Podcast: Embracing a Specialized Niche As a Financial Advisor with Landon Loveall (Listen Now)

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Embracing a Niche As a Financial Advisor

We know that embracing a specialty is the most critical decision you can make in your marketing. But where should you start developing a niche as a financial advisor? In this episode, we’ll visit with a top-performing specialist advisor, Landon Loveall of KB Financial Advisors. We will review how he built his firm from the ground up by embracing a niche, including:

  • How he chose his specialty
  • How he uses niche marketing to reach his ideal clients
  • His strategy to avoid alienating people who don’t fit his niche
  • Proven successful specialty marketing tricks
  • The one thing you can do today to start embracing a specialty today

Listen here now, or download and subscribe on iTunes to listen on your commute!

New episodes will be published weekly with various guests, including top advisors, tech consultants, and marketing machines who are excited to tell you how to use proven marketing strategies to grow a thriving practice.


Transcription

Claire Akin (CA): Thank you so much for joining us today. Today we have Landon Loveall with KB Financial Advisors. They are a wealth management firm out of San Francisco that exclusively is serving tech employees. They’re doing everything that I really am passionate about recommending for financial advisors. They’ve embraced this niche wholeheartedly. They have this clear specialization, and they have all kinds of amazing content on their site for young professionals and tech executives. They really focus around stock options, and have articles such as “How to Buy a Home With Stock Options,” “Three Things to Be Aware of Once Your Company Goes Public,” and “How Incentive Stock Options and the Alternative Minimum Tax Work.”

They are laser-focused on their niche, they’re doing amazing things from a marketing perspective, and they’ve had great success. Thank you, Landon, for being part of our podcast. I want to welcome you to the show.

Landon Loveall (LL): Absolutely. It’s great to be here.

CA: Great. Walk us through a little bit about your marketing, what you guys are doing, and how you think that it’s making you different.

LL: The main way that we market our business and market our services is through the internet, and primarily through writing two blog posts a month. We’re getting ready to move up to three blog posts a month, and that is the main thing that we do and that we’ve been doing now for about three or four years, to drive that marketing engine.

CA: Great. How do most of your new clients come to you? Where do they find you, and how do they make contact with you?

LL: I would say that about 75% of the new contacts that we get are coming to us through the website. On the website, we use ScheduleOnce as a scheduling tool, and someone who reads one of our blog posts likes what they read and thinks that we can help them can just schedule a call. They don’t have to call us, they don’t have to send us an email. All they have to do is look at a calendar and pick a time that works for them. That’s the way the majority of new contacts come in. When we look at our web traffic, about 90% of that web traffic is from organic searches. If you think about that, most people who end up contacting us are out there on Google, they’re typing in search terms, they’re finding our blog post, and then they’re scheduling a call with us. That’s how the majority of our new business arrives.

CA: It’s funny, the way you and I came into contact was that you had scheduled a call with me to talk about what we might be able to help you with from a marketing perspective, and you ended up not becoming a client just because you’re already doing so many of the things that we do for advisors. Our most popular package, Indigo Marketing, is two custom blog posts a month that we send out on their website. We share them by email, we share them across social media, and we really try to position them as a specialist, and you guys are already doing that and having so much success with it, so I think that’s really cool. You also do one of the main things that we recommend for our advisors, is having a “schedule a call” button front and center on your home page so when you go to the home page, people really don’t have to think too much.

There’s one thing for them to do, schedule a phone call to start the conversation. We want to make it easy 24 hours a day, seven days a week, for people to schedule a phone call when they’re motivated to do so, when they have a need. I think that’s great that you guys are implementing all of these strategies that are really working. Tell me a little bit about your marketing journey and when you started embracing this specialty, and whether or not that was difficult for you, because a lot of the advisors that I work with have a hard time embracing a specialty. They’re worried that they’re going to alienate people that don’t fall into that specialty, and they’re worried about narrowing their focus because maybe it will narrow the amount of potential new clients.

LL: Marketing is something that I love and that I’ve always been interested in, but it’s something that you’re also constantly learning. You’re learning just in general what works, what doesn’t, and then more specifically, what works for you. Even going back to nine or 10 years ago, I was reading Guerrilla Marketing, Duct Tape Marketing, reading “Copyblogger,” and through that became really interested in a lot of this stuff that we’re now doing. It took a while for me and the firm to get to the point where we could do this, and there definitely was some of that concern. For us it was a really natural fit, because what we did is, we didn’t just randomly pick a group or a type of person and say, “This is who we want to work with.”

We started with where we were, who the people were who already seem to be finding us, and then started to refine and get more focus from there. I can remember Jackie, my partner, and I having that conversation, “If we’re going to focus this much, what happens if somebody contacts us who doesn’t have stock options?” Eventually, what we came to realize is, so what? There are enough people out there who do that it doesn’t matter, and focusing on one group and having more people from that one group reach out is a lot better than not focusing on anyone and having fewer people reach out. Regardless of what marketing you’re doing, what’s really important is kind of the middle result, I guess we could say.

