Nerd's Eye View blog

3 Real #FinTech Disruptions In The Financial Advisory Industry

December 11, 2017 07:01 am 9 Comments CATEGORY: Technology & Advisor FinTech

While the accelerating pace of technological change has many industries buzzing about the risk of disruption – including the world of financial advice – in practice, many forecasted disruptions never come to pass. Sometimes, it’s because the new “innovation” isn’t really all that much better than the status quo – at least, not better-enough to convince people to make a change. In other cases, it’s simply because it’s a new solution that consumers aren’t yet accustomed to paying for.

In fact, often some of the most disruptive business models are the ones that succeed through the use of cross-subsidies – giving away “for free” something that consumers were previously paying for, because there’s an opportunity to make money in other ways instead. Or viewed another way – not every part of every business model must be compensated, as long as there’s at least one component that is valuable to someone who’s willing to pay enough to make it economically viable.

In the context of financial advisors in particular, the rise of technology and the opportunities of cross-subsidy models introduce the potential for numerous disruptions in the coming years. From an RIA custodian that gives away the actual custody services, trading, and execution for free (and gets paid for its technology platform instead), to model management software that makes it feasible to buy index ETFs (or factor-weighted smart beta, or portfolios with SRI tilts) without the need for a mutual fund or ETF itself, and even the possibility that in the future some financial advisors might stop charging for investment management altogether and instead charge fee-for-service financial planning and “give away” the investment management services for free!

Ultimately, the challenge of disruptive cross-subsidy models is that they still require finding someone who is willing to pay for a key component of value, potentially at a cost that is far higher (or at least far different) than what he/she was accustomed to previously. Nonetheless, from Google Maps disrupting Garmin, to Chance the Rapper and other musicians increasingly giving away their music for free (and getting paid for live performances and merchandising instead), the reality is that significant disruption can occur by finding the one most valuable component of a solution… and giving everything else away for “free” to support that core value.

Is it time for the industry supporting financial advisors – and the financial advisor business model itself – to experience such a disruption?

Weekend Reading for Financial Planners (December 9-10)

December 8, 2017 02:57 pm 1 Comment CATEGORY: Weekend Reading

Enjoy the current installment of "weekend reading for financial planners" – this week's edition kicks off with the "leaked" announcement that Merrill Lynch isn't "currently" making plans to leave the Broker Protocol, while avoiding making any official statement that would foreclose on their ability to leave next year, even as rumblings begin that Wells Fargo might be thinking about whether to leave the Protocol instead, and use its FiNet platform as a way to retain its more independent-minded brokers without allowing them to be recruited away.

From there, we have several articles about advisor technology, including the results of the latest annual Advisor Technology survey from Financial Planning magazine (which unfortunately is no longer headed by advisor tech guru Joel Bruckenstein and doesn't provide nearly as much useful information as it once did), a review of the MaxMyInterest platform that is using "robo" tools to automate maximizing cash yields for RIA clients (and self-directed investors), an overview of the tech strategies and roadmaps of the leading RIA custodians, a discussion of the ongoing rise of model portfolios (and the technology to execute them), and a good reminder of how challenging it is for financial advisors to switch financial planning software platforms.

We also have a few more technical tax-planning articles this week, from a great in-depth overview of year-end tax planning strategies, a reminder of why estate tax planning is still relevant for high net worth clients (even if the estate tax exemptions are increased or potentially repealed), and a list of "tax alpha" strategies that advisors can engage in to improve a client's after-tax portfolio returns.

We wrap up with three interesting articles, all around the theme of the changing future of financial planning: the first looks at how the rise of digital personal finance tools is making it easier and easier for researchers to test new forms of "digital nudges" to help people improve their financial behaviors; the second explores the ongoing rise of financial planning academic, as the number of degree-based financial planning programs now exceeds adult certificate programs and more and more financial planning practitioners are becoming part-time professors; and the last provides a good reminder that, even as the RIA community worries about whether the SEC's uniform fiduciary standard could lead to FINRA becoming a regulator of RIAs, that the SEC hasn't done a particularly good job of regulating RIAs either... including the fact that if the Investment Advisers Act of 1940 was enforced as written, the majority of "advisors" at broker-dealers would already be fiduciary RIAs, and the entire DoL fiduciary rule would have been a moot point in the first place!

Enjoy the "light" reading!

