Kitces Marketing Summit
Common Advisor Marketing Tactics…Done Uncommonly Well
Registrants of the April 27 Summit have been sent a recording of the live event.
See How Successful Advisors Are Marketing Their Financial Planning Services
Instead of telling you what you ‘should’ be doing as an advisor, our Kitces Summit guests are all practicing financial advisors who will actually show you what actions they’ve taken to market their expertise to clients and prospects, so you can see what’s really possible for yourself.
At the Kitces Marketing Summit, you’ll have a chance to see what common advisor marketing tactics looks like when they are done uncommonly well with unique behind-the-scenes looks at real financial advisors’ strategies that attract clients.
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 actual marketing deliverables and show how they communicate their value to prospects and 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 strategies and show how they engage with centers of influence, receive referrals from existing clients, conduct educational seminars and workshop events (or occasionally, their new webinar brethren), and utilize third party lead generation services to attract clients.
Ryan R Morrissey
Ryan R Morrissey
Ryan is a fee-only financial advisor and president of Morrissey Wealth Management. He has 22 years of experience as an advisor and focuses on helping people over 50 plan for retirement. He started his own RIA in 2018. He is also the host of the podcast Retire With Ryan. He is the father of two children, a golf nut, and a UCONN Huskies fan.
Kristen Hull
Kristen Hull
Kristen Hull is a 20 year veteran in the Financial Services industry, with over 10 years being focused specifically in Financial Planning. She began her career at Seton Hill University- first, attaining her Bachelor’s Degree in Business Administration and then her Masters of Business Administration shortly thereafter. Today, Kristen is a Charted Retirement Plan Counselor (CRPC®) and has earned her Life, Accident, and Health Insurance and Securities Licenses.
Kristen's focus is in Financial Planning and loves helping clients plan for their future financial goals. She currently coaches and develops plans for over 50 Advisors in her organization.
In her spare time, Kristen competes across the country in martial arts - alongside her two daughters - and loves spending time with her family.
Michael Collins
Michael Collins
Michael is a wealth management advisor based out of the Boston, Massachusetts location.
Michael is the founder and CEO of WinCap Financial. At the firm, Michael acts as a Financial Advisor, Portfolio Manager, and a fiduciary, providing exceptional value to his clients and upholding the most honest and strategic plan, tailoring to the needs for every client.
Prior to the creation of the firm, he served as a financial advisor responsible for providing comprehensive wealth management to high-net-worth investors and corporate executives at CapTrust. Michael was also a portfolio manager at Boston Advisors where he specialized in providing investment management analysis and solutions to current and prospective high-net-worth investors.
Michael holds the Chartered Financial Analyst (CA) designation and is an adjunct professor teaching investment classes at Endicott College and Bunker Hill Community College.
Ashley Murphy
Ashley Murphy
Ashley Murphy GFP (USA) CFP® AIF, is the founder and Principal of Arete Wealth Strategists Australia, a fee-only, SEC Registered Investment Advisor firm that provides financial planning and investment management for Americans in Australia and Australians in America. Ashley is also the Co-Founder of the Global Financial Planning Institute.
Aleia K MacDonald
Aleia K MacDonald
Aleia started her career in finance around 20 years ago and never looked back, there is nothing she would rather do in her life – until she personally retires of course! Aleia is a CERTIFIED FINANCIAL PLANNER™* and has dedicated her life to helping as many people as possible with financial goals such as retirement planning, business planning, educational planning, and wealth management.
Aleia lives with her husband and son Makai in Ann Arbor. They love boating, traveling, golfing, and spending as much time as they can together as a family.
Veronica Karas
Veronica Karas
Veronica Karas is a CERTIFIED FINANCIAL PLANNER® Professional who has been in the finance industry for over a decade. She works with HNW & UHNW women, couples, and families with complex financial planning needs. In addition to her CFP® designation, Veronica also has an MBA and a Life & Health license. In her spare time, Veronica spends time with her husband, son, and three rescue pets in Port Washington, NY. She enjoys educating youth around the tri-state area in all areas of financial literacy and mentoring others as a Transformational Life Coach. Veronica is the current co-president of the CAPTRUST Community Foundation.
