Kitces: Specialize, Publish Education and Build Trust

The virtual Kitces Marketing Summit on June 4 drew nearly 1,000 advisors and was co-hosted by Taylor Schulte of Define Financial. Michael Kitces told attendees the path to client growth is specialization, publishing educational content and cultivating trust.

An analysis by Kitces.com and Kitces Research found the mean organic growth rate for registered investment advisers fell to 3% in 2026, down from 9% nine years earlier. The research cited competition for concentrated wealth among older clients and a tendency for younger people to manage finances themselves as factors. The analysis also pointed to marketing that fails to make a firm findable or to build trust with a specific audience.

Kitces opened the summit with a ChatGPT-generated mock advisor homepage filled with common imagery — sunset beaches, lighthouses and broad client lists — to show how generic marketing can fail to connect with visitors. He commented, “I giggle because it looks pretty authentic,” and argued that websites claiming to serve every client type often leave visitors unsure if the firm is focused on them.

Presenters reviewed the primary channels that bring new clients. The research presented at the event found friend and family referrals and introductions from centers of influence remain the top sources. The third-largest source is prospects who become familiar with a planner through podcasts, seminars, networking events or online content. Kitces noted these paths operate as transfers of trust from people or sources the prospect already trusts.

Speakers gave concrete examples of education-based content and local search strategies. Katherine Fox, founder of Sunnybranch Wealth in Portland, said a social media video and content campaign generated about 70 introductory calls, added roughly $19 million in assets under management and produced about $175,000 in revenue over 12 months. Shaun Melby of Melby Wealth Management in Nashville described a local search engine optimization plan that averaged 25 prospects a year from Google or AI searches and converted about 10 new clients annually for his solo practice.

Taylor Schulte described focusing his firm on retirement planning and publishing educational material over eight years, including the Stay Wealthy podcast. He recounted a recent intake form from a prospect who already had an advisor but reached out because she was considering “switching to more specialized retirement planning,” adding that she had already decided his firm was a fit before the first call.

Attendees received packets of deliverables, slides and workbooks intended to help implement video programs, SEO tactics and content plans. Kitces outlined two main approaches firms can pursue to grow: increase findability online or through referrals, or create content and positioning that distinguishes the firm beyond geographic proximity. Presenters framed repeated educational outreach and clear positioning as methods to reach prospects who are likely to view a firm as a fit.