Maggie Bilby founded Gen² Advisors after advising complex, multigenerational families for two decades.

She holds degrees from Emory University and the University of Florida, and is a CERTIFIED FINANCIAL PLANNER™ professional. Maggie built her career at Merrill Lynch, USAA, and two respected independent boutique firms—advising on more than $1 billion in assets over the course of her career and leading high-trust transitions across family enterprises, estates, and liquidity events.

Along the way, she noticed a consistent gap: strong portfolios, but shallow relationships.

Wealth plans that covered taxes, but not values.

Advisors who knew the balance sheet—but not the backstory.

Maggie built Gen² Advisors to challenge the idea that clients must choose between intelligence and intuition. Here, planning is both strategic and personal—sharp thinking, grounded in human truth.

The firm serves a select group of families who value discretion, clarity, and legacy that holds across generations.

Her approach is disciplined, unflashy, and tailored to the long view—where legacy isn’t a slogan, but a structure.

Maggie lives in Maitland, Florida with her husband Jonathan, their two daughters, Charlotte and Amelia, and a pair of tireless Australian shepherds.

When she’s not in client meetings, she can usually be found barefoot in the grass, deep in a book, or halfway through a legacy conversation that was supposed to end twenty minutes ago.