The Wealth Marketing Podcast

AI is changing how people search. But what does that actually mean for wealth management firms?

In this episode of The Wealth Marketing Podcast, Rosemary Denney sits down with Zak Ali, founder of Creative Advisor, to separate what’s real from what’s hype when it comes to AI search.

They talk about the shift away from traditional SEO, what ChatGPT and Google actually know about your firm, and why PR, earned media and the people behind your brand are becoming increasingly important to how firms get found and build trust.

They also get into the bigger marketing questions AI hasn’t changed. How do you create content people actually want? How do you measure ROI when your sales cycle can take months or years? And where should a firm start when there’s a new AI marketing tool or tactic seemingly every week?

In this episode:

• What ChatGPT and Google know about your firm
• SEO, AEO and GEO, and what actually matters
• Why producing more content isn’t necessarily the answer
• The connection between PR, reputation and search
• Why advisor and employee voices matter
• How to think about attribution over a long sales cycle
• Where firms can start without investing in another expensive platform

You don’t need to become an AI expert to start thinking differently about search. You just need to understand how your firm shows up and where there may be opportunities to show up better.

RESOURCES

• Visit Wealth Matters Consulting
• Connect with Rosemary Denney
• Connect with Zak Ali
• Learn more about Creative Advisor

The way UHNW families choose an advisor has changed. Referrals alone no longer reach the families you want, especially the next generation. More of them are searching online, and more of them are asking AI, before they ever pick up the phone. And the prospects who do reach out are increasingly showing up already knowing who you are, because they found you online first.

So how do you become the advisor that the right families choose before that first call, without turning into a marketer or sounding salesy?

In this episode of The Wealth Marketing Podcast, host Rosemary Denney answers the question she gets asked constantly: How do I show up online as an advisor? Drawing on what Wealth Matters Consulting sees across client firms every day, she explains why marketing has moved from a nice-to-have to a critical growth component, the two things that quietly stop most advisors from doing it and a simple, repeatable system to start showing up consistently so the right families find you.

In this episode, Rosemary explains:

• Why referral-only growth is shrinking, and what is replacing it
• Why being invisible online now means being invisible to AI, and what that costs you
• The two blockers that stop most advisors cold, and how to clear both
• Why the questions your clients are asking you can give you months worth of content
• Why "compliance won't let me" isn't the real reason firms hold back
• A simple formula for turning one client question into content that keeps working for you
• How to use AI to move faster without letting it water down your POV
• Why trying to be on every platform guarantees you will fail, and what to do instead
• The reason most content dies by week three, and the system that keeps it alive

Important to note:

• Any content strategy takes about a year, at minimum, to gain real traction, so consistency matters far more than intensity.
• AI should get you 50-60% of the way there, but never all the way. The content still has to be in your voice, or the families you're trying to reach will feel the difference.

Resources:

• Watch this episode on YouTube: https://youtu.be/M1Jls6MDVZE
• Wealth Matters Consulting website: https://www.wealthmattersconsulting.com/
• Connect with Rosemary Denney: https://www.linkedin.com/in/rosemarybdenney/

If you're ready to be found by the right families, follow the show and share it with an advisor who could use it. And if you want help putting any of this to work for your firm, we'd love to talk. Email us at: [email protected]

If you've ever wondered whether a podcast is worth the time, this episode is your honest answer.

In this conversation, Rosemary sits down with Kristin Twiford, VP of Brand and Strategic Partnerships at Nines, where she leads the Easemakers Podcast, a show built for estate managers, household staff and private service professionals serving ultra-high-net-worth families. Kristin shares exactly how she built Easemakers from the ground up, why structure is the secret to consistency and what surprised her most about the long-tail return of a well-built podcast.

What we cover:

• Why most podcasts stall after the first few episodes and the pre-launch decisions that prevent it
• How to structure interviews so guests share expertise instead of pitching their services
• The "what story do you want to tell" question every advisor should answer before recording episode one
• How a well-built podcast deepens trust with prospects, clients, and centers of influence
• Why podcasting opens partnership doors with adjacent service providers — estate attorneys, CPAs, insurance specialists, and more
• The evergreen content data that explains why podcast episodes keep earning listens years after publication
• What separates a podcast that builds a firm's brand from one that fades after the initial push

Resources:

• Watch this episode on YouTube: https://youtu.be/47Vo3VbtM8w
• Wealth Matters Consulting website: https://www.wealthmattersconsulting.com/
• Connect with Rosemary Denney: https://www.linkedin.com/in/rosemarybdenney/
• Easemakers Podcast and Community: https://ninesliving.com/easemakers-community/
• Connect with Kristin Twiford on LinkedIn: https://www.linkedin.com/in/kristintwiford/
• Acquired Podcast (Kristin's favorite): https://www.acquired.fm/
• Stop Asking Questions by Andrew Warner: https://www.amazon.com/Stop-Asking-Questions-High-Impact-Interviews/dp/1737676540

If this conversation gave you a clearer picture of what podcasting can do for your firm, subscribe wherever you listen, leave a review and share it with a colleague who's been on the fence. We'd love to hear what resonated.

