Increase AUM. Build Your Brand.
So, you have decided to open your own financial advisor practice and you are ready to go. You have a vision to create something new, different and better than the competition, and all you need is someone to help you bring your vision to life.
At WaddyFletch, we have helped create and launch over 30+ financial advisor practices. We are seasoned experts in branding, web design and digital marketing, but we also understand your business. We know who your customers are (click here for 18 advisor personas), where they go online, and why they choose one advisor over another. With this knowledge and expertise, we can help you take your business to market and stand out from the crowd.
Check out our case study:
Wealth Management Merger
In 2018, the Bapis Group disrupted the wealth management space by changing their name to Vios Advisors and merged their client roster and skills set with one of the most storied and renowned names in finance: Rockefeller. Rockefeller Capital Management (RCM), whose roots date back to 1882 and the family office of John D. Rockefeller, America’s first billionaire.
Vios Advisor’s assets, at $1.4 billion, were combined with RCM’s total assets under advisement, now exceeding $18.5 billion. As RCM’s first advisory team, Vios Advisors and Rockefeller Capital Management set out a new vision, fusing new, forward-thinking vision and five decades of client service with Rockefeller’s seven generations of wealth building, preservation and stewardship for high-net-worth individuals, families and institutions.
WaddyFletch was hired by Dyanmis in NYC. Jim Tsokanos, the founder of Dynamis selected WaddyFletch to build the new Vios/Rockefeller brand from the ground up. We dedicate this case study to Jim who lost his life to Covid-19 on April 17, 2020. Rest in peace, Jim. We love you.
Build a new brand, fusing new, forward-thinking vision and five decades of client service with Rockefeller’s seven generations of wealth building, preservation and stewardship for high-net-worth individuals, families and institutions.
As RCM’s first advisory team, Vios Advisors wanted to merge old school cool with new, innovative thinking, resources, global perspective and tools. Our approach included creating a series of custom illustrations for targeting MultiGenerational Investing, New Generational Investing, Sports & Entertainment, Women & Wealth and Entrepreneurs & Business Owners.
We handed over an 52 page brand guide that strategically positioned Vios|Rockefeller for decades to come. It carefully crafted VR’s unique story, verbal & visual identity and a brand spinout that included social media, website and collateral. Additionally, sales brochures and credentialing sales deck were created for each segment using the new brand for closing prospects faster.
Building the Brand
The Vios-Rockefeller brand expression melds our brand strategy (how the brand is defined) and our brand identity (how the brand is articulated). Our brand expression articulates the absolute essence associated with managing consumer expectations through our core purpose. The Vios-Rockefeller brand expression is old school cool with new school and tools. We created an entirely new category in Financial Wealth Management.
Michael N. Bapis, is the Managing Director with Vios Advisors at Rockefeller Capital Management. Michael is considered a thought leader in the financial services industry, having regularly appeared on CNBC’s Trading Nation and Worldwide Exchange, Bloomberg TV and Yahoo Finance as well as quoted in CNNmoney.com, CNBC.com, Reuters, Financial Planning and Investment News.
The Challenge For Advisors
Cerulli Associates, who delivers some of the best industry research out there, estimates that there are just over 203,000 financial advisors in the United Staes. The challenge every advisor faces is differentiating themselves from the advisor next door. With the number of advisors projected to grow 15 percent by 2026, differentiating your firm has never been more important. Industry experts like Michael Kitces know that an awesome online presence is absolutely necessary for today’s advisor. Word of mouth and conferences no longer cut it in today’s digital world. Data indicates that online searches for financial advisors has never been higher. Keyword search terms in the finance arena are some of the most sought after on the planet. Advisors need to up their game in the digital world or risk being left behind.
The vast majority of advisors default to the least expensive option and in doing so, they look, sound and act like everybody else. Advisors may be paying someone for a social media, but this alone is not a silver bullet. A more holistic approach is necessary. Creating a unique brand, narrowing your niche and producing original content that positions the advisor as a real expert is the only way to distance yourself from the competition. Then, when everything is aligned, the search engines will do the rest in letting clients find you.
The Solution: Start With Why
Most Financial Advisors come to us looking to solve the same problem – they want to increase sales, so they want to build a new website or invest in lead generation tactics like SEO, social media or paid search. At WaddyFletch, we believe that you shouldn’t spend a dime until you have a solid go-to-market strategy and brand story. Yep, rehashing your Brand Positioning, Brand Promise, Ideal Customer Profile (ICP), and your Sales Offer is hard work, but getting this right pays big dividends.
We know from experience that people buy from companies and people they know, like and trust. Creating a brand that conveys all of this on a website in both the written word and with compelling visuals is the hard part. We like Simon Sinek’s “Start With Why”. For marketing to work, you have to start with the big picture and answer tough questions like – why are you different, what makes you special, and why should I care?
Nothing is linear. You can’t stop what you are doing in your business to always go in order. But, in a perfect world, our process would look something like the illustration below:
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What’s Next Coaching
WaddyFletch has partnered with the folks at What’s Next, the most experienced Financial Advisors and Practice Development Experts in the business. For decades, Bill Rambo and his team have been helping Financial Advisors build a more efficient, profitable and enjoyable business. Combined, WaddyFletch & What’s Next deliver a complete holistic solution to grow your firm.
For more information about our Financial Advisor Business Partner, What’s Next, please see below: