The Wealth Marketing Podcast

The way prospective clients find a financial advisor has changed, and AI is now a significant part of that picture. If your firm isn't showing up in AI-generated answers, you may already have some catching up to do.In this solo episode of The Wealth Horizon Podcast, Rosemary Denney, founder and CEO of Wealth Matters Consulting, tackles the #1 question she hears from advisors right now: How do I get AI to recognize my firm as a top firm in my space? She answers it by working through four areas: What's shifted in the landscape? What technical fundamentals drive AI visibility? What type of content does AI actually value? And where does AI go to form its recommendations?What we cover:The shift from SEO to AEO (Answer Engine Optimization) and what it means for your firmWhy keyword stuffing no longer works and what AI is actually evaluating insteadThe E-E-A-T framework and how it applies to your website and individual advisor biosWhy FAQ-style content in a conversational tone is among the highest-performing content formats for AI crawlersLinkedIn has become the second most cited source by AI tools across the entire internetWhy PR placements in top-tier financial publications now carry GEO (Generative Engine Optimization) weight, not just credibilityA short list of starting points any firm can put to work todayA few things worth keeping in mind: This space is moving fast. Firms acting now will have a real head startLinkedIn data cited here reflects current trends in AI citation behaviorSEMrush is referenced as a tool for auditing your website's technical healthResources:Wealth Matters Consulting website: https://www.wealthmattersconsulting.com/Connect with Rosemary Denney: https://www.linkedin.com/in/rosemarybdenney/SEMrush website audit tool: https://www.semrush.comGoogle Search Console: https://search.google.com/search-consoleAdvisor directories mentioned: Wealth Tender, Advisor Finder, NAPFA, CFP Board's Find a CFPIf this episode was helpful, we'd love it if you'd leave a review and share it with a colleague who needs to hear it. Questions? Reach out to us at hello@wealthmattersconsulting.com.

When an ultra-high-net-worth family is evaluating whether to trust you with their wealth, one of the first things they do is research you. What comes up matters. A feature in Barron's, a quote in the Wall Street Journal, an article in Bloomberg — that kind of visibility does something no ad, no website and no pitch deck ever can. It tells a prospective client that a trusted, respected third party has vetted you and found you worth quoting. For advisors serving UHNW families, that kind of credibility is a competitive advantage.And yet, for most advisors, public relations still carries an air of mystery. What does it actually involve? Is it worth the investment? How long does it take? And how do you know if your firm is even ready for it?In this episode of The Wealth Marketing Podcast, Rosemary Denney sits down with Mary Victoria Falzarano, a public relations professional with more than 20 years of experience working with top-tier publications including Bloomberg, the Wall Street Journal, the New York Times and leading wealth management trade outlets. Rosemary and Mary Victoria have worked together for over a decade, and in this conversation, they answer the questions advisors ask most about PR, directly, honestly and without the jargon.What they cover:— Why PR carries more weight than advertising, especially with UHNW clients, and how earned media acts as an independent endorsement of your credibility— Why the PR landscape today is more competitive than ever: shrinking newsroom budgets, fewer reporters covering the space and faster turnaround demands— Which publications matter and how to think about where your clients and prospects are actually reading— Whether to hire an in-house PR person or work with an outside firm, and the relationship advantage an agency brings— What PR actually costs, including the 1-2% of revenue benchmark and how it compares to the cost of hiring internally— How long it takes to see coverage (often within the first month) versus how long it takes to see business results (typically about a year)— The biggest mistakes advisors make, including treating PR as one-sided, starting and stopping, going off-message in interviews, being too vague or being too picky about what to comment on— What makes a firm media-ready, including preparation, timeliness, the ability to speak concisely and willingness to build toward top-tier placements over time— DIY options like Quoted (QWOTED) for advisors who want to test the waters before committing to an agencyA few important takeaways worth noting:This conversation is specifically about public relations — not branding, not communications, not marketing more broadly. These are distinct disciplines, and understanding the difference matters before you invest. PR is a relationship business, and it works the same way your client relationships do: It requires trust, consistency and genuine investment on both sides. The firms that succeed in PR are the ones that treat reporters with the same care and availability they bring to their best client relationships. And perhaps most importantly, you don't need to be the largest firm in the room to earn media coverage. Reporters aren't always looking for the highest AUM. They're looking for trusted sources who are prepared, responsive and willing to share a real perspective.ResourcesWatch this episode on YouTube: https://youtu.be/RnfEY7XklmIWealth Matters Consulting website: https://www.wealthmattersconsulting.com/Connect with Rosemary Denney: https://www.linkedin.com/in/rosemarybdenney/Link to QWOTED: qwoted.comIf you've been thinking about PR for your firm, whether you're just starting to explore the idea or you're looking to get more from your current efforts, we'd love to hear from you. Don't hesitate to reach out with any questions. We're always happy to talk through what a PR strategy could look like for your firm and how it can strengthen the way you connect with the clients you want to serve.Email us at: hello@wealthmattersconsulting.com

