Meet James Mayo | Investment Advisor & Financial Planner

We had the good fortune of connecting with James Mayo and we’ve shared our conversation below.

Hi James, every day, we about how much execution matters, but we think ideas matter as well. How did you come up with the idea for your business?
After spending years in finance, I took a detour into the startup world and loved it—the energy, the innovation, the thrill of building something from the ground up. Then came a one-year sabbatical, traveling full-time around the U.S. and Canada with my wife and kids in an RV I personally designed and built. It was the ultimate reset button. No meetings, no deadlines—just freedom, adventure, and time to think. And one thought kept coming back to me: Everyone should have the ability to do this.

I’d always been the go-to person for friends and family when they had financial questions. And far too often, I saw them getting terrible advice—overpriced, often inadequate, and sometimes just flat-out wrong. Even worse, I realized that many advisors weren’t actually doing any planning at all. They were just using high-fee subpar investments, selling products, and calling it a day. But real financial security isn’t just about picking investments—it’s about having a plan for your entire financial life. Proper planning can a huge impact on wealth (tax planning, anyone?).

So, as our year on the road was winding down and we settled back so my oldest could start kindergarten, I knew exactly what I wanted to do next. I decided to merge my love of finance with my entrepreneurial drive and build something of my own. That’s how my firm was born—a place where financial advice is actually comprehensive, along with our low-cost in-house portfolios. I don’t just manage portfolios; I help people build real financial security—covering everything from retirement planning and taxes to cash flow, and more. We also recently partnered with an estate planning firm to be able to offer estate planning (trusts, wills, and POAs) in-house, at a fraction of the price of traditional estate plans.

The name for my business came to me while we were exploring the Canadian fjords on our travels and passing by the huge iron ore mines on the Trans-Labrador Highway. I wanted something that represented strength, resilience, and staying the course, even when the markets inevitably get messy–so IronFjord was born.

What should our readers know about your business?
My firm is an independent, fee-only financial planning and investment management business built on one simple idea: financial advice should actually put people first. That may sound obvious, but in an industry where many advisors are really just glorified salespeople, it’s not always the norm. Too often, people are overcharged for overpriced cookie-cutter investment management while getting little to no real planning—the kind that actually moves the needle on their financial lives. I wanted to change that and help others experience financial freedom.

What sets my firm apart is that I take a truly comprehensive approach. I don’t just manage portfolios (although we do have our own in-house low-cost models); I help clients navigate everything from startups, business ownership, taxes and estate planning to cash flow and retirement strategies. Proper planning—especially proactive tax planning—can make a huge difference in long-term wealth, yet many advisors barely touch it. That’s where I come in.

Getting to this point wasn’t exactly a walk in the park. Starting a business is always challenging, but breaking into an industry that thrives on status quo thinking? That’s another level. There’s a reason so many firms stick to the old-school model—it’s profitable for them. But I knew I wanted to do things differently, even if it meant swimming against the tide.

The biggest lesson I’ve learned? Authenticity wins. People don’t want jargon, intimidation, or flashy sales tactics. They want honest advice from someone who actually cares. That’s why I run my firm the way I do—transparent, low-cost, and focused on what actually matters to clients, not just what’s easy to sell. I always encourage potential clients to do their homework and compare my firm against others, I’m confident we’ll always come out ahead.

At the end of the day, I want the world to know that financial freedom isn’t just for the ultra-wealthy—it’s achievable for anyone with the right plan in place. My goal is to help people get there, without the fluff, gimmicks, or overpriced nonsense that too often gets in the way.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best mate was visiting, I wouldn’t overthink it—we’d keep it laid-back and enjoy what’s nearby. First stop? My local brewery, Green Mountain Beer Company, for a couple of drinks, and a proper catch-up.

For breakfast, we’d have to hit up one of my two favorites—Rupert’s At The Edge for a delicious breakfast or Valley Inn for that old-school diner feel. Can’t go wrong with either.

Since I’ve got two small kids, most of our adventures tend to be simple but great—getting out into nature, letting the kids burn off energy, and just enjoying Colorado for what it is. We’d definitely hike Green Mountain—it’s close, the views are great, and it’s the perfect way to remind someone why Colorado living is tough to beat. If we’re up for a different vibe, Table Mountain in Golden is another great option. The flat-topped mesa and panoramic views give it a unique feel, plus it’s a fun spot to explore if we’re already in Golden grabbing a bite or a beer.

Depending on the time of year, we’d take advantage of what makes Colorado special. In the summer, we’d head up to the mountains, maybe explore some alpine lakes, check out a cool little mountain town, or just drive some scenic roads and take it all in. In the winter? Skiing, of course.

Beyond that, we’d just take things as they come. Maybe find a new trail to explore, or just hang out and enjoy the slower pace that comes with being outdoors. No need for an over-the-top itinerary—just good company, good food/drinks, and plenty of fresh air.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Absolutely! No one builds anything alone, and I’ve been fortunate to have incredible people in my corner along the way. First and foremost, my wife—who not only supported my crazy idea of leaving the corporate world to start something of my own, but also spent a year living and traveling in a tiny, self-built RV with me and our kids. That level of patience and faith deserves an award.

Beyond that, it was actually my wife’s drive and working alongside her in her startup that helped me develop my own entrepreneurial mindset. Seeing her take risks, build something from the ground up, and push forward with confidence made me realize that I could do the same. She’s always been my biggest supporter, encouraging me to take the leap even when it felt daunting.

I also have to give a shoutout to those who constantly came to me with financial questions over the years. They probably didn’t realize it at the time, but every conversation about their investments, taxes, or retirement plans was shaping the business I would eventually build.

And of course, a nod to the many bad financial advisors out there—the ones who overcharged, underdelivered, and ultimately inspired me to create something better. Sometimes, knowing exactly what not to do is just as valuable as knowing what to do!

Website: https://www.ironfjord.com

Image Credits
James Mayo – Financial Freedom Travels