What actually separates firms that grow organically from those that rely on referrals and market lift?
Daniel Gilmartin discusses the launch of Catchlight’s RIA Growth Marketing Proficiency Report with Mary Kate Gulick, Founder of MK Wealth Marketing. Together, they break down what organic growth truly means, how top independent RIAs are structuring their marketing teams, and the patterns that show up consistently in faster-growing firms.
Dan discusses:
Kicking off Season 3 and introducing the RIA Growth Marketing Proficiency Report
How organic growth is defined, stripping out M&A and market-driven gains
The four marketing proficiency levels, from generalists to data-driven growth teams
Five key attributes of faster-growing firms: specialization, accountability, intentional investment, data-driven funnel math, and executive alignment
Mary Kate Gulick is the Founder of MK Wealth Marketing and a seasoned marketing leader in the financial services industry. She has held leadership roles at firms including FiComm, Carson, TD Ameritrade, and IBM. Mary Kate specializes in helping wealth management firms align brand, strategy, and growth initiatives to drive measurable results.
Sustainable growth does not come from chasing every tactic available. It comes from clarity, consistency, and systems that respect how people actually make decisions.
In this replay episode, Dan Gilmartin sits down with Michelle Winkles, MBA, Partner and CMO at Mission Wealth, to revisit a foundational conversation on organic growth through digital marketing. This replay episode explores how firms can structure their websites, tech stacks, and workflows to attract higher-quality leads. Michelle explains how niche identification, data-driven personalization, and thoughtful follow-up create stronger relationships and more efficient funnels, while sharing how Mission measures performance and prioritizes long-term growth.
Key takeaways:
Building a website that clearly communicates who you serve and guides multiple audiences toward the right next step
Using organic search and local SEO as a consistent source of higher-intent prospects
Organizing client data to identify clusters that can evolve into focused microniches
Creating automated yet personalized workflows that respect lead preferences and timing
Measuring organic growth by revenue generated relative to total digital marketing spend
Michelle Winkles is an energetic, innovative, and results-focused marketing professional with over 20 years of distinguished business leadership experience. As a Partner and Chief Marketing Officer at Mission Wealth, Michelle spearheads the firm’s strategic marketing initiatives, guiding overall vision, leadership, and the execution of marketing and business development programs.
A key part of her role is driving the firm’s digital growth strategy, where she has successfully developed and implemented a robust digital marketing funnel and growth engine. This includes building a comprehensive marketing technology stack designed to automate processes, enhance lead generation, and convert prospects into clients. Through her efforts, Michelle has streamlined marketing operations, expanded the firm’s digital footprint, and increased business opportunities.
She is responsible for creating end-to-end marketing strategies that integrate messaging, branding, digital presence, demand generation, content creation, research, and thought leadership. Michelle collaborates closely with department leaders across Mission Wealth to ensure marketing efforts align with the firm’s growth objectives in the B2B, B2C, and M&I sectors.
Recognized for her contributions to the business community, Michelle was named one of the “Top 40 Under 40” business professionals by the Pacific Coast Business Times in 2018, highlighting her role in reshaping leadership and the economy in the Tri-Counties.
Michelle earned her bachelor’s degree in communications from the University of California, Santa Barbara (UCSB) in 2005. Driven by a passion for continuous learning, she obtained a Marketing Professional Certification from UCSB Extension in 2012 and completed her MBA with a Certificate of Excellence in Entrepreneurship, Strategic Management, and Nonprofit Social Business from Antioch University, Santa Barbara, in 2017.
Organic growth sounds straightforward, but for many firms it remains one of the hardest challenges to solve.
What happens when client demand slows, marketing feels risky, and internal teams struggle to connect the dots across services?
In this replay episode, Dan Gilmartin revisits a timely conversation with Jimmy Zhao, Partner at McKinsey, to examine what truly drives organic growth in wealth management. They unpack why growth has slowed, how banks and RIAs miss opportunities hidden in their own data, and where new advisor relationships are emerging. The discussion also explores long-term investment thinking, referral strategies that convert, and why patience is critical when building sustainable growth engines.
