Capably Yours

Many advisory firms assume PR is only for large firms with large budgets, or that one big placement will change everything. Lisa Hinz and Jay Scott, Vice President of Public Relations at GAVIN, take both myths apart. They talk about how advisors can earn consistent media coverage that builds visibility, trust, and presence in AI search.

In this episode:

• What reporters need from you when they're on deadline
• Why local business journals matter as much as national outlets
• Four ways to get more from every placement
• When sponsored content is worth the money, and when it isn't

"They're looking for the right source who can reply quickly, speak plainly, and has an opinion." Jay Scott

Plan your 2027 marketing with Lisa: A limited, two-week marketing bootcamp for a handful of financial firms. Book a complimentary 30-minute strategy session and add "2027 marketing planning" in the details: https://calendly.com/lisa-hinz-cornherstone/30min

Connect with Jay: LinkedIn | GAVIN | GAVIN Fi Newsletter

Capably Yours: capablyyours.com

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New research puts client referrals at 34 cents per dollar of new annual revenue. Social media costs $4.88 for that same dollar. Referrals are roughly fourteen times cheaper.

And over the next ninety days, you will sit across from more of your clients than in any other quarter of the year.

Season two of Capably Yours opens on that collision. Lisa Hinz, founder of CORNHERSTONE and a fractional CMO to advisory firms, catches you up on a summer of rapid AI development in advisor technology, shares where she thinks this is actually headed, and makes the case that the quarter most firms write off for marketing is the one with their most concentrated access to their best-performing channel.

In this episode:

• What each marketing channel actually costs. Referrals 34 cents, directories 28 cents, SEO 45 cents, social media $4.88, client appreciation events $4.54, newsletters $4.14.

• The summer that reset advisor technology, and why your broker-dealer, custodian, and TAMP are already buying the rails.

• Why a DIY, AI-powered advice market is coming, and what still decides who chooses a human.

• The CRM tags that turn important client moments into the cheapest marketing you will run all year.

Sources:

• Marketing channel costs and the anti-scaling finding "New Kitces research pegs the winners and losers in marketing ROI," Financial Planning, September 15, 2026. https://www.financial-planning.com/news/kitces-research-pegs-the-winners-and-losers-in-marketing-roi
• The underlying study: The Kitces Report, "How Financial Planners Actually Market Their Services," September 15, 2026, based on a survey of 506 advisors conducted in March and April. https://www.kitces.com/kitces-report-financial-planner-advisor-marketing-tactics-strategies-referrals-centers-influence-networking/
• Additional coverage of the anti-scaling data: "Kitces report outlines what advisors get wrong about marketing budgets," The Globe and Mail, September 2026. https://www.theglobeandmail.com/investing/globe-advisor/advisor-practice/article-kitces-report-outlines-what-advisors-get-wrong-about-marketing-budgets/
• The February selloff after Altruist's Hazel tax tool "The AI threat wrecked software stocks. Now financial stocks look next with LPL closing 8% lower," CNBC, February 10, 2026. https://www.cnbc.com/2026/02/10/the-ai-threat-wrecked-software-stocks-now-broker-stocks-look-next-with-lpl-down-11percent.html
• "Wealth Management Stocks Crater After AI Tax-Planning Tool Announcement," Forbes, February 10, 2026. https://www.forbes.com/sites/mikestunson/2026/02/10/wealth-management-stocks-crater-after-ai-tax-planning-tool-announcement/
• Anthropic's wealth management plug-ins with LPL and Orion "LPL, Orion add Anthropic's new AI for advisors," InvestmentNews. https://www.investmentnews.com/goria/bolt-ons/lpl-orion-add-anthropics-new-ai-for-advisors/265438
• "LPL and Anthropic have expanded relationship on AI integrations," WealthManagement. https://www.wealthmanagement.com/artificial-intelligence/lpl-and-anthropic-of-claude-fame-have-expanded-relationship-on-ai-integrations
• Claude for Financial Advisors, launched September 14, 2026 "Anthropic Launches Claude for Financial Advisors," WealthManagement. https://www.wealthmanagement.com/artificial-intelligence/anthropic-launches-claude-for-financial-advisors
• Orion's connector, announced at Future Proof Festival, Business Wire, September 14, 2026. https://www.businesswire.com/news/home/20260914255610/en/Orion-Expands-Anthropic-Collaboration-as-Launch-Partner-for-Claude-for-Financial-Advisors
• AI notetakers becoming advisor operating systems WealthTech Today on Jump, Zocks, and the shift from notetaking to the advisor desktop. https://wealthtechtoday.com/ai-notetakers-financial-advisors-2026/
• The AI safety warnings "Is AI really getting out of control?" Chatham House, September 2026. Covers the weekend warnings from current and former lab employees and Dario Amodei's September 12 essay calling for the industry to slow down. https://www.chathamhouse.org/2026/09/ai-really-getting-out-control
• "What to know about recent dire AI predictions and calls for safeguards," PBS NewsHour, September 2026. Source for the 2026 International AI Safety Report's finding that current systems show early signs of some relevant capabilities but not at levels enabling a loss of control. https://www.pbs.org/newshour/science/what-to-know-about-recent-dire-ai-predictions-and-calls-for-safeguards

