The Ultimate Guide To Creating Your First Marketing Webinar (For Financial Advisors)


What if every visitor to your website spent 30 minutes with you to understand your background, what makes your firm different, and how you can help them? How would that impact your lead conversion rate? This is where a marketing webinar lends a hand.

Most of the advisors I work with have rock-solid value propositions that convert at 70% to 90% when they actually get a chance to sit down with a prospect. The problem is that their value propositions tend to be complex and tough to explain through text on a website.

That’s where marketing webinars can revolutionize a financial advisor’s marketing. Webinars can quadruple your conversion rate when compared to email marketing. And today, new technologies make webinars easier than ever to create.

Selecting Your Marketing Webinar Topic

The topic of your marketing webinar is critically important. It’s worthwhile to do some research or run some tests when you’re deciding what to cover for your first webinar. You’ll want to focus on an urgent problem facing a specific group of people.

The best topics are laser-focused and give away a ton of specific value. Don’t be tempted to go too broad here or your webinar will blend into all of the noise out there. Some top-performing webinars my clients have done include:

  • How Intel Employees Can Prepare for the Next Round of Layoffs
  • What Should Bristol-Myers Squibb Employees Do About the Pension Buyout?
  • How Divorced and Widowed Women Can Maximize Their Social Security Benefits
  • How Doctors Can Catch Up for Retirement in a Hurry

Here are some ways to decide what’s the best fit for your firm.

1. Check Out Your Google Analytics

If you have Google Analytics set up for your website, it’s easy to see which pages are the most popular. Just go to Behavior, then Overview to see your top 10 pages. Make sure you change the date range to the last year or so to get a wide range of visitors.

For my website, my recent post on How to Get New Clients During a Market Decline has the most views. This is a good indication that a webinar on how to use market volatility in your marketing strategy would be alluring to my visitors.

2. Test Ideas Using Facebook Ads

Every time I create a new webinar, I test out the topic and title using Facebook ads. It’s easy to set up an ad that goes to my main webinar library and run it using different titles of topics I might want to cover. Then I compare and go with the lowest cost per click, which indicates the most people clicking on that title.

3. Ask Your Clients

It’s easy to do a quick survey to your clients to ask them what they’d most like you to cover in a webinar. Using Google Forms or Survey Monkey, ask your clients to select between three to five options. When I did this for my email list, the feedback was overwhelming that advisors wanted me to do a webinar on Facebook ads next. If you don’t want to be that formal, simply ask a few trusted clients for their feedback.

Naming Your Marketing Webinar

The title of your webinar is also really important. I’ve seen great webinars fail because the title is boring. Put on your marketing hat and name your webinar something exciting. You can test out the titles to see which one performs best. Here are some examples of great webinar titles:

  • Social Security: The Choice of a Lifetime
  • The Truth About Your Intel Benefits Package
  • 6 Unexpected Risks to Your Retirement
  • Demystifying the Bristol Myers Squibb Pension Plan Closure

Titles that include “the truth”, “the biggest mistakes”, and “demystifying” do really well.

Creating Your Presentation

Once you’ve selected a topic, it’s time to get started mapping out your presentation. At Indigo Marketing Agency, we always use the same formula, which is based on research by NASA. The smart folks at NASA scientifically proved that presentations around 17 to 20 minutes are ideal to help viewers retain information. This means about 18 slides for your presentation.

Keep in mind that while you’re creating your presentation, you’ll just need slides with text. There’s no need to worry about design, fonts, or formatting at this point. If you have relevant graphics, you can include them, but don’t spend any energy on the design of your presentation. I typically open up a blank presentation and simply add one short sentence to each slide.

Slide 1: Title and Subtitle

Ex: What Should You Do About the Bristol-Myers Squibb Pension Buyout?

How BMS Employees Can Plan to Maximize Their Benefits

Slide 2: Your Credentials

This slide should include your background, education, licenses, and firm affiliation. This answers the question “Why am I uniquely suited to teach this course?”

Ex: I’ve been working with BMS employees for two decades and am personally familiar with the pension plan.

