On Purpose

Tiffany and Josefina explain why SEO now means “search everywhere optimization,” how AI is reshaping discovery, and what financial service websites should do about it. Learn how to earn citations and mentions, build deeper service pages, publish clear FAQs, and fix technical basics like image weight and heading order. Want more financial services marketing? Join thousands of professionals who receive best practices, resources, and the occasional checklist in their inboxes!

SEO isn’t just about keywords anymore. Tiffany and Jimmy unpack how financial services companies can rethink SEO strategy in an AI-driven world, from understanding organic search versus paid ads to knowing when your content is already performing. Learn how to “look under the hood,” review your website data, and see what’s really driving people to your site. Want more financial services marketing? Join thousands of professionals who receive best practices, resources, and the occasional checklist in their inboxes! https://www.outandaboutcommunications.com/community

Tiffany and Lauren break down how positioning turns into a practical growth plan for mid-size financial services firms. We cover why clarity beats “cookie-cutter” tactics, how to align campaigns to objectives (advisor recruitment, hiring), and where your brand must show up — marketing, HR, sales, operations — so scale doesn’t create disconnect.  Want more financial services marketing? Join thousands of professionals who receive best practices, resources, and the occasional checklist in their inboxes! https://www.outandaboutcommunications.com/community 

Visual branding should reflect who you are, not just what looks fresh. Tiffany, Jimmy, and Ellie dig into when rebrands make sense, how to build recognition with consistent visuals, and the simple rules every firm needs in its brand guidelines. We cover logos, type, color, photo style, and the one thing to start doing immediately: create or tighten your brand guidelines. Want more financial services marketing? Join thousands of professionals who receive best practices, resources, and the occasional checklist in their inboxes! https://www.outandaboutcommunications.com/community 

Positioning comes before tactics. Tiffany, Jimmy, and Ellie break down how to define your voice, niche, and differentiators so your website, content, and campaigns stop spinning and start resonating. Learn practical ways to narrow down your audience beyond demographics, why brand guidelines serve as a true decision filter, and the “one thing” action step: writing your positioning statement. 

Struggling with what to actually include in your firm’s newsletter? In this episode of The Out & About Podcast, Tiffany and Jimmy break down how to create engaging newsletter content in financial services. Learn why consistency builds trust, how faces and stories help humanize your brand, and ways to share team updates without oversharing. Plus, discover simple, low-lift ideas — from candid photos to quick videos — that make newsletters feel more authentic. 

Not sure if your newsletter is worth the time and effort? On this first episode of The Out & About Podcast, Director of Marketing Analytics Jimmy Lim guides us through how to measure newsletter engagement in financial services. From open rates and click rates to click maps and Apple’s Mail Privacy Protection, learn how to interpret your data and connect it to your business goals. Plus, discover why newsletters remain one of the most effective owned channels, and how they act as “breadcrumbs” guiding prospects and clients through a longer, non-linear journey with your brand. 

We are sharing a bit of the why behind our podcast shift and give you a taste of the financial services marketing insights you’ve been looking for. Tune in for what’s ahead: strategies, creative ideas, and practical takeaways in conversations with our team for marketing leaders like you.  Subscribe so you don’t miss when the first episode drops in just a couple weeks! For more information and resources, please visit outandaboutcommunications.com/community. 

We talked with Jennifer about: How she helps create healthy businesses through operations, connecting health to employee satisfaction and community impact The processes of organizing operational priorities — from visualizing to breaking down goals into actionable steps with team involvement Why successful implementation requires both digital tracking tools and visual reminders, with a focus on celebrating wins and communicating the “why” behind changes Featured Resources  My Virtual COO website Jennifer Goldman on LinkedIn My Virtual COO contact form Enjoyed This? You’ll Also Love: Data and Storytelling: Marketing Data Tracking for Financial Advisory Firms with Erica Pauly of Track That Advisor Blind Spots Sellers and Buyers Need to be Aware of When Considering Mergers or Acquisitions with Verity Larsen HIFON: A Community for RIA Operational Leaders and COOs with Shaun Kapusinski

We talked with Erica about: How she turned a passion for data into Track That Advisor, helping financial firms cut through the messy data to focus on clear, actionable insights that drive growth Why tracking the right data empowers advisors to identify what’s working, what’s not, and where to focus next The importance of clean, consistent data and simple data entry, and how even small improvements can unlock smarter decisions and long-term success Featured Resources  Track That Advisor Website 2025 Track That Advisor Benchmarking Guide Erica Pauly on LinkedIn Track That Advisor Contact Form Enjoyed This? You’ll Also Love: Blind Spots Sellers and Buyers Need to be Aware of When Considering Mergers or Acquisitions with Verity Larsen Uncovering Your Purpose to Find Success in Your Firm with Rob Brown Serving a Pre-Retiree and Retired Market with Non-Financial Services with Susan Latremoille

