Relationships Drive Jenny Cole’s Financial Practice
Much of Jenny Cole’s business has grown the way reputations do in small towns, through word of mouth and consistency. As a financial advisor with Edward Jones, Cole says referrals have never come from pitching herself, but from showing up and doing the work. That approach is most visible in Greentown, where more than a quarter of her book of business is based and continues to grow through long-standing relationships.
“When people feel like you truly care about them, they naturally tell others,” Cole says. “I have never had to force it. It has always come from relationships.”
Cole became a financial advisor in 2014 after taking over a small Edward Jones office in Kokomo. As she reviewed the clients she inherited, she noticed that a significant number were from Greentown. She soon learned why. A former Edward Jones office in Greentown had closed, and those clients were absorbed into the Kokomo location. What stood out was not just how many there were, but how closely connected they seemed to be.
“They were incredibly loyal and incredibly kind,” she says. “I started getting referrals from Greentown almost immediately, and it felt very organic.”
Those relationships deepened as Cole became involved in the community through the Greentown Business Association and projects like Hometown Hero, including decorating near the police station and supporting efforts that mattered to her clients.
As her children grew older and family schedules filled with sports and school activities, she stepped back from evening commitments, but her connection to Greentown remained steady. Today, she says more than a quarter of her clients still come from the area.
Cole says she has always been intentional about how she approaches her work. Traditional networking events and rehearsed sales conversations never appealed to her.
“I never wanted to feel like a salesperson,” she says. “That was honestly my biggest hesitation when I said yes to Edward Jones.”
Instead, she focuses on listening and understanding what matters most to each client. Through Edward Jones, Cole helps clients plan for retirement and long-term financial goals, while making sure they are connected with trusted professionals for estate planning and related needs.
“My job is to help people see the whole picture,” she says. “I want them to feel confident and supported, not sold to.”
That mindset has led to relationships that extend well beyond the office. Cole says she has attended birthday parties, anniversary celebrations, funerals and Christmas gatherings with Greentown clients. When she runs into clients around town, even outside of Greentown, she is often greeted like family.
“My husband laughs because people will say, ‘She could be our granddaughter’ or ‘She could be our daughter-in-law,’” Cole says. “Then they add, ‘Oh, and she’s our financial advisor.’”
Those relationships are shaped by responsibility and trust. Cole was raised in Peru, Indiana, and earned her degree from Purdue University in social work and special education. She worked as a special education teacher before her path shifted unexpectedly.
From 2011 to 2013, she and her husband performed professionally with the circus in China, traveling with their children during that time. Their son was just a few months old when they left, and their daughter was 5.
“That experience taught me a lot about planning and adaptability,” she says. “When you are far from home with kids, you learn quickly how important it is to think ahead and take care of the people around you.”
When the family returned to Indiana, Cole knew she did not want to return to teaching. A friend encouraged her to join Edward Jones as a branch office administrator, filling in across multiple offices. About seven months in, she realized what drew her in was the trust between advisors and clients.
“I remember thinking, I love this part of it,” she says. “I didn’t even know what an IRA was at the time, but I knew I loved the relationships.”
Edward Jones provided the training and structure, and Cole completed the required education and licensing.
“In a town like Greentown, people look out for each other,” Cole says. “If you take care of people, they take care of you. That’s how this business has grown.”
Cole can be reached at jenny.cole@edwardjones.com for financial planning needs.