Email us at: [email protected]

The way prospective clients find a financial advisor has changed, and AI is now a significant part of that picture. If your firm isn't showing up in AI-generated answers, you may already have some catching up to do.

In this solo episode of The Wealth Horizon Podcast, Rosemary Denney, founder and CEO of Wealth Matters Consulting, tackles the #1 question she hears from advisors right now: How do I get AI to recognize my firm as a top firm in my space? She answers it by working through four areas: What's shifted in the landscape? What technical fundamentals drive AI visibility? What type of content does AI actually value? And where does AI go to form its recommendations?

What we cover:

• The shift from SEO to AEO (Answer Engine Optimization) and what it means for your firm
• Why keyword stuffing no longer works and what AI is actually evaluating instead
• The E-E-A-T framework and how it applies to your website and individual advisor bios
• Why FAQ-style content in a conversational tone is among the highest-performing content formats for AI crawlers
• LinkedIn has become the second most cited source by AI tools across the entire internet
• Why PR placements in top-tier financial publications now carry GEO (Generative Engine Optimization) weight, not just credibility
• A short list of starting points any firm can put to work today

A few things worth keeping in mind: 

• This space is moving fast. Firms acting now will have a real head start
• LinkedIn data cited here reflects current trends in AI citation behavior
• SEMrush is referenced as a tool for auditing your website's technical health

Resources:

• Wealth Matters Consulting website: https://www.wealthmattersconsulting.com/
• Connect with Rosemary Denney: https://www.linkedin.com/in/rosemarybdenney/
• SEMrush website audit tool: https://www.semrush.com
• Google Search Console: https://search.google.com/search-console
• Advisor directories mentioned: Wealth Tender, Advisor Finder, NAPFA, CFP Board's Find a CFP

If this episode was helpful, we'd love it if you'd leave a review and share it with a colleague who needs to hear it. Questions? Reach out to us at [email protected].

If you're an advisor or wealth management firm considering a public relations engagement, or already investing in one, do you actually know what you're buying? Terms like embargo, byline article, and earned media get thrown around constantly, but most advisors have never had someone break them down in plain language with real strategic context. And that gap between knowing PR matters and understanding what's behind it is where expectations get misaligned, and investments get wasted.

In this bonus episode of The Wealth Marketing Podcast, Rosemary Denney sits down with PR specialist Mary Victoria to cut through the jargon and walk through the core PR terms every wealth advisor should know. They go beyond definitions, explaining when each tactic makes sense, what the pitfalls are and how the pieces fit together to build the kind of third-party credibility that ultra-high-net-worth clients and prospects expect from their advisors.

What we cover:

• Press releases: when to distribute on the wire vs. a targeted email send, and when you need both
• Byline articles: what they are, why they're harder to place than most advisors expect and what it takes to land one
• Why generic pitches fail and why evergreen planning content is a tougher sell than timely market commentary
• Thought leadership: what it actually means and why it's the foundation of becoming the advisor clients turn to in volatile markets
• Embargoes: what they are, when they're used (especially around M&A) and what's at stake if one gets broken
• Exclusives: the strategic trade-offs of giving your story to one outlet
• Media training: why it matters, what untrained executives get wrong and why being quotable is a skill
• How to amplify a single media placement across your website, social media, email and centers of influence

Resources:

• Listen to the previous episode — Why PR Matters for Advisors Serving Ultra-High-Net-Worth Families: https://www.wealthmattersconsulting.com/blog/pr-for-wealth-advisors/
• Wealth Matters Consulting website: https://www.wealthmattersconsulting.com/
• Connect with Rosemary Denney: https://www.linkedin.com/in/rosemarybdenney/

If you're an advisor exploring PR for the first time or looking to get more from your current media strategy, we'd love to hear from you. Subscribe, leave a review and reach out anytime. 

Email us at: [email protected]

When an ultra-high-net-worth family is evaluating whether to trust you with their wealth, one of the first things they do is research you. What comes up matters. A feature in Barron's, a quote in the Wall Street Journal, an article in Bloomberg — that kind of visibility does something no ad, no website and no pitch deck ever can. It tells a prospective client that a trusted, respected third party has vetted you and found you worth quoting. For advisors serving UHNW families, that kind of credibility is a competitive advantage.