We talked with Verity about: How firms can prepare for M&A by modernizing technology, streamlining operations, and ensuring clean data to increase a firm’s valuation and make the transition smoother The importance of uniting people, processes, and technology to navigate challenges like internal culture shifts, data merging, and the client experience Why a successful merger depends on having the right team, a clear plan, and a structured approach to blending systems and operations Featured Resources  The Versoft Consulting Website Versoft Consulting Contact Form  Verity Larsen on LinkedIn Versoft Consulting on LinkedIn Enjoyed This? You’ll Also Love: HIFON: A Community for RIA Operational Leaders and COOs with Shaun Kapusinski Unlocking Growth: How to Optimize CRMs and Operating Procedures with Kate Guillen of Simplicity Ops EOS® Strategies for Financial Services Companies

Rob Brown, founder of Truest Fan Coaching and host of The Purpose-Focused Advisor podcast, is a self-proclaimed cheerleader of the financial services industry. Rob spent over 25 years as a financial advisor and practice owner, where he discovered a deeper purpose in coaching. Now, he focuses on empowering financial advisors, planners, and RIAs to develop highly profitable, purpose-driven, and client-centric businesses. Rob’s industry expertise and client care insights encourage advisors to explore their purpose and foster creativity to help drive growth, deepen client relationships, and achieve fulfillment. In this episode, Rob shares how he helps advisors define success, set realistic goals, and differentiate themselves from automated tools and technology. Featured Resources Truest Fan Coaching Connect with Rob on LinkedIn Free Download: Business Optimization Scorecard The Purpose-Driven Advisor Podcast  Enjoyed This? You’ll Also Love: Time Management and Helping Advisors Focus to Find Success with Jody Jacobson How Lifestyle and Solo Advisor Firm Owners Can Grow Business Intentionally with Natalie Bergsma Trends and Strategic Steps for Growth for Advisory Firms with Jake DeKinder of Dimensional Fund Advisors

We talked with Shaun about: The challenges operational, back office, and other non-advisory roles face at RIAs, often working and navigating challenges alone How the High Impact Financial Operations Network (HIFON) offers a supportive community for operational leaders to solve problems, connect, and help others succeed HIFON’s journey from a virtual study group to a network of hundreds of RIA professionals providing access to valuable resources and opportunities Featured Resources  The HIFON Website Join HIFON Shaun Kapusinski on LinkedIn Enjoyed This? You’ll Also Love: How Financial Advisors Can Fuel Firm Growth with People-Centric Operations with Jackie Benjamin Hatherley of RIA Ops Unlocking Growth: How to Optimize CRMs and Operating Procedures with Kate Guillen of Simplicity Ops EOS® Strategies for Financial Services Companies About Shaun Kapusinski: Shaun Kapusinski is the senior director of technology at Sequoia Financial Group and founder of HIFON: The High Impact Financial Operations Network. Experiencing rapid growth at his firm, Shaun experienced a common challenge among operational leaders at RIA firms — feeling isolated, untrained, and unsure. Searching for a space similar to the connections he enjoyed at industry conferences, he started a virtual study group with a handful of contacts. Fourteen years later, HIFON has evolved into a more prominent community dedicated to empowering hundreds of professionals and advancing the RIA industry. Open to firms of all sizes and locations, firm memberships include access to valuable feedback and expertise, an active discussion board, and a resource library of shared templates and documents. The virtual hub continues to grow, offering connection and collaboration across the RIA space. 

Jody Jacobson, PhD, is the co-founder and CEO of the Human Skills Institute™. As a brain-based consultant, coach, and trainer with over 20 years of experience, she helps financial advisors align their business, marketing, and life strategies to their unique strengths and values so they can sustain long-term growth and experience the joys of creating greater profitability and meaning for their clients and themselves. Whether they want to become an owner-leader, build a higher-functioning team, hire the right people, or stop giving away their time and expertise to the wrong clients, she helps clients change their mindset and achieve their biggest goals with confidence and ease. Never one-size-fits-all, Jody tailors her approach to each client's unique needs, thinking, workstyles, and goals. Featured Resources  The Human Skills Institute Jody Jacobson on LinkedIn Email Jody for free time management resources or to schedule a complimentary 30-minute call Enjoyed This? You’ll Also Love: Trends and Strategic Steps for Growth for Advisory Firms with Jake DeKinder of Dimensional Fund Advisors How Lifestyle and Solo Advisor Firm Owners Can Grow Business Intentionally with Natalie Bergsma Using a Coach Mindset to Unlock Your Full Leadership Potential How to Align Your Values with Your Career and Service Model