Advisor #FinTech As A Distribution Channel For Insurance And Investment Products

December 7, 2017 12:32 pm 2 Comments CATEGORY: Technology & Advisor FinTech

The competition for getting a financial advisor's attention has never been fiercer... which in recent years has led to an explosion of increasingly aggressive wholesaler efforts to try to get in front of advisors, especially in the RIA channel. The volume of inquiries has risen so much, most advisors don't even have the time to politely say "no" to all the requests, and instead are increasingly adopting a "don't call us, we'll call you if we want information" approach, or simply going directly to the websites of product manufacturers for the information they need. Which means asset managers, insurance companies, and other financial services product manufacturers need to find new and innovative ways to reach advisors in the first place, to get their investment, insurance, and annuity products to market.

In this week’s #OfficeHours with @MichaelKitces, my Tuesday 1PM EST broadcast via Periscope, we look at an emerging trend of investment and insurance product distributioin: the idea of technology itself as a product distribution channel to reach advisors... and the opportunities, innovations, and conflicts of interest that arise from such arrangements!

The most apparent starting point for this shift of technology as a distribution channel was the rise of the robo-advisors. Robo-advisors first started gaining real momentum in 2014, and it was around this time that asset managers – particularly fund managers – began asking, "Do we need to launch our own robo advisors, or risk being excluded from the trend?" But the reality was that there was nothing unique about robo-advisors that required the use of ETFs. Effectively robo-advisor technology was simply a way to gather assets and execute a managed account, which means the technology was basically just another distribution channel for the asset manager - companies that could get their products into the managed account wrapper were the winners. And so, after Schwab picked up over $2B in assets in just their first 3 months of Schwab Intelligent Portfolios - comprised nearly 70% of Schwab's own proprietary products - BlackRock decided to acquire FutureAdvisor to distribute their iShares ETFs, Invesco bought Jemstep to distribute PowerShares ETFs, and WisdomTree invested heavily into AdvisorEngine to distribute WisdomTree ETFs, as asset managers began seeking robo-platforms that they could put their funds on and offer the technology to advisors – turning the robo-advisor into a distribution channel (and owning your own robo-advisor as a vertically integrated distribution strategy).

Over the past year, this evolution of technology as a distribution channel has gone one step further, with the rise of the so-called “Model Marketplace”, where advisors can select third-party investment models, and then have trades automatically executed in the advisor's own portfolio management or rebalancing software tools. The distinction from the early robo-advisors like Wealthfront, Betterment, FutureAdvisor, and Schwab Intelligent Portfolios was that advisors remain responsible for (and in control of) placing trades, although that trading is made very easy by the technology. However, the caveat for such portfolios was that in order to use them for free, advisors typically must use pre-fabricated models in the marketplace... which are often made by the asset managers, and include their own proprietary funds. In point of fact, the technology is so becoming a distribution channel, that now asset managers are starting to subsidize the cost of advisor technology, just to have a chance to get their funds into the hands of the advisors that use the technology! And notably, this trend isn’t unique to “just” rebalancing software and model marketplaces, as financial planning software such as MoneyGuidePro and Advizr have begun to partner with product companies to easily recommend appropriate insurance or investment products where the client can open the account or apply electronically on the spot from within the planning software itself!

And despite the rapid push towards new technology channels, I suspect we’re still in the early phases of this transition to the idea that Advisor FinTech itself can be a distribution channel. From the technology company’s perspective, the good news of this emerging channel is that it provides a new source of revenue for companies, especially since advisors have already shown far more willingness to have technology costs borne by the expense ratios of insurance and investment products, rather than by paying for the software directly from their own Profit and Loss statement.

However, with this new distribution channel will come new innovation, opportunities, and conflicts of interest – as technology companies struggle with everything from overcoming the same growth problems that robo-advisors faced in the first place (as it's very hard to grow user adoption, and existing incumbents with existing brands can easily leapfrog new entrants), to technology companies navigating the mid-point between the conflicts of getting paid for product distribution and trying to satisfy independent fiduciary advisors (as the recent debacle of TD Ameritrade’s ETF Market Center illustrated).

The bottom line, though, is simply to recognize that a major shift is currently underway. As advisors increasingly adopt the technology, the technology itself is becoming a distribution channel for products that asset managers, insurance companies, and annuity companies, who seem very willing to pay for access in a competitive marketplace. Which means more new tools and innovation for advisors. But also tools with a whole new range of conflicts of interest that we’ve never had to deal with before!

