Kitces Marketing Summit 2022
Using Education-Based Marketing To Show Your (Unique) Expertise
April 19, 2022 • 12:00 – 4:00 p.m. EDT
See How Successful Advisors Demonstrate Their Expertise To Attract Prospects
Traditional financial advisor marketing was all about the quantity of prospects over the quality of the message. From cold calling to cold knocking to networking meetings, the ‘Game of Numbers’ was to get through as many “no’s” as it took to get to the next prospect who said “Yes” and bought the product.
But selling advice is fundamentally different from selling a product. Prospects need to believe that you have the knowledge and skills to solve their problems before they’re willing to hire you. Which means that, when marketing your advice to potential clients, it’s essential to showcase your expertise and demonstrate your credibility.
At the Kitces Marketing Summit, you’ll see what successful financial advisors do to put their expertise on display, using educational content to attract their ideal clients. To employ an education-based marketing strategy, real financial advisors leverage audio (podcasts), video (virtual workshops and webinars), and writing (blogging). So get ready for a unique behind-the-scenes look!
No vendors. No sponsors. Just a series of 30-minute, real conversations between our co-hosts Michael Kitces and Taylor Schulte and our expert guests—financial advisors who will screenshare their audio, video, and written marketing strategies — the real-world tools they use to communicate their expertise to clients.
The Hosts
Michael and Taylor will keep each session focused on what matters most: what advisors are doing that works.
Michael Kitces
Michael Kitces
Michael is the Head of Planning Strategy at Buckingham Wealth Partners and is a passionate advocate for evolving, expanding, and institutionalizing excellence in financial planning. In addition, he is a co-founder of the XY Planning Network, the former Practitioner Editor of the Journal of Financial Planning, and the publisher of the e-newsletter The Kitces Report and the popular financial planning industry blog Nerd’s Eye View through his website www.Kitces.com, dedicated to advancing knowledge in financial planning.
Taylor Schulte
Taylor Schulte
Taylor Schulte, CFP® is the founder of Define Financial, a fee-only retirement planning firm in San Diego, CA. In addition, he is the co-founder of The AGC community and hosts a popular marketing podcast for financial advisors called Experiments in Advisor Marketing. Schulte has been recognized as a Top 40 Advisor Under 40 by InvestmentNews and as a Top 10 independent financial advisor by Investopedia.
30-Minute, Real World Conversations With Advisors Who Know What Success Looks Like
Each guest will screenshare their actual education-based marketing strategies and show how they attract prospects and establish trust.
Casey Weade
Casey Weade
Casey Weade is the CEO and Founder of Howard Bailey Financial. He graduated from Stetson University with a Bachelor's degree in Finance, and is a CERTIFIED FINANCIAL PLANNER™ (CFP®), Retirement Income Certified Professional® (RICP®), Chartered Life Underwriter® (CLU®), as well as a certified Chartered Financial Consultant® (ChFC®). In addition, Casey is an Investment Advisor Representative (IAR), is licensed in life, accident, and health insurance, and is also Long-Term Care Certified.
Casey hosts the weekly Retire With Purpose radio and TV shows, as well as the Retire With Purpose Podcast. He is a multiple-time author, with his latest book, “Job Optional*,” reaching #1 on the Amazon Best Seller list in Retirement Planning, and #5 on the Wall Street Journal Nonfiction eBook Best Seller list.
Anna N’Jie-Konte
Anna N’Jie-Konte
Anna is a passionate believer in the economic empowerment of women and minorities in America. She is the founder of Dare to Dream Financial Planning: a financial advisory firm for paradigm-shifting women of color on a path to build wealth and live abundantly. She is also the host of the “First-Gen Realness” podcast. Anna has been featured on Business Insider, CNBC, US News and World Report, ThinkAdvisor, Vice, Financial Planning, and many other notable publications. She is a highly sought-after speaker on the topics of the gender investing gap, the racial wealth gap, and investing. Anna is a native New Yorker and lover of everything related to food, the Gambia, Puerto Rican history, and literature. When she doesn’t have her head buried in a spreadsheet, you can find her working out, re-reading literary classics, or hanging with her husband and three daughters.