Among her extensive credentials and achievements, Susan Latremoille is a Certified Professional Retirement Coach and the partner and co-founder of Next Chapter Lifestyle Advisors. Observing a growing need to redefine retirement and embrace a broader vision for the life stage, Susan shares how the non-financial side — not just having enough savings — is a significant predictor of success in one's next chapter. A published author and sought-after keynote speaker with over 35 years of experience as a wealth advisor and firm owner, Susan shares her insights through coaching, webinars, and content designed to help advisors effectively reach and serve this dynamic demographic. Featured Resources  Susan on LinkedIn Marianne on LinkedIn Next Chapter Lifestyle Advisors 9 Steps to a RichLife Retirement by Susan Latremoille Your Happiness Portfolio for Retirement: It's Not About the Money! By Marianne Oehser Enjoyed This? You’ll Also Love: Supporting Financial Professionals and Their Aging Clients Enhancing Advisor Success: How to Add Value Beyond the Numbers Through Human Connection Providing a Human-First Value Add for Clients and Advisors

Joe Erle is a Cyber Group practice leader and co-founder at C3 and has been an insurance broker since 2008. Carving out a niche in cyber insurance, Joe’s superpower is analyzing policies, finding what’s not covered, and offering solutions to cover the exposure through insurance or other risk management vehicles. He is dedicated to helping clients navigate the complexities of cyber threats, ensuring their businesses are resilient in the face of digital challenges. He is also the co-host of the ”Ransomware Rewind” podcast, which covers major data breaches, digital privacy issues, and the quirks of internet culture with a mix of humor and insight. Featured Resources  Joe Erle on LinkedIn C3 Cyber Insurance 24/7 End-Point Detection and Response (EDR) Systems, such as Artic Wolf Solutions, SentinelOne, and CrowdStrike Enjoyed This? You’ll Also Love: Building an Insurance Firm Through Authentic Relationships and Value Alignment with Broc Buckles Educating Financial Advisors on Healthcare Planning with Cole Craven Cybersecurity: How to Proactively Outsmart Cyber Threats For Your Financial Services Firm

Jackie Benjamin Hatherley, “opspert” and founder of RIA Ops, has over 25 years of operations expertise, specializing in helping registered investment advisors embrace the human side of operations. Through flexible fractional COO and leadership coaching services, Jackie helps firms unlock the power of people in driving operations excellence to ultimately promote efficiency, innovation, and streamlined processes. Through consistent communication, explaining the “why,” and keeping goals relevant, Jackie’s tools and human-centric approach assist firms in fostering a culture of trust, purpose, and empowerment so operational decisions feel right — not just right on paper. Featured Resources  RIA Ops and Complimentary 30-Minute Consultation  Jackie Benjamin Hatherley on LinkedIn Patrick Lencioni’s 5 Dysfunctions of a Team Patrick Lencioni’s Death by Meeting Simon Sinek’s Find Your Why Enjoyed This? You’ll Also Love: How Lifestyle and Solo Advisor Firm Owners Can Grow Business Intentionally with Natalie Bergsma Why Emotionally Connecting with Clients is Good for Business in Financial Services with Brendan Frazier Business Growth Tips for Accountants, Bookkeepers, and Financial Services Business Owners

At Out & About Communications, Tiffany Silverberg and Karen Villalta play key roles in managing relationships and bringing our clients’ visions to life. They bring valuable lessons learned and best practices for working with an outsourced marketing partner and managing common challenges throughout an engagement.  We talked about: Practical tips to start an outsourced marketing relationship on a clear and aligned footing Why setting realistic expectations around timelines, deliverables, and success rates is critical Insights into common challenges companies may experience when working with an outsourced partner and how to navigate them Featured Resources  How Outsourcing Marketing Can Unlock Growth Potential For Advisory Firms: Key Steps For Choosing The Right Provider Tiffany Silverberg on LinkedIn Karen Villalta on LinkedIn Enjoyed This? You’ll Also Love: FAQs: When to Engage and How to Navigate Outsourced Marketing in Financial Services The Role of Marketing and the CMO in Today’s Financial Services Industries with Nick Richtsmeier How a Brand Personality Can Drive Company Culture and Build Trust With Your Audience Website Redesigns: The Process Behind Building Websites for Financial Services Companies

Jake DeKinder is the head of Client Communication at Dimensional Fund Advisors, where he oversees a broad range of initiatives designed to foster deeper connections with clients. His role encompasses managing conferences, webcasts, industry events, study groups, and communities, ensuring these interactions are both impactful and aligned with client needs. Jake transitioned into this role after years on the sales team, recognizing the need for more structured communication efforts. He leads a team dedicated to integrating direct feedback from advisors into their offerings. Under his leadership, Dimensional’s virtual engagements have thrived, especially during the COVID-19 pandemic. Featured Resources  Jake DeKinder on LinkedIn Dimensional Fund Advisors on Twitter Dimensional.com Enjoyed This? You’ll also love:   Navigating and Optimizing the Strengths of Your Team with Gretchen Pisano Business Growth Tips for Accountants, Bookkeepers, and Financial Services Business Owners  Reaching Gen Z: How Financial Services Companies Can Engage and Hire the Next Generation with Mary Wisniewski Tune in now as we chat with Jake about how to create exceptional client experiences while adapting to trending