Not even talking about new clients and working with new people. I’m talking about the conversation that happens, that your marketing leads to, that’s in between someone finding you and someone starting to work with you, and the more of those conversations you have, the better you can get about what you offer and how you structure it and how you market it. The only way those conversations happen and a lot of those conversations happen is by you getting more focused with your marketing. We had some of those same concerns, but this is something that has really worked for us, and it’s been just a lot of fun kind of developing everything that we do with the website and everything that we’re doing with content marketing.

CA: Tell us a little bit more about what do you think is the most important thing that you’ve done to crack the code for your marketing. What’s the biggest decision you’ve made or the biggest impact that you’ve made on your marketing?

LL: I think you can just boil it down to one word, and that one word is focus. Jackie and I, I mentioned those conversations earlier when we first decided to focus on tech employees and then from there we said, “Okay, well, we’re going to start writing on a blog.” At first, when we first started writing, it was just, we kind of wrote about whatever we wanted to write about with a general focus on the things that our clients were concerned about, but our business coach actually told us that that’s not good enough, that you need to be even more focused, and she told us, “You’re only going to write about stock options.”

Her point was that there’s so much information out there that unless you’re very specific at first, you’re just shouting in a crowd, whereas if you get really specific, the crowd gets a lot smaller. We just continued to refine, continued to focus, and also thought a lot about, what can we write about that is going to be really hard for someone else out there to match? That’s what we’re doing now, and when we started doing that, that’s when we really started to gain traction. Every month, you’d just watch the web traffic go up and the number of new contacts kind of go up with it.

CA: I totally agree. Embracing a specialty and when you think you have a specialty, you push yourself a little bit further to dive even deeper. For Indigo Marketing Agency, we serve independent financial advisors. That’s already a pretty narrow niche. Then we take it a step further and say independent financial advisors who have a true specialty, and those are the people that work with us and need our help by creating custom content, like you guys are doing yourselves. I think that’s awesome.

Tell me a little bit about what you’re looking to do next or what you’re excited about on the marketing landscape.

LL: In terms of what we’re looking to do next, it’s probably going to be more of what we are already doing. I do two posts a month. Starting next month, we’re going to be adding a third post per month, and Jackie will be doing that. Eventually, as we grow the firm, my hope is to be less involved in day-to-day client work and more able to focus on the marketing side. Over the years, I expect that we will continue to add to the number of posts that we’re posting per month and then eventually start to move into other ways of promoting that material and other material. An example I would give you is, yesterday I spoke in an event, and the other thing that I’ve learned when it comes to content is if you’re generating ideas that are in the form of some sort of content, you can’t let that go to waste. That has to be used in some way for your marketing.

Yesterday I spoke at this event. I had to put together this presentation. We ended up hiring someone to come record the presentation, and then we’re going to have the entire recording. We’re also going to take that recording and break it down into smaller clips. That one event will turn into multiple different blog posts and multiple different ways that we can promote that work that went into preparing for that one event. In the future, we’re going to be doing more of what we’re already doing and then branching out into new and different ways of building on the platform that we’ve put together.

CA: You could even use that event recording as a webinar that you could have on your website, and so you could go a lot of different directions. I believe that one of the next frontiers for advisors is webinars and using different social media platforms to advertise webinars and get them in front of their ideal target market. I think that’s cool that you guys are thinking of ways to capture this content that you’re creating and reuse it so that you can get as much exposure as possible, because the hard work really is coming up with the unique ideas and unique content and then getting as much exposure as possible. With that, why don’t you walk us through a little bit about some of the systems that you’re using and some of the technologies that you’re using for your marketing.

LL: Our website is based on WordPress, and we’ve been really happy with what we’ve been able to do there. We use Mailchimp to manage our emails, and it’s okay. I would expect in the future we may look at a different tool there. Along with Mailchimp, we’re using OptinMonster, which is, if you go to our website, there’s going to be this little pop-up encouraging you to sign up for our mailing list in exchange for a white paper. Then ScheduleOnce, that I mentioned earlier, is on the website so that you can schedule a call directly from the website. Those are the main ones that we’re using, especially when we talk about that content marketing that we’re doing.

CA: That’s great, and it sounds like you’re also using Google Analytics to view the traffic to your site because you mentioned that you have visibility to how much traffic is coming to your site and where it’s coming from, so you must be using Google Analytics for that?

LL: We are. That’s kind of another interesting story about how we came to where we are. A little background piece of how we got here, about three or four years ago, we all of a sudden started getting a bunch of new contacts, and at first we really didn’t know what was happening. It didn’t take us long to figure it out, though. What was happening is some of Jackie’s clients had just, on their own, posted reviews of the firm on Yelp. It was only two or three reviews, but at the time no one else was on Yelp, and Yelp was doing a lot of local SEO work here in San Francisco. If you typed in “financial advisor” and you were in San Francisco, one of the first results would be Yelp, top 10 financial advisors near you. We were number two or number three.

That was great, and we got a bunch of new business from that. The problem with that, like most forms of social media, was that it’s not yours. It’s theirs. That belongs to Yelp and they control it. Just like anything that you do on Facebook or anywhere else, they control it. It’s not yours, whereas your website is yours. That’s something else about our website, in terms of how I think about it. I think about it like real estate that we control. The great thing about it is every time we post a blog post, we control a little more real estate. We recognized when we started getting all this traffic from Yelp, that’s probably not gonna last, and it didn’t, because a lot of other advisors kind of moved into that space and those new contacts and that traffic to our website from Yelp started to go down.

That was another thing that prompted us to say, “We need to do something that we control where we’re every month kind of building upon what we’ve already done.” It took us about a year, but after about a year, you really started to see the traction. You started to see the traffic. Every month, I have a recurring task where I go in Google Analytics and I just compare this month or the last 30 days to the 30 days prior to that, and then the last 30 days to the same 30-day period a year ago. For the last year and a half, every month when I do that, the month-over-month increase is a double-digit percentage and the year-over-year increase is 2- or 300% over what it was the same period a year ago. Once you get this ball rolling, if you stick with it, the consistency is what’s key; if you stick with it, every month, you’re building a little bit more and adding a little bit more to what you’ve already done, and it really works.

CA: Absolutely. It took my site three years to start showing up from the keyword search of “marketing for financial advisors,” because there’s a lot of big websites out there competing for those terms. I write a new blog post every single week, and three years later I come to the top of the list when you Google for that, especially if you Google for “search engine optimization” or “webinars for advisors,” my content is at the top, because I’m diving so deep on these subjects and that’s exactly what SEO is today. It’s being the go-to expert on a specific subject to give people quality, valuable information that helps them solve their problem.

LL: Absolutely.

CA: To close out, I’d just like to ask you a couple of questions that I like to ask all the advisors who are on the podcast. A lot of times, I talk on the phone with advisors and I ask them, “What one urgent problem are you solving for a specific group of people?” Most of the advisors I talk to can’t answer that question. They haven’t thought about their business and they don’t know the answer to that question. I’m willing to bet that you probably have thought of that and you can answer that, so I just want to ask you, what one urgent problem do you solve for a specific group of people?

LL: We work with tech professionals who have stock options, and the problem that we solve for them is helping them figure out this unique combination that they have. Stock options are not that different from a lot of financial topics. You’ve got your different types and you’ve got general information for each of those different types. Each person that we work with has a unique combination of those different types of stock options. That’s what we do, help them understand what they have, especially help them understand what the tax implications are.

Then the way I think about the impact of the work that we’re doing for them is, if we were to compare what they’re going to get from their stock options to a case where they didn’t have the stock options and they’re just saving year by year by year, if we’re doing our job and things work out well for them, they’re going to be able to make 10 years’ worth of progress and one of that. That’s our goal. That’s the problem that we’re trying to help them solve, is to make sure that they can capture everything that those stock options can do for them.

CA: Great. Then my final question for you is, if you were to meet an advisor who maybe hasn’t worked on their marketing yet, maybe doesn’t have a marketing strategy, or maybe somebody who’s new to the business who is just getting started on their journey, what is the one marketing recommendation you would give other advisers who want to be successful?

LL: I think the first thing is you need to pick an approach. You need to know yourself, you need to know your business, you need to know who you want to work with, and then you need to pick an approach that’s going to work really well for you. One of the most important parts of that is picking an approach that you can stick with. If you want to write blog posts, that’s great, but if you’re not going to stick to it and be on a regular schedule, it won’t work. Whatever you choose to do, you have to be able to stick with it, because that’s what really matters.

The other thing that I would say is, don’t be a cheapskate. Recognize what you’re good at and hire someone else who is good at the things that you’re not good at. And don’t cut corners, because for a while, I was working with someone who was supposedly doing all these things for me, and I’m writing and nothing is happening, and nothing was happening because I was working with someone who did not know what they were doing in terms of SEO and websites and whatnot.

I’m literally in a dark room shouting alone, and no one is reading what I’m putting out there. Decide what you’re good at and then hire out the rest, and when you hire out, make sure you’re working with someone who knows what they’re doing.

CA: That’s great. That’s fantastic advice. I want to thank you so much for being a part of our show. If you want to check out Landon’s website, go to kbfinancialadvisors.com. Landon, thank you for being a guest, and keep in touch.

LL: All right, thanks, Claire.

How can we help you with your marketing?