Strategies To Minimize Or Delay Required Minimum Distribution (RMD) Obligations

December 6, 2017 07:01 am 42 Comments CATEGORY: Taxes

The benefit of contributing to pre-tax retirement accounts like IRAs and 401(k) plans is the opportunity to receive an upfront tax deduction, and enjoy the growth that remains tax-deferred as long as the investments remain in the retirement account. For those accumulating towards retirement, this provides additional tax-deferred compounding growth that can help bridge the gap towards retirement itself. With the expectation that once someone reaches retirement, they will begin to take distributions – and Uncle Sam will finally get his share of the tax-deferred account.

To ensure this final outcome, the Internal Revenue Code requires that retirement account owners begin liquidating their accounts upon reaching age 70 ½. Of course, for those who actually need to use their retirement account to fund their retirement lifestyle anyway, distributions will likely be occurring already. However, for those who don’t need the funds, the Required Minimum Distribution (RMD) obligation ensures that at least some money is distributed – and taxed – every year.

For those who don’t actually need to use their retirement accounts – yet, or at all – the mandatory withdrawals of the RMD obligation presents a substantial tax challenge, as the forced distributions not only trigger taxes on the RMD amount itself, but also risks driving the retiree up into a higher tax bracket when stacked on top of all of his/her other retirement income as well.

Fortunately, though, the reality is that there are numerous strategies that can be leveraged to manage and minimize required minimum distributions – both for those who have already reached the RMD phase, and also those still accumulating towards it, who want to plan ahead to minimize the bite of RMDs in the future.

Ultimately, it’s impossible to completely and indefinitely avoid the requirement to distribute retirement accounts – if only because, even to the extent the account isn’t liquidated during life, the beneficiaries will be subject to additional RMD obligations after the death of the original account owner. Nonetheless, the potential exists to at least partially manage and minimize RMDs, and mitigate some of their tax bite!

#FASuccess Ep 049: Getting Paid For (Hourly) Financial Planning By Packaging Financial Advice with Anna Sergunina

December 5, 2017 07:01 am 2 Comments CATEGORY: Financial Advisor Success Podcast

Welcome, everyone! Welcome to the 49th episode of the Financial Advisor Success Podcast!

My guest on today's podcast is Anna Sergunina. Anna is the owner of MainStreet Financial Planning, an hourly-based financial planning firm founded under the Garrett Planning Network that has grown to more than $600,000 of revenue, all from simply getting paid to provide hourly financial planning advice (with no income from insurance products or managing investment portfolios at all).

What's fascinating about Anna's business, though, is the way that she's figured out how to communicate the value of hourly financial planning – by creating very specific financial advice packages for various types of prospective client profiles – and then using her website to both explain the value of financial planning packages to prospects, and to screen out those who aren't really likely to take the process seriously.

In this episode, we talk in depth about Anna's 5-meeting process for financial planning, why she charges $100 as an upfront deposit just to have an Initial Inquiry approach meeting with prospects, the way she focuses first on the client's spending to help them understand what they can save and what kinds of goals might be possible, and then proceeds to an interactive financial planning session using MoneyGuidePro, all of which leads up to a final meeting where she ultimately presents financial planning recommendations and then helps clients to implement them.

We also talk about how Anna sets the level for her financial planning fees, the sources of new business that has her firm on track to add more than 100 new financial planning clients this year, the way she re-engages existing clients for ongoing financial planning updates to generate a level of recurring revenue, and why and how she built extensive workflows in her Wealthbox CRM to manage the financial planning logistics with her ever-growing 6-person team.

And be certain to listen to the end, where Anna shares her own path into the industry, how she actually bought out MainStreet Financial Planning from its original founder, the way she's decided to structure her week with some days dedicated to working in the business and others solely for working on the business, and why she thinks it's so crucial that even fiduciary financial planners learn how to sell. Because you can't get paid for your knowledge and expertise until you can sell someone on its value and why they should pay you.

So whether you have been trying to figure out how to better communicate your financial planning services, have been contemplating providing hourly services and wanting to know how to do it successfully, or are interested in more effectively using CRM to manage workflows, I hope you enjoy this episode of the Financial Advisor Success podcast!

The Latest In Financial Advisor #FinTech (December 2017)

December 4, 2017 07:01 am 0 Comments CATEGORY: Technology & Advisor FinTech

Welcome to the December 2017 issue of the Latest News in Financial Advisor #FinTech – where we look at the big news, announcements, and underlying trends and developments that are emerging in the world of technology solutions for financial advisors and wealth management!

