ForUsAll recent press


I’ve been really busy recently, so haven’t been posting much recently. (I did manage to make my vegetarian mexican casserole again this weekend though!)

The good news is that ForUsAll is experiencing some great momentum, and with it, some great press. Here are some of the press pieces that I’m particularly proud of:

ForUsAll in Techcrunch: This technology publication covered ForUsAll’s achievement of an important milestone – $100 million in assets under management. Quoting from the article, “The company has managed to attract a customer base among small and medium-sized businesses precisely because it offers lower cost advisory services with higher engagement rates for employees, according to chief executive and founder, Shin Inoue.”

PlanSponsor: Small- and Midsize-Plan Issues: A plan sponsor finds new provider options. I’m pretty proud of this one, as it is an interview with a non-profit ForUsAll client, Baltimore Curriculum Project. This client talks to PlanSponsor about their decision to work with ForUsAll:

Besides the participant improvements, Scott is pleased because ForUsAll handles enrollment and payroll deductions, as well as Form 5500 reporting. “Previously, I had to enter everything in payroll by hand. Now, after an employee’s one-year eligibility period is up, I get an email that [he] is participating and that the deferral will be deducted from his pay. ForUsAll runs payroll reports and automatically debits deferrals,” she says.

InvestmentNews: Young retirement robo ForUsAll scoring high employee participation rates. InvestmentNews reporter mentions how ForUsAll has reached $100 million in assets under management, and then mentions some of the reasons for our recent growth.

ForUsAll, a budding retirement robo-adviser launched by three former Financial Engines employees, is having more success convincing plan participants to save for their futures than the industry as a whole…

In addition to convincing participants to save for their own retirements, the San Francisco-based firm appears to be presenting an effective argument to attract clients, as it grew assets on its platform to $100 million from $5 million at the start of 2016.

As a reminder, I run marketing for ForUsAll. We are a technology enabled small and mid-sized retirement plan advisor. This means that we help SMBs improve their 401(k) plans by bringing them a suite of technology and our founders’ experience managing billions of 401(k) assets for Fortune 500 companies. This market is highly fragmented, with a number of 401(k) providers duking it out for market share. We help business owners and HR leaders find the right retirement provider, fund lineup, lower fees, and add on a technology stack that helps reduce their administrative workload and fiduciary responsibilities.

Podcast interview with Kruze Consulting


Late in 2016, Scott Orn interviewed me for his company’s podcast. Scott’s company is Kruze Consulting, a startup accounting and finance firm. He has a great podcast, Founders and Friends, that interviews startup executives, venture capitalists, startup advisors, etc. I highly recommend it!

Some of the things we talked about are how ForUsAll tries to make 401(k)s as easy as possible, while also being affordable. We went into some of the fiduciary risks that business owners take on when they offer a 401(k) plan, how fees get ‘hidden’ in various ways by traditional providers, and how software can help make administering a 401(k) so much easier.

Listen to the Scott Orn / Healy Jones discussion!

Vegetarian Mexican Casserole with Quinoa


I’ve been looking for meat-free entrees that my daughter will eat – not so easy! But she does love beans and Mexican seasoning, so I melded together a few different versions of Mexican lasagna in the hopes that she would eat it – and that it would provide some nutritional value.

And it worked! The thing I like best about this is that the next day, the corn tortillas soaked up the juices and became almost tamale like.

Vegetarian Mexican Casserole


1/2 cup quinoa
1 cup water
Bullion, dried cilantro, avocado oil

Cook the quinoa with water, bullion, cilantro, oil. Let it cool.

1 onion, diced
chopped garlic
Taco seasoning
1 zucchini, chopped into thin slices then into 4 pieces
3 cups diced tomatoes – basically 3 very large tomatoes
1 15 oz can of pinto beans
30 oz can of refried black beens
Lime juice
Mild salsa
1 cup corn
Enchilada sauce
1 pound grated cheddar cheese
10 corn tortillas

Turn oven onto 375 degrees.

Cook the quinoa with the water, bullion, dried cilantro and a half a teaspoon of avocado oil.

Fry 1/2 the onion with some chopped garlic and avocado oil, add the chopped zucchini and some taco seasoning, stir, add some water. Cook off the water, but don’t let the zucchini get mushy. Pour the zucchini into a bowl, use the same pan for:

Fry 1/2 the onion with some chopped garlic and avocado oil, then add the diced tomatoes and taco seasoning. Cook down the tomatoes, add a dash of corn starch to thicken. Let boil, then take off the heat. Pour the tomatoes into another bowl, use the same pan for:

Add the refried beans, head up with some lime juice, add some mild salsa.