We help top advisors with a true specialty to create custom marketing plans. Our most popular services include our Independent Websites for Independent Advisors, our Search Engine Optimization service, and our Monthly Marketing Package, but we can also help answer your questions and work with you on project-based marketing campaigns.

About Claire

Claire Akin runs Indigo Marketing Agency, a full-service marketing firm serving financial advisors. It’s her mission to help independent financial advisors help more people through their incredibly important work. Claire is a former Investment Advisor Representative who holds her MBA in Marketing from the Rady School of Management at UC San Diego as well as a BA in Economics from UC Davis.


Katie Cress Digital Marketing Consultant, Sales & Client Strategist
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Samantha Triglia

Marketing Assistant
Queens, New York

In her integral role, Samantha Triglia schedules social media posts, deploys email campaigns, and updates Google Business Profile pages for clients’ new blog posts. She also assists with lead generation/tracking and other administrative tasks. Helping out wherever she’s needed, Samantha appreciates the opportunities she has to learn and grow in her position. She says, “I love being a part of the team, especially when content deployment involves many moving parts and collaboration to get done and ready to go.”

A former teacher for 14 years, Samantha holds a Bachelor of Arts in Childhood Education from St. Francis College in Brooklyn, New York. She also holds a Master of Arts in Middle School Earth Science Education from CUNY Brooklyn College and a Master of Science in Educational Administration and Leadership from the University of Scranton. (Yes, TWO master’s degrees!) While in college, Samantha was the assistant to the Chief Compliance Officer of a brokerage firm on Madison Avenue in New York City for high-net-worth individuals and families, so she’s quite familiar with the types of clients Indigo serves.

Born and raised in Brooklyn, Samantha currently lives in Rockaway Beach in Queens, New York (the place the Ramones song is about!), with her husband, Matt (a Navy veteran and currently a New York City Firefighter), and their three sons, Matthew, Thomas, and James. Outside of work, Samantha enjoys spending time with her family riding bikes on their neighborhood boardwalk and going to the beach. They love to travel, including yearly family trips to Hershey, Pennsylvania, and Universal Studios in Florida (they’re big Harry Potter fans!). Samantha also stays active exercising and playing on a women’s softball team and a co-ed beach volleyball team with her husband.

Indigo Marketing Team Member Beverly Anderson

Beverly Anderson

Account Manager
Portland, Oregon

Beverly Anderson is the go-to contact point for advisors to create a targeted and cohesive marketing strategy that is unique to their specific goals. She loves seeing her clients experience positive results from their marketing efforts, and as a world traveler, she appreciates the ability to work remotely and connect with clients from any country.

Beverly holds a Bachelor of Science in Business Administration from Oregon State University. In addition to traveling, she enjoys making music as a singer/songwriter and anything outdoors (she’s an avid snowboarder and rock climber). She and her partner have a rescue pup, Toro, a former street dog in Cabo, Mexico, before they adopted him. Beverly has three older sisters, with whom she is very close, and they all, along with her mother, live in the Portland area. Although she spent the first half of her childhood in Fountain Hills, Arizona, Beverly considers Portland to be home.

Watch this video to hear why Beverly loves working with Indigo.

Hugo Fernandez CEO of Indigo Marketing

Hugo Fernandez

CEO
Whispering Pines, North Carolina

Leading the Indigo team with heart, Hugo Fernandez is passionate about helping our financial advisors attract a flood of their A+ clients with sustainable marketing campaigns. He enjoys running companies that are wildly successful and wearing a black t-shirt every day of his life. When his two favorite things come together, you have an average day at Indigo.

Hugo Fernandez is also CEO of Indigo’s partner company, Just Digital, and author of The Client Acquisition Blueprint. He has personally helped hundreds of entrepreneurs grow their business through his proven blueprint for creating an EPIC marketing strategy and online presence.

Kelli McLeod Director of Client Services

Kelli McLeod

Director of Client Services
Colorado Springs, Colorado

Kelli McLeod plays an integral role at Indigo while overseeing the Account Services Team, providing customer service, getting financial advisors onboarded and in serving as their primary point of contact during that process. Her team looks to her for her leadership and decision-making abilities For Kelli, the most rewarding part of this role is working with clients one-on-one to ensure they’re happy and that their needs are met.

Kelli has a bachelor’s degree in communications and public relations from Pacific Lutheran University. More recently, she’s done extensive work in the corporate housing and property management industries.

Kelli currently lives in Colorado Springs, Colorado, with her husband, Ian, who is an officer in the U.S. Army, and their two sons, Zachary and Cameron. When she’s not working, you can find her running or hiking, attending group fitness classes, and cooking. Kelli’s also an avid book club enthusiast, so be sure to reach out to her if you’re looking for a new read.

Sara Dressler

Director of Operations

DuPont, Washington

Sara Dressler manages all systems and operating processes while overseeing several departments. Sara is responsible for supervising many activities within Indigo and identifying areas of improvement to better meet company goals. She functions as the bridge connecting management to every department.