Visit https://capablyyours.com

• The Un-Googleable Content Prompt Worksheet. A free worksheet for getting what your firm actually knows out of your head and onto a page.
• The Investor Alignment Scorecard. A fifteen-minute self-assessment on whether your message still matches the clients you most want to serve.
• 30-Minute Strategy Call. No pitch, no deck. Bring the thing you are stuck on.
• Available at capablyyours.com

The right clients are already searching. The only question is whether your firm is specific enough, visible enough, and fast enough to be what they find.

In Episode 9, Lisa Hinz cuts straight to what actually builds trust with new audiences in 2026. Not better branding. Not more content. Three things: getting to market faster with answers your ideal client is already carrying, building visible social proof that converts a stranger before the first conversation, and going specific enough that the right person finds you and immediately knows she has found the right firm.

In this episode:

• Why speed is a trust signal and most advisors are leaving it on the table
• What the data on reviews actually says and why ninety-two percent of prospects hesitate without them
• Why the advice to niche down keeps failing at the execution level and what to do about it
• How specificity gets found in search and AI-driven discovery when broad positioning does not

Free Resources at capablyyours.com:

• Un-Googleable Content Prompt Worksheet
• Investor Alignment Scorecard
• Book a 30-Minute Strategy Call with Lisa

Your marketing makes a promise. Every person in your firm is either keeping it or breaking it.

In Episode 8 of Capably Yours, Lisa M. Hinz gets personal. As a marketer who has spent her career building authentic brands for financial advisory firms, Lisa names the thing she cannot stand about her own industry: performative marketing. The kind that looks genuine on the surface and turns out to be a strategy underneath.

Using a story from her own life, Lisa illustrates exactly how misalignment, not bad intentions, ends relationships that should have lasted decades. From that moment, she draws a direct line to the highest-stakes version of this problem inside financial services. With $124 trillion transferring between generations by 2048, more than 95% of inter-spousal transfers flowing to women, and 80% of widows leaving their financial advisor within one year of a spouse's death, the women arriving in your pipeline through widowhood, divorce, and inheritance need more than better messaging. They need better experiences, different services, and integrated care that meets them where they actually are. This episode is a call to close the gap, not with a content refresh, but with real alignment across every layer of your firm.

WHAT YOU WILL LEARN IN THIS EPISODE

• Performative Marketing Defined — Without Judgment: Performative is not about bad intentions. It is a gap problem. When your messaging, your client journey, and your ongoing client relationship are not aligned, the client feels it. In financial services, that feeling determines whether she stays or quietly takes her assets elsewhere.
• The Great Wealth Transfer Is a Women's Story: Cerulli Associates projects $124 trillion will transfer by 2048. More than 95% of inter-spousal transfers will go to women. McKinsey estimates two-thirds of U.S. private wealth will be held by women by 2030. The advisors who are ready for this moment will build some of the most significant practices of the next decade.
• The Three-Layer Audit: Messaging. Journey. Relationship. All three layers have to tell the same story. Lisa walks through where the gaps most commonly open and how to close them before they cost you the relationships that matter most.
• What Genuine Readiness Actually Requires: Refreshing your website copy is a starting point, not a finish line. Real readiness means better client experiences, evolved service models, and integrated care that meets women in transition where they actually are — and why the advisors who build it stop having to work hard at marketing.