You've identified your ideal client. You've crafted your value proposition. You know your brand voice and your clients' pain points.Now what?This is where most firms stall. They have the foundation but no roadmap for execution.In Part 2 of our 2026 Marketing Kickoff, Rosemary shows you exactly how to translate your foundational work into a marketing plan that generates sustainable growth:Choosing the right content medium for YOUR audience (podcasts vs. white papers vs. webinars vs. video)Building a 12-month marketing calendar based on your clients' actual challenges—not what YOU want to talk aboutUnderstanding why content-based marketing strategies outperform advertising for wealth firmsKnowing what metrics matter (and what to do when your content isn't resonating)Avoiding the #1 mistake: talking about yourself instead of solving client problemsReal talk: It takes about a year to see significant traction. But the firms who commit to this approach see increased engagement across all channels, deeper client relationships and more qualified referrals.Download the Brand Roadmap Workbook: https://www.wealthmattersconsulting.com/brand-roadmap-workbook/Listen to Part 1 if you haven't yet: https://www.wealthmattersconsulting.com/blog/marketing-strategy-start-here/Ready to execute but need help? We get it—building the strategy is one thing, executing it consistently is another. If you're looking for a marketing partner who can help you implement your content calendar and stay consistent over time, let's talk: rbd@wealthmattersconsulting.com

LinkedIn is frequently under-utilized by advisors, often seen as a static resume rather than a tool for consistent communication.In this episode of The Wealth Marketing Podcast, Rosemary Denney is joined by Lyndsi Edgar, CEO of eLuminate Marketing, to discuss how advisors can use the platform with more intention and less friction.The conversation covers the practical side of maintaining a LinkedIn presence including the specific adjustments that can make a profile more client-focused and the reality of how often you actually need to post. Lyndsi shares her perspective on why LinkedIn is uniquely suited for professional services and how to avoid the "salesy" habits that often discourage advisors from using the platform.What's discussed:Why LinkedIn is the primary channel for reaching high-level decision-makersPractical profile adjustments: Using the cover photo and headline effectivelyShifting your "About" section from a list of credentials to a service-led bioWhy authentic opinions outperform stock contentWhat types of content drive real engagement on LinkedInDetermining a sustainable posting frequency for a busy practiceA sensible approach to LinkedIn advertising and "boosted" postsWhen activity begins to build real trust and inquiriesThis episode is a straightforward look at how RIAs and wealth advisors can build a professional reputation on LinkedIn through a steady, quality-focused process.Guest: Lyndsi Edgar, CEO, eLuminate MarketingHost: Rosemary Denney, CEO, Wealth Matters ConsultingLinks & ResourcesConnect with Lyndsi Edgar on LinkedInhttps://www.linkedin.com/in/lyndsistaffordedgar/Learn more about eLuminate Marketinghttps://eluminatemarketing.com/Connect with Rosemary Denney on LinkedInhttps://www.linkedin.com/in/rosemarybdenney/Connect with Wealth Matters Consultinghttps://www.wealthmattersconsulting.comhttps://www.linkedin.com/company/wealth-matters-consulting

As more firms target UHNW families, the question isn't just how to reach them, it's also how to serve them profitably and well.In Part 2 of this Wealth Horizons Podcast Season 2 kickoff, Rosemary Denney continues her conversation with Jamie McLaughlin, founder and CEO of J.H. McLaughlin & Co. and co-founder of The UHNW Institute, exploring what separates message from model as firms pursue UHNW clients.Jamie and Rosemary dig into the disconnect between public claims and operating reality, why "comprehensive, integrated, family office services" can read hollow, and where firms are actually investing to make the model real. They also explore the rise of mega-firms, relationship capital as a true business asset and how to scale without losing client intimacy.In Part 2, they cover:Relationship capital and its impact on loyalty, referrals and valueProtecting client intimacy as firms scaleWhen marketing outpaces operational realityWhat sets successful mega-firms apartInvesting in people and culture as UHNW prioritiesHow compensation and ownership drive behaviorVision and values as anchors for client trustIf your firm is weighing growth in the UHNW segment, this episode looks at the choices that determine whether the model holds up over time.Links & ResourcesAccess Jamie McLaughlin’s article A Cautionary Tale in Family Wealth ReportLearn more about J.H. McLaughlin & Co.Explore The UHNW InstituteSubscribe to The Wealth Horizon Podcast for future episodes