And yet, for most advisors, public relations still carries an air of mystery. 

What does it actually involve? 

Is it worth the investment? 

How long does it take? 

And how do you know if your firm is even ready for it?

In this episode of The Wealth Marketing Podcast, Rosemary Denney sits down with Mary Victoria Falzarano, a public relations professional with more than 20 years of experience working with top-tier publications including Bloomberg, the Wall Street Journal, the New York Times and leading wealth management trade outlets. Rosemary and Mary Victoria have worked together for over a decade, and in this conversation, they answer the questions advisors ask most about PR, directly, honestly and without the jargon.

What they cover:

— Why PR carries more weight than advertising, especially with UHNW clients, and how earned media acts as an independent endorsement of your credibility

— Why the PR landscape today is more competitive than ever: shrinking newsroom budgets, fewer reporters covering the space and faster turnaround demands

— Which publications matter and how to think about where your clients and prospects are actually reading

— Whether to hire an in-house PR person or work with an outside firm, and the relationship advantage an agency brings

— What PR actually costs, including the 1-2% of revenue benchmark and how it compares to the cost of hiring internally

— How long it takes to see coverage (often within the first month) versus how long it takes to see business results (typically about a year)

— The biggest mistakes advisors make, including treating PR as one-sided, starting and stopping, going off-message in interviews, being too vague or being too picky about what to comment on

— What makes a firm media-ready, including preparation, timeliness, the ability to speak concisely and willingness to build toward top-tier placements over time

— DIY options like Quoted (QWOTED) for advisors who want to test the waters before committing to an agency

A few important takeaways worth noting:

This conversation is specifically about public relations — not branding, not communications, not marketing more broadly. These are distinct disciplines, and understanding the difference matters before you invest. PR is a relationship business, and it works the same way your client relationships do: It requires trust, consistency and genuine investment on both sides. The firms that succeed in PR are the ones that treat reporters with the same care and availability they bring to their best client relationships. And perhaps most importantly, you don't need to be the largest firm in the room to earn media coverage. Reporters aren't always looking for the highest AUM. They're looking for trusted sources who are prepared, responsive and willing to share a real perspective.

Resources

Watch this episode on YouTube: https://youtu.be/RnfEY7XklmI

Wealth Matters Consulting website: https://www.wealthmattersconsulting.com/

Connect with Rosemary Denney: https://www.linkedin.com/in/rosemarybdenney/

Link to QWOTED: qwoted.com

If you've been thinking about PR for your firm, whether you're just starting to explore the idea or you're looking to get more from your current efforts, we'd love to hear from you. Don't hesitate to reach out with any questions. We're always happy to talk through what a PR strategy could look like for your firm and how it can strengthen the way you connect with the clients you want to serve.

Email us at: [email protected]

51% of the world's wealthiest families recognize succession as a significant risk to their family office — yet 86% still don't have a plan in place. That gap is exactly where the opportunity lies for advisors who know how to talk about it.

In this episode of The Wealth Marketing Podcast, host Rosemary Denney sits down with Brian Hughes, President of Eton Advisors, to dissect the 2026 JP Morgan Global Family Office Report, a sweeping study of 333 single-family offices across 30 countries with an average net worth of $1.6 billion.

Brian brings more than 30 years of experience across the family office landscape, including leadership roles at Pitcairn and Threshold Group (now AlTi Tiedemann), and shares firsthand observations on how the industry has transformed over two decades. Together, Rosemary and Brian uncover what this report really means for multi-family offices, RIAs and advisory firms that serve, or aspire to serve, ultra-high-net-worth families.

Key insights:

• How the family office industry evolved from investment-only mandates to multi-generational, holistic models over the past 20 years
• 65% prioritize AI investments, yet 57% have zero venture capital exposure, and 79% have no infrastructure allocation
• 86% lack succession plans, and 51% recognize it as a significant continuity risk
• 76% have engagement strategies in place, but 28% still cite heir unpreparedness as a top risk
• 58% have operating businesses, and 41% cite internal conflict as a top three risk, nearly double non-business-owning peers
• MFOs increasingly serve SFOs by filling gaps in governance, succession and investment expertise that lean teams can't cover
• Most firm content focuses on markets and credentials, but families care about succession, governance, cybersecurity and family cohesion, and storytelling wins over service listings
• Cybersecurity (32%), family wealth education (31%), governance/succession support (27%) comprise the top service gaps

Key Takeaway: This report makes clear that families are asking for more: more governance, more preparation for the next generation, more integration and more advisors who understand their complexity. The opportunity is massive for firms willing to shift their content and conversations from what they want to talk about to what families actually need to hear.

