Most business owners forget who their real customer is. It's not the end user — it's the agents, the employees, the independent contractors who go out and get the customers. Jamie Prickett has built a business around that idea, and 542 shareholders have voted with their equity that it works.

Jamie is co-founder of Experior Financial Group and co-CEO of Associate Owners Group. He and his wife built Experior from an idea into one of North America's fastest-growing independent marketing organizations — 18,000 licensed associates across Canada and the US, and a 3-year path to IPO.

He joins GoToMasters for a conversation about the "tribrid" model that took a decade to build, the comp technology platform they wrote in-house over 12 years, and the generational override design that solves the classic problem of every network sales model — where traditional spread-based plans quietly turn your best team members into your own competition.

He also shares the moment that validated the whole thing: when he and his wife exchanged Experior shares for AOG shares and gave their 542 existing shareholders the option to cash out at fair market value, not a single person took the exit. All 542 stayed.

If you're building a comp plan, running an independent sales organization, or thinking about equity as a retention tool, this one's worth your time.