Shelby Nicholl is the founder of Muriel Consulting, a consulting and recruiting company that helps financial advisors transform their businesses by moving firms, adding team members and sourcing capital. Her consulting clients rely on her as an expert negotiator, business coach, client experience expert, and skilled marketer.

Shelby blends the analytical and creative to problem solve for her clients and for the industry. In 2023 she founded Muriel Network, a digital community centered on accelerating the success of women in wealth management. In 2024, she started the Kick It Open podcast. Both Muriel Network and Kick It Open are named in honor of Muriel Siebert, the first woman member of the NYSE.

A 25-year corporate veteran turned entrepreneur, Shelby previously served as Senior Vice President at LPL Financial and Director at Edward Jones. Shelby has spent her career consulting with advisors and investors, and building solutions and capabilities that meet advisor and client needs.

Shelby has an MBA from Washington University, earned her Series 7 and 66, and is a certified PROSCI change management practitioner. She is also a Certified Exit Planning Advisor (CEPA). Shelby serves on the Advisory Board for Easterseals Midwest and is a member of the Easterseals Women’s Giving Collective. She’s also a founding board member of the St. Louis-based Women Leaders in Finance.