Authentic Advisors

Think about the branding of the message on this church close to my home:  Now Serving Pumpkin Spice Communion. JK Y’all. The message is designed to get attention, but it also implies something about the church’s beliefs and personality. The branding is authentic to the extent that the messaging mirrors the culture of the organization. The disruption in the financial services industry is leading to what we hope is an increase in authentic branding and marketing. We already[…]

Big Data & Relationships

How does Netflix market to you? In an article in Fortune magazine, the vice-president of product for Netflix highlighted a growing perspective on the limitations of demographics and focused instead on taste and interests: “Geography, age, and gender? We put that in the garbage heap,” VP of product Todd Yellin said. Instead, viewers are grouped into “clusters” almost exclusively by common taste, and their Netflix homepages highlight the relatively small slice of content that matches their[…]

The Folly of Client “Minimums”

Using an arbitrary minimum asset level for clients unduly limits the market for financial services providers to those who have already “made it,” and ignores the substantial number of prospects that are ultimately headed for financial success. For advisors, using minimums often means excluding the coveted Millennial group because they do not meet asset requirements . . . yet. So why does the industry continue to focus on current asset levels? Defining target markets by easy-to-measure[…]