Don't Do That

What does it really take to succeed in financial services—and in life? On this episode of Don’t Do That, Kelly Waltrich welcomes Ryan Marcus, Chief Business & Engagement Officer at Binah Capital Group, a financial services enterprise empowering RIAs and independent wealth managers.

Ryan’s journey is anything but linear: from professional baseball, to launching a corporate travel business, to building firms alongside industry leaders like Brian Hamburger. His story proves that grit, perseverance, and genuine relationships outweigh any credential on paper. Today, Ryan is channeling his passion into transforming wealth management through Binah's RIA network while also championing underserved communities, including neurodivergent individuals who deserve tailored financial literacy and planning resources.

This conversation dives deep into why relationships—not résumés—drive success, how RIAs can stand out in a crowded marketplace, and why the best leaders create non-negotiables that protect their purpose. If you’ve ever wondered how to turn authenticity into your greatest business advantage, this is an episode you won’t want to miss.

Kelly and Ryan cover:
00:00 – Intros, false starts, and why the third recording is the charm
01:10 – What Binah Capital Group does and how Ryan helps drive transformation
03:20 – Why RIAs need enterprise-level resources to compete and grow
06:45 – Lessons from MarketCounsel and mentorship under Brian Hamburger
08:55 – From pro baseball to financial services: Ryan’s winding career path
14:43 – Will Binah host a flagship industry conference? (Spoiler: yes)
15:40 – Why grit matters more than degrees—and how to spot it in hiring
19:48 – The generational tug-of-war over work ethic and immediate gratification
21:40 – Bed-making, chores, and what actually predicts future success
25:30 – The underserved neurodivergent community and $5T wealth transfer
29:51 – Why RIAs should build practices around passion, not just AUM
33:02 – Creating non-negotiables: Ryan’s personal rule for every year ahead
34:36 – Ryan’s Don’t Do That: Don’t burn bridges—relationships are everything
37:46 – How authenticity and empathy turn connections into opportunities
41:26 – Why caring when there’s nothing to gain is the ultimate differentiator

About Our Guest:
Ryan Marcus is the Chief Business & Engagement Officer at Binah Capital Group, where he leads growth, engagement, and transformation for a network of 2,000 advisors and 500 RIAs representing over $300B in client assets. His unconventional career began on the pitcher’s mound before detouring through the corporate travel industry, financial advisory, and ultimately two decades helping RIAs thrive.

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What happens when marketing generates hundreds of leads but conversion rates stay stubbornly low?

In this episode, Kelly Waltrich sits down with Michelle Winkles, Partner and Chief Marketing Officer at Mission Wealth, to dive into the messy reality of digital marketing for RIAs. From her seat overseeing marketing for a national firm with $14 billion in AUM and 200+ team members, Michelle has learned what it really takes to make digital lead generation work.

This isn't your typical "how to get more leads" conversation. Michelle shares why she believes the biggest mistake firms make is treating marketing and sales as separate functions, especially when it comes to digital leads that require a completely different approach than referrals or COI introductions.

Kelly and Michelle cover:

00:01 – The reality check: everyone is struggling with digital lead conversion

04:59 – Why digital leads are different beasts that need different treatment

06:26 – The unicorn role: finding a business development advisor who understands both marketing and sales

07:43 – Kelly's agency reality check: why most digital marketing proposals miss the mark

11:49 – Staying ahead of AI tools and martech evolution

14:31 – Key tips for firms just starting their digital journey

16:50 – Michelle’s "Don't Do That": stop running marketing without sales alignment

18:25 – Why a booked intro isn't actually success if it doesn't convert

20:00 – Rebuilding funnels and focusing on middle and bottom conversion

21:15 – Answer Engine Optimization (AEO) and the future of search

23:44 – Creating SLAs between marketing and sales teams

26:53 – Making marketing budget a shared responsibility

29:22 – Speed to lead and meeting prospects where they are

32:17 – Setting realistic expectations and why digital isn't an overnight solution

35:00 – Using data to diagnose funnel drop-off points

36:02 – What to do with leads that don't meet minimums

38:20 – Join the CMO Collective for more conversations like this

Connect with Michelle Winkles:

• LinkedIn: Michelle Winkles
• Mission Wealth

About Our Guest:

Michelle Winkles is a marketing and sales leader specializing in financial services. She builds systems that drive measurable outcomes from digital lead acquisition, bridges marketing and sales processes, and ensures leads are properly followed up and converted. Michelle’s expertise spans CRM systems, automation, dashboards, engagement programs, and advisor training — all focused on turning digital interest into meaningful client relationships.

