Welcome everyone! Welcome to the 398th episode of the Financial Advisor Success Podcast!
My guest on today's podcast is Eric Wulff. Eric is the CEO of Marcum Wealth, an RIA based in Cleveland, Ohio, that oversees $2.5 billion in assets under management for approximately 2,700 client households.
What's unique about Eric, though, is how he has built Marcum Wealth into a multi-billion-dollar firm under the umbrella of a national accounting firm, in large part by cultivating mutually beneficial relationships with the firm's internal CPAs to get them comfortable providing referrals of their accounting clients to his financial planning business.
In this episode, we talk in-depth about Eric's process for generating internal referrals from the accounting firm's CPAs, which do not necessarily come automatically despite the affiliation between the accounting firm and his RIA, how Eric's firm takes a "give to get" approach with CPAs and their accounting clients to demonstrate the value it can offer both them and their clients (so that advisors in his firm are top of mind when accounting clients have questions on financial planning topics or face a life transition), and how Eric's firm's exit planning services in particular have been able to drive referrals by helping the accounting firm's CPAs maintain their long-term relationships with their business-owner clients as the owners plan to monetize their businesses, encouraging a continued relationship between that client and the financial advisor and CPA when they sell their company (and may no longer need traditional business accounting services anymore).
We also talk about how Eric has created a systematized planning process to create a common standard across its multiple advisor offices nationwide, how Eric's firm uses a centralized planning team to prepare financial plans in a consistent manner (and to allow its advisors to spend more time working directly with clients), and how Eric has found success presenting financial plans to prospects before they become clients, despite the unpaid work upfront that it takes to prepare and present them, as it shows the prospects specifically how Marcum Wealth can meet their planning needs and encourages them to start an ongoing planning relationship to implement the planning recommendations.
And be certain to listen to the end, where Eric discusses the key differences between CPA firms and RIAs, particularly the contrast between the goal of CPAs to maximize the efficiency of their billable hours and the more long-term client relationship-building done by financial advisors, how Eric approaches acquisitions, targeting younger or mid-career advisors who want to grow and develop their practice within the local office of the CPA firm (rather than approaching retiring firm owners for acquisition as they exit), and how Eric's firm not only survived the 2008 Great Financial Crisis, which occurred less than 2 years after he opened Marcum Wealth, but was able to use it as a growth engine for the firm as the Wall Street implosion led more consumers to begin showing a preference for the benefits of the RIA model for financial advice instead.
So, whether you're interested in learning about cultivating client referrals from CPA firms, leveraging a centralized planning team to give advisors more time to spend with clients, or systematizing the planning process to create consistent standards across multiple offices, then we hope you enjoy this episode of the Financial Advisor Success podcast, with Eric Wulff.