Mix the corn and pinto beans in a microwave safe bowl, add some salsa and dried cilantro, head in the microwave to cook the corn to firm but not mushy.

Pour a small amount of salsa into the bottom of a lasagna pan. Layer corn tortillas onto the bottom, rip the tortillas to pretty much take up all of the bottom of the pan. Put in all the quinoa in a layer. Add a thin layer of the tomatoes on top, then the corn and pinto beans. Then 1/2 the grated cheese. Then another layer of corn tortillas, the refried beans, the zucchini, the rest of the tomatoes, then some enchilada sauce, then the rest of the cheese.

Cover with foil, bake for 20 minutes, take off foil, bake for another 20 minutes.



I’m excited to announce that I recently joined ForUsAll! ForUsAll is focused on making 401(k) retirement plans available to small and mid-sized businesses. This is a market ripe for innovation. If a SMB does offer their employees a 401(k) plan, they end up paying high fees, dealing with administration headaches and often get less than ideal employee participation rates.

ForUsAll is trying to change all of that using design and technology innovation. The founders come from a deep 401(k) lineage, having helped build Financial Engines – a major player in the Fortune 500 retirement benefit space. My role is to lead our nascent marketing team and I get to partner closely with our rapidly growing sales team. One of the things that most excited me about joining ForUsAll was getting to work with another fast paced sales team – I really enjoyed working with sales at Sunrun, and this is a tremendous opportunity to help shape an awesome sales and marketing organization. I’m also proud to say that we have recently announced our Series A venture capital raise, which you can read about here.

I hope that I’ll have time to blog more about the strategies and tactics that I’m using at ForUsAll. One of my initial goals has been to generate content for the company, so I’ve been writing and editing a ton. This means that I’m back in the groove of writing – awesome! But it also means that I’m busy writing like crazy for my day job, which may make it harder to produce content for this blog.

2013 Fritz Estate Grown Zinfandel tasting


For some reason, Zin’s and I have grown apart recently. I used to be a huge fan of young, lush, jammy zinfandels, but am suddenly seeking more balanced wines that mellow well over the evening.

The 2013 Fritz Estate Grown Zinfandel turned me back onto Zin’s in a big way. It’s got the bigness that I loved in Zinfandels, but somehow with a nuanced smoothness that didn’t leave me feeling like my teeth had turned purple.

2013 Fritz Estate Zinfandel

2013 Fritz Estate Grown Zin

This wine has a solid nose of some kind of dark fruit, like cherry. I loved the dark red, but not purple, color and the texture was just how a great Zinfandel should be, thick and luscious.

Continue reading “2013 Fritz Estate Grown Zinfandel tasting” »

Using older blog posts as lead generation engines


Hubspot published a brilliant article on using old blog posts to drive leads. I’ve used this tactic as a one off, in particular at OfficeDrop, but the idea of doing it as an optimization strategy is great.

Basically, your old blog posts are likely driving leads. Here’s how you do it:

  1. Figure out which ones are the real drivers, in terms of traffic and lead gen.
  2. Seek to update the ones driving conversion to get more traffic and improve conversion.
  3. Improve the conversion rate on the ones driving traffic, but with few leads.
  4. I’d add a backlink strategy to push juice from posts that Google likes and point them to pages on your site where you are building authority.

It’s a great post and excellent strategy. Old blog posts are not sacred; in fact Google loves updated content. And you social media followers probably will too.

Later stage private co’s valuations coming down


Fidelity, the mutual fund giant, is marking down a number of later stage, venture funded companies’ valuations again.

Fidelity got into the later state investing game a while ago, and from what I’ve heard, there is a private company investment group that negotiates investments in these late stage (i.e. unicorn type) companies, and the individual mutual fund managers can decide if they wish to invest in any of the particular companies.

Fortune is reporting that about half of the major unicorns that Fidelity invested in have come down in valuation since the end of 2015. I’m not entirely sure of the exact dates, but the trend is clear – late stage company valuations are continuing to decrease.

This isn’t surprising, given that last year was not only a horrible year for tech IPOs (the traditional ‘exit’ of unicorns) but also that about half of 2015 IPOs are trading below their IPO price. Techcrunch has a depressing piece on 2015 tech IPO performance.

Evolution of MVP


I came across this cute, but powerful, image on the evolution of an MVP. Not every great product happens like this, even if it’s done via a minimum viable product, but still, this is a powerful image. mvp evolutionI tried to figure out where this image came from to link back to it, but couldn’t.