Relevant Links:

• 2026 JP Morgan Global Family Office Report: https://privatebank.jpmorgan.com/nam/en/insights/reports/2026-family-office-report
• Brian Hughes on LinkedIn: https://www.linkedin.com/in/brianjdhughes/
• Eton Advisors: https://etonadvisors.com/
• Rosemary Denney on LinkedIn: https://www.linkedin.com/in/rosemarybdenney/
• Wealth Matters Consulting: https://www.wealthmattersconsulting.com
• The UHNW Institute: https://www.uhnwinstitute.org

You've identified your ideal client. You've crafted your value proposition. You know your brand voice and your clients' pain points.

Now what?

This is where most firms stall. They have the foundation but no roadmap for execution.

In Part 2 of our 2026 Marketing Kickoff, Rosemary shows you exactly how to translate your foundational work into a marketing plan that generates sustainable growth:

• Choosing the right content medium for YOUR audience (podcasts vs. white papers vs. webinars vs. video)
• Building a 12-month marketing calendar based on your clients' actual challenges—not what YOU want to talk about
• Understanding why content-based marketing strategies outperform advertising for wealth firms
• Knowing what metrics matter (and what to do when your content isn't resonating)
• Avoiding the #1 mistake: talking about yourself instead of solving client problems

Real talk: It takes about a year to see significant traction. But the firms who commit to this approach see increased engagement across all channels, deeper client relationships and more qualified referrals.

Download the Brand Roadmap Workbook: https://www.wealthmattersconsulting.com/brand-roadmap-workbook/

Listen to Part 1 if you haven't yet: https://www.wealthmattersconsulting.com/blog/marketing-strategy-start-here/

Ready to execute but need help? We get it—building the strategy is one thing, executing it consistently is another. If you're looking for a marketing partner who can help you implement your content calendar and stay consistent over time, let's talk: [email protected]

Most wealth management firms jump straight into marketing tactics—launching podcasts, updating websites, posting on LinkedIn—without ever building the foundation that makes marketing work. In Part 1 of our 2026 Marketing Kickoff, Rosemary Denney walks you through the essential foundational work every firm needs before spending a dollar on marketing:

• Creating ideal client personas that go far beyond AUM (and why "high-net-worth individuals" isn't a target audience)
• Crafting a value proposition that's actually memorable and differentiates you in a crowded market
• Defining your brand voice in 5 adjectives (and why this matters for every piece of content you create)
• Identifying the real pain points your ideal clients face (not the ones you think they have)

This isn't theory. This is the exact framework Rosemary has used with dozens of wealth management firms, family offices, and RIAs over 13 years to create marketing that drives sustained, intentional growth.

Want the Brand Roadmap Workbook? Download Here

Have questions about building your marketing foundation? We're here to help. Whether you're working through the Brand Roadmap on your own or wondering if you need support implementing it at your firm, reach out: [email protected]
Learn more: wealthmattersconsulting.com

LinkedIn is frequently under-utilized by advisors, often seen as a static resume rather than a tool for consistent communication.

In this episode of The Wealth Marketing Podcast, Rosemary Denney is joined by Lyndsi Edgar, CEO of eLuminate Marketing, to discuss how advisors can use the platform with more intention and less friction.

The conversation covers the practical side of maintaining a LinkedIn presence including the specific adjustments that can make a profile more client-focused and the reality of how often you actually need to post. Lyndsi shares her perspective on why LinkedIn is uniquely suited for professional services and how to avoid the "salesy" habits that often discourage advisors from using the platform.

What's discussed:

• Why LinkedIn is the primary channel for reaching high-level decision-makers
• Practical profile adjustments: Using the cover photo and headline effectively
• Shifting your "About" section from a list of credentials to a service-led bio
• Why authentic opinions outperform stock content
• What types of content drive real engagement on LinkedIn
• Determining a sustainable posting frequency for a busy practice
• A sensible approach to LinkedIn advertising and "boosted" posts
• When activity begins to build real trust and inquiries

This episode is a straightforward look at how RIAs and wealth advisors can build a professional reputation on LinkedIn through a steady, quality-focused process.

Guest: Lyndsi Edgar, CEO, eLuminate Marketing

Host: Rosemary Denney, CEO, Wealth Matters Consulting

Links & Resources

Connect with Lyndsi Edgar on LinkedIn

https://www.linkedin.com/in/lyndsistaffordedgar/

Learn more about eLuminate Marketing

https://eluminatemarketing.com/
Connect with Rosemary Denney on LinkedIn
https://www.linkedin.com/in/rosemarybdenney/

Connect with Wealth Matters Consulting

https://www.wealthmattersconsulting.com

https://www.linkedin.com/company/wealth-matters-consulting