KEY TAKEAWAYS

• "Performative is not a character problem. It is a gap problem. And the gap almost always opens without anyone intending it."
• "Eighty percent of widows leave their financial advisor within a year of their husband's death. Not because of poor performance. Because she did not feel like the relationship was built for her. That is almost entirely preventable."
• "Your messaging, your client journey, and your ongoing relationship are not three separate things. They are one thing. They are your brand. And when they are aligned, your marketing practically writes itself."
• "The advisors who do this work don't have to work hard at marketing anymore. Because their client experience becomes the marketing."

RESOURCES AND TOOLS MENTIONED

• Un-Googleable Content Prompt Worksheet: 15 high-authority prompts to turn your wisdom into a digital moat. Link: https://capablyyours.com
• Investor Alignment Scorecard: Benchmark your firm across the five areas of the Growth with Purpose Framework. Link: https://cornherstone.com/alignment-scorecard
• Book a Strategy Call with Lisa: A 30-minute conversation about closing your firm's digital gaps. Link: https://calendly.com/lisa-hinz-cornherstone/30min

ABOUT LISA M. HINZ

Lisa M. Hinz is the founder of CORNHERSTONE, a strategic marketing partner for financial advisors building firms with purpose. CORNHERSTONE helps advisory firms diagnose the gaps between their current growth efforts and the future of wealth — and build the infrastructure to close them.

The next generation of inheritors isn't calling your office. They're opening ChatGPT at eleven o'clock at night, typing in their fears, and letting AI tell them what to do next — and who to trust.

In Episode 7 of Capably Yours, Lisa Hinz walks through the exact AI-guided discovery journey your clients' heirs are already taking: from that first search prompt, to NAPFA and the CFP Board database, to the moment they open eight advisor websites in eight browser tabs and start deciding who gets the call.

This is not the AI conversation you've heard before. It's not about AI replacing advisors. It's not about writing client emails with Claude. It's about something more urgent: whether your expertise is documented, specific, and findable enough to survive the moment that determines everything.

WHAT YOU WILL LEARN IN THIS EPISODE:

• The real AI answer someone gets when she inherits her father's assets, and why it never includes your name
• Why credentials get you considered, but Knowledge Infrastructure gets you chosen
• What Gen Z and Millennials are actually typing into AI and the questions they're too embarrassed to ask you
• Why 40% of inheritors are pre-authorized to fire you the moment they don't feel understood
• The three-layer system for making your firm's judgment discoverable without becoming a content creator
• Why your Sent folder is the most underrated asset in your practice right now

KEY TAKEAWAYS

• When inheritors start comparing advisors, AI surfaces whoever has the most specific, documented expertise. The question is whether that person is you.
• 82% of Gen Z and Millennials are already using AI for financial guidance, and three out of four say it lets them ask the questions they are too embarrassed to ask a human advisor.
• 40% of inheritors are pre-authorized to fire you the moment they don't feel understood, and they will have done their research on AI before they ever walk into your office.
• The danger of AI for financial advisors isn't that it will replace you. It's that it will replace your referral network for the generation that is about to inherit everything.
• This is not a marketing problem. It's an infrastructure problem.
• AI is not your competition. AI is your distribution channel if you're willing to build for it.
• It doesn't have to go viral. It just has to exist publicly with your name on it.

With $124 trillion set to transfer between generations through 2048, the advisors who win the next decade won't be the ones who post the most. They'll be the ones whose expertise is impossible to overlook.

Free resources mentioned in this episode — all at capablyyours.com:

• Un-Googleable Content Prompt Worksheet — 15 prompts to turn your internal wisdom into digital authority (free download)
• Investor Alignment Scorecard — 3-minute diagnostic of where your firm is winning and where you're at risk with the next generation
• 30-Minute Strategy Call — book at capablyyours.com if you're ready to stop the random acts of marketing and build a purposeful growth engine

ABOUT LISA M. HINZ

Lisa M. Hinz is the founder of CORNHERSTONE, a strategic marketing partner for financial advisors building firms with purpose. CORNHERSTONE helps advisory firms diagnose the gaps between their current growth efforts and the future of wealth — and build the infrastructure to close them.