This month's edition kicks off with the big news that Lincoln Financial has decided to build its AdviceNext advisor workstation on Fidelity’s Wealthscape, as Fidelity’s investment into eMoney Advisor is starting to pay off by becoming the most holistic-wealth-management-oriented custody and clearing platform… a notable threat to both technology competitors like Envestnet, and custody-and-clearing competitors like Pershing. And with DoL fiduciary pushing more and more broker-dealers towards financial planning, Fidelity suddenly seems incredibly well positioned to gain market share in the shifting landscape!

From there, the latest highlights also include a number of major announcements of new capital for advisor FinTech startups, as well as new partnerships and big feature rollouts this month, including:

AdvicePay raises $500k of seed capital to provide custody-compliant payment processing for one-time and retainer financial planning fees
Gainfully raises $2.5M of seed capital for a content sharing platform for advisors to distribute client-friendly compliance-pre-approved content… paid for by asset managers and other product manufacturers!
Morgan Stanley partners with LifeYield to offer household-level asset location tax alpha tools
Morningstar launches its new Office Cloud, providing a deep integration of Morningstar research capabilities on top of a performance reporting portal for clients

Read the analysis about these announcements, and a discussion of more trends in advisor technology, in this month's column, including a look at the evolving landscape of account aggregation as Fidelity launches Fidelity Access (allowing a direct API feed of client financial data without the need for screen scraping) and UBS begins to waive account fees for clients who agree to account-aggregate held-away accounts, MoneyGuidePro launches client-directed data-gathering and Discovery Lab tools (and a study that shows 2/3rds of clients would prefer to enter data and evaluate goals in the comfort of their own home), and a look at how even as advisor FinTech increasingly matches the capabilities of “robo-advisors” when it comes to onboarding, the robo-advisors continue to innovate, with robust new capabilities in financial planning software (Wealthfront), and new facilitate to more easily facilitate tax-savvy charitable giving (at least, until/unless the rules change with a new requirement for FIFO accounting!).

I hope you're continuing to find this new column on financial advisor technology to be helpful! Please share your comments at the end and let me know what you think!

*And for #AdvisorTech companies who want to submit their tech announcements for consideration in future issues, please submit to [email protected]!

Weekend Reading for Financial Planners (December 2-3)

December 1, 2017 02:56 pm 1 Comment CATEGORY: Weekend Reading

Enjoy the current installment of "weekend reading for financial planners" – this week's edition kicks off with the big news that UBS has exited the Broker Protocol, just three weeks after Morgan Stanley... but not before spiking the ball at Merrill Lynch and recruiting away several big Merrill teams as they left, which may just accelerate Merrill Lynch's departure from the Protocol as the entire agreement unravels (to the detriment of both brokers and their clients).

Also in the news this week is the final and official announcement of the 18-month delay of the Department of Labor's fiduciary rule... which may kick off a new spate of lawsuits by fiduciary advocates aimed at halting the delay (to compel the rule to take effect at the beginning of 2018 after all), and a surprise withdrawal of support from the White House of the SEC's Administrative Law Judges, raising the possibility that the Supreme Court make take Ray Lucia's case and strike down the SEC's ability to appoint its own ALJs.

From there, we have several articles about life insurance, including a look at how life insurance companies are trying to develop new extension riders to avoid the otherwise taxable event of policyowners who reach age 100 (though it's not clear that they can do so under the tax code), the issues with "guaranteed" whole life and why many common whole life strategies are not actually fully guaranteed (even though old-fashioned traditional whole life was/is), and a primer on the concept of "Private Placement Life Insurance" (PPLI) as a strategy to use the tax-deferral wrapper of life insurance to minimize the tax drag on high-income alternative investments for high-net-worth investors.

We also have a few practice management articles, including: a look at the rise of "predatory buyers" of advisory firms, who often leverage the limited closed market of their broker-dealer or RIA custodian to persuade advisory firm owners to sell on less-than-ideal (valuation or tax) terms; a reminder that growing a billion dollar (of AUM) advisory firm will require founders to transition from "just" being advisors into actually being "leaders" of their advisory firms (which in practice is a very uncomfortable transition for many!); and a look at how automation tools can be used to better engage clients and prospects... because even though the advisor knows it may have been automated, as long as the client receives value, they likely won't care about how it was achieved!

