Cresset’s growth story took a sharp turn this past year when nearly half of their web search leads began arriving through AI engines instead of Google. That shift came from years of building a digital marketing infrastructure that could adapt quickly, a clear client archetype, and a leadership team willing to test new channels long before they’re mainstream.

In this episode, host Meg Carpenter speaks with co-founder and co-chairman Eric Becker and Chief Growth Officer Jessica Malkin about how Cresset reached $65 billion in eight years and why their digital strategy is evolving faster than the industry around them. They explore the rise of AI-driven discovery, the diversified growth model powering their expansion, and the cultural decisions made early on that still shape the firm today.

0:00 — The $500M AI lead that sparked the conversation

3:50 — How Cresset was built by clients, culture, and a real brand

10:45 — The early digital bet and the momentum that followed

17:45 — A major pivot that fell short and what they learned

23:50 — How their diversified growth engine actually works

29:20 — Ownership, succession, and advisor appeal

39:20 — Catalyst, AI discovery, and the 100-year vision

Connect with us: 

• Eric Becker on LinkedIn
• Jessica Malkin on LinkedIn
• Cresset Capital
• Megan Carpenter on LinkedIn
• Ficomm Partners Website

Visit the Karma For Cara Foundation website to learn more about their job helping patients who are facing leukemia.

About Ficomm Partners

Ficomm Partners is the embedded growth partner for results-driven RIAs, and wealth management platforms. With a track record of helping over 250 clients achieve their growth goals, Ficomm understands that while industry patterns may repeat, each firm's growth challenges are unique. Ficomm prioritizes strategy and finds the most impactful ways to move you toward your goals. We align all your marketing activities with your business objectives, acting as your dedicated growth partner with our human-first approach, strategy-first methodology, and unrivaled team of industry marketing experts.