Podcast: Preparing to Sell Your Financial Advisory Firm With Ron Carson (Listen Now)

Caron Ron

Preparing to Sell Your Financial Advisory Firm?

Ron Carson is one of my heroes and mentors. He’s the founder of Carson Group Holdings, he has grown Carson Group to over $15 billion in assets under advisement, he’s a New York Times bestselling author of Avalanche and The Sustainable Edge. In this episode, he’ll help us understand how advisors can prepare to sell their financial advisory firm, including:

  • What’s the selling landscape like for advisory firms today?
  • How can advisors plan to get top dollar for their firm?
  • What are the factors that go into valuing a financial advisory firm?
  • How can advisors prepare 5 or 10 years out to sell their firms?
  • What are the factors that impact the success of a transaction?

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


Claire Akin (CA): Thanks so much for joining me for The Marketing Podcast for Financial Advisors. Today’s guest I’m really excited about is Ron Carson of Carson Group. Ron has been one of my mentors and one of my heroes for years in this industry. He’s really one of the big players in the industry, one of the most knowledgeable people, and he’s done so much for advisors out there. Of course, he’s an advisor himself, running his firm with almost $10 billion assets under management, 124 locations.

He’s also a New York Times bestselling author with three books: Tested in the Trenches, Avalanche, and my personal favorite, The Sustainable Edge, which I highly recommend to any advisors out there. It’s like Tony Robbins meets business management for financial advisors. It’s an incredible read and I recommend picking that up on Amazon. He also created a coaching platform for financial advisors, and he’s coached hundreds of advisors to maximize their potential. He also developed a marketing platform specifically for advisors, and he’s one of only two independent financial advisors in the Barron’s Hall of Fame. I just wanted to take a moment to welcome Ron to the show today.

Ron Carson (RC): Claire, thank you. You’re so sweet. We’ve known each other for quite a while, and you do a lot for our profession. Really honored that you invited me on your podcast today.

CA: Great. Awesome. I just want to start out asking, personally, how is life going? What are you excited about? What are you most looking forward to, personally, in your life?

RC: I recently did a 100-mile mountain bike ride in Moab with some of my new partners in Salt Lake City, and they’re asking about my travel schedule, and I was talking about the next 11 cities, I think, I was going to be in before home. He goes, “Is it work, or is it play?” I said, “I don’t know. You decide, because I can’t really distinguish them anymore, because I love what I do.” So, when you say personally, I’ve got a new grandson, Carson, who’s a year old, who is just absolutely the light of my life. Also personally, working on our ecosystem. We at Carson are already out to the fourth quarter of 2020, into the first quarter of 2021 on deliverables, on value-add. We call it value beyond a doubt for our value proposition and our partners. That’s what gets me up out of bed and super excited every day.

CA: That’s awesome. Congratulations on your grandson. That’s so much fun. Talk just a little about where you think the biggest opportunities or the biggest new things are happening in our industry. What are you looking forward to in our industry and for advisors out there?

RC: I think we’re at a real turning point, Claire. Let me take a step back. Have you seen the most recent numbers on adviser growth by asset category?

CA: I don’t think I’ve seen those numbers.

RC: It is so telling, and I’ll paraphrase it, and anybody out there can go get the copy of this. These numbers are not up for debate, and I think it plays into your topic today on acquisition, because what they did is they looked at ADVs from five years ago, and then looked at the AUM change to the end of ’18, and the numbers directionally didn’t surprise me, but the gap shocked me. At the far end of one extreme they had firms that were 10 million and below in AUM, and then, at the other extreme they had firms that were 5 billion and above. I had always heard that. Over that same five-year period, the market grew 10.68%, so that’s a kicker for the S&P 500. We’ve always heard, oh, it’s easy to grow…  If you have 10 million in AUM and you go to 20 million, that’s easy, because that’s 100% gain. To go from 5 billion to 10 billion is harder. Wouldn’t you think that would be conventional wisdom, Claire?

CA: Right.

RC: Right. The numbers, the flow…  As you went up in size, the 10 million and under were going backwards quickly. In true NNA, when you strip that market growth, they were contracting quite a bit every year, and it wasn’t until you got to a billion firm that you were able to not grow, but not go… When you strip market growth away, you are basically staying even, and the 5 billion above are growing super fast.

CA: Wow.