When it comes to regulatory risk, few areas are more visible, or more scrutinized, than marketing.In this episode of The Wealth Horizon Podcast, Rosemary Denney is joined by Ted McCutcheon, founder of Securities Law Counsel, to explore how registered investment advisors can communicate with confidence while staying in bounds with the SEC. With more than two decades of experience spanning enforcement, in-house roles and outsourced compliance, Ted offers a rare 360-degree view of what good marketing compliance actually looks like.Their conversation covers the most frequent missteps RIAs make: relying on outdated assumptions, using overly polished language or treating compliance as a separate function rather than a shared responsibility. Ted also breaks down the current SEC rules on testimonials, third-party rankings and performance advertising, clarifying what firms can do and where caution is still needed.Ted offers a practical perspective on how marketing and compliance can support one another when approached thoughtfully to help firms communicate clearly while minimizing regulatory risk.In the episode, Ted and Rosemary go over:Why compliance shouldn't be siloed, and how to integrate it across functionsHow to approach marketing materials without attracting regulatory scrutinyWhat's really allowed when it comes to testimonials, ratings and performance claimsWhere AI fits into the SEC's focus (and where it might be headed next)How to use the SEC's April 2024 Risk Alert as a practical guide for your teamThis episode offers clear guidance for advisors who want to communicate effectively without crossing regulatory lines, especially when developing websites, pitch materials or broader messaging.

In this episode of The Wealth Horizon Podcast, Rosemary Denney is joined by filmmaker, author and founder of StoryQ, Dr. Rick Stevenson, for a powerful conversation about the role of storytelling in family legacy, emotional intelligence and multi-generational wealth planning.With insights gained from more than 7,500 interviews across six continents, Rick explains how storytelling goes beyond connection. It's a way to spark reflection, deepen relationships and preserve wisdom. He also speaks directly to wealth advisors, with a reminder that, while numbers may be familiar territory, they rarely create lasting loyalty. As Rick puts it:"It's not the thing your client needs most, and it's not the thing that ultimately holds the client."Rick shares more insight during the episode, including:Why wisdom, not wealth, is the cornerstone of lasting family legacyHow StoryQ's method turns interviews into revelationWhat families gain when all generations have a voiceWhy emotional connection matters more than ever in advisor-client relationshipsHow legacy storytelling can shift the conversation and strengthen retentionThis episode is for anyone thinking about how to preserve more than just assets and how real connection, built through storytelling, helps families understand and carry forward what matters most.Learn more at storyq.com.

In this episode of The Wealth Horizon Podcast, host Rosemary Denney, CEO at Wealth Matters Consulting, talks with Naz Hassanein, founder of Worthy Circles, a Boston-based peer-to-peer networking group for professionals in the family office and UHNW advisory space. With over 25 years of industry experience, Naz shares the inside story of how and why she built a thriving community rooted in trust, authenticity and long-term relationship building.In this episode, you'll hear helpful insights on:How to grow your family office business through COI (Centers of Influence) marketing and why lasting results come from consistent effort, authentic communication and real connection.The two critical reasons someone refers business to you and how Worthy Circles is structured to nurture both.Practical, tactical strategies for building referral networks without the hard sell, from content co-creation to thoughtful follow-up practices.How peer networking groups can support talent acquisition in a hard-to-hire market by opening the door to greater visibility and genuine relationships.Why defining your niche and showing up as your authentic self are key differentiators in today's bespoke advisory world.If you're an advisor trying to crack the code on COI marketing—or just want to hear how one woman turned a powerful idea into a professional movement—this episode will provide clear ideas you can put into practice.

In honor of Women's Month this March, the inaugural episode of The Wealth Horizon Podcast features a special conversation with Mel Lagomasino, wealth management industry leader and chief executive officer & managing partner at WE Family Offices. Host Rosemary Denney, chief executive officer at Wealth Matters Consulting, sits down with Mel for a deep and insightful discussion about her career, the evolving role of women in finance and the future of wealth management.With over three decades of experience advising some of the world’s wealthiest families, Mel shares her personal journey—from immigrating from Cuba to leading major financial institutions like JP Morgan Private Bank. She reflects on how her early experiences shaped her passion for helping families navigate wealth transitions and make thoughtful financial decisions.Key takeaways from this episode include:The Importance of Listening in Wealth Management: How successful wealth advisors focus on genuinely understanding clients' needs, with women excelling in this aspect due to their ability to ask insightful questions and listen attentively.The Growing Role of Women in Financial Decision-Making: How women are increasingly becoming the primary financial decision-makers, and why wealth management firms need to engage and educate them more effectively.Career Advice for Women in Finance: Mel's advice for women in wealth management to embrace their natural strengths and follow their passions to unlock incredible opportunities.The Value of Diversity in Financial Teams: Why a diverse team, with a balance of seasoned advisors and younger, tech-savvy professionals, is essential to meet the complex needs of clients and adapt to an evolving industry.The Impact of Technology on Wealth Management: How AI and digital advancements will reshape the industry, but why the human element of personalized, relationship-driven advice will remain essential to successful wealth management.This conversation with Mel highlights the major shifts in wealth management—from the growing influence of women to the impact of technology. As the industry evolves, success will depend on embracing diversity, prioritizing relationships and empowering clients with knowledge. Mel's insights offer valuable lessons for women and anyone navigating the future of finance.All episodes of The Wealth Horizon podcast are available on Apple Podcasts, Spotify and more. Subscribe today to receive new episodes as soon as they premiere.