Hi, I’m Justin Wollman.

For the last 20 years, I’ve worked with founders, families, individuals and self-employed professionals and what I’ve come to see is that everyone’s financial life has its own kind of complexity. Income changes. Priorities shift. Life doesn’t stay inside the lines. And most of the time, the spreadsheet can’t explain what’s really going on underneath.

But over time, I realized it wasn’t the complexity that stuck with me. It was the emotional weight underneath it all: the guilt, the comparison, the sense that no matter how much they earned or achieved, it never quite felt aligned.

I always felt that tension, even if I didn’t have the language for it.
And honestly, I didn’t have the confidence to name it out loud.
So I followed the rules of the industry—what it teaches, what it rewards.

More planning. More returns. More complexity.

The old system pushes accumulation over alignment. An Advisor’s value, we were told, comes from helping people maximize. But the more we focused on growing wealth, the further we drifted from asking the deeper question:

What is all this for?

We pushed people to think about more money, when what they really needed was more life.

Eventually, my shift was unavoidable.

I’d been in the industry long enough to watch people reach every external marker of success - wealth, ownership, optionality - and still be miserable.

Then I became a parent. And it all crystallized:

Money was never the goal. It was the tool.

That realization changed how I showed up for myself and for others. I stopped defaulting to “best practices” and societal norms. I started listening more closely. I started asking different questions.

Some clients weren’t ready for that shift.

But the ones who stayed?

They leaned in. They were willing to go deeper.

And that’s when the work started to really matter.

Sonar came out of that evolution.

It’s built on the belief that how we relate to money should be emotionally intelligent. That your planning should help you make decisions that reflect your values - not your fears.

That your financial life should move in sync with who you are becoming - not just what the market is doing, or what others expect.

Outside of work, I’m a husband and father of two daughters - roles that keep me grounded in what matters most. I also train in Krav Maga and prioritize strength, clarity, and healthspan - not to perform, but to stay present and durable for the long game.

Because that’s what this work is really about:

Quiet discipline.

Emotional awareness.

And showing up again and again for the life you actually want.

Sonar isn’t just another tool.

It’s the clarity layer for financial life.