RC: I know. Like I said, if someone had just said, “Oh, directionally, here’s what’s going on,” I would have said, “Ooh, that doesn’t sound possible that there’s that big a difference,” but it’s what’s going on today. You ask what should advisors be looking for. Really, for a strong partner, because I think you’re at this point where you have to decide, am I going to be disrupted, or am I going to be part of the disruption? I really believe it’s that. I know there’s advisors that take issue with this, but there are several things going on. I think the NNA tail is a huge one, and the reason I think advisors are struggling today is they’re asked to do so many things.

We started out as an advisor. I had a lady in yesterday, 96 years old, she’s been a client of mine for 34 years. She gives me a hug, she tells me she loves me, she could never have had the life that they had without us doing what we do. It made my year. There’s nothing that felt better. I’m thinking, when I started working with her and her husband, then it was so simple. I’d go in, I’d sit at the kitchen table, I’d give them basic advice, which, for them, was great advice. We did a financial plan, we got some state documents done. Pretty simple, charge them a traditional fee and use product, and they’re very happy. Fast-forward to today. We have a very informed buying public that will pay a fee, and I hate the term fee. Let’s call it investment, because no one’s paying an advisor 1% to make 1% a year less. They’re making an investment in their future; they want to see value beyond a doubt.

When I say what’s exciting out there is this turning point, there is massive opportunity, but there’s also a lot of risk. The opportunity is this: we have 111,000 advisors and most of them do not have a succession plan. I hear people that say they do, and we’ve done 124 deals, and we get into them and they really don’t. They don’t have one that would be sustainable, or their clients would stick around. You’re going to have a massive change in the marketplace with advisors. Clients are going to be in play because they don’t have an executable succession plan. Combine that with the fact that some of the coolest, newest technologies are allowing us to add value beyond a doubt, whether it’s getting into the banking business and disintermediating poor cash that banks are providing, legal document production, financial cognitive testing for clients. One we’re rolling out next week in Chicago at our Excel meeting is the VOR, value of the relationship, where we can actually monetize that.

Back to your original question, the opportunity for advisors that have the energy to actually want to be part of adding that kind of value. There are 65% of Americans who still do not trust financial services, and it’s not that they don’t trust you, that you’re going to steal their money, they don’t trust that, am I getting a return on the investment that we’re making? The holy grail that I think this technology…  We just saw yesterday some AI that was demoed to my team that just blew our mind. Imagine a world where we operate… I call it the three dimensions of trust. The third dimension is we anticipate a client’s need before they even know they have it; we’re doing things well out ahead. We’re also experience-based behavior, where we understand what they’re doing and when they’re logging on, what they’re looking at, what they’re reading, so we can anticipate their needs. The opportunity to really move the needle in people’s lives has never been greater, and for them to be able to measure that. That’s why those big firms are growing, because they’re able to build out that kind of infrastructure.

CA: That’s incredible. One of the reasons I had you on the show today is I have so many advisors asking me, “What should I be thinking about when it comes to selling my firm?” My own dad is 70 years old and he thinks he’s going to work forever, but he realizes he has to protect his clients and he has to protect his family if something happens to him. He needs a plan in place that’s going to take care of these people who are his friends, people he’s been serving for decades. To come to an advisor and say, “You really have to have a plan in place for your clients. But what if that can be a plan that could provide better service, better value to protect them even more than you’re already doing?” Then it starts to sound compelling, and so we just want to get started talking a little bit about, what are you seeing out there? What’s the selling landscape? What should advisors really know when they’re getting started thinking about selling their firms?

RC: I’ll just share a real-life story that just happened. I had a lady that called me. She goes, “My husband died unexpectedly. I thought he had a succession plan, and I’m telling you, the assets all left so fast, and it was $1 billion of AUM advisory assets just gone.” We had an advisor in our coaching group killed in a hang-gliding accident, thought he had a succession plan, had a wife and two kids, nothing left. The people over there took the assets, or the clients just left. We go to a conference. How many want to be buyers? 95% of the hands go up. How many want to be sellers? Almost none.

The big question is, how many people have the ability to literally be a buyer? If you’re selling your firm, I would prioritize what’s most important to you. Is it terms? Is it optimizing price? Is it giving you optionality for the future? Can you stick around as long as you want, be a part of the future? Is it providing a smooth transition to the next generation? There are not nearly enough deals. What I would say is if you’ve made a conscious decision to say, “You know what? I’m 100, 200, 300 million. I just don’t have energy,” I think it’s smart to sell now, because these trends… You’ve got the market up. The market goes down and you’re not truly growing organically. Then, every day that goes by that you’re not growing organically, your firm is going to become worth less, and that’ll be exposed overnight in a bear market, and I think there will be a lot of shifting of relationships in that.

