Tag Archives: AI search

Ep. 113 – 3 Must-Have Reputation Strategies for Client Acquisition with Brian Thorp

Practice Management, Referrals & Introductions, Social Media, , , , , , , , , , , , , , , , , , , ,

The way people choose a financial advisor has changed. Bill Cates talks with Brian Thorp, founder of Wealthtender, about why online reviews and internet presence and credibility now play an important role in the decision to meet with you and, hopefully, work with you. They discuss what advisors can do to make sure their digital credibility supports the trust they have built offline.

Brian shares findings from a study of 500 mass-affluent Americans. One result stands out: 83 percent of people who receive an offline referral to an advisor go online to look for reviews. A trusted introduction still carries weight, but prospects want to see that trust backed up by other forms of social proof.

Here are 3 key takeaways:

  1. A Referral Often Starts the Research:
    Prospects are checking websites, LinkedIn profiles, reviews, and even asking AI to compare advisors before they make contact.
  1. Reviews Work Like Digital Referrals:
    A strong review keeps building credibility long after it is written. It can also help Google and AI tools understand who you serve and why clients value working with you.
  1. Clients Talk About How You Make Them Feel:
    Most reviews are not (and should not be) about investment performance. Clients write about confidence, peace of mind, and the difference their advisor made during an important moment in their lives.

Listen to this conversation for a practical look at online reviews, compliance concerns, search visibility, and how to make sure the trust you have built offline also shows up online.

Don’t forget to check out the show notes for free resources and get ready to turn great ideas into meaningful action!

 

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About Brian Thorp

Brian Thorp is the founder, CEO, and Editor-in-Chief of Wealthtender. He believes everyone deserves trusted help with money matters, regardless of income or stage of life.

Brian is a member of the National Society of Compliance Professionals and its SEC Marketing Rule Working Group. He has written extensively about advisor testimonials, including an article published in Currents and a testimonial marketing playbook for advisors and wealth management firms.

Under Brian’s leadership, Wealthtender became the first financial advisor review platform designed to comply with the SEC Marketing Rule. His work has been featured in major publications and on numerous podcasts, and WealthManagement.com named him one of its top 10 innovators and influencers set to change the industry in 2024.

Before founding Wealthtender, Brian spent nearly 22 years at Invesco, most recently leading financial advisor platforms and overseeing strategic partnerships with wealth management firms representing more than $100 billion in assets under management.

With more than 25 years in financial services, Brian is focused on helping more people enjoy life with less money stress.

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Ep. 112 – Referrals Aren’t Dead But Are They Enough?  A Marketing Conversation with Molly McClure

Practice Management, Referrals & Introductions, , , , , , , , , , , , , , , , , , , ,

In this episode of the Top Advisor Podcast, Bill Cates sits down with Molly McClure, Executive Director of Marketing at OnePoint BFG Wealth Partners, to look at how prospects choose a financial advisor today.

A trusted introduction may put an advisor at the top of the list, but prospects still do their homework. They check your website. They look at your LinkedIn profile. They search Google, and increasingly, they ask AI.  Yup!  For better or worse, AI is playing a huge role in this dynamic now.

Molly shares what advisors can do to strengthen that next step and make sure their marketing supports the tried and true referral process.

Here are 3 Key Takeaways:

  1. The Referral Gets You Considered:
    A warm introduction opens the door. Your online presence helps the prospect decide whether to walk through it. The referral comes with borrowed trust. Your online presence can increase that – if done properly.
  2. Your Message Has to Be Specific:
    Does your website clearly show who you help, what makes you different, and why the prospect should call you? Do your new prospects “see themselves” in how you talk about your value?
  3. Client Surveys Can Start Better Conversations:
    Client survey results can lead you to clients who are willing to refer but maybe haven’t done so… yet. This creates a natural opportunity to follow up and help them recognize who may be a good fit.

 

Listen in for a smart, practical conversation about blending referrals and marketing, with advice on creating useful content, improving search visibility, simplifying website forms, and making sure your links and follow-up systems work, so you can become the first call clients make when life gets complex.

Don’t forget to check out the show notes for free resources and get ready to turn great ideas into meaningful action!

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About Our Guest

Molly McClure is the Executive Director of Marketing at OnePoint BFG Wealth Partners, where she leads the firm’s marketing strategy and brand growth.

With nearly 20 years of experience in technology, financial services, and fintech, Molly is known for making complex ideas clear and building marketing programs that deliver real results. Before joining OnePoint BFG, she led U.S. marketing for a fintech division of Invesco and helped drive significant growth in both revenue and brand awareness.

Molly was also named the 2025 Gold Stevie Award winner for Marketing Executive of the Year. A Michigan native, she credits her early years working on her grandparents’ cherry farm with shaping her hands-on approach to leadership.

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