Tushar Kumar
Tushar Kumar
Prior to starting Twin Peaks Wealth Advisors, Tushar worked in wealth management at Northwestern Mutual. He earned his undergraduate degree from the University of California Berkeley.
Pamela Capalad
Pamela Capalad
Pamela Capalad is a Certified Financial Planner and Accredited Financial Counselor and has been in the financial services industry since 2008. She founded Brunch & Budget to help people who felt ashamed or embarrassed about money have a safe and friendly place to talk about it and make real financial progress. Her mission is to make financial planning as affordable as possible for the communities that need it most. She co-hosts the Brunch & Budget podcast and also runs a group financial planning program called See Change, specifically designed for People of Color. Pam has been featured in the New York Times, Washington Post, Teen Vogue, Huffington Post, Vice Magazine, and other places you’ve heard of. She was named in New York Magazine’s Best of New York 2019 and has brunched with over 400 people and counting.
Isaac Presley
Isaac Presley
Isaac Presley, CFA, is the CEO of Cordant Wealth Partners, a wealth management firm that works with technology professionals receiving equity compensation. He frequently writes and speaks on investing and industry topics, and his work has been seen in Bloomberg, US News, CNBC, Yahoo Finance, Business Insider, and WealthManagement magazine. He has a bachelor's in finance from Oregon State University, an MBA from Portland State University, and earned the Chartered Financial Analyst designation in 2011.
Justin Goodbread
Justin Goodbread
Justin Goodbread is an ambitious entrepreneur and a financial planner who makes God and family his priorities. Justin started his entrepreneurial journey at 15 years old and has started and sold multiple businesses.
Justin founded Heritage Investors in 2009 to help individuals, business owners, and retirees attain their financial goals. He also founded Heritage Business Advisors in 2019 to help business owners of all types realize their full potential. In 2022, Heritage Investors and Heritage Business Advisors were acquired by WealthSource and its affiliates.
Besides being a Certified Financial Planner professional, Justin holds an associate’s degree from Abraham Baldwin Agricultural College in Environmental Horticulture Technology and a bachelor’s degree in Management from The University of Phoenix. In addition, he has earned the Certified Exit Planning Advisor credential and the Certified Value Growth Advisor certification. When he is not working with clients or farming his own land, Justin goes on adventures with his wife, two sons, and daughter. He and his family enjoy exploring national historical sites, working on his farm, playing the piano and saxophone, eating pizza, and being active with the family’s church life.
Agenda
Get ready for a unique behind-the-scenes look at education-based marketing strategies using audio, video, and writing.
Choosing A Content Medium That's Authentic To YOU
Michael Kitces
Michael Kitces
Michael is the Head of Planning Strategy at Buckingham Wealth Partners and is a passionate advocate for evolving, expanding, and institutionalizing excellence in financial planning. In addition, he is a co-founder of the XY Planning Network, the former Practitioner Editor of the Journal of Financial Planning, and the publisher of the e-newsletter The Kitces Report and the popular financial planning industry blog Nerd’s Eye View through his website www.Kitces.com, dedicated to advancing knowledge in financial planning.
Taylor Schulte
Taylor Schulte
Taylor Schulte, CFP® is the founder of Define Financial, a fee-only retirement planning firm in San Diego, CA. In addition, he is the co-founder of The AGC community and hosts a popular marketing podcast for financial advisors called Experiments in Advisor Marketing. Schulte has been recognized as a Top 40 Advisor Under 40 by InvestmentNews and as a Top 10 independent financial advisor by Investopedia.