Start with making a list of what’s really important. There’s plenty of buyers out there, and I would look for buyers that are well-capitalized. Especially if you’re going to stick around, is there equity that you maybe would rather have? You can take some cash, take some equity, and be a part of the future growth. We just announced yesterday, this was a perfect setup, $575 million firm in Indianapolis. It’s going to take on the brand with Carson, but they needed succession, but they also really wanted to start growing again. Even at that level, they have been truly flatline for the last several years. I mentioned you need to make a list, Claire, of what’s important to you, and then that’ll start to sort out who the potential partners could be. If you decide, hey, I don’t want to sell and I want to plug in and be part of something, then I think that’s a separate path and decision-making process path that you would go down.

CA: Absolutely. Let’s talk about the elephant in the room that everybody wants to know but is afraid to ask. What kind of valuations are you seeing?

RC: I get asked this all the time, Claire. When they’re looking to join our partnership, they want to know up front what’s it worth, and what your growth rate is really… Your organic growth rate is going to be a big factor in price. Then I’ll answer your question. The other is, is there any concentration risk? What’s the age of the client? There’s basically a present value of all the cash flows that will be coming in. What’s the next generation that’s actually there? Is it in place, or does it have to be grown and imported from somewhere?

By the way, I can pay any amount for a firm if they let me dictate terms. Terms are way more than price, but no one ever says, “Hey, what are the terms out there?” I never get asked that question. I always get asked, “What’s the price?” The price is this: I’m part of two groups that are basically M&A groups on our own deals, and then we also brought on Jason Carver, who heads up our M&A group. He came over from Focus. So, he’s seen thousands of deals. They range anywhere between 2 and 21 times earnings.

CA: Wow.

RC: Think of that change. It’s massive, and there’s so many factors that go into it.  I mean, I could give somebody an off-the-cuff, “Hey, it’s 2.2 times your reoccurring advisory AUM,” but it could go a lot higher, it could go a lot lower. We’re looking at a firm right now that is growing so fast, organically, through their lead generation system that they need us to provide advisors to them. So, that’s a whole other… We automatically know… We do an acquisition, they’ve got this recipe for generating lots of leads.

We can afford to pay more for that because we’re going to be able to plug in advisors that will dramatically increase that AUM over a short period of time. Those are all the factors that go into it when you’re evaluating the price. The first question I would ask is, what kind of terms do you want? Then you can start to back in. I sold a third of my firm to a private equity firm. I took a lot less, consciously, because I wanted 100% control and I didn’t want anybody breathing down my neck about how I wanted to grow and develop my firm. So, it was a trade-off.

CA: That’s great. I think that a lot of advisors just want to do that calculation and ask themselves, “Can I get financial freedom if I were to sell my firm today?” And answer that question yes or no, and either get better so they can get there, or maybe keep working forever. What are some of the mistakes that you see advisors, when they start doing these transactions, when they are moving along this pipeline, what are some of the big mistakes you’re seeing?

RC: I can give these from mine. I’ve made so many mistakes in this, and that  is not getting the cultural fit right, and I cannot stress the importance of this enough. I’ve always said… I have a whole talk, culture eats strategy for lunch, and you can have the best strategy in the world, and if you can’t get people to buy in, be excited, have core values that they live by, the organization lives by, it doesn’t matter. So, getting the culture right, so spend enough time on both places. Is this really going to work? Always think of Monday morning. It’s exciting to do a deal, it’s exciting to talk about a deal, but then Monday morning rolls around, the deal’s done. Just imagine how you’re going to feel. Are you super excited, or once the foray of the deal wears off, do you have remorse that, okay, I shouldn’t have sold, or I shouldn’t have merged…Visualize that. But definitely, definitely, definitely get the culture right.

The second thing I would say is, think of it as a prenuptial. You never plan on getting divorced, but spell everything out. If things don’t go well, how would you unwind a deal? 

Three, really spend time detailing. The more detailed you can be well before you get to a letter of intent… By the way, if you put a lot of time into the letter of intent and allow the deal to actually have a much higher success of closing, or there’s not a lot of detail in the letter of intent, the chances of actually consummating the deal go down dramatically.

I also see geographical reach. Toberson has some great stats on this, where he said if you’re number one or number two in your market, you automatically have a gravity pull of clients, and I believe that’s true. Or, if you try to dominate your area and don’t get geographically spread thin. That’s another mistake I made. My very first deal I did was in San Rafael, the San Francisco Bay area, and it’s taken a lot of importing our people, but it’s a long distance. Now it’s working fine, but when it was just Carson in Omaha and our first deal was in San Francisco, it would have been smarter to do my first deal right here in Omaha.

