The Client
A boutique RIA seeking to transform from a 30-year family-run firm to a sophisticated wealth manager
The Goal
Design and implement organic growth strategies to propel firm growth, deepen client engagement, and cultivate firm talent
The Excella Solution
Acted as the firm’s CMO. Key initiatives include:
- Redefined the firm’s ideal client profiles, value proposition, and overall messaging
- Designed and implemented a comprehensive digital strategy which currently generates high-quality leads
- Established process to quickly connect and pre-quality leads generated from firm website
- Launched second opinion program rolled out to clients to share with their trusted circle
- Contributed to the development of a firm-sponsored coaching program for clients transitioning to retirement
- Conducted in-depth first ever client survey that uncovered drivers of satisfaction and opportunities for improvement, as well as client appetite for new offerings. Survey also established a set of KPIs that are now measured every two years.
- Launched first-ever client newsletter focused on planning topics; create custom content for the firm to support this initiative
- Redesigned firm’s investment communications
- Developed an array of sales tools and training for advisors to close more business with confidence
- Developing strategy and planning launch of an upgraded website to capitalize on recent digital success
The firm has more than doubled the number of high-quality leads generated online and through various referral sources. It is currently experiencing year-over-year double-digit growth from new clients that represent their ideal targets.
The Client
A Midwest-based wealth manager known for it’s expertise in delivering holistic financial planning
The Goal
Accelerate organic growth, while institutionalizing business processes, and cultivating G2 talent
The Excella Solution
Acted as the firm’s CMO. Key initiatives include:
- Enhanced messaging platform that speaks to the firm’s ideal clients and showcases its proprietary approach to financial planning
- Custom website conveying firm differentiators and the experience a prospect can expect as a client
- Custom content strategy to engage prospects and clients
- Enhancements to client communications, including content, format, and delivery of quarterly investment letters, performance reports, and newsletters
- CRM strategy to collect and harness client data to efficiently deliver personalized client experiences
- Sales training and coaching for G2 advisors
- LinkedIn profiles of all associates along with launch of the company page
- LinkedIn training to help firm associates build their brand and cultivate their network
The firm has exceeded its growth targets and continues to actively groom its G2 advisors to eventually become firm partners.
The Client
A multi-billion dollar wealth manager pursing an aggressive inorganic growth strategy
The Goal
Persuade planning-driven breakaway advisors to join the firm
The Excella Solution
Created a sales support suite that included these elements:
- A set of highly descriptive case studies representing real-life situations of breakaway advisors joining their firm; the case studies showcased each advisor’s reasons to join the firm, progression at the new organization, and quantifiable metrics to demonstrate success of their experience
- Comparison matrix comparing the firm against competitive options
- Fact sheet with compelling messaging about the most salient benefits of joining the firm
The firm now recruits with a stronger message and proven set of sales tools.
The Client
RIA firm who recently hired a NextGen financial advisor with the intent that she will become one of the future leaders of the firm. The NextGen advisor joined the firm with a strong set of technical skills that she developed over the years in various institutional money management roles. However, she now needed to expand her skill set so that she can build her own book of business, which is a requirement of her new position.
The Goal
Help the NextGen advisor develop the requisite skills to build strong center of influence, prospect, and client relationships.
The Excella Solution
Over the course of a five-month period, we provided an intensive training and coaching program that focused on personal branding, messaging, relationship building, and business development. This customized curriculum also included extensive role-playing and ultimately resulted in the following key accomplishments:
- Clear definition and crisp articulation of her core brand message
- Creation of a powerful LinkedIn® profile and supporting online strategy that showcases her brand and keeps her top-of-mind with connections
- Development of three profiles of ideal clients to pursue
- Ways to position herself and her firm with each of these ideal targets and effectively articulate how she can address their unique needs
- A plan to cultivate relationships with centers of influence that serve ideal clients
- A set of strategies and tactics for conducting effective networking meetings
- A set of strategies and tactics for conducting effective prospect meetings, including how to address prospect concerns or objections
- An understanding of what a thoughtful client discovery process entails and how to frame open-ended questions
As a result of Excella’s coaching and training, the NextGen advisor is ready to pursue prospecting and client development activities with a high degree of confidence, focus, and discipline.
The Client
A boutique Houston-based RIA firm
The Goal
Grow the firm and position it for a future sale
The Excella Solution
Provided a range of marketing guidance and support to 1) elevate the firm’s brand message, 2) cultivate deeper relationships with best clients, and 3) generate quality leads.
- Fine-tuned the firm’s messaging so that it speaks to ideal clients
- Created a focused and integrated custom content and event strategy, including topical ideas for articles, white papers, client webinars, and in-person events
- Coaching and strategies to cultivate COI relationships
- Developed a CRM data collection strategy the firm could leverage to deliver personalized client experiences
Firm was ultimately sold at a premium 10 months after we completed our work.