Sara has a bachelor’s degree in business administration and a minor in communications from Pacific Lutheran University. She leverages this degree, along with her years of experience as a virtual assistant, to keep our company running like a well-oiled machine. Sara is happiest when spending time with her family. Her three young boys and life as a military spouse keep her busy, but she wouldn’t trade it for the world. She lives an active lifestyle and loves working out, getting outside, and watching sports with her family (whether it’s on TV, at her kids’ games, or in the backyard).

Indigo Marketing Team Member Elizabeth Reider Director of Marketing

Elizabeth Reider

Director of Marketing
Clearwater, Florida

Elizabeth Reider is a woman of many talents. She spent 10 years as a Chief Marketing Officer for a top-level independent financial advisor, and since her entry into financial services, she has networked and become friends with many advisors. Elizabeth admires their empathy, knowledge, and passion for their work, and has seen how independent advisors are more than professionals providing investment and planning advice; they are trusted confidants, life coaches, and guides. Over time, they become a part of their clients’ extended family—and she loves coming alongside that. (Check out this video to hear directly from Elizabeth about why she loves working with financial advisors.)

As Director of Marketing, Elizabeth helps get the word out about how partnering with Indigo can take an advisor’s marketing to the next level and beyond to grow their business and increase their productivity.

Elizabeth earned her bachelor’s degree in management information systems from the University of South Florida Muma College of Business. She also holds a life, health, and variable annuity license, which gives her a special understanding of the many products and services advisors offer. Originally from Clearwater, FL, Elizabeth loves to travel and has visited 12 countries, including extended visits to eSwatini, Africa, to visit family and assist with humanitarian relief programs. She has seen firsthand how independent financial advisors are providing advice to their clients that outpours into the lives of their own families, staff, community, and sometimes across the globe. When she’s not working, Elizabeth enjoys attending orchestral and theater productions with her husband, David, and taking their son, Julian, to art museums, as well as family evenings in the backyard playing baseball with her son and shih-tzu poodle, Wrigley. She is also an active participant in overseas humanitarian work—using her skills to make a difference in the lives of others.

Indigo Marketing Team Member Katie Cress

Katie Cress

Digital Marketing Consultant, Sales & Client Strategist
Cincinnati, Ohio

It’s Katie Cress’s mission to help financial advisors reach their ideal prospects through custom digital marketing. On any given day, you can find Katie meeting with new financial advisors to learn more about their marketing goals, who they love working with, and why they’re passionate about helping others. Her favorite part of her job is meeting new advisors every day and continuing to learn how each firm and individual advisor is different, and using her marketing and small business background to help them craft a game plan that empowers them to grow their business and enhance their services. Often described by loved ones as a “helper” and “caretaker,” Katie is passionate about advocating for her advisors’ needs and supporting her coworkers to help them succeed.

Katie holds an MBA from Xavier University and a BA in Economics from Ohio University. A Midwest girl for life, she lives in Cincinnati, Ohio, with her husband, Brandon (who’s also a marketing guru), and their three kids, Charli, Lucy, and Teddy. She and her husband also own Clean Eatz Cafe, where they use their collective marketing prowess and love of food to create a welcoming space for employees and hungry customers alike. Katie is passionate about and for small business owners, being raised by her father who was an entrepreneur, being one herself with her husband, and working with them every day at Indigo. She loves the spirit, creativity, and drive of entrepreneurs. When Katie’s not working or helping run the family business, she enjoys working out with her husband at Orange Theory, loving on her three kids, and cooking delicious food.

Indigo Marketing Team Member Lori Koepke

Lori Koepke

Account Manager
Boise, Idaho

Lori Koepke plays a major role as a liaison between Indigo Marketing Agency and its wonderful clients. She works directly with our advisor clients on their marketing strategies, marketing calendars, article creation, editing processes, compliance approvals, deployment of their content, and more. Lori enjoys helping strategize and be a support to her clients, and loves the camaraderie among the Indigo team members.

Before joining the Indigo team, Lori was a schoolteacher for 10 years. She has a Master of Education and Bachelor of Arts in Elementary Education from Concordia University in Portland, OR. She was born and raised in Vancouver, B.C., and lived in Vancouver, WA, for 25 years before moving to Boise, Idaho, where she currently resides with her husband, Jeremy, and four wonderful kids, Sophie, Tanner, Jonas, and Violet. In her free time, you can find Lori reading, watching football, and driving her kids to all their activities.

Watch this video to hear why Lori loves working with Indigo.

