Marketing Matchup

Most financial advisors and wealth management firms are stuck in a growth rut, averaging just 2-3% organic growth annually—and most aren’t even trying multiple marketing strategies. In this eye-opening episode, industry insiders Eden Ovadia of Finny and Brian Thorp of Wealthtender reveal exactly how advisors can flip the script on stagnant growth using AI-driven marketing tools, social proof, and strategic positioning. They share the secret sauce that’s helping firms outpace competitors without massive ad budgets or complicated tech. You’ll discover the overlooked power of online reviews and testimonials in building trust—and how firms can seamlessly collect, display, and leverage that social proof to attract high-value clients. Eden and Brian break down how regulatory hurdles are fading and why the real challenge now is inertia, not compliance. They reveal the marketing habits that turn “nice-to-haves” into growth accelerators, from hyper-targeted email outreach to SEO tactics that dominate Google searches for niche audiences like Sherwin Williams employees or small business owners. The episode explores why social proof is more vital than ever in a trust-based industry, and how AI amplifies this advantage—giving solo advisors and small firms a level playing field with large enterprises. Finny’s automation tools make scaling outreach effortless, while Wealthtender boosts online credibility and visibility, creating a compelling inbound marketing engine. You’ll learn how to incorporate these innovations into your existing marketing stack and why agility, combined with integrated data and authentic client stories, will define the winners of tomorrow’s financial advice landscape.If you’re a marketing leader or advisor eager to understand how to leverage AI, reviews, and strategic content for exponential growth—this episode is a must-listen. The future belongs to those who master trust, reputation, and relentless relevance. Don’t get left behind—your next level of organic growth starts here.

Kirsten Ly, Chief Marketing Officer at Modera Wealth, and Danielle Onesto, Director of Marketing at Abacus Wealth Partners, both arrived in wealth management through unconventional paths, and both independently built branded advisor marketing programs designed to move their firms from reactive, referral-dependent growth to something more systematic and scalable.

Kirsten and Danielle share the marketing playbook they’re writing in real time and the results they have already earned in transforming their roles into core growth functions of their firms.

Recorded live at the RIA Edge conference in Nashville, host Joe Anthony sits down with Michelle Winkles, Partner and Chief Marketing Officer at Mission Wealth, Darcy O’Brien, Chief Marketing Officer at Simon Quick Advisors, and Kayla Kennelly, Chief Growth Officer at Opal Wealth Advisors to break down how marketers use AI as part of their strategy to create leverage and consistent growth.

From building repeatable systems that move firms beyond founder-led growth to rethinking how advisors show up in an environment shaped by AI search and digital validation, this conversation gets into the day-to-day reality of what marketing leaders are being asked to deliver today.

To close out Season 2 of Marketing Matchup, Justin Barish of Lido Advisors, Tara Ryan of Cerity Partners, Meghan McCartan of Composition Wealth, and Jack Casady of Beck Bode return for a wide-ranging conversation about the growing role of marketing inside RIA firms. They share what they’ve learned in 2026 as they have built out their teams, integrated acquisitions, and helped advisors truly connect with prospects.

Tobias Salinger, Chief Correspondent at Financial Planning, and Ian Wenik, Editor of Citywire RIA, turn the tables on Marketing Matchup in a conversation about how advisor growth stories land with independent observers. From client acquisition costs to ongoing scrutiny of organic growth, Tobias and Ian explain what signals make a firm’s marketing credible and what raises red flags.

Jack Casady of Beck Bode and Greg Banasz of Steward Partners join Marketing Matchup to talk about where growth really comes from once referrals alone stop carrying the load. With the right approach, reviews, education, advisory boards, and everyday interactions all turn clients into active participants in growth.