The challenge

• Most Registered Investment Advisors (RIAs) have a similar message: personalized wealth counsel and investment management to help you reach your goals. Accurate but not distinctive.

• Their website showed photos of empty offices. They were proud of their offices, but it looked like they were a commercial real estate company, and it was devoid of storytelling and making the prospect the hero.

• Brightworth wanted to stand out, and had some advisors with particular passion and expertise around some specific offerings. They also had some advisors who were good writers and could create content to attract inbound traffic to their website.

The solution

• I met with the partners to understand their targeted audiences and developed buyer personae around business owners, corporate executives, dentists, and retirees.

• The company then reorganized, with these "super advisors" taking on the role of practice area leaders. I wrote a story for each audience, placing them at the center of the story and Brightworth as trusted guide.

• Implemented HubSpot for marketing automation and content management and created a new site and collateral around these four practice areas, pushing new content to social channels, with paid boosts to specific audiences, including some account-based marketing.

The result

• During my tenure, company went from 37 employees and approximately $US1.5Bn assets under management to 89 employees and approximately $US5.2Bn. Brightworth was then acquired by multinational CI Financial.