A good fit
A defined service model and a clear minimum client profile
Advisor capacity and an onboarding process for new clients
A stated geography, investable-asset range, service needs and exclusions
Willingness to provide subject-matter input and review content
A CRM, calendar and disciplined lead follow-up process
A compliance contact or external counsel who reviews marketing
Not a fit
No defined target client or advisor capacity
No functioning sales process or willingness to follow up
No approval workflow for marketing materials
Expectations of guaranteed AUM or guaranteed client acquisition
Campaigns that require misleading claims or unapproved financial promotions
Audiences your firm may serve
One segment per campaign, wherever practical.
Segmentation makes the message more relevant and improves qualification.
Business owners approaching an exit
Common trigger
Liquidity event, succession, diversification, tax-planning coordination, preserving capital.
Educational angle
What to prepare financially before and after a business sale.
Executives and senior professionals
Common trigger
Equity compensation, concentrated stock, retirement transition, complex compensation.
Educational angle
Questions to consider when a large share of wealth is tied to employer equity.
Pre-retirees and retirees
Common trigger
Income planning, retirement transition, legacy and portfolio coordination.
Educational angle
How to prepare for the financial decisions that accompany retirement.
Entrepreneurs and founders
Common trigger
Irregular income, liquidity, business and personal wealth separation.
Educational angle
A framework for organising personal wealth alongside business growth.
Families with complex wealth
Common trigger
Multi-generational planning, estate coordination, philanthropy and family governance.
Educational angle
How families can organise conversations around long-term wealth stewardship.