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What’s the one mistake that can quietly rob you of fulfillment in both business and life? For Winston Justice, CEO of SageSpring, it’s failing to be present.

In this episode, host Kelly Waltrich sits down with Winston to unpack his extraordinary journey - from protecting quarterbacks in the NFL to leading a $7.8B wealth management firm. Along the way, Winston shares how lessons from football, entrepreneurship, and finance shaped his leadership philosophy, and why accountability, resilience, and adaptability matter just as much in the boardroom as they do on the field.

He also reveals the sacred responsibility advisors hold in stewarding not only wealth but also values, legacy, and family well-being — and why the best advisors of tomorrow will blend technical acumen with deep relational skills.

Winston’s Don’t Do That advice? Don’t miss the moment. Success often comes from focusing on what’s right in front of you instead of constantly chasing what’s next.

This conversation is packed with insights on leadership, transitions, family, and finding meaning in the work we do every day.

Kelly and Winston cover:
00:00 – Winston’s introduction and overview of SageSpring
01:16 – From USC to the NFL: early lessons in growth and resilience
03:12 – Starting Elixir Coffee and the first taste of entrepreneurship
04:41 – Transitioning out of football: fear, reinvention, and Wells Fargo
05:48 – Lessons from Bernstein and leading nonprofit/foundation clients
06:16 – Becoming CEO of SageSpring and why stewardship matters
07:23 – Three leadership lessons from sports: failure, accountability, and teamwork
10:08 – Why Winston now follows coaches more than NFL players
11:14 – What sets SageSpring apart: legacy, values, and sacred client relationships
13:18 – The evolving role of advisors: beyond portfolios to purpose and well-being
15:32 – Sports dreams, parenting, and preparing kids for life beyond athletics
16:44 – Winston’s “Don’t Do That”: Don’t miss the moment — be present
19:17 – How being present changes leadership, family, and perspective
21:42 – Practical advice for choosing presence daily

Winston Justice is CEO of SageSpring Wealth Partners, a fiduciary firm managing more than $7.8B in client assets across 11 offices in 5 states. A former NFL offensive lineman who played for the Eagles, Colts, and Broncos, Winston has successfully transitioned from pro sports to entrepreneurship and finance, building a career defined by resilience, accountability, and servant leadership.

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Host Kelly Waltrich sits down with her longtime friend and industry icon Patti Brennan, CEO of Key Financial, to talk about leadership, culture, growth, and why clarity about the future of your business is non-negotiable.

Patti shares her remarkable journey from ICU nurse to building a nationally recognized wealth management firm with over $2.7B in AUM, and the lessons that shaped her along the way—from serving on the pioneering eMoney Advisor board, to steering her team through the 2008 financial crisis, to creating a culture where love, laughter, and accountability fuel long-term success.

Kelly and Patti cover:
00:00 – Patti’s accolades, eMoney Advisor days, and the value of advisory boards
03:12 – From ICU nurse to financial advisor: compassion, empathy, and holistic planning
07:17 – The future of financial advice: wellness, behavior, and being more than a pie chart
08:56 – Raising the next generation: Patti’s children entering the industry
10:24 – Preparing for the future of financial services and client expectations
11:40 – Leading through the financial crisis: doubling down on clients and emerging stronger
14:22 – Building culture: why Key Financial chose in-office collaboration
16:47 – Fun at work, team diversity, and creating unconditional love in the workplace
18:25 – Eliminating toxicity quickly and protecting team morale
20:50 – Big goals ahead: Patti’s “5 in 5” vision—$5B AUM in five years
22:49 – Patti’s “Don’t Do That”: stop kidding yourself about succession and leadership transition
24:44 – Building clarity: appointing a successor, informing the team, and writing to clients
27:25 – Lessons from CEPA (Certified Exit Planning Advisor) training and the “four Cs” of transferable business value
29:48 – The three legs of the stool: personal, business, and financial readiness for succession
33:18 – Why this isn’t about retirement, but about managing a business that can thrive without you
35:38 – Making a promise to clients: ensuring continuity and care for generations
36:48 – What’s in it for you: why succession planning can accelerate firm growth
37:17 – Why most business owners regret selling—and how to avoid that fate
39:13 – Final takeaway: don’t kid yourself, face the inevitable, and prepare your business for long-term success

