In an industry where all financial advisors often look the same to clients, fee-only RIAs must communicate their unique value effectively to build trust and stand out. This session explores how traditional marketing messages fail to distinguish RIAs from commission-based professionals, relying on jargon that alienates rather than educates clients. As a career switcher with a fresh perspective, the presenter will share insights into how RIAs can rethink their language, highlight aligned incentives, and simplify complex concepts for better client understanding and retention. Attendees will leave with practical strategies to differentiate their practice in an increasingly skeptical and informed marketplace.

1. Recognize and address common marketing pitfalls that obscure the distinct value of RIAs.

2. Simplify industry jargon to communicate complex financial concepts clearly to clients.

3. Develop marketing messages that build trust by emphasizing fee-only transparency and aligned incentives.

Ellen Johnson

Ellen Johnson is a fee-only advisor who transitioned from owning a successful engineering consulting firm to becoming a trusted financial advisor within an established practice. Holding a Series 65 license, Ellen brings a unique outsider's perspective to the financial services industry, emphasizing clear, jargon-free communication to build trust and understanding with clients. Her background in engineering consulting honed her ability to simplify complex concepts, which she now applies to financial advising. Ellen is passionate about helping advisors rethink their messaging to stand out in a competitive and evolving marketplace.