Lazy gin fizz


Continuing with my theme of simple gin drinks (see the lazy aviation recipe here), I use San Pellegrino sodas, gin and bitters to make a simple, sweet citrus drink.

Lazy Gin Fizz recipe

2 ounces gin
4 ounces San Pellegrino Limonata or Aranciata Rossa soda
2 drops Angostura Orange Bitters

Pour the gin and San Pellegrino soda into a glass with ice. Drop in the bitters. Stir and enjoy!

Cioppino recipe I made for Christmas Eve


I’ve made cioppino, a San Francisco favorite, for a few Christmas Eve’s recently. Cioppino is a seafood stew with a tomato base, and usually has a white fish (in this case halibut), some shellfish and crab. It’s hearty, warm and, other than all the chopping, pretty easy to make. Plus, it pairs well with a light red wine like a pinot noir, so it’s perfect for the holidays.

It’s pronounced “cho pinot” and I can never spell it!

I’ve adapted this recipe after experimenting with it several times. The novel ingredient, at least in my mind, is the fennel. It’s not something that I cook with usually, and has a strong smell/flavor that really blends into the stew in a way that I wouldn’t expect.

Here is the cioppino recipe:

Cioppino (seafood stew) recipe

As much butter and olive oil as you want – maybe 2 tbsp of butter and 2 tbsp olive oil
1 medium-sized yellow onion, chopped (see below for how big for all chopped ingredients)
2 medium-sized carrots, peeled & chopped
1 celery stalk, chopped
1 green bell pepper, chopped
2 small shallots, chopped (you can use 1 leek instead, but I had shallots)
1⁄2 small fennel bulb, chopped (also called star anise in some grocery stores, although trying to read about the difference between star anise and fennel gets pretty confusing)
2 28-oz. cans/boxes crushed Italian tomatoes
4 tbsp. tomato paste
2 bay leaves
1 tsp. dried oregano (I used 3 tsp of fresh)
1 tsp. dried thyme
1 tsp. dried basil (I used 3 tsp of fresh)
2 pinches cayenne (I did not put this in because my kid can’t handle it, but I recommend it)
Salt and freshly ground black pepper
1 cup red wine, I used a pinot (make sure the red wine goes with fish! I try the wine with a shrimp before adding to make sure it doesn’t give off a fishy/metallic taste with the fish).
1 can fish stock or clam juice or clam stock (make sure you don’t use asian fish sauce, which is pretty different. And if you have to, you can use chicken or vegetable stock, but I highly recommend a seafood stock)
2 cloves garlic, finely chopped
3/4 lbs. halibut filet, cut into 3/4 inch or 1 inch pieces
1/4 lbs sea scallops
1/4 large shrimp, peeled & deveined (you can also use cooked, which you’ll add later in the cooking process, just to warm)
1 lb oz. cooked crab (the crab is pretty important. You can use a tin of already done crab meat, or since I’m in the San Francisco area, I usually use Dungeness crab. This year I used King crab because the Dungeness wasn’t available). Deshell the crab into big pieces.
1/4 lbs clams or muscles
1⁄2 bunch parsley, chopped

Everything that is chopped should be just over diced in size – about 1/3 of an inch square.

In a large pot, heat the oil and the butter over medium heat. Add the onions and celery and cook, stirring often, for 2 minutes (the onions should not yet bet translucent, but should be getting softer). Add the carrots, peppers, shallots (or leek), and fennel and cook on medium heat, stirring often, for about 8 minutes. Pour in the crushed tomatoes, stir. Then add the tomato paste, bay leaves, oregano, thyme, basil, wine, fish/clam stock, and cayenne (optional) and season to taste with salt and pepper. Increase the head to bring the pot to a boil, then, stir and reduce the heat to low. Simmer the pot for 30 minutes to 2 hours (the longer the better, as the flavors will meld).

Add the clams or mussels to the cooking liquid. Cover and cook until the clams and mussels begin to open, about 5 minutes. Add the shrimp, scallops and fish. (Some cioppino recipes pan fry the shrimp, scallops and fish prior to adding to the stew, but I like to let them cook in the liquid to soak up the flavors). Simmer gently, stirring often) until the fish and shrimp are just cooked through, and the clams are completely open, add the cooked crab and cook about 5 minutes longer (discard any clams and mussels that do not open). Season the soup, to taste, with more salt and pepper.

Add pinch of chopped parsley to each bowl of cioppino, and serve with garlic bread.

So, that’s Healy Jones’ holiday cioppino recipe.