Indigo Marketing Team Member Heidi Wilson

Heidi Wilson

Account Manager
Fort Knox, Kentucky

Heidi Wilson thrives on helping advisors create an online voice and streamline their marketing efforts. With her mother being a retired financial advisor and her brother-in-law currently a CFP® professional, she’s passionate about taking the marketing pressure off of advisors so they are able to focus on their clients. She loves when advisors tell her something we did for them helped; it can be as simple as taking something off their very busy plate or helping them land a new client with one of the articles we wrote. With broad-based consumer and B2B marketing experience, Heidi is constantly thinking outside the box and brings a fresh perspective to the Indigo team.

Heidi holds a bachelor’s degree in public relations from Florida State University and hails from Tampa, Florida. Her husband, Chris, is in the U.S. Army, and as they are constantly moving, they take every opportunity to explore the new areas where they’re living. Some of their favorite places they’ve called home include Hawaii and New Orleans. Heidi is thankful for the opportunity to work remotely with Indigo, which allows her to take her job with her, no matter where the Army moves her family next.

Watch this video to hear why Heidi loves working with Indigo.

Indigo Marketing Team Member Jillian Segrue

Jillian Segrue

Account Manager
Columbus, Georgia

Jillian Segrue acts as a liaison between clients and the Indigo team, using her 12 years of customer service experience in fields such as healthcare, financial services, and risk management to help hone their message and deploy it effectively and efficiently. Jillian enjoys building unique relationships with each of her clients as she uniquely helps them reach their ideal target audience.

Jillian has a bachelor’s degree in healthcare administration and a minor in business administration from SUNY Brockport. Originally from Rochester, NY, she currently lives in Columbus, GA, with her husband, Tim (an Army captain), daughter, Macie, son, Henry, and two cats. As a military spouse, Jillian appreciates the flexibility Indigo provides—allowing her to juggle motherhood and excelling in her career—and its unmatched positive, supportive, and uplifting company culture. In her free time, Jillian loves to read, shop, and go running outdoors (just not in the Georgia heat!).

Indigo Marketing Team Member Amanda Laskey

Amanda Laskey

Account Manager
Pittsburgh, Pennsylvania

Amanda Laskey works with clients one-on-one to develop and implement marketing strategies that help spread the word about who they are and how they help. In her role, Amanda strives to deliver outstanding customer service to our clients. She is tech-savvy, an independent problem-solver, extremely organized, an excellent communicator, and thrives on helping others. She appreciates the ability to work remotely in a collaborative team environment while supporting her family.

Amanda holds a Bachelor of Arts in Education and a Master of Arts in Inclusive Education from Seton Hill University and has over 10 years of experience in secondary classroom teaching and over 3 years as an Executive Assistant. A proud Army spouse, Amanda resides in Pittsburgh, PA, with her husband, Brandon, their two sons, Jackson and Harrison, and their sheepadoodle, Waylon, and goldendoodle, Cash. Outside of work, Amanda enjoys spending time with her family, relaxing at the beach, traveling to new places, dessert, and all things Disney.

Indgio Team Member Dan Corcoran

Dan Corcoran

Account Manager
Madison, Wisconsin

Dan Corcoran enjoys being on the front lines of financial advisor marketing, working directly with advisors to help them build a strong marketing plan to get their firm’s message out. Working remotely can be a challenge as talking to others, brainstorming, and sharing experiences recharges him; he maximizes touchpoints to connect with others to make every day at Indigo rewarding.

Dan holds a bachelor’s degree in journalism and mass communication from the University of Wisconsin-Madison. He enjoys drone photography and videography (he owns his own drone business, Forward Focus Photography), sports broadcasting (he was a hockey broadcaster for four years prior to COVID), spending time with family, camping/hiking, running, swimming, and road biking.

Originally from Sun Prairie, WI, Dan has three siblings, and prior to joining Indigo’s team, he worked for an RIA in Madison for two years.

Indigo Marketing Team Member Kasey Yhap

Kasey Yhap

Account Manager
Ellicott City, MD

Kasey Yhap’s commitment to her clients is the driving force behind her work. Her diverse educational background (a bachelor’s and master’s degree in vocal performance from the Peabody Conservatory of Music and a master’s degree in communications from Syracuse University) has equipped her with the unique skill set required for success. Kasey’s strong communication skills and creative mindset, combined with her passion for helping her clients, make her a valuable asset to the team.

In her free time, Kasey stays active and maintains a healthy lifestyle through yoga, CrossFit, and spending time outdoors. These hobbies complement her professional life by allowing her to recharge and bring new ideas to her work at Indigo.

Kaitlin Thornal

Marketing Assistant
Fort Moore, Georgia

Kaitlin Thornal helps clients onboard as they begin their marketing journey with Indigo, and she loves meeting new people and learning new things. She holds a Bachelor of Arts in Journalism and Mass Communication/Public Relations, International Studies, and a minor in French from the University of North Carolina at Chapel Hill, as well as a Master of Arts in Communication and Leadership Studies from Gonzaga University.

