What You Need to Know About Marketing Your Wealth Management Business: Tips from a CMO

The Diamond Podcast for Financial Advisors

With Gordon “Gordy” Abel, CMO, Dynasty Financial Partners

Overview

Gordon “Gordy” Abel from Dynasty Financial Partners offers perspectives on why marketing matters, how to create and leverage a brand, the key aspects of an effective value proposition, and more for employees of an established firm or someone just launching a new independent entity.

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NOTE: The views and opinions expressed by the guests on this podcast are their own and do not necessarily reflect the views and opinions of Diamond Consultants. Neither Diamond Consultants nor the guests on this podcast are compensated in any way for their participation.

About this episode…

Marketing is the secret sauce behind many successful wealth management firms.

It starts with developing a unique brand—from creating the firm’s name and distinct design to leveraging that brand through various mediums.

Then there’s messaging – a relatable value proposition and supporting content – broadcasted into the marketplace. It’s how one wealth management firm stands out from a crowded sea of others—and the advent of social media has made it a ubiquitous and essential part of a business’s growth.

But how does it work? If you’re launching a new firm, where do you start? And if you work within an existing brand, how do you enhance the marketing efforts?

To answer these questions and more, we called on Gordon “Gordy” Abel, the seasoned marketing pro who serves as the Chief Marketing Officer for Dynasty Financial Partners, one of the wealth management industry’s top independent platforms for advisors and teams who are looking to build the independent business of their dreams.

Gordy joins Jason Diamond to share his unique vantage point as both Dynasty’s CMO and the “outsourced” CMO for the independent RIAs on their network.

He and Jason discuss all things marketing specifically as it relates to wealth management businesses, including:

• Why marketing matters—and what you need to do to enhance your presence and exposure.
• How to leverage a brand—whether you’re an employee of a well-known firm or just launching a new independent entity.
• What’s in a name—and how some of the most memorable brands came to be.
• The key ingredients of a successful value proposition—and what might be considered effective differentiators.
• The biggest obstacles facing advisors when launching a new independent brand—and how to avoid them.
• The role of marketing in M&A—and how a strategic marketing program can make the process of recruiting and acquisitions more efficient.

Plus, Gordy and Jason discuss the future of marketing, the impact of AI, and much more! It’s an episode that demonstrates why marketing, when done right, is an investment that can pay off in droves.

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Gordy Abel
Managing Director and CMO

Mr. Abel joined Dynasty Financial Partners in May 2016 and serves as Managing Director, Chief Marketing Officer. He is responsible for helping grow the business through raising the firm’s brand profile as he leads the marketing efforts for Corporate Marketing, Network Advisor Marketing and Dynasty Community educational events and experiences. In his role not only as CMO but also as a member of Dynasty’s leadership team, Abel plays a critical role in partnering throughout the organization to drive growth across the core business, investments platform, the Dynasty Investment Bank and Dynasty Connect all while helping Dynasty Network advisory firms build their businesses through an innovative, technology-driven marketing approach to organic and inorganic growth.

Mr. Abel has driven the creation and launch of over 40 new brands for the independent wealth advisory firms in the Dynasty Network. He takes immense pride in guiding these firms to create their new brand identity, mission, vision, positioning, and values in order to successfully launch their independent firm, better build their businesses over time and ultimately better serve their clients through their partnership with Dynasty.

Prior to joining Dynasty, Abel has held executive and marketing roles at Google, JPMorgan Chase and BlackRock/iShares.

In 2020, Abel was named an honoree for the Tampa Bay Business Journal Pride award for his inclusion, support, and advocacy of the LGBTQIA+ community. Over his career he has served two board terms for the Financial Communications Society and has been active with the ANA, Ad Council and IAB.

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