Choice app, and our Investment Barbell Strategy—we empower athletes to thrive both on and off the field.
A Complete System for Athlete Entrepreneurs
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Agencies drive the opportunities.
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PFR safeguards the future.
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The Athlete stays at the center, supported on all sides.
This balance creates sustainable wealth, stronger families, and a foundation for success that lasts long after the final whistle.
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Our Clients
​Our portfolio of entrepreneurs is built around student-athletes and former student-athletes who have taken the leap into entrepreneurship—leveraging the discipline, leadership, and visibility they gained in sports to create lasting business value.
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Bottom Line
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PFR helps student-athletes and their families grow long-term business value as athlete entrepreneurs—transforming today’s NIL opportunities into tomorrow’s generational wealth.
What they are saying...
We could not have created a successful business without PFR. They help us with all those details that only very experienced business people know.
Daniel Hulett - Co-President, The Hulett Brothers and accounting firm client.
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Check out our VidCast with Daniel and how we work together