Visibility is the precursor to trust—but in 2026, being "good at your job" is no longer enough to be seen.

In Episode 6 of Capably Yours, Lisa M. Hinz tackles the "Digital Relevance Gap." As $4.3 trillion shifts hands annually in the Great Wealth Transfer, many firms are finding themselves functionally invisible to the very heirs and spouses they are trying to retain.

The culprit? A reliance on "Social Media" strategies from 2015 that emphasize follower counts over actual authority. Lisa breaks down the seismic shift to Interest Media and explains why AI agents are now the gatekeepers of your firm's growth. This episode is a call to move past "Commodity Information" and start archiving your unique Judgment so that when the next generation of wealth goes searching for answers, they find you.

WHAT YOU WILL LEARN IN THIS EPISODE

• The Death of Social Media: Why chronological feeds are gone and how "Interest Media" algorithms now decide which advisors get seen and which stay hidden.

• The $124 Trillion Retention Cliff: Why the average age of widowhood (59) and the velocity of the wealth transfer make digital relevance a "right now" problem.

• Information vs. Judgment: How to stop acting like a human search engine and start positioning yourself as a "Strategic Partner" that AI cannot replicate.

• Establishing Searchable Authority: Tactical advice on building an archive that speaks to HNW Gen X and Millennial demographics where they actually spend their time.

KEY TAKEAWAYS

• "In the Interest Media era, a solo advisor with 50 followers can reach 100,000 people if their message is relevant."

• "Visibility is the precursor to trust. If an AI agent can't find your answers, the client can't find your firm."

• "Information is a commodity. If you're just posting tax charts, you aren't an advisor; you're a search engine."

• "To win in an AI-driven world, you have to move from providing Information to providing Judgment."

RESOURCES AND TOOLS MENTIONED

• Un-Googleable Content Prompt Worksheet: 15 high-authority prompts to turn your wisdom into a digital moat. Link: https://capablyyours.com

• Investor Alignment Scorecard: Benchmark your firm across the five areas of the Growth with Purpose Framework. Link: https://cornherstone.com/alignment-scorecard

• Book a Strategy Call with Lisa: A 30-minute conversation about closing your firm's digital gaps. Link: https://calendly.com/lisa-hinz-cornherstone/30min

• Capably Yours Website: Find more resources at https://capablyyours.com

ABOUT LISA M. HINZ

Lisa M. Hinz is the founder of CORNHERSTONE, a strategic marketing partner for financial advisors building firms with purpose. CORNHERSTONE helps advisory firms diagnose the gaps between their current growth efforts and the future of wealth — and build the infrastructure to close them.

"Consistency without conviction is just noise."

In this special "Short & Sharp" episode, Lisa Hinz takes a breather from the planned recording schedule to share a real-time lesson in leadership: The Strategic Pivot. Between packing suitcases for a family trip to Disneyland and prepping for next week's deep dive, Lisa realized that forcing a "perfect" episode wasn't as valuable as being a "real" human. Today, she challenges advisory firm leaders to look past the "autopilot" of their marketing and audit the one thing that actually builds trust: Conviction.

• The Placeholder Trap: Why "posting to post" might be keeping your lights on but leaving your brand invisible.

• Congruence over Consistency: Why it's okay for plans to flex as long as your purpose stays true.

• The 60-Second Conviction Audit: A quick way to tell if your content sounds like a human with a perspective or a firm just checking a box.

• A Sneak Peek: Why staying "real" today is the perfect setup for next week's deep dive into The Shadow Search.

• Investor Alignment Scorecard: Benchmark your firm's readiness for the future of wealth by taking it here.

• April Strategy Sessions: Ready to dive deeper? Schedule a 30-minute 1:1 session with Lisa for when she returns.

Next Week: We return to our scheduled programming with The Shadow Search, exploring the raw search data that proves why your current client avatars might be obsolete.

What does it actually look like to build a firm for the future of wealth? In Episode 4 of Capably Yours, Lisa M. Hinz sits down with Mary Beth Storjohann, CFP® — founder of Alora Wealth, former CMO, and former co-CEO of a multi-billion dollar RIA — for a conversation that is equal parts honest, practical, and energizing.

