Monthly Archives: June 2025

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#91 Standing Out: Niche Marketing for Financial Advisors with Kristen Luke

Client Experience, communicating your value, Creating Advocates, Education, Finance, Generational Wealth, Leadership, Marketing, Practice Management, Prospecting, Referrals & Introductions, Social Media, Speaking, Top Advisors, , , , , , , , ,

In a crowded market, how can financial advisors truly stand out and attract their ideal clients?

What’s the key difference between a target market and a niche, and why does it matter?

In this episode, Referral Coach Bill Cates interviews Kristen Luke, marketing strategist and author of: Uncomparable: The Financial Advisor’s Guide to Standing Out through Niche Marketing.

Kristen shares her insights on the power of niche marketing for financial advisors and RIAs. She also discusses how to define a niche, the importance of speaking the client’s language, and the concept of being “Uncomparable”.

Kristen discusses: 

  • (03:34) The transformative potential of niche marketing
  • (07:16) Differences between target and niche markets
  • (24:32) Real-life impacts of a niche-focused strategy 
  • (29:04) The 6-component framework for niche success 
  • …And more!

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Resources: 

Connect With Bill Cates:

Connect With Kristen Luke:

About Kristen Luke:

Marketing is hard for most financial advisors because they all look and sound the same to a prospect. Kristen helps Registered Investment Advisors market themselves to a niche, making it easier for them to stand out from the competition and attract ideal clients.

Kaleido Creative Studio works exclusively with RIAs to build a niche-focused marketing system that produces a consistent flow of ideal prospects; differentiates firms from the competition; and eliminates the need to be the best salesperson or marketer to win clients.

For more than 15 years, Kristen has consulted with hundreds of financial advisory firms and shared her marketing expertise via industry conferences and publications nationwide. Most recently, she has contributed her advice to FPA NorCal, DFA Study Groups, Kitces.com, Top Advisor Podcast, Kitces Office Hours, and Advisor Perspectives.

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#90 Ric Edelman on Growing Your Financial Practice and Trends Reshaping the Advisor World

Client Experience, Client Experience & Loyalty, communicating your value, Creating Advocates, Education, Finance, Generational Wealth, Leadership, Marketing, Practice Management, Prospecting, Referrals & Introductions, Social Media, Speaking, Top Advisors, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

In this episode of Top Advisor Podcast, I sat down with one of the most recognized and influential names in the financial services industry: Ric Edelman. From starting as a new advisor to building the largest RIA in the country, (over $300 Billion in assets managed) Ric’s journey is filled with insights, strategies, and bold thinking that every advisor can learn from.

We dive into what it took to grow a billion-dollar firm, what’s coming with the great generational wealth transfer (his answer might surprise you), and how advisors can remain radically relevant in a rapidly evolving profession. 

Whether you’re early in your career or an industry veteran, Ric’s perspective will challenge and inspire you to think bigger, act bolder, and adapt smarter.

In this episode, Ric shares his journey from angry consumer to industry leader. Ric reveals how financial education and inclusion became the foundation for his firm’s growth, his contrarian views on the wealth transfer, and what advisors should do now to remain relevant and meaningful in clients’ lives.

Ric & Bill Discuss:  

  • How a bad experience with an advisor led him and his wife Jean to build a firm focused on consumer education and accessibility
  • How and why serving the mass affluent can lead to long-term growth and impact
  • His belief that The Great Wealth Transfer may be overstated due to longevity, healthcare costs, and concentrated wealth
  • How financial advisors can stay relevant by helping clients with lifelong learning, career transitions, and life planning
  • Key challenges that younger advisors (and seasoned pros) will need to navigate over the next two decades
  • Ric’s take on relevance — and why staying relevant is non-negotiable in today’s advisory landscape
  • A brief look at Ric’s philanthropic passion project: The Edelman Fossil Park & Museum
  • Why understanding blockchain, crypto, and exponential technologies is essential for advisors aiming to provide complete service
  • …And more!

Bottom line: Ric Edelman shares timeless lessons from his journey — and offers a future-focused take on what advisors must do now to grow, lead, and stay ahead of the curve.

Resources: 

Connect With Bill Cates:

Connect With Ric Edelman:

About Ric Edelman:

Ric Edelman created the CBDA designation, Certified in Blockchain and Digital Assets. He is a #1 New York Times bestselling author of 13 books on personal finance, with more than one million copies in print in ten languages, holds two patents for financial innovation and created one of the most successful ETFs in history. He was ranked three times as the nation’s #1 Independent Financial Advisor by Barron’s and founded the nation’s largest financial planning firm, now serving 1.3 million clients and managing $300 billion in AUM. Edelman is in both Research Magazine’s and Barron’s Financial Advisor Halls of Fame, and recipient of IARFC’s Lifetime Achievement Award. Investment Advisor, RIABiz and InvestmentNews all named him one of the most influential people in the investment management profession.

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