Key takeaways:
Why organic growth has slowed, and what interest rates and liquidity cycles have to do with it
Missed opportunities banks face when data, teams, and incentives remain siloed
How workplace channels are becoming a meaningful source of new advisor relationships
Why marketing programs often fail early despite strong long-term economics
What effective referral programs do differently to improve conversion and client experience
Jimmy Zhao is a Partner at McKinsey & Company. Jimmy leads McKinsey’s North American retirement division and works closely with wealth managers and other financial institutions in the retirement ecosystem to serve more clients and unlock new sources of growth.
Jimmy collaborates with institutions across the US retirement landscape—including wealth managers, defined contribution recordkeepers, retirement plan advisors and consultants, technology platforms, and asset managers. Working in collaboration with the top executives at his client companies, Jimmy designs and executes transformational growth programs. He also leads McKinsey’s support for transactions and private capital investments in the sector. Over the past six years, Jimmy has supported over 50 deals across registered investment advisors (RIAs), independent broker-dealers, and WealthTech.
Jimmy became a Chartered Financial Analyst (CFA) in 2012 and hosts educational events with the CFA Society in Boston.
Growth in wealth management often comes down to trust, process, and knowing where to focus.
How do you build stronger referral partnerships with accountants and custodians? How can predictive analytics and technology enhance client relationships without losing authenticity?
In this episode of Grow Organically, host Dan Gilmartin speaks with Chris Thom, CFP®, ChFC, CLU, CWS, Executive Vice President and Strategy and Partnerships Officer at Sequoia Financial Group, about how his firm drives growth through referrals, wallet share expansion, and technology-led client engagement.
Chris shares lessons on scaling trust, focusing on strengths, and leveraging innovation to deliver integrated client experiences.
Key takeaways:
How Sequoia deepened partnerships with accountants through co-location, events, and knowledge-sharing
The firm’s disciplined process for maximizing referral conversions and building credibility
Using predictive analytics to help expand wallet share while preserving advisor-client trust
The role of AI and marketing insights in creating proactive, value-added client conversations
Why firms should focus on core competencies and resist the “fear of missing out” on the latest trend
Christopher B. Thom (Chris) serves as Executive Vice President and Chief Strategy & Partnerships Officer for Sequoia, based in Akron, Ohio. With 25 years of experience in financial advisory and wealth planning, Chris is dedicated to advancing Sequoia’s commitment to comprehensive, client-centered service. A CERTIFIED FINANCIAL PLANNER ™ and Certified Wealth Strategist®, Chris uses his experience to strengthen partnerships with custodians and accounting firms, positioning Sequoia as a trusted partner for families navigating complex financial landscapes.
Chris is passionate about Sequoia’s Growth Culture, which emphasizes trust, specialization, and enduring client relationships. Leading Sequoia’s marketing efforts, he champions the firm’s unique strengths, delivering on a vision where families receive seamless, customized solutions for wealth management, tax, estate, and financial planning. His goal is to make Sequoia a go-to destination for families seeking tailored, long-term financial planning and investment management services.
A Texas Tech University graduate with a BBA in Marketing, Chris is deeply invested in supporting his alma mater’s athletics. Alongside his wife, Kim, and their three children, Chris resides in Sharon Township, Ohio, where he values the balance of family life and a thriving professional career.
Organic growth has become the defining challenge and opportunity for firms in wealth management. Despite resilient demand, many firms struggle to scale sustainably in a market shaped by rising expectations and shifting client demographics.
In this episode, Dan Gilmartin speaks with Jimmy Zhao, CFA, Partner at McKinsey & Company, about what’s driving (and slowing) organic growth in the industry. They discuss market cycles, demographic shifts, marketing ROI, and the need for firms to treat growth as a long-term investment rather than a short-term metric.
Jimmy also breaks down how firms can position themselves for sustainable growth and stronger valuations through organic initiatives that truly empower advisors.
Key Takeaways:
Why 2024 marked one of the weakest years for organic growth and why 2026 could bring a rebound
How the wave of baby boomers reaching retirement age may be reshaping client demand
The growing opportunity for banks to integrate wealth and banking relationships
Why marketing ROI in wealth management is strong, yet underutilized
How scaling referral programs and growth culture can boost valuation and advisor engagement
Jimmy Zhao is a Partner at McKinsey & Company. Jimmy leads McKinsey’s North American retirement division and works closely with wealth managers and other financial institutions in the retirement ecosystem to serve more clients and unlock new sources of growth.