Slide 3: Your Mission

This slide should capture why you became a financial advisor and why you’re passionate about it. Until people understand what motivates you, they can’t begin to trust you.

Ex: My wife works at BMS and I understand how confused and worried employees are about their benefits. I’m here to help you feel confident about selecting the best option for you so you can get back to work.

Slide 4: About Them

This is your opportunity to communicate how well you understand the viewer. Relate to the challenges facing them, their background, why they face urgency now, and their fears.

Ex: You’ve likely worked at BMS for decades and always thought the pension plan would be there for you. Now it’s closing and you face a critical decision that you must make within 90 days.

Slide 5: The Urgent Problem

Here you’ll review the important choice they’ll have to make—whether that’s retirement planning, Social Security, or financial planning—and how it will impact them.

Ex: This is your only chance to choose a lump-sum payout to receive cash for your pension benefits. This represents an incredible opportunity, but with considerable risk. It’s critical to choose the best option for your specific situation, and if you do take the lump sum option, invest the money in line with your risk tolerance.

Slides 6-14: The Details

Here’s where you’ll go through the meat of the presentation and your expertise on the topic.

Ex: The history of the pension plan, the options available, potential scenarios, critical points to consider, etc.

Slide 15: Emotional Confrontation

This is the key slide of your presentation. Confront the viewer with an uncomfortable emotional reality if they fail to take action.

Ex: If you do not take the lump-sum payout option, you will likely never get another opportunity to access your retirement benefits and invest them in a way that aligns with your best interests.

This could potentially leave you with a drastically reduced standard of living in retirement.

Slide 16: A Powerful Solution

Here’s where you offer an easy action for them to take to alleviate the emotional discomfort you caused in the last slide.

Ex: Schedule your complimentary one-on-one consultation with our team and we’ll review your specific situation, answer your questions, and provide recommendations to maximize your pension benefits.

Slide 17: Call to Action

Urge viewers to take action now by scheduling a call, signing up for a meeting, or filling out a “Get Started Now” form.

Ex: Click below to schedule your meeting today. Remember, you only have 90 days to choose your payout option, so reserve your space now to make sure you are fully informed and confident in your decision.

Slide 18: How to Learn More

This slide is for people who are not ready to make the big jump and complete your call to action. Give them a way to learn more about the topic and keep in touch with you.

Ex: Download our free report on how to make the most of your pension plan options and join our newsletter for up-to-the-minute updates and news.

Designing Your Presentation

We have an amazing PowerPoint graphic designer on our team that creates beautiful presentations for our clients. It’s important to work with a trained designer so that each slide is well-branded, easy to read, and consistent.

To get your presentation designed on your own, I recommend using and searching for a PowerPoint designer. Take a look at their reviews, samples of their work, and their rate. Aim to pay about $100 to $200 to design your presentation.

Make sure you give the designer the following to help them create a beautiful presentation:

  • Company logo
  • Your headshot
  • Company color scheme
  • Any graphs or charts
  • A photography theme (beaches, golf, business owners)

Once you get your designed presentation back, you’ll want to send it through compliance. Make any compliance required changes, and then you’re ready to record.

Recording Your Marketing Webinar

This is the point where most advisors get stuck. You’ve already done 80% of the work, but many people get paralyzed by perfection and never record their webinar.

My best advice to overcome this is to schedule a time on your calendar to record and commit to yourself to get it done. Then, the day before you plan to record, do a complete run-through of your presentation.

When the time comes to record, accept no excuses and record as if it were live. You can always update your recording later, but it is critical to get your first webinar out and start collecting feedback to make it better.

Automating Your Marketing Webinar

I recommend always running automated webinars. There are a few reasons for this:

  1. You can get your full webinar approved by compliance in advance.
  2. There is no risk of technical difficulties.
  3. People think automated webinars are live.
  4. Data shows that twice as many people watch an automated webinar as a live one, since about half of people watch the replay.

