About Us
Why did you start your own business?
At The Free Founder, we help business owners significantly increase the value of their company and find their freedom through the process.
Harnessing decades of experience as both business owners and coaches, we seamlessly integrate our knowledge with the proven tools, strategies and methods laid out in the Value Builder System™.
Our foundation is in helping business owners grow their wealth in a meaningful and peaceful way. After more than 20 years of this work with hundreds of business owners, we saw the very real need that successful founders have for peace in all areas of their lives, not just in their finances.
The Free Founder was born to meet this need for business owners.
No matter what stage of the journey a founder is in, knowing and applying the powerful principles of the Value Builder System™ will help them create a business that thrives across all areas, resulting in the freedom and peace in their business that they desire.
“In my 20 years of coaching, I’ve never seen such a robust system for ensuring business success as the Value Builder System™.” - Joe Arioto
Welcome to The Free Founder
We help small and medium-sized businesses achieve business transformation.
We exist to empower ambitious entrepreneurs, like you, Get Your Win. This requires the very best methods, supported by the best tools, and executed with expertise.
We are available to work with you on an ongoing engaged basis or whenever there’s a specific need for specialist advice.
We are more than a coaching or consulting service. We work hand-in-hand with you throughout your business journey, ensuring your business runs effectively, sustainably, and successfully.
Practically, this looks like helping your business:
- Diagnose problems and implement meaningful solutions.
- Attract, keep, and lead A
- Player talent.
- Perform predictably – both financially and operationally.
- Grow consistently.
- Sell confidently.
- Win with strategy.
Get to know Joe
A Trusted Advisor and coach of leaders who is dedicated to helping business owners build peaceful wealth. With over 25,000 hours of consulting and coaching experience, Joe Arioto has become a key advisor to business leaders, and brands worldwide. As a Certified Value Builder™, his focus is helping small business owners intentionally build companies that are successful and desired by others. Joe is the co-founder of two companies, MetaGrowth Ventures and Salestable.ai… companies that help successful founders move from the chaos of “Founder Selling” to living the dream by building their own world-class sales teams. An entrepreneur himself, Joe understands all the joys and difficulties founders go through, including the struggle of moving from the rainmaker to the architect in a company. Having consulted hundreds of financial advisors, he has a unique perspective on what’s needed to serve clients at the highest levels in the world of finance. We are living in a very complex working landscape, and successful, philanthropically inclined individuals and families are starting to ask some important questions like, “What’s my advisor actually doing for me?” The job of leaders like Joe is to inspire them and show them a clear path to achieving their goals... personally and professionally.
Let’s Be Honest: We're Not For Everyone
We've designed The Free Founder for a certain type of person.
If you’re:
- Driven to see your business reach new heights,
- Committed to accountability,Determined to win,
- Ready for meaningful change,
- Then let’s chat business.
Success Starts Here
Closed doors, imposter syndrome, and missed opportunities: business can be tough! By partnering with us, the problems don’t go away. But they do become manageable. Even avoidable.
You’ve got determination and grit, but maybe you need a fresh perspective. Add that to strategic tools, proven frameworks, and a wealth of expertise and you have a winning combination. After all, you’ve worked hard and you deserve to Get Your Win.
Book an obligation-free call to see how partnering with us helps you achieve your goals so you can Get Your Win.
Our Team

Robert Wolf
CO - FOUNDER
- Principle Asset Coach and Tax Strategist
- Registered Financial Consultant
- Certified Fiduciary
- Author
- 20+ Years in the financial planning industry
- Business Tax Deduction Specialist
- Member of the national ethics association
- IARFC, FSP, & AASBC
- Husband and Father

joe Arioto
CO - FOUNDER AND CEO
- Trusted Advisor and Leadership Coach
- 10+ years in the financial services industry
- 20,000+ hours of consulting and coaching experience
- Co-founder of two successful companies (MetaGrowth Ventures and Salestable.ai)
- Registered Investment Advisor Specializes in aiding successful, philanthropically-inclined individuals to achieve and maintain financial stability
- Husband and Father
Avid Outdoorsman and Ultra Runner

Erin Nevicosi
DIRECTOR OF GROWTH
- 18+ years in marketing and sales
- Coach and small business owner
- Marathoner
- Arizona transplant with Midwest roots
- Wife and mom of 3

Jason Keller
DIRECTOR OF MEMBER SUCCESSS
- 17+ years in Commercial Real Estate
- 6 years in Residential Real Estate
- 5+ years as a Regional Manager for National Telecommunications Company
- Husband and Father

Kenny Black
DIRECTOR OF MARKETING
- Founder of Las Vegas based Marketing Company
- Finance Degree from UNLV
- Husband and Father