We wrap up with three interesting articles, all around the theme of our rapidly changing world: the first is a fascinating in-depth look at the blockchain, the underlying technology that powers Bitcoin (and other cryptocurrencies), and why even if Bitcoin turns out to be a bubble or a fad, the blockchain technology itself is likely here to stay and could revolutionize a wide range of industries; the second explores the "dying art of disagreement", and the idea that democracies are founded on our ability to have productive discourse with those we disagree with (which has become increasingly challenging with the polarization of today's modern world); and the last raises the interesting question of whether the fiduciary debate has already be co-opted to the point that being a fiduciary is no longer a meaningful differentiator, and whether it's time for leading advisors to take up a new battle to push the envelope around concepts like "integrity" or "stewardship" instead.

Enjoy the "light" reading!

Offering Financial Planning As An Employee Benefit For Your Advisory Firm Employees

November 30, 2017 01:32 pm 5 Comments CATEGORY: Practice Management

As financial planning firms, we offer a valuable service to consumers who are willing and able to pay for our services. Which is what makes the business of financial advice so valuable, and why the average income of a CFP professional is nearly double the median household income in the US. The unfortunate caveat, though, is that financial planning services still are not affordable to a large segment of consumers. Including, alas, the employees of most advisory firms, which means the very people who work there and are expected to advocate for the value of their firm's services and the benefits of financial planning have never actually experienced it themselves!

In this week’s #OfficeHours with @MichaelKitces, my Tuesday 1PM EST broadcast via Periscope, we discuss the issues to consider for advisory firms that want to remedy this gap offering financial planning as an employee benefit to the employees of their own firm... including considerations such whether to provide such services internally or externally, whether to let employees choose their own advisor, the tax consequences to consider, and why providing financial planning to employees can actually provide an Return On Investment as employees gain better perspective on how to improve the firm's client experience (by actually experiencing financial planning themselves!).

The first question you have to evaluate when considering how to offer financial planning as an employee benefit is whether you’re going to provide the financial planning services internally or externally. Offering financial planning “internally” means the firm's advisors actually do the financial planning for its employees. Firms may put one associate advisor in charge of all internal planning, or perhaps provide several advisors that employees can go to (since it may be awkward to get financial planning from your direct supervisor). Which raises a real issue with trying to do financial planning internally for employees: there are many conflicts of interest that can arise. For instance, what if an employee's financial plan includes a desire to leave the firm and go into another field? Or what if employees want to talk through the considerations of saving up enough money to buy out the founder in a firm (but don't want to announce their intentions to their co-workers yet)? These issues may be awkward to discuss internally.

As a result, most advisory firms I’ve seen that offer financial planning as an employee benefit offer it externally. The most straightforward approach is simply to engage in a reciprocal agreement with another similar-sized advisory firm – where each provides services to the other firm's employees. In this scenario, you will likely have a cost to actually pay the other advisory firm for their services as well, but if the firms are similar in size, presumably each firm will have roughly the same costs (and income) paid to each other. The caveat even with this approach, though, is that the firm may not actually have the expertise to help your employees, nor will you necessarily have the expertise to help theirs. Are you really prepared to develop for them a 3-year roadmap to repaying debt, navigating debt consolidation services, and repairing their credit scores, if that’s what your employee's planning needs are?

Which leads to a third option for financial planning as an employee benefit: just give employees a budget for financial planning, and let them go and find their own advisor. And the benefit of this approach is that employees can seek out their own advisors through organizations like the Garrett Planning Network or XY Planning Network, which include financial advisors whose expertise is in the areas that typically-younger "rank-and-file" employees actually need, while also having pricing that is less expensive than larger independent RIAs (and therefore more affordable to the advisory firm offering the employee benefit).

Beyond the enhancements in employee well-being that can come from having access to financial planning services (e.g., reduced stress, less absenteeism, better utilization of employee benefits, and lower employee turnover), one of the biggest indirect benefits of using an external firm is that employees can actually experience what it's like to seek out and be a financial planning client. Going through the process of finding an advisor, being onboarded, and then working with that advisor on an ongoing basis, gives employees perspective not only on the value of financial planning, but may also generate ideas about how to provide services better for the firm’s own clients. Of course, in order to avoid unintended negative feelings, it is important that employees understand the tax consequences of receiving financial planning as an employee benefit. Because financial planning is not a tax-qualified employee benefit perk, any money actually paid to an external firm (or possibly the market value of the services received internally), must be reported as W-2 income and becomes taxable to the employee.

The bottom line, though, is simply to recognize that financial planning services can be an excellent benefit to provide to employees, and particularly when employees get to seek out an external advisor and gain valuable insight into how your own firm can better service clients!