Mary Beth has spent two decades breaking the mold in financial services and she is back in the founder seat on her own terms. In this episode, she opens up about the blind spots she has had to unlearn, why storytelling is still the most powerful marketing tool advisors have, and how she is building a firm where high-achieving women (and the whole household) feel genuinely seen.

They also get into something the industry has been talking around for years: why women's initiatives alone won't move the needle, why men need to be at the table with curiosity, not just credentials, and what two small but powerful changes any advisor can make this week to better engage every client in the room.

In this episode you will learn:

• The one blind spot Mary Beth is most focused on fixing as she builds Alora Wealth
• Why storytelling still outperforms every other marketing tactic — and how to do it authentically
• How to structure client meetings so every person in the household feels like a primary participant
• Why curiosity is the missing ingredient in most diversity conversations
• What it means to build inclusivity as infrastructure, not a campaign

Connect with Mary Beth Storjohann: LinkedIn | Substack: Between Tables | allorawealth.com

Mary Beth Storjohann, CFP®, is the Founder and CEO of Allora Wealth, a boutique financial planning firm serving high-achieving women and families navigating serious careers, full households, and real financial complexity. With more than two decades in financial services, she has built her career at the intersection of values-based planning and advocacy for women. She began in the industry at age 20, launched and sold her first firm, and later served as Co-CEO of a $3.5 billion RIA before founding Allora in 2025. Mary Beth hosts the Work Your Wealth Podcast and writes Between Tables, a Substack on money, ambition, and modern life. Her work has appeared in The New York Times, Forbes, CNBC, and more. She lives in San Diego with her family.

Resources mentioned:

• Alignment Scorecard
• Book a Strategy Call

She's not a niche. She's your next decade.

In Episode 3 of Capably Yours, Lisa M. Hinz gets personal and then gets practical. She opens with the story behind why she launched her business before having children, what that decision taught her about the impossible calculations women make every day, and why financial advisors are uniquely positioned to lead through it.

From there, Lisa breaks down the invisible tax, the compounding financial and relational cost that most plans never account for, and makes the case that serving women well is not a women's initiative. It is a structural business decision about where wealth is going.

In this episode:

• Why 70-80% of women leave their advisor within a year of losing a spouse
• The product gaps that represent real opportunity
• Why this shift is generational, not just gender-based
• A three-step marketing framework you can start using this week

Explore why women don't need a separate version of your firm, and what it means to be included in the real one.

What happens when a firm has done the work — documented strategy, consistent execution, strong client relationships — and the growth still isn't coming? That's not a marketing problem. That's a directional problem. And in Episode 2 of Capably Yours, Lisa M. Hinz names it precisely.

In this episode, Lisa introduces the Growth with Purpose Framework, a three-stage diagnostic and development process built to help advisory firms understand why their growth has stalled and build toward the clients who will define their next decade, not just their last one.

Here's what you'll hear in this episode:

• Why stalled growth is almost never an execution problem, and why investing in better execution of a misaligned strategy only gets you to the wrong destination faster.
• The difference between AUM growth and net new assets, and why NNA is the honest metric that tells you whether your marketing is working or whether the market is simply working for you.
• What the relevance gap is, how it develops quietly inside your existing book, and why most firms cannot see it until it has already cost them.
• Why the most valuable data most firms have is sitting untapped inside their existing client households, and why building an ideal client profile from industry assumptions rather than real relationship intelligence is leaving growth on the table.
• The Growth with Purpose Framework: Diagnose, Align, and Build, including the five diagnostic areas inside Stage One, the household audit inside Stage Two, and what it means to build marketing infrastructure that compounds over time.
• What growing with purpose actually feels like from the inside when it is working, and the shift from chasing growth to leading it.

If your firm has been investing in marketing and not seeing the results that effort deserves, this episode is the conversation you have been needing.

Resources mentioned in this episode:

Investor Alignment Scorecard — Take the free 3-minute diagnostic at https://cornherstone.com/alignment-scorecard

Book a Strategy Call with Lisa — https://cornherstone.com