Turning A Podcast Into Real New Revenue
In his session, Casey (the host of the Retire With Purpose Podcast) will show advisors:
- How he uses voice (i.e., his podcast) as his primary strategy for educating his ideal client and growing his firm
- How, in the last three years, he has grown his podcast from zero to ~20,000 downloads per month
- How, in the last 12 months, he has added $20 million in assets under management to his firm as a result of his education-based marketing strategies
Casey Weade
Casey Weade
Casey Weade is the CEO and Founder of Howard Bailey Financial. He graduated from Stetson University with a Bachelor's degree in Finance, and is a CERTIFIED FINANCIAL PLANNER™ (CFP®), Retirement Income Certified Professional® (RICP®), Chartered Life Underwriter® (CLU®), as well as a certified Chartered Financial Consultant® (ChFC®). In addition, Casey is an Investment Advisor Representative (IAR), is licensed in life, accident, and health insurance, and is also Long-Term Care Certified.
Casey hosts the weekly Retire With Purpose radio and TV shows, as well as the Retire With Purpose Podcast. He is a multiple-time author, with his latest book, “Job Optional*,” reaching #1 on the Amazon Best Seller list in Retirement Planning, and #5 on the Wall Street Journal Nonfiction eBook Best Seller list.
Accelerating Growth By Guesting On Other Podcasts
In her session, Anna (Founder of Dare to Dream Planning and host of the Financial Powerhouse Podcast) will show advisors:
- How she leverages other, more established podcasts to educate her ideal client and grow her firm.
- She will be showing us her approach to landing interviews with podcast hosts, how her relationship with them extends far beyond the single interview (e.g., many of these hosts are also financial influencers who refer her business on a regular basis)
- Why you don’t have to necessarily start your own podcast to find success if you have a clear niche/specialty
- How, in the last three years, she has grown annual revenue from $50k/year to over $400k/year as a result of her unique approach to using voice to educate
Anna N’Jie-Konte
Anna N’Jie-Konte
Anna is a passionate believer in the economic empowerment of women and minorities in America. She is the founder of Dare to Dream Financial Planning: a financial advisory firm for paradigm-shifting women of color on a path to build wealth and live abundantly. She is also the host of the “First-Gen Realness” podcast. Anna has been featured on Business Insider, CNBC, US News and World Report, ThinkAdvisor, Vice, Financial Planning, and many other notable publications. She is a highly sought-after speaker on the topics of the gender investing gap, the racial wealth gap, and investing. Anna is a native New Yorker and lover of everything related to food, the Gambia, Puerto Rican history, and literature. When she doesn’t have her head buried in a spreadsheet, you can find her working out, re-reading literary classics, or hanging with her husband and three daughters.
Attracting Prospects With Hyper-Targeted Webinars
In his session, Tushar (Founder of Twin Peaks Wealth Advisors, specializes in helping employees with companies that are going public (or just went public)) will show advisors:
- How he builds and delivers company-specific webinars targeted at employees of companies going public
- He’s also going to be sharing his unique approach to marketing these webinars and attracting registrants
- How, in the last 12 months, Tushar has added 12 new clients and over $180,000 in new revenue as a direct result of this hyper-targeted education based marketing strategy
Tushar Kumar
Tushar Kumar
Prior to starting Twin Peaks Wealth Advisors, Tushar worked in wealth management at Northwestern Mutual. He earned his undergraduate degree from the University of California Berkeley.
Getting Paid To Market With Educational Workshops
In her session, Pam (Founder of Brunch and Budget) will show advisors:
- How she gets paid by organization to host live online workshops to educate her ideal client and grow her firm
- How she gets paid by organizations to host online educational workshops for their members and then converts attendees into clients. As Michael highlighted, “when you’re good enough at education-based marketing, you can actually get paid to market yourself.”