Jimmy collaborates with institutions across the US retirement landscape—including wealth managers, defined contribution recordkeepers, retirement plan advisors and consultants, technology platforms, and asset managers. Working in collaboration with the top executives at his client companies, Jimmy designs and executes transformational growth programs. He also leads McKinsey’s support for transactions and private capital investments in the sector. Over the past six years, Jimmy has supported over 50 deals across registered investment advisors (RIAs), independent broker-dealers, and WealthTech.
Jimmy became a Chartered Financial Analyst (CFA) in 2012 and hosts educational events with the CFA Society in Boston.
Growth does not come from pushing harder. It comes from creating trust, education, and genuine partnership.
What happens when a firm shifts from chasing transactions to scaling relationships? How does language shape culture and outcomes in financial services?
In this episode, Dan Gilmartin speaks with Sophie Benander, SVP of Growth and Partnerships at SageView, about reframing growth as an outcome of trust. She shares how education, alignment across business lines, and intentional partnerships deepen client relationships and create lasting value.
Key points:
How SageView grew from a retirement-focused firm into one that integrates wealth, financial wellness, and participant engagement while scaling trust rather than chasing scale
Why education is at the center of every growth initiative, empowering people to make informed financial decisions with confidence
How shifting from “cross-sell” to “cross-company partnerships” changed internal culture and strengthened client relationships
The role of steering committees, retirement consultants, and wealth advisors in creating aligned, client-centered experiences
How data integration, CRM triggers, and personalized outreach connect education to timely action and meaningful client journeys
Sophie is an experienced leader with deep expertise at the intersection of Wealth Management and Institutional Retirement Planning. As Senior Vice President of Growth & Partnerships at SageView, she leads the firm’s business development, growth marketing, and strategic partnership efforts, working to expand access to personalized financial guidance and enhance the financial well-being of plan participants.
Passionate about financial empowerment, Sophie is committed to helping individuals and their families achieve long-term financial security, both within their retirement plans and beyond. She develops and oversees integrated marketing strategies, lead generation initiatives, and financial wellness campaigns that align SageView’s institutional services with participant needs.
Prior to joining SageView, Sophie served as Assistant Director of Wealth Management at RWA Wealth Partners, where she led a team of advisors and coordinated strategic initiatives across the firm. With over 17 years of experience in the financial services industry, she has achieved notable success in mutual funds custody, 401(k) business line development, and strategic planning for wealth management services.
Sophie’s academic qualifications include a Bachelor’s degree in Business Administration from the University of Central Florida and a Master’s in Business Administration from Quinnipiac University. She holds the Chartered Retirement Plans Specialist℠ (CRPS®) designation. Her strategic vision and commitment to client success continue to drive meaningful outcomes across SageView’s national platform.
Organic growth in wealth management requires more than just good marketing.
It demands alignment, testing, and a process-driven funnel.
In this episode, Dan Gilmartin interviews John Wernz, Partner and Strategic Advisor at Mission Wealth, who shares lessons from helping firms scale from billions to tens of billions in AUM. John breaks down the stages of marketing maturity, the importance of ICP, and why sales alignment is the critical piece many overlook.
John discusses:
Building marketing teams from generalists to specialists and scaling from 4 to 50 people
The three-step growth process: foundation, voice, and paid channels
The importance of defining and targeting the ideal client profile (ICP)
How to measure ROI on marketing campaigns and paid leads effectively
Aligning sales and marketing to avoid wasted spend and maximize conversion
John Wernz is an Entrepreneur-in-Residence at Great Hill Partners and serves as a strategic advisor to growing FinTech companies. He champions the power of scalable and measurable organic growth programs, believing they enable financial services firms to make a greater impact. For over a decade, John led organic growth at Wealth Enhancement Group, one of the nation’s top RIA firms, where he helped drive asset growth from under $2 billion to more than $50 billion. Today, he applies that deep expertise and practical insight to support financial services firms and early-stage FinTechs, helping them achieve faster, more sustainable growth than they thought possible.
