The Terra Firma Story: A Membership Two Decades in the Making 

Terra Firma began with a vision: to give high-income professionals access to the kind of integrated financial strategy typically reserved for the ultra-wealthy.

For nearly two decades, Bob Wolf immersed himself in every corner of the financial world—tax strategy, insurance, investment advising, private equity, real estate, even emerging spaces like crypto. But what fascinated him most wasn’t any single tool—it was how the truly wealthy pull all of it together inside full family office structures, coordinating every dollar to serve long-term wealth, growth, and freedom.

Early in his career, Bob read Rich Dad, Poor Dad—and that shifted his mindset forever. He saw clearly how traditional financial advice was built to serve institutions, not individuals. While many of his colleagues pursued the standard product-driven path, Bob made a conscious decision to do it differently: to build a system that actually served the client’s full financial life.

In 2007, Bob began working with his first physician clients. Over time, that experience shaped his deeper mission: to serve doctors—the very people who serve our communities—by giving them access to the same coordinated wealth-building structures used by the ultra-wealthy. 

For years, he refined the strategy. Clients saved hundreds of thousands in taxes, but Bob knew there was more. He imagined a world where education, coaching, big-picture strategy, and the quest for true freedom all lived under one roof. What he needed was the right partner to help expand the foundation.

That partner arrived in Joe Arioto, a leadership coach and strategic advisor with a background in high-performance consulting. 

Joe first hired Bob in 2021 to do the taxes for his business at the time, after being frustrated with a string of CPAs who weren’t serving him and his business partner well. Bob gave Joe the education, strategy, and guidance he’d been searching for, and the seed for future partnership was planted. 

When Joe sold his company in 2023, he was ready for his next chapter – just as Bob was ready to start really growing Terra Firma’s membership.

Joe brought with him the coaching side of membership, including the Values Conversation, Freedom Road Map, and 5Tens Life Coaching.

Together, Bob and Joe reimagined what Terra Firma could be: not just a tax strategy firm, but a platform for complete life and wealth alignment. As they saw it, what good is building wealth if you sacrifice any other area of your life to get it? 

Later that year, Erin Nevicosi joined as Director of Membership Growth, bringing her marketing expertise, energy, and voice to the Terra Firma brand. With a gift for messaging and a passion for coaching, Erin helped grow the membership program Bob had dreamed of for nearly two decades. In 2024, Terra Firma Membership officially became reality, and with the addition of Megan Gregg, a business strategist and executive coach with deep experience in fund management, the core team was complete and began serving members under the current model. 

Membership grew quickly, but never recklessly. Bob’s founding principle remained at the core: this has to be personal. Terra Firma continues to scale with intention, preserving the white-glove service and relationship-driven care that has always defined Bob’s work.

Today, Terra Firma stands as the only firm of its kind—where elite tax strategy, coaching, and long-term wealth building are delivered inside a member-first, human-centered experience.

And it all started because one man refused to stand in line—and instead asked,

“What if we did it differently?”