My favorite webinar automation tool is EasyWebinar. It’s pretty robust and can be overwhelming, so if you’re not tech-savvy, you’ll want to outsource this piece of the puzzle. Our team can help upload and automate your webinar for you, which includes:

  • Uploading your logo and headshot
  • Creating your presenter bio section
  • Creating your registration page
  • Configuring the dates and times your webinar will be available
  • Creating the automatic reminders to go out one day and one hour before it starts
  • Placing your “offer” pop-up and countdown timer to get people to take action
  • Adding your links, notes, and offer to the event page
  • Putting the presentation video on the event page
  • Adding an invitation video to the registration page

Once you’ve automated your webinar, sign up to watch it and make sure everything is configured properly.

Promoting Your Marketing Webinar

Now that your marketing webinar is up and running and you have a registration page to share, it’s time to promote your webinar. You worked hard to create a valuable presentation, so don’t be shy about inviting everyone you know to watch.

Invite Your Network By Email

First, I recommend emailing out several promotional emails to your list. This should include a quick video inviting them to attend the webinar and explaining what you’ll cover and why it’s so important. Schedule at least four emails inviting them to watch:

  1. Save the Date for Our Upcoming Webinar
  2. Register Now for Our Webinar
  3. Last Chance to Register for Our Webinar
  4. Watch the Replay of Our Webinar

Leverage LinkedIn

Especially for employer-specific webinars, LinkedIn is the way to get your presentation in front of people you don’t already know. Have your assistant send messages to everyone who fits your target demographic inviting them to attend. If you don’t hear back, send a follow-up message with a link to the replay. You can even use an automated LinkedIn tool to invite people in bulk with automatic messages.

Consider promoting your marketing webinar through Facebook Ads

If your target audience isn’t on LinkedIn but you still want to get in front of people you don’t already know, Facebook ads could be an option. You can create ads to target by location, age, gender, and interests. For example, you could target friends of people who have liked your page, presuming that the ads would be displayed to your clients’ friends. Get creative with your Facebook ads to target your ideal prospects.

Share With Referral Partners

The best way to get your webinar in front of more qualified prospects is to ask referral partners to share it with their clients. If you work with a lawyer, CPA, or other professional who serves the same demographic, they may agree to invite their clients to attend your webinar as a value add for people in their network.

Following Up To Convert Viewers from Your Marketing Webinar 

Only a small percentage of webinar viewers will take action on the day they watch your webinar. In fact, the average time between when someone views a webinar and becomes a client is about one year.

This means that you need to regularly follow up with viewers to make sure you’re top of mind when they finally get around to making a move. I recommend a 4-6 email follow-up series inviting them to take action. Here are some examples from top-performing follow-up email automations:

  1. Thanks for Watching Our Webinar—What Did You Think?
  2. Do You Have Questions About Your Specific Situation?
  3. Schedule Your Free One-on-One Consultation Today
  4. Why I Became a Financial Advisor
  5. What We Do & How We Can Help
  6. Do You Know Someone Who Needs Our Help
  7. Did You Know You Can Make an Appointment Online?
  8. Let’s Get Coffee and Get to Know Each Other

Once your email series has completed, make sure all webinar viewers are on your regular email list so they’ll see your updates. You can also have your assistant connect with them on LinkedIn so they’ll see your posts and be able to get in touch with you there.

I know this all may seem like a lot of work, but webinars are incredibly powerful. When you consider setting up an automated webinar or hosting a dinner seminar, the costs and work involved don’t compare.

If you were to do a seminar, you would need to do all the work to prepare and give a presentation—and pay for everyone’s dinner. Yet a webinar will run forever, twenty-four hours a day.

You can continue to promote your webinar and get more and more viewers, which will grow your email list and put new appointments on your calendar. You can use it as a foot in the door with cold leads or send it as a follow-up once you’ve met with prospects.

Add it to the end of each blog post or email that you send. Share on your social media profiles so people can watch to learn more about you. Add it front and center to your website’s home page to provide a dynamic way to introduce yourself to new people. Investing in your first webinar can go a long way in supporting the rest of your marketing strategy and growing your firm now and into the future.

Do you want to learn more about webinars?

Watch our webinar on webinars for financial advisors here.

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Want Help Getting Started On Your Marketing Webinar?

If you need help getting started on your first webinar, contact us today

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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.