About Our Guest: Patti Brennan, CFP®, CFS®, CTSTM, CEPA®, CEO of Key Financial, Inc. 

From ICU nurse to nationally-ranked financial advisor, Amazon best-selling author, and host of "The Patti Brennan Show" podcast—Patti Brennan's career path has been anything but conventional. Over 30 years ago, Patti broke the ranks and created a unique financial advisory model—one that integrates wisdom and compassion with deep thinking and proactive service. What started as a bold vision in her laundry room has transformed into something that's caught the attention of many throughout the industry.

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What’s the one trait that can make or break your growth journey? For Joe Steuter, Partner at Intention.ly, it’s resourcefulness — and he’s learned it from a lifetime of solving problems, starting with early mornings on a dairy farm in Nebraska.

In this episode, host Kelly Waltrich sits down in-person with her friend and business partner to unpack the lessons from 20+ years in financial services, including how to communicate with intention, stand out in a sea of sameness, and hire marketers who can actually deliver results.

From growing Carson Group from $800M to $42B AUM, to helping dozens of RIAs and fintech firms clarify their vision, Joe shares why internal alignment is just as important as external marketing — and why you should never show up with a problem without also bringing a potential solution.

This conversation is packed with insights on leadership, messaging, resilience, and building teams that can weather the ups and downs of business growth.

Kelly and Joe cover:
00:00 – Growing up on a farm, work ethic, and early career friendship with Kelly
02:50 – Lessons from scaling Carson Group from $800M to $42B
06:45 – Why experience matters when choosing strategic partners
08:56 – Common growth challenges RIAs and fintechs face
12:15 – The role of marketing partners as strategic guides
14:45 – Resilience and resourcefulness from farm life to boardrooms
20:03 – Cutting through the “sea of sameness” in messaging
26:24 – Why differentiation starts with knowing your audience deeply
29:17 – Embracing iteration and change in brand development
33:06 – Company vision planning: balancing direction with flexibility
38:09 – Hiring landmines and finding marketers who can actually execute
44:19 – Two actionable tips for hiring marketers who deliver ROI
48:50 – Aligning marketing leadership with executive expectations
49:54 – Joe’s “Don’t Do That”: Don’t knock on the door without a key
53:42 – Bringing solutions, not just problems, to your team
57:21 – Why the hardest challenges are often the most meaningful

About Our Guest:

Joe Steuter is Partner and Chief of Client Strategy at Intention.ly, where he helps RIAs, fintech firms, and financial services companies transform their marketing into a true driver of strategic growth.

With more than two decades in the industry, Joe is a master communicator and strategist, having played a pivotal role in scaling Carson Group from a single-office, $800M RIA to a $42B national powerhouse with over 175 locations. His career has been defined by a commitment to aligning teams around a clear vision, crafting differentiated messaging, and building resilient growth strategies that work in the real world.

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Are you chasing marketing metrics but still feeling disconnected from your audience? 

On this episode of Don't Do That, Kelly Waltrich welcomes Mark Forman, CMO of Optifino, a company rooted in one simple but transformative concept: truly knowing your audience through genuine human connection. Mark shares how his journey from poetry major to marketing leader taught him that the best marketers combine technical expertise with deep empathy for the humans they serve.