Agenda
Get ready for a unique behind-the-scenes look at successful marketing strategies that attract new clients.
Teaching Paid In-Person Financial Education Community College Classes
In the last 12 months, Ryan’s strategy has contributed $12 million in new AUM and $35k in one-time planning fees.
In this session, advisors will learn:
- How teaching in-person financial education classes to people over age 50 has contributed ~$120,000 recurring annual revenue and $35,000 in one-time planning fees in the last 12 months
- Ryan’s step-by-step checklist and timeline for planning and teaching his class eight times per year
- How he partnered with a local school to provide the classroom and help him market the class
- Why he stopped using a third-party service to help him create, market, and teach the classes and took the process in-house
- His call to action and no-pressure process for converting class attendees to potential clients
- How Ryan plans to repurpose his in-person classes and publish them online for people outside of his local area to purchase and consume the info
Ryan R Morrissey
Ryan R Morrissey
Ryan is a fee-only financial advisor and president of Morrissey Wealth Management. He has 22 years of experience as an advisor and focuses on helping people over 50 plan for retirement. He started his own RIA in 2018. He is also the host of the podcast Retire With Ryan. He is the father of two children, a golf nut, and a UCONN Huskies fan.
Hosting Free In-Person Educational Workshops In The Local Community
Using this tactic, Kristen and her partner acquired 30 new clients, $164,000 in new revenue, and $22MM in new assets in the last 12 months.
In this session, advisors will learn:
- How Kristen and her partner developed a process to host regular educational workshops to show their expertise and add $164,000 in new revenue in the last 12 months
- How they find opportunities in their local community to host workshops and what their process is for marketing them
- An overview of the content delivered during these workshops that turns attendees into clients
- How they follow up with workshop attendees and leverage the eMoney lead-gen tool + Better Proposals to improve post-event conversion rates
Kristen Hull
Kristen Hull
Kristen Hull is a 20 year veteran in the Financial Services industry, with over 10 years being focused specifically in Financial Planning. She began her career at Seton Hill University- first, attaining her Bachelor’s Degree in Business Administration and then her Masters of Business Administration shortly thereafter. Today, Kristen is a Charted Retirement Plan Counselor (CRPC®) and has earned her Life, Accident, and Health Insurance and Securities Licenses.
Kristen's focus is in Financial Planning and loves helping clients plan for their future financial goals. She currently coaches and develops plans for over 50 Advisors in her organization.
In her spare time, Kristen competes across the country in martial arts - alongside her two daughters - and loves spending time with her family.
Converting $50k Of SmartAdvisor Leads Into $100k of HNW Clients With A Systematic Sales And Drip Marketing Process
Michael’s tactic cost $50,000 for SmartAsset’s SmartAdvisor leads and helped him generate $100,000 of new, recurring annual revenue in the last 12 months.
In this session, advisors will learn:
- How Michael has used the SmartAdvisor lead gen program by SmartAsset to add $100k of new, recurring annual revenue in the last 12 months
- What his step-by-step process is for tracking, managing, and responding to leads
- How this process has allowed him to generate a 2x return on his investment into SmartAdvisor (i.e., for every $1 he spends on SmartAdvisor, he sees $2 of new, recurring revenue in return)
- Why Michael failed to find success with SmartAdvisor in the beginning, and what he did to overcome the initial hurdles
- How he leverages a combination of eMoney, Catchlight, Substack, and ChatGPT to power his sales process and efficiently convert leads from SmartAdvisor into clients
Michael Collins
Michael Collins
Michael is a wealth management advisor based out of the Boston, Massachusetts location.
Michael is the founder and CEO of WinCap Financial. At the firm, Michael acts as a Financial Advisor, Portfolio Manager, and a fiduciary, providing exceptional value to his clients and upholding the most honest and strategic plan, tailoring to the needs for every client.