CA: Right. They say most acquisitions are within 90 miles of where you are right now, so it’s smart to stay local.

RC: Yes. I want to come back to… You’re going into this, what’s perfection look like? The things that you want out of it for you, for your family, for your stakeholders? This is one of those where… Please just be honest with yourself. You don’t have to show it to anybody, but hey, if the number-one thing is maximizing how you do, just be honest with yourself, because that’ll make a difference on how the deal is structured and who you partner with. If the most important thing is taking care of your clients, it’s going to be a different partner. If the most important thing is taking care of your internal stakeholders, it might be a third partner.

I think you’ve got to really be clear on what it is that you want to do. I can tell you without a doubt, my 124 offices, I would trust every one of them with my clients, with my family’s money in the event I died, because they all did deals based on the value proposition and taking care of internal stakeholders and clients first; not getting the highest price, but getting the highest value. We walked away from a lot of deals where it was just about a money grab, and that’s culturally not where we’re going, or the partners are trying to advance. So I think getting that right up front, Claire… It will save you a lot of heartache in the future.

CA: That’s great, that’s fantastic. What about advisors that aren’t quite there yet? Maybe they’re 5 years out, maybe they’re 10 years out. What are the things they should be thinking about and preparing for as they come to terms with the fact that they’re not going to work forever? Should it be marketing? Should it be client service? Should it be growing as fast as they can? What are your recommendations for those folks?

RC: There’s a lot there. First, an exercise I went through and I recommend everybody go through this, is do an organizational chart of what your perfect business looks like. Assume you’re going to stay in the business, you want to grow, and you’ve got a 5- or 10-year time horizon. Go through and say, “Hey, if I were to have the perfect business, here’s the services I want to offer, here’s what it would look like, and here’s what I would fit in the org chart.” Even if it’s just you, and then you write your name in every single box, and it helps you start attracting really good stakeholders that share your vision and even, I would say, hire ahead of the growth, because you’ll grow into them much faster if you have these stakeholders actually on your team if you can afford it. Hire as many as you can afford, because there’s never been a better time to invest in your business.

Also, have a very clear career path for how they can possibly earn equity, buy into the firm. What do they need to do to economically move up and have success? Who are your partners going to be? You cannot do it alone. Are you going to partner with a Fidelity, a TD, an LPL, Commonwealth, Raymond James, Carson, Focus, HighTower? There are a lot of different options out there for partnering, but it’s going to be driven by the value proposition you want to offer. Then, the final decision is, do I want to do it on my own, or do I want to try to plug in? Because you would have different kinds of partners. Some partners are plug and play, and others… Dynasty does this, where they’ll just help you go out and build the pieces. The custodian’s here, the record keeper’s here, trading is here, but not being intentional about it, Claire, you will not maximize your future value.

Separate yourself so you can get away from the whirlwind and actually be thinking about your business. Make no mistake about it, there has never been a better time to prepare for all these clients that are going to be in play, and it’s going to be huge. The analogy I use, build the ark right now. We’re building lots of them. We’re putting our energies, actually, not even into growing. We’re growing fast, but our energies are going into… What’s this ecosystem look like? I love what Jeff Bezos said. There’s a great interview. It’s called the Washington Economic Forum. It was October of last year. I watched it three times now, and I pick something new out of it every time, but he said someone congratulated him on a fantastic quarter and he thought to himself, you know, that quarter was baked three years ago, and it totally resonated with me because things that we’re delivering now we started on two, three, four years ago, and things we’re delivering in 2021 we’re working on today. It does take a massive commitment to plan and think about what that looks like.

CA: That’s great. Fantastic advice. You’ve given us so much to work with here today. One last question. If you were meeting with an advisor who knows they have to start this process, knows they have to start looking for the solution, what is the one recommendation or the one piece of advice you could give to that advisor?

RC: This is going to sound very self-serving, but I would do two things. One, I would plug into two conferences. I think Barron’s and our conference… We’ll have 1,200 people next week. We have very little sponsorship stuff, and immerse yourself into what the next generation of value proposition looks like. Barron’s is fantastic as well for this, and there’s lots of other good conferences out there, but I mean, as far as what’s coming down the road… The other is commit six months and do deep due diligence. Go out there. Even if you have zero desire to join somebody, understand what your competition is and what’s coming at you, and you may end up doing a 180, going into it just to learn. You may end up finding someone you may want to partner with. I’d make a list of, okay, what do I want? Who could fulfill this? Take the time to slow down so you can speed up.

