A More Personal Approach to Wealth Management

At Big Fish Wealth Partners, we work with individuals and families whose financial lives require thoughtful, personalized guidance. As concierge wealth managers, we take a coordinated approach - helping connect planning, investment guidance, estate considerations, risk management, and trusted professional resources so clients can view decisions within the bigger picture.

Located in Lake Forest, Illinois, Big Fish Wealth Partners was built to provide an exclusive, highly personal experience for clients who value careful attention to detail and a tailored approach to managing complex financial lives. We understand that time is one of your most valuable resources, and our work is centered on delivering thoughtful, responsive service designed to help simplify important decisions.

Founded under the belief that an intrinsic look into the details provides superb service, our process begins with listening, learning, and taking the time to see the full picture before offering guidance.

Our firm has grown primarily through long-standing relationships and professional referrals, allowing us to focus on providing steady guidance during life’s important transitions, including divorce, career changes, business events, and evolving family needs.

We believe wealth management should feel personal, purposeful, and aligned with real life - not transactional.

Sailing boat on a calm lake with reflection

Built Through Referrals, Not Advertising.

Our growth has been shaped primarily by long-standing relationships and introductions from trusted professionals - a reflection of the personal nature of our work.

A Network That Works for You.

Over time, we have cultivated relationships with professionals across multiple disciplines to help clients navigate complex situations more efficiently.

“We’ve built this firm around relationships, thoughtful conversations, and the belief that personal attention still matters.”

- Bruce Friedman, Founder of Big Fish Wealth Partners

Our Services

Concierge Wealth Management

YOU
 
 
 
 
 
 
 
 
 
 
 
 
Estate & legacycoordination
Financialplanning
Investmentguidance
Planning throughlife transitions
Concierge-levelcoordination
Risk & insurancereview

Why “Big Fish”

 

Big Fish Wealth Partners is not about being the biggest - it is about being the right partner at the right time, helping clients navigate life’s important financial decisions with care, perspective, and trust.

Meet the Team

 
Bruce fishing
  • The name Big Fish Wealth Partners reflects more than a passion - it reflects a philosophy.

    Founder Bruce Friedman has always loved fishing. For him, fishing represents patience, preparation, attention to detail, and respect for the environment around you - qualities that also define how we approach financial guidance. Success rarely comes from rushing. It comes from understanding conditions, being thoughtful in strategy, and knowing when to act.

  • The name also carries a personal connection.

    “Big Fish” incorporates Bruce’s initials - B.F. - creating a distinctive identity rooted in both personality and purpose. Even more meaningful is how the brand came to life. The name itself was created by his wife, and the logo was designed by his daughter, making the firm a true reflection of family, value, and personal commitment from the very beginning.

  • Big Fish Wealth Partners was intentionally created to stand apart.

    While many firms choose traditional industry names, Big Fish Wealth Partners was intentionally created to stand apart, not just in name, but in philosophy. It represents a firm built on relationships, thoughtful guidance, and a highly personal approach to serving clients whose financial lives are complex and evolving.

    At its core, the name reflects what we believe:

    • Relationships matter more than transactions
    • Thoughtful strategy outperforms quick decisions
    • Personal attention makes a meaningful difference