The weird, the wild, the WTH…every month, we’re sharing the industry observation, marketing mystery, or growth dilemma that gets our team fired up.
This Month: Why Would Any Advisor Give Up Their Brand?
Let's start the year off strong with something that makes absolutely no sense.
When advisors leave wirehouses and bigger firms, they’re usually chasing independence. They want autonomy, freedom from corporate guardrails, the chance to build something that’s uniquely their own.
So they join an RIA or an aggregator platform…and agree to give up everything that’s uniquely their own.
Their brand.
Their website.
Their messaging.
Their ability to market themselves.
Our question to each other and to you: Why would anyone do this? Why join a firm that eliminates your brand and completely stifles your ability to grow?
From the group chat:
"I think a lot of times they’re misled. Firms dangle leads in front of these advisors, saying they'll never have to pick up the phone again. Then they sign their life away to get one lead a quarter. They realize too late that they still need to grow, and now have no brand to do it with."
- Jocelyn Lee, Director of Account Strategy
"Their relationship skills helped them build a $100M or 200M biz - and so they have the curse of thinking that 'Well, if it got me here, it'll get me there.'"
- Joe Steuter, Chief of Client Strategy
"A huge part of a recent client conference was their leader asking, 'How are you going to think differently about growth? What are YOU doing to grow your part of the business? How are you deepening relationships,' not relying on AUM and market performance, masking your lack of actual organic growth.” That’s the kind of leadership approach more advisors need. - Jess Flynn, VP of Client Strategy
While some advisors are signing their brands away, we’re over here trying to help the rest build theirs faster and more effectively. We launched Advisor Brand Builder (ABB) in 2023 to help firms bring their stories to life quickly and cost effectively, but without sacrificing quality and personalization. Since then, we’ve significantly enhanced the platform to include a customizable content engine, full website development, brand assets, and more, all in less time and for a fraction of the traditional cost.
As part of the Fearless Investing Summit, Chief of Community Tina Powell guides a can't-miss panel discussion highlighting the success stories of campaigns that cut through the noise, attract right-fit prospects, and drive real results. Join Tina and some of today's top CMOs on February 20 at 10:15 AM MST.
Orion Ascent
February 24 - 27
Chief of Client Strategy Joe Steuter joins a powerful panel discussion on February 26: Beyond Referrals: Modern Marketing That Actually Works for Advisors. Join the conversation about what's working now for advisors looking to grow, how to increase visibility, and why building trust is more important than ever.
CMO Collective at Future Proof Citywide
March 9 | 11:45 AM - 1:45 PM
Join Tina Powell and Joe Steuter for an exclusive CMO Collective gathering during Future Proof Citywide in Miami Beach. This invitation-only event brings together senior marketing leaders for a mix of panel discussions and guided conversations focused on growth, AI adoption, and the ongoing fight for budget and resources.
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