CA: Thank you so much for being on the show today, Ron, and I’m going to link to the Excel conference below. I’ve been to every conference in this industry, and that’s one of the very best ones. For all the advisors out there that want to attend, you can go to the show notes, click there to learn more. Thanks so much, Ron, for being on the show. You’ve given us a lot of great things to think about. We appreciate it, and best of luck to you and your future.

RC: Thank you so much, Claire.

CA: If you’d like any resources from today’s episode or from other episodes, go to indigomarketingagency.com/remember. It’s hard to forget that address: Indigomarketingagency.com/remember.

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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.


Jordan Pinelli

Account Manager
Denver, Colorado

A born strategist, Jordan always starts with “why” when brainstorming marketing tactics with her financial advisor clients. With recommendations rooted in data and industry best practices, she loves growing advisors’ awareness of their strategies’ positive impact on their business.

Jordan obtained her bachelor’s degree in business administration (with an emphasis in marketing and management) and her master’s in communication and media management from Colorado State University. Before joining Indigo, Jordan already had 6+ years of financial services experience and 8+ years of marketing/project and campaign management experience under her belt—making her a powerhouse addition to the team! Outside of strategizing for her advisors, Jordan’s hobbies include pottery, hiking (when she’s in shape), and ordering delivery or takeout. She is happily married to her husband, Max, and a dedicated dog mom to her oversized golden retriever, Kai.

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.

Hugo Fernandez CEO of Indigo Marketing

Hugo Fernandez

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

Alexandria, Virginia

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.

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.

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.

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 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.

Profile picture of our web developer - Joshua Yanson.

Joshua Yanson

Web Developer
Negros Occidental, Philippines

Joshua spends his days developing client websites, implementing automations, and troubleshooting website issues. He enjoys the challenge of working with websites while simultaneously learning new tips and tricks to optimize them for maximum efficiency.

Originally from Pulupandan, Negros Occidental, Philippines, Joshua holds a Bachelor of Science in Information Technology, and in his free time enjoys playing computer games and watching anime and movies.

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

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!

Profile picture of our marketing assistant - Kaitlin Thornal.

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.

Profile picture of our marketing assistant - Samantha Triglia.

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.

Profile picture of our marketing assistant - Amanda Bicknese.

Amanda Bicknese

Marketing Assistant
Colorado Springs, Colorado

Amanda wears a few hats at Indigo, bringing value to the team by creating custom social media posts for advisors, assisting with the onboarding process of new team members, and tackling behind-the-scenes team tasks. She loves to collaborate with our amazing clients and supportive team members.

Born and raised in Fort Myers, Florida, Amanda holds a bachelor’s degree in English Literature from the University of Central Florida and a master’s degree in education from North Carolina State University. She worked as an educator for about a decade before pivoting to a career in writing and marketing. A Space Force military spouse (former army), Amanda and her husband, Michael, are currently located in Colorado Springs, Colorado, with their two children, Mikayla and William, and two fur babies (a cat and a dog). When she’s not reading or writing fiction in her spare time, Amanda enjoys hanging out with family, hiking, trying new foods, and traveling.

Profile picture of our account manager Adam Spera.

Adam Spera

Account Manager
Astoria, New York

A marketer at heart, Adam finds satisfaction when consulting, strategizing, and implementing strategies to improve his clients’ business. He specializes in organic and paid social campaigns, as well as email and SEO optimization.

Adam holds a bachelor’s degree in philosophy from the University of Central Florida and a Juris Doctor degree from Thomas Jefferson School of Law. Raised in Boca Raton, Florida, by his mom (an event planner) and dad (a private boat charter captain), Adam currently lives in Astoria, New York, with his wife, Olivia, who works in pet care. When he’s not cooking up killer marketing strategies, he enjoys role-playing games, Brazilian jiu-jitsu, and reading non-fiction and philosophy books.

Profile picture of our account manager Melanie Valdez.

Melanie Valdez

Account Manager
Vancouver, Washington

With her marketing expertise, Melanie Valdez leaves no stone unturned when helping clients hone their marketing strategy. She loves interacting with clients and brainstorming new ideas to enhance their marketing results. No two days are ever the same, and that’s the way Melanie likes it!

Melanie holds a bachelor’s degree in psychology from Western Washington University as well as an MBA from Western Governors University. When she’s not rocking her role at Indigo, she enjoys cooking (trying out new recipes every week), painting, and discovering new restaurants with friends. She and her husband, Dat, love to travel and go on walks with their dog, Brutus, a pomeranian-chihuahua whose personality is definitely not proportionate to his small size!

Hugo Fernandez CEO of Indigo Marketing

Hugo Fernandez

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.