Family First Firm: Guiding Families Through the Complexities of Aging and Asset Protection

Family First Firm began as a necessity during the economic recession of 2009, a time when the job market for attorneys was bleak. Geoff Hoatson had recently closed on his first home when the firm he was working for went out of business. With limited job opportunities, Geoff decided to start his own firm. Initially, he saw this as a temporary solution, but over time, he discovered a passion for the business side of law. “After a bit, I realized I enjoyed the business aspect just as much, if not more, than the legal work,” Geoff recalls. This revelation transformed his “placeholder” firm into Family First Firm—a trusted name in elder law and asset protection.

A Team Culture Built on Client Care

At Family First Firm, the culture is driven by a strong commitment to clients and a supportive, collaborative team environment. Geoff explains, “We’re big on taking care of our clients as well as ensuring a great experience for our team.” The team is guided by core values that reflect the firm’s approach to both challenges and client relationships: everything is figure-outable, continuously growing, doing the right thing, and owning it. These values are central to the firm’s identity, shaping how the team works together and serves their clients with dedication.

Family First Firm stands out for its expertise in helping seniors protect their assets while navigating the complexities of Medicaid and long-term care expenses. Geoff explains, “Long-term care is the biggest financial risk for seniors, and we’re here to help them get the care they need while preserving their assets.” Family First Firm has developed a unique ability to navigate the complex requirements for government benefits quickly and effectively. This dedication to serving seniors and their families has allowed the firm to achieve exceptional results.

As with any entrepreneurial journey, Geoff’s path has been filled with challenges. From growing the team to finding the right office space, Geoff has tackled each obstacle head-on, learning valuable lessons along the way. “I wish I could learn from other people’s mistakes, but I’ve found that, apparently, I have to learn the hard way—through my own missteps,” he says. Despite these hurdles, Geoff’s resilience and commitment to growth have propelled Family First Firm forward, helping him build a company that makes a lasting impact in his community.

Family First Firm’s dedication to the community extends beyond its legal services. The firm partners with long-term care facilities and elder care organizations across Florida to provide valuable resources and information to families facing the challenges of aging. Geoff also actively participates in professional groups like Vistage and the UCF Small Business Development Center, where he engages with other business leaders to support Florida’s economic growth and share insights that can benefit the next generation of entrepreneurs.

Advice for Aspiring Entrepreneurs

For Geoff and his team, being recognized as a GrowFL Florida Companies to Watch 2024 honoree is an acknowledgment of their hard work and the impact they’re making. “This award reflects our team’s tenacity and the difference we’re making in people’s lives,” he shares. Geoff views the firm’s success as a measure of the positive impact they’re having on families and the local community, as they work to protect assets, secure care, and provide peace of mind to seniors and their loved ones.

Geoff’s advice to those starting their entrepreneurial journey is both practical and insightful: “Get a mentor—someone who’s been where you are and can offer insights to keep you moving in the right direction,” he advises. Drawing from his own experiences, he also emphasizes the importance of focusing on marketing and sales, especially in the early stages. “A great product or service doesn’t sell itself; you need to ensure people know about it and then help them see the value in it.” Geoff’s emphasis on building relationships and seeking guidance has been instrumental in Family First Firm’s success.