Kaitlin was born at Fort Lewis, Washington, but she moved around a lot growing up, spending the most time in North Carolina. She now resides in Fort Moore, Georgia, with her husband, Mason, and their four children, Caroline, Mason, Jack, and Bo. Kaitlin’s favorite place to live has been Europe (Italy, Ireland, and Belgium) and she would go back in a heartbeat! In her spare time, she enjoys long-distance running, reading, and spending time in the mountains of western North Carolina.

Indigo Marketing Team Member Anne Wheeler

Anne Wheeler

Marketing Assistant
Cincinnati, Ohio

Anne Wheeler is responsible for a variety of administrative tasks as well as updating social media pages for clients. Anne enjoys the creative side of her position and the ability to collaborate with the team to help advisors get started with Indigo.

Anne holds a bachelor’s degree in communication from the University of Tennessee. Outside of work, she enjoys walking, baking, spending time with her husband, Rick (a structural engineer), and two sons, Thomas and Turner. Anne loves being a full-time mom, and appreciates that Indigo gives her the opportunity to work part-time while still caring for her boys.

Indigo Marketing Team Member Lisa Gaines

Lisa Gaines

Content Deployment Manager
Fort Hood, Texas

Lisa Gaines spends her work days uploading blog posts to our clients’ websites and LinkedIn profiles, drafting emails, and making adjustments to content as advisors request. Lisa has learned a lot as a long-time member of the Indigo family and has enjoyed seeing the processes evolve to become more streamlined and efficient over time. And she loves working with the amazing Indigo team! 

Lisa is a proud alum of Texas A&M University, where she received a Bachelor of Business Administration in Finance. As a military child, Lisa feels as though she grew up everywhere; however, she claims central Texas as home where most of her family is originally from. She currently lives in Fort Hood, Texas, with her husband, Korey (an active-duty Army officer), and two kids, Madelyne and Jameson. As a military family, Lisa moves quite a bit—often to areas where the job market is small. She loves that Indigo provides her with a steady job she can take with her wherever she goes. When she’s not working, Lisa enjoys dabbling in interior design, binging a good Netflix series, and spending time with friends and family.

Read more about why Lisa loves working with Indigo.

Indigo Marketing Team Member Jennifer Farrior

Jennifer Farrior

Lead Writer & Proofreader
Louisville, Kentucky

Jennifer Farrior is Indigo’s go-to for all things proofreading and editing. Her attention to detail is unmatched, and she takes pride in making sure every article is clean and concise before it heads out to our financial advisors. She says, “Even a single typo can affect an advisor’s credibility, and we strive for perfection when it comes to how they’re presented online.” As Lead Writer, Jennifer trains and manages the team of writers, and also writes and collaborates with team members to create Indigo’s blog posts and promotional material.

Jennifer holds a bachelor’s degree in English from UCLA. In addition to her role at Indigo, she runs her own copy editing and proofreading business, She Proofreads LLC. Jennifer hails from San Diego, California, but now lives in Louisville, Kentucky, with her three kids, Joshua, Julia, and Joel, and goldendoodle, Dexter. She loves working at Indigo because it provides her with the income, flexibility, and the community she needs as a stay-at-home mom. Outside of work, you can find her spending time with her kids, friends, boyfriend, or working on a puzzle while watching Netflix.

Indigo Marketing Team Member Sarah Robichaud

Sarah Robichaud

Social Media Manager
Rochester Hills, Michigan

Sarah Robichaud uses her love of spreadsheets to create engaging content calendars for our clients’ social media pages. Sarah holds a bachelor’s degree in psychology from Salisbury University and a master’s degree in marriage and family counseling from Liberty University. In addition to her role at Indigo, Sarah volunteers as a virtual administrator for Army Wife Network, a nonprofit organization that aims to empower and educate military spouses through blogs, podcasts, and various other resources.

Born and raised in Maryland, Sarah currently lives in Rochester Hills, Michigan, with her husband, Andrew, two children, Emily and Logan, and two fur babies, Penny and Chewbacca. As a military spouse and mother, Sarah loves working for Indigo because of the flexibility it affords her, allowing her to continue to build her career while frequently relocating around the globe and working on her own schedule to accommodate a busy lifestyle. Sarah also loves Indigo’s supportive team atmosphere. Outside of work and volunteering, you can find Sarah enjoying time outdoors with her family, typically running, camping, or traveling. An avid traveler, she’s visited 16 countries and is always planning her family’s next great adventure.

Peter Wardenaar

Peter Wardenaar

SEO Specialist & IT Lead
Cali, Colombia

As a natural problem-solver, Peter Wardenaar uses his skills to help financial advisors find new ways to grow their site traffic and attract more clients they love. Peter enjoys the dynamic nature of his role; the challenges are never the same as every situation is unique and requires a different approach. But don’t let Peter’s technical prowess fool you—he also has quite the creative side! Before joining the Indigo team, he worked as a first-grade teacher and university English professor in Cali, Colombia.