This conversation explores why marketers, firm leaders, and founders should ditch assumptions about their audience and instead build real understanding through direct conversation. From the challenges of hiring in the AI age to the irreplaceable value of face-to-face research, this is a masterclass in building marketing that actually connects.

Kelly and Mark cover:

00:00 – Introductions and Mark's mouth-taping breathing experiment

01:33 – From poetry major to "accidental marketer": How creative writing shaped Mark's approach

03:30 – Building marketing from scratch and learning to be a team of one

04:45 – What OptiFino does: AI-powered insurance marketplace solving legacy system problems

07:55 – The dicey landscape of hiring great marketers and what separates good from bad

08:52 – Why creativity + technical skills + independence = marketing success

10:59 – Why startup experience trumps large corporate backgrounds for marketing roles

13:01 – Generational differences in technology adoption and the AI dependency trap

15:18 – "Machine beats man, but man and machine beat machine" - the future of AI-human partnership

18:00 – How empathy becomes your superpower in an automated world

20:26 – Why life insurance finally has a marketplace (and why it took so long)

22:40 – The "TAMP of insurance" concept and serving ultra-high net worth clients

25:04 – The opportunity for RIAs and hybrid advisors in life insurance planning

27:44 – Mark’s Don't Do That: Don't ignore your audience or assume you know them

28:29 – The arrogance trap: When experience makes you stop listening

31:27 – HubSpot's masterclass in audience understanding (Kelly's career-changing story)

34:02 – Companies doing audience research right: Josh Brown and storytelling that connects

36:50 – Why face-to-face conversations beat all digital research methods

37:01 – Mark's marathon: 25 advisor interviews in 36 hours that changed everything

39:24 – How user stories completely transformed OptiFino's messaging strategy

41:42 – The "bionic" approach to AI 

43:25 – The real difference between being known and being worth knowing your audience

Connect with Mark Forman

• LinkedIn: Mark Forman
• Website: Optifino

About Our Guest:

Mark Forman is the CMO of OptiFino, an AI-powered insurance marketplace that revolutionizes how agents and advisors design life insurance cases by analyzing thousands of policy iterations in real-time.

Mark's unconventional path to marketing began with studying poetry in college under Yale Younger Poets winner Jeff Skinner, where he learned to "say as much as possible with very little" - a skill that proves invaluable in our attention-deficit world. His professor taught him that "a real artist knows how to associate two disparate things in a way that makes you think differently about both" - a principle that drives his marketing philosophy today.

Mark believes the future belongs to marketers who master the human-AI partnership, using technology to become "bionic" while never losing sight of the empathy and creativity that only humans can provide. He's passionate about the power of storytelling and the irrepl

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What if the secret to success isn't what you should do, but what you absolutely shouldn't?

What do brilliant jerks, head trash, and the "parent thing" have in common? They're all career killers that successful leaders have learned to avoid—the hard way.

Kelly Waltrich curates the most eye-opening "Don't Do That" moments from 20+ industry titans who've made every mistake so you don't have to. This isn't your typical highlight reel—it's a rapid-fire collection of expensive lessons learned, toxic patterns exposed, and blind spots revealed.

In just 21 minutes, you'll get decades of collective wisdom from leaders who've scaled companies, survived failures, and discovered what actually moves the needle. These aren't theoretical concepts—they're battle-tested insights from the trenches of real business, distilled into the exact moments that changed everything for these executives.

Featured wisdom covers:

• Why brilliant jerks are organizational poison (and how to spot them)
• The dangerous allure of inorganic growth over organic foundations
• How collecting "head trash" sabotages your leadership
• Why the best idea doesn't always win
• The critical difference between being known and being worth knowing