In this episode of Grow Organically, Dan Gilmartin speaks with Caleb Stinson, Chief Marketing Officer of Exencial Wealth Advisors, about creating meaningful connections in the lead generation process. Caleb shares how pacing, personalization, and purpose-driven outreach strengthen both client relationships and firm outcomes.
Caleb discusses:
Why humanizing outreach conversations leads to stronger client relationships
How to evaluate whether a lead has a meaningful need that the firm can address
The importance of adapting outreach pacing and volume to team capacity
Why a shorter “crawl-walk-run” runway accelerates firm growth
How roleplaying calls with team members improve empathy and performance
Caleb Stinson is the Chief Marketing Officer at Exencial Wealth Advisors, where he leads marketing initiatives focused on lead generation and client engagement. With a background in operations and project management, Caleb brings a unique blend of strategic thinking and hands-on experience to the financial services space. His passion lies in building authentic relationships, humanizing outreach, and aligning marketing with a firm’s mission to serve clients with purpose.
What does it take to grow a $30B wealth management firm in today’s competitive space and sustain it?
In this episode of Grow Organically, Dan Gilmartin speaks with Matthew Matrisian, MBA, President of SEIA, to explore the multi-dimensional strategy behind the firm’s double-digit organic growth.
Matt shares how SEIA combines personalization, strategic partnerships, and data-driven processes to create an environment where both advisors and clients thrive. He emphasizes the importance of institutionalizing growth through systems, talent, and culture, while also discussing the lessons he’s learned along the way.
Matt discusses:
The three key growth channels SEIA focuses on: custodial referrals, client referrals, and educational prospecting events [00:02:09]
How partnerships with estate planning attorneys and CPAs expand their client value without adding internal overhead [00:14:47]
The “SEAL team” style approach to delivering personalized solutions rather than templated ones [00:18:20]
How SEIA institutionalizes growth by enabling data-driven decisions and CRM pipeline visibility [00:23:24]
The need for a long-term talent pipeline and what he wishes he had started five years earlier [00:26:49]
Matthew Matrisian is the President of SEIA (Signature Estate & Investment Advisors) and brings over 30 years of experience in the financial services industry. Prior to joining SEIA, he held senior leadership roles at AssetMark and Raymond James, focusing on advisor growth, business development, and client engagement. Known for his strategic mindset and passion for innovation, Matt is dedicated to building scalable systems that drive personalized client experiences and sustainable growth.
What makes wealth management thrive in today’s fast-paced world?
Catchlight’s Dan Gilmartin chats with Marissa Fox-Foley, Chief Marketing and Communications Officer at Choreo, about the art of blending financial strategy with tech-savvy marketing in the wealth management industry. Discover how Choreo fosters rapid growth through strategic partnerships, emphasizes advisor-client connections, and leverages data to enhance client service strategies.
Marissa shares insights on:
Streamlining sales cycles with strategic storytelling [00:02:46]
Choreo’s intentional growth path and origin story [00:10:28]
Building lasting relationships between CPAs and wealth advisors [00:15:32]
The role of data in bridging CPA and wealth management services [00:27:17]
Marissa Fox-Foley brings 25 years of experience to her role as Chief Marketing Officer at Choreo.
Marissa’s skillset spans both healthcare and financial services, with one common thread – a love of creating extraordinary brands, delightful client experiences, and profitable growth. Most recently, she served as the Chief Marketing and Strategy Officer for a division of Mass General Brigham, the largest private healthcare employer in Massachusetts. She’s also served as the Head of Corporate and Brand Marketing for Cetera Financial Group, where she led corporate marketing and brand strategy, creative services, conference / event marketing, wealth management marketing, and recruiting marketing. Prior to Cetera, Marissa served as Executive Vice President, Advisor Marketing at LPL Financial (NASDAQ: LPLA), where she led an award-winning team focused on developing and executing integrated marketing strategies for independent financial advisory practices.
Marissa and her family live outside of Boston, having relocated from the West Coast, where they lived in San Diego and Las Vegas. They love playing ice hockey, skiing, swimming, running, and tae kwon do.
Marissa holds a Bachelor of Arts from Harvard College and an MBA in Marketing from the Marshall School of Business at the University of Southern California.
