It was 2006, the time of flip-phones and the launch of Facebook and Twitter. Aaron Juckett had committed himself to a path few people take. Fueled by a desire to help people achieve life‑changing wealth, Aaron left his leadership role at a Fortune 500 company to launch a startup in his basement. As a leader of the ESOP (Employee Stock Ownership Plan) department at Principal Financial Group, Aaron saw firsthand how employee ownership had the power to change lives.
He also saw the untapped potential that a new approach to managing ESOPs could unleash. That is, to shift from treating the ESOP like a benefit plan administered like a 401(k), to recognizing that the entire lifecycle of an ESOP presents an abundance of opportunities for a client to maximize the return on their ESOP investment. The potential was there; all that was missing was a partner to guide the way.
ESOP Partners is an alternative to mass‑managed plans that prioritize administrative efficiency, and instead opts for a customer-focused approach measured by client satisfaction and retention. In 2025 we reached a record high of 93 NPS (12-month rolling average) and maintained our less than 1% annual turnover. As we celebrate our 20th year in business, we reflect on the companies that took a chance on us when we were just starting out and are grateful for them, the hundreds that have followed, and every new client we have the privilege of serving. We are thankful for all the hard work and care our team brings to every relationship.