00:44 Adam Holt, Asset-Map  
01:41 Eric Clarke, Orion  
02:32 Ainslie Simmonds, BNY Pershing  
03:16 Chris Schembra, 7:47  
03:54 David Wood, Gateway Financial Partners  
04:37 Billy Hopkins, Silver Oak Securities  
05:08 John Wernz, Great Hill Partners  
06:07 Marwa Zakharia, MZ Global Consulting  
06:55 Heather Fortner, SignatureFD  
08:00 Jason Mirabella, Intention.ly  
08:44 Randy Lambert, Intention.ly  
09:17 Jack Sharry, SEI LifeYield  
10:01 Brian Portnoy, Shaping Wealth  
10:44 Penny Phillips, Journey Strategic Wealth  
11:55 Chris Shuba, Helios  
13:19 Sara Baker, Allworth Financial  
14:05 Joel Bruckenstein, T3  
14:53 Mark Gilbert, Zocks  
15:50 Jamie Hopkins, WSFS Bank  
16:39 Jason Early, RISR  
17:45 Adrian Johnstone, Practifi  
18:48 Molly McClure, Intelliflo  

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Are you chasing achievement but still feeling disconnected?

On this episode of Don’t Do That, Kelly Waltrich welcomes Chris Schembra, founder of 7:47, a company rooted in one simple but transformative concept: human connection through gratitude. Chris shares how a bowl of pasta and one powerful question sparked a global movement bringing people together in meaningful ways.

This conversation explores how marketers, leaders, and founders can ditch performative storytelling and instead build real community, uncover deeper “whys,” and lead with vulnerability. From emotional intelligence to overcoming burnout, this is a masterclass in building purpose-driven connections.

Kelly and Chris cover:

00:00 – What is 7:47 and how pasta sparked a movement

01:15 – From Broadway dreams to disillusionment and disconnection

03:30 – Loneliness, gratitude, and the birth of the first 7:47 dinner

06:45 – The life-changing question: “Who have you not thanked?”

10:00 – Kelly opens up about the unspoken support of her husband, Steve

18:00 – How brands uncover their “why” through story, not pitch

22:00 – Why community > content in the age of AI

24:00 – The three-act framework for building connection

31:00 – How to AI-proof your career: EQ, conflict resolution, and relationships

38:00 – “Man in the Hole”: Why your toughest moments create your best stories

45:00 – The real difference between being known and being worth knowing

Connect with Chris Schembra

• LinkedIn: Chris Schembra
• Website: Chris Schembra

About Our Guest:

Chris Schembra is a Wall Street Journal bestselling author, keynote speaker, and one of the leading voices on the power of gratitude and human connection in the workplace.

In a world where over half the workforce feels lonely and nearly 8 out of 10 people are disengaged at work, Chris offers a radical but refreshingly simple idea: the key to thriving isn’t pushing people harder, it’s helping them feel seen, appreciated, and connected.

He’s the creator of the 7:47 Gratitude Experience™, a framework used by hundreds of companies like Google, Microsoft, IBM, Dell, Citi, and even the U.S. Navy to build trust, deepen relationships, and create cultures of belonging. Over the past decade, Chris has facilitated more than 750 transformative experiences, helping thousands of professionals slow down, reconnect, and rediscover what truly matters.

Known as “The Gratitude Guru” by USA Today, Chris is also the author of Gratitude and Pasta and Gratitude Through Hard Times. His work has been featured in The New York Times, Good Morning America, Forbes, Fast Company, and more, and he serves on the Executive Board at Fast Company and as a Founding Member of the Rolling Stone Culture Council.

Whether through a question, a story, or a plate of pasta, Chris’s mission is clear: to help people unlock human potential, one meaningful moment at a time.

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Are you beating yourself up over work-life balance every single week?

On this episode of Don't Do That, Kelly Waltrich sits down with Sara Baker, Head of M&A at Allworth, for a candid conversation about leadership, career pivots, and redefining balance. With a background that spans corporate law, financial services, and M&A, Sara shares her unique perspective on navigating growth, both professional and personal.

