Broad alum Keith Nichol named to the DBusiness 30 in Their Thirties list for leadership, innovation, and commitment to excellence

Keith Nichol, B.A. Supply Chain Management ’11 (photo courtesy of Carrera Capital Advisors)

For Keith Nichol (B.A. Supply Chain Management ’11), success has always been about more than titles or accolades. It’s about who you become and how you lift up the people around you.

A former MSU football standout and Broad College of Business graduate, Nichol was recently named to DBusiness Magazine’s 2025 30 in Their Thirties list, an honor recognizing metro Detroit’s rising business professionals for their leadership, innovation, and career success. As President and CEO of Carrera Capital Advisors, Nichol is building a legacy based on trust, discipline, and service. Before launching Carrera Capital, he spent almost ten years with a nationally based financial planning firm, where he built the foundation for his entrepreneurial future.

Nichol credits much of his professional and personal development to his time at Michigan State and to the lifelong support of the Spartan network. We sat down with him to talk about his journey, the DBusiness honor, and what it means to lead with purpose.

I loved every minute of it. I was very fortunate to be part of the Coach Dantonio era. There were a lot of great players, and it was a really special time to be at MSU. The business school was getting more competitive, and being a student-athlete forced me to become really disciplined with my time. That discipline, on and off the field, is something I’ve carried with me ever since.

Absolutely. Studying supply chain gave me a macro-level way of thinking that has really helped me manage my business. It can’t be overstated how important it is to understand the fundamentals: how to read a balance sheet, how the economy works, how to communicate with everyone along the supply chain, etc. Those are critical skills for anyone.

I’ve always had an entrepreneurial mindset and entrepreneurship was always my goal. But I knew I needed to learn how to do things the right way first. I was able to learn those skills as I built my wealth management practice from the ground up in my first role. Carrera Capital was created, in part, by a successful merger and acquisition, which taught me even more about the power of aligning with great people and the importance of having strong financial acumen. Along the way, I learned just how critical your reputation is as well. You must protect it because it’s the most important thing you have. It always surprises me how many influential people were paying attention, even when I didn’t realize it.

No matter what career you’re pursuing, you need to understand finance. If you don’t, you’re putting yourself at a disadvantage. I’d also recommend psychology courses because understanding people is huge. And communication skills will take you a long way. But beyond that, I’ve learned that your success is often directly tied to the value you bring to others. Whether you’re working with clients, leading a team, supporting your friends, or being present for your family, how you serve those around you defines your impact. Success isn’t just about climbing the ladder or hitting certain milestones. It’s about contributing in meaningful ways and making life better for the people connected to you. When you focus on bringing value to others, whether in your career or personal life, success tends to follow. That’s been true for me every step of the way.

My dad was a big self-discipline guy. His philosophy was that if you were going to do something, you did it right. He also taught me that it was never just about the individual – it was more important to focus on what you could contribute to the team. That really stuck with me. It carried over to football, especially with Coach Dantonio. I’m a big fan of Nick Saban as well, and he is the same way. Discipline wins. You hold yourself to the standard, and you don’t budge. If I do my job at a high level,  everyone around me will benefit from that. And if they do the same, their communities will thrive as well.

You can’t control everything, but you can control how you show up.

We now have clients in 41 states, but Michigan will always be home. There’s incredible intelligence and innovation here. Some of the most successful people in the world are right here in southeast Michigan, and many of them are Spartans. The MSU alumni network is unmatched. You can reach out for help or a connection, and a Spartan will answer the call. It’s the most accessible, supportive alumni base I’ve ever seen. And there’s still so much untapped potential here in Michigan. That excites me.

If we do our job well, we’re helping people win financially, and that changes lives. It impacts their families, their kids, and their future. These are big decisions with real responsibilities. That’s why discipline is so important in our business. We take that seriously. We want to be a force for good and a source of confidence in people’s lives.

Photo courtesy of Carrera Capital Advisors

It was a huge honor. DBusiness is a respected publication in my industry, and it meant a lot to be recognized. The event itself was great. There were people in the room whom I really admire. Jason Raznick, who gave the keynote, is a personal friend of our family, so it was cool to see him there. Being a part of that group was incredibly humbling and exciting.

Being a Spartan is the ultimate. I appreciate it more and more every year. Every great relationship in my life ties back to MSU in some way. I met my wife there, I have long-lasting friendships from there, my best business relationships have MSU ties, etc. It’s a place with a unique outlook on life and an unmatched alumni base. MSU has given me everything, and it means everything to me.