Prior to the creation of the firm, he served as a financial advisor responsible for providing comprehensive wealth management to high-net-worth investors and corporate executives at CapTrust. Michael was also a portfolio manager at Boston Advisors where he specialized in providing investment management analysis and solutions to current and prospective high-net-worth investors.
Michael holds the Chartered Financial Analyst (CA) designation and is an adjunct professor teaching investment classes at Endicott College and Bunker Hill Community College.
Converting The Best HNW Webinar Attendees Into Clients With Targeted Account-Based Marketing
Ashley’s webinar marketing strategy has led to ~$90,000 in revenue growth in the last 12 months.
In this session, advisors will learn:
- How Ashley has used account-based marketing to identify, target, and efficiently convert his best webinar attendees to clients, and add ~$90,000 of new revenue in the last 12 months
- Ashley’s webinar marketing process, and how we got 175+ registrants at a recent event
- Why he uses Catchlight (a marketing data analytics tool) to learn more about webinar attendees before following up with them
- How he uses account-based marketing to create a unique post-event follow-up approach and a call-to-action that improves conversion rates
Ashley Murphy
Ashley Murphy
Ashley Murphy GFP (USA) CFP® AIF, is the founder and Principal of Arete Wealth Strategists Australia, a fee-only, SEC Registered Investment Advisor firm that provides financial planning and investment management for Americans in Australia and Australians in America. Ashley is also the Co-Founder of the Global Financial Planning Institute.
Generating More COI Referrals By Distributing Tax Season Survival Kits & Cultivating Relationships
Aleia’s Tax Season Survival Kits to local CPAs has generated $32MM in new assets since she started them 5 years ago.
In this session, advisors will learn:
- How Aleia uses Tax Season Survival Kits to build relationships with CPAs, earn client referrals, and add $32 million in new assets
- What is included in Aleia’s kits, and how they’re customized to the individual CPA’s likes and interests
- How Aleia uses eMoney with CPA referral partners to show value and communicate
- How a meeting agenda is used with potential CPA referral partners to guide the initial conversation and set expectations for COI referrals
- How social media marketing is used to complement Aleia’s Tax Season Survival Kits
Aleia K MacDonald
Aleia K MacDonald
Aleia started her career in finance around 20 years ago and never looked back, there is nothing she would rather do in her life – until she personally retires of course! Aleia is a CERTIFIED FINANCIAL PLANNER™* and has dedicated her life to helping as many people as possible with financial goals such as retirement planning, business planning, educational planning, and wealth management.
Aleia lives with her husband and son Makai in Ann Arbor. They love boating, traveling, golfing, and spending as much time as they can together as a family.
Increasing Referrals By Asking Three Powerful Questions Of Every Client and COI
Veronica’s 3 referral questions generated 32 new clients and $461k in new revenue in the last 12 months for her firm.
In this session, advisors will learn:
- How Veronica asks three powerful questions (instead of just asking for referrals outright) to generate 15-20 referrals per month
- What the three questions are, and actual examples showing how they are adapted for different people in different situations
- How answers to the three questions are tracked, documented, and leveraged throughout the client relationship
- Who the best referral partners have been, how they are found, and how relationships are established with them
- The follow up process for referrals that are received, plus results and outcomes tracking
Veronica Karas
Veronica Karas
Veronica Karas is a CERTIFIED FINANCIAL PLANNER® Professional who has been in the finance industry for over a decade. She works with HNW & UHNW women, couples, and families with complex financial planning needs. In addition to her CFP® designation, Veronica also has an MBA and a Life & Health license. In her spare time, Veronica spends time with her husband, son, and three rescue pets in Port Washington, NY. She enjoys educating youth around the tri-state area in all areas of financial literacy and mentoring others as a Transformational Life Coach. Veronica is the current co-president of the CAPTRUST Community Foundation.
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