Kelly and Sara cover:

00:00 Introductions and Sara’s new role at Allworth

01:00 How a career in law led to a passion for solving business problems

03:00 The explosion of M&A activity and what’s changed in the advisory space

06:30 The future of advisory firms: Integration, tech, and client segmentation

08:50 AI’s potential and its actual role in wealth management

12:00 The lonely reality of leadership and why community matters

14:00 How Sara connects with founders making their biggest business decision

17:50 Why client experience is still the ultimate differentiator

20:15 Sara’s personal “Don’t Do That” — stop judging your success in short-term increments

23:00 Making peace with trade-offs and the myth of daily balance

30:00 How AI is making Sara both a better leader and more efficient

33:00 Being a working mom: hard conversations, real lessons, and giving yourself grace

41:00 The power of knowing your gifts, your heroes, and giving yourself space to grow

Connect with Sara Baker

• LinkedIn: Sara Baker
• LinkedIn: Allworth Financial
• Allworth Financial

About Our Guest:

Sara Baker is the Executive Vice President of Mergers & Acquisitions for Allworth Financial. With deep expertise in advisor growth strategies, practice management, and mergers and acquisitions, she leads the firm’s partnership strategy—driving scalable, sustainable growth with a focus on cultural alignment and operational excellence.

Prior to Allworth, Sara served as president of Triad Wealth where she was responsible for setting the firm’s long-term vision. She also previously held high-ranking roles at Edleman Financial Engines, most recently serving as the VP of Advanced Planning where she built out the firm’s tax preparation and planning offering. Prior to that, she served as Senior Vice President, Wealth Management and Strategy Counsel at Mariner Wealth Advisors and was responsible for national partnership growth. Given this extensive background, Sara is also a recognized thought leader in the wealth management space and a frequent speaker at leading industry conferences nationwide.

Sara started her career as an attorney at Bryan Cave Leighten Paisner, a global Am Law 100 law firm. With a Master of Law in taxation from the University of Washington in St. Louis and a JD from the University of Missouri-Kansas City School of Law, she also earned a bachelor’s degree from Wichita State University where she played Division I volleyball. Sara currently lives in Kansas City with her husband, four children, and two German Shorthaired Pointers.

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Are you compromising your company's vision to avoid difficult conversations?

On this episode of Don't Do That, Kelly Waltrich sits down with Chris Schuba, CEO and Founder of Helios, for an honest discussion about the challenges of maintaining your entrepreneurial vision while building a team. Chris shares his unique approach to "insourcing" investment management for financial advisors, the dramatic origin story behind his company name (involving a near-death experience at sea), and his biggest leadership lesson learned the hard way. From the importance of loving problems over solutions to the reality of entrepreneurial struggles, this conversation digs deep into what it really takes to stay true to your vision while growing a business.

Kelly and Chris cover:

00:01 Introductions and Chris's confusion about the day
00:37 Chris introduces himself and Helios’s role as an outsourced/insourced CIO
01:40 Who Helios works with and what makes them unique
02:49 Importance of communication support for advisors
03:18 Helios’s three-pillar approach to helping advisors
04:53 Marketing battle: "Outsourced" vs "Insourced" CIO
06:07 Clever resume marketing tactic at conferences
08:38 The wild origin story of Helios (Costa Rica + boat breakdown)
10:55 Chris’s “Don’t Do That” – don’t abandon your vision to keep the peace
12:48 Loving problems vs. loving solutions
15:15 Kelly’s struggle balancing vision with feedback
17:15 Fear of losing key people when defending vision
18:57 Using “why” questions to separate feedback from noise
21:24 Bootstrapped vs. well-funded company challenges
22:35 Vision-setting without rigid 10-year plans
24:28 Building a cause-driven, problem-solving culture
27:24 Tactical ways to consistently share purpose
30:49 Jensen Huang quote on the reality of entrepreneurship

Connect with Chris Shuba

• LinkedIn: Chris Shuba
• LinkedIn: Helios
• Helios Quantitative Research

About Our Guest:

Chris Shuba is an innovator, experienced analyst, and the founder of Helios Qualitative, LLC. After spending the majority of his career helping financial advisors navigate market volatility, Chris wanted to create a technology- enabled service that could help advisors communicate with their clients and manage their assets in the digital space. Based on a pressure-tested, research- backed, and statistically relevant approach to investment management, Chris founded Helios in 2016 to help advisors, practice owners, and investment committees increase scale and efficiency. He wanted to help them communicate with confidence by providing investment support and research, model design, portfolio and model analyses, compliance documentation, and ongoing education. 

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