- How she establishes these relationships, examples of cold outreach emails, examples of her media kit, how she creates and delivers the workshop, and her clear and powerful CTA for converting attendees into clients
- How, in the last 12 months, she has increased her monthly recurring revenue by $17,000/month
Pamela Capalad
Pamela Capalad
Pamela Capalad is a Certified Financial Planner and Accredited Financial Counselor and has been in the financial services industry since 2008. She founded Brunch & Budget to help people who felt ashamed or embarrassed about money have a safe and friendly place to talk about it and make real financial progress. Her mission is to make financial planning as affordable as possible for the communities that need it most. She co-hosts the Brunch & Budget podcast and also runs a group financial planning program called See Change, specifically designed for People of Color. Pam has been featured in the New York Times, Washington Post, Teen Vogue, Huffington Post, Vice Magazine, and other places you’ve heard of. She was named in New York Magazine’s Best of New York 2019 and has brunched with over 400 people and counting.
Turning Written Expertise Into Inbound Organic Leads
In his session, Isaac (CEO of Cordant Wealth, specializes in working with tech employees who have complex compensation) will show advisors:
- How he uses his blog to educate his ideal client and grow his firm
- Live examples of SEO optimized blog posts written for his niche that help attract 10,000+ organic visitors per month to his site and also show examples of CTAs he uses to convert that traffic into clients
- How, over the last 12 months, he’s had 20 new clients and $320,00 in new, recurring revenue as a result
Isaac Presley
Isaac Presley
Isaac Presley, CFA, is the CEO of Cordant Wealth Partners, a wealth management firm that works with technology professionals receiving equity compensation. He frequently writes and speaks on investing and industry topics, and his work has been seen in Bloomberg, US News, CNBC, Yahoo Finance, Business Insider, and WealthManagement magazine. He has a bachelor's in finance from Oregon State University, an MBA from Portland State University, and earned the Chartered Financial Analyst designation in 2011.
Maximizing Your Growth By Repurposing Your Existing Content
In his session, Justin (Founder of Heritage Investors & Heritage Business Advisors) will show advisors:
- His education-based marketing journey and how all the content he produced over the years via podcasting, blogging, social media, webinars, etc. was able to be repurposed into a best-selling book
- He’s also going to show the progression of his content, his exact process for repurposing content, and his call to action for converting readers/listeners/followers into clients
Justin Goodbread
Justin Goodbread
Justin Goodbread is an ambitious entrepreneur and a financial planner who makes God and family his priorities. Justin started his entrepreneurial journey at 15 years old and has started and sold multiple businesses.
Justin founded Heritage Investors in 2009 to help individuals, business owners, and retirees attain their financial goals. He also founded Heritage Business Advisors in 2019 to help business owners of all types realize their full potential. In 2022, Heritage Investors and Heritage Business Advisors were acquired by WealthSource and its affiliates.
Besides being a Certified Financial Planner professional, Justin holds an associate’s degree from Abraham Baldwin Agricultural College in Environmental Horticulture Technology and a bachelor’s degree in Management from The University of Phoenix. In addition, he has earned the Certified Exit Planning Advisor credential and the Certified Value Growth Advisor certification. When he is not working with clients or farming his own land, Justin goes on adventures with his wife, two sons, and daughter. He and his family enjoy exploring national historical sites, working on his farm, playing the piano and saxophone, eating pizza, and being active with the family’s church life.
A Community Conversation
Join A Kitces Connect Group
Included With Your Summit Pass Immediately Following The Event
Meet with your peers to:
- Discuss your plan of action
- Solve for pain points
- Vote on the Community Conversation agenda – released on April 6th
Purchase Tickets
Kitces Premier Members receive 25% off the General Admission Ticket Price
with a Kitces Member Code.
All tickets include access to a recording of the Summit, for those who miss the live event or simply want to refer back to it again!
Kitces Premier Member Price
$297
General Admission Price
$397
Interested in becoming a Premier member? Click here to learn more
Become a Premier Member
Kitces.com Premier Membership includes Kitces-Courses discounts, free monthly webinars, over 100 Hours of CE on-demand, CFP ethics, and more!
Group Discounts
Discounts are available for group enrollments. Additional discounts apply with a Kitces Premier Group Membership .