New IRMAA Surcharges On Medicare Part B and Part D Taking Effect In 2018

November 29, 2017 07:01 am 13 Comments CATEGORY: Retirement Planning

Since 2007, the Medicare Modernization Act of 2003 has required high-income Medicare enrollees to pay an “Income-Related Monthly Adjustment Amount” (IRMAA) surcharge on their Medicare Part B premiums, which lifts the Medicare Part B premium from covering “just” 25% of costs up to as high as 80% of results, increasing Medicare Part B premiums by as much as 219% in 2017. And since 2011, a similar IRMAA surcharge has applied to Part D premiums, applying a flat dollar surcharge of as much as $914/year in 2017.

Beginning in 2018, though, the IRMAA surcharges on Medicare premiums will apply even more quickly, as changes under the Medicare Access and CHIP Reauthorization Act of 2015 will reduce the top Modified-AGI threshold from $214,000/year down to “just” $160,000 (for individuals, or $320,000 for married couples). And individuals with MAGI as low as $133,500 (or married couples at MAGI of $267,000/year) will be forced into a higher IRMAA tier, resulting in a nearly $1,000/year increase in IRMAA surcharges.

Which means going forward, it will be even more important to engage in proactive income tax planning for affluent retirees, to manage their exposure to IRMAA, especially in a low-inflation environment where being impacted by IRMAA also renders the household ineligible for the so-called “Hold Harmless” rules that limit annual inflation increases to Medicare Part B premiums. Especially since even “one-time” income events, like a sizable Roth conversion, or liquidating substantial capital gains, can be IRMAA triggers (at least for that one year the income event occurs).

On the other hand, it’s important to recognize that IRMAA surcharges still only amount to a roughly 1% to 2% cost increase, relative to the income the household must have to be subject to IRMAA in the first place. Which means that while managing taxable income (or really, MAGI) is important, it’s equally crucial not to let the tax tail (or the IRMAA tail) entirely wag the dog.

Nonetheless, the new 2018 IRMAA rules will just make Medicare-related tax planning more popular than ever. Although notably, for new retirees, the best IRMAA planning strategy is simply recognizing the opportunity to file Form SSA-44 to receive an exception to the IRMAA surcharge, as the act of retirement itself is a valid “life-changing event” that can allow new Medicare enrollees to avoid IRMAA premium surcharges on Part B and Part D in their initial Medicare years!

#FASuccess Ep 048: Creating Tangible Advisor Marketing Messages For Intangible Financial Planning Services With Gail Graham

November 28, 2017 07:01 am 0 Comments CATEGORY: Financial Advisor Success Podcast

Welcome, everyone! Welcome to the 48th episode of the Financial Advisor Success Podcast!

My guest today is Gail Graham. Gail runs an eponymous marketing consulting firm called Graham Strategy, that works with both advisory firms and B2B vendors serving financial advisors, on how to more effectively craft relevant marketing messages to reach their target clientele.

What's fascinating about Gail, though, is that she's had a similar marketing role in a wide range of advisory industry businesses, from the private wealth division of PNC bank, to Fidelity's private client group, and later as Chief Marketing Officer for the mega-RIA United Capital. And through the journey, Gail has gained some incredible insights about what it really takes to effectively market an intangible like financial planning services.

In this episode, we talk in depth about how to more effectively communicate financial planning and its value, from the importance of using plain language that people understand (instead of saying "I'm a fiduciary" simply say "Here's how it works – I'm personally liable if I give bad advice"), to the benefits of converting your value proposition into a physical proposal sheet and bringing a Sample Financial Plan to every prospect meeting (because it literally makes the advice value proposition more physically tangible), to the benefits of including "proof points" that actually validate your value proposition with prospective clients (such as "we've helped 300 families do this in the past 8 years").

We also talk about why getting better at financial advisor marketing is all about getting clear for yourself on who your ideal client really is, why it's absolutely essential to focus in order to find the right marketing messages that really resonate, and Gail's process to finding and refining your own value proposition.

And be certain to listen to the end, where Gail shares her perspective on the benefits and challenges of the RIA custody model, and why she's decided to collaborate as a marketing strategist with Apex Clearing to try and help disrupt the status quo, for the betterment of advisors and their clients.

So whether you have been contemplating to how to make your own marketing of intangible financial advisory services more tangible, have been reconsidering who your ideal client truly is, or are simply interested in hearing some new perspectives on marketing topics, I hope you enjoy this episode of the Financial Advisor Success podcast!