Peter has bachelor’s degrees in education and in music from Portland Bible College and a master’s degree in music production and technology from Berklee College of Music. In his spare time, he loves writing and recording music, graphic design, engaging with people, and studying leadership and theology. Peter is also one of the most well-traveled people you’ll ever meet! He was born and raised in the Netherlands but lived in the Pacific Northwest for over 12 years. Today, he resides in Cali, Colombia, with his wife, Gloria Isabel, and their three kids, Emanuel, Paloma, and Violet.

Indigo Marketing Team Member Kourtney Kearney

Kourtney Kearney

Tech Support
Antelope, California

Kourtney Kearney is a data-driven woman with a knack for coding. On any typical day, you can find her building web pages, troubleshooting bugs in code, and setting up automations to make life easier for our clients. Thanks to her technical background, Kourtney has a vast understanding of the inner workings of websites and the data associated with them. She’s always on the lookout for new technology that will help us improve our workflows so we can focus on what we do best—helping financial advisors grow their business. Kourtney enjoys the variation of tasks and loves the challenge of taking an existing website and making it better without completely rebuilding it.

Kourtney is originally from Newark, CA (Bay Area), but currently resides in Antelope, a suburb of Sacramento, and holds a Bachelor of Arts in Art History and Curatorial Studies. Outside of work, Kourtney spends her free time reading, playing volleyball, baking with her two sons, and hanging out with family.

Indigo Marketing Agency Adrian Bachini

Adrian Bachini

Web Developer & Tech Support
Manila, Philippines

Adrian Bachini works on tasks requiring technical knowledge and other various administrative tasks. A software developer by day, prior to joining Indigo, Adrian had very little knowledge on how nontechnical positions operate. His position at Indigo allows him to both learn and experience a variety of platforms and gain more knowledge about how to maximize marketing initiatives.

Adrian holds a bachelor’s degree in computer science with a specialization in software technology from De La Salle University Manila. Adrian considers himself somewhat of a workaholic, with a full-time day job in addition to working with Indigo. When he’s not working, he enjoys watching documentaries, action movies, and anime, and also loves cycling on muddy downhill trails or cross-country rides, playing video games, and simply resting when he can. He is also a licensed commercial pilot and flies in his free time; he obviously also enjoys traveling. Adrian lives with his family and more than a few pets (11 dogs, 6 cats, a few birds, and fish)—he has more pets than humans in his home!

Claire Akin

Claire Akin

Founder
San Diego, California
Claire Akin founded Indigo Marketing Agency with the mission to help financial advisors leverage marketing to grow their businesses. As a former Investment Advisor Representative and proud daughter of an independent advisor, she’s seen first-hand the value advisors bring to their clients and community. Claire transferred ownership of Indigo Marketing Agency to Hugo Fernandez in 2022 to spend more time with her family.
Indigo Marketing Team Member Adriana

Adriana Escalante

Website Project Manager
San Antonio, Texas

Adriana Escalante thrives on creating an online representation that looks and feels true to our financial advisor clients as she builds their websites to best represent them and their businesses. Her experience working on travel and tourism websites motivates her to make sure every site she works on is exciting and engaging to web visitors. A graduate of University of Texas in Austin, Adriana double-majored in International Relations and a Liberal Arts program called Plan II. She also received a certification for front-end development from a coding academy in Austin, which has equipped her to serve as a great liaison between developers and clients.

After living in Austin, TX, for most of her adult life, Adriana now resides in San Antonio, TX (a city with a ton of history and many things to do), with her partner, Russell, and their dog, Abbey. She also has a brother and sister with whom she’s very close and tries to see a few times a year. Most of Adriana’s hobbies revolve around nature. She grew up spending lots of time on a sailboat or at a beach, and her family has a small cabin in Creede, CO, where she spends half the year hiking, camping, skiing, or snowshoeing (depending on the season). When she’s in Texas, she tries to get out most weekends to kayak. A Texas Master Naturalist, Adriana loves learning about all the plants, birds, and animals in her home state. She also dabbles in making stained-glass suncatchers!

Hugo Fernandez CEO of Indigo Marketing

Hugo Fernandez

CEO
Los Angeles, California

Hugo Fernandez acquired ownership of Indigo Marketing Agency from founder Claire Akin in 2022. Leading the Indigo team with heart, Hugo is passionate about helping our financial advisors attract a flood of their A+ clients with sustainable marketing campaigns. He enjoys running companies that are wildly successful and wearing a black t-shirt every day of his life. When his two favorite things come together, you have an average day at Indigo.

Hugo Fernandez is also CEO of Indigo’s partner company, Just Digital, and author of The Client Acquisition Blueprint. He has personally helped hundreds of entrepreneurs grow their businesses through his proven blueprint for creating an EPIC marketing strategy and online presence.

To get in touch with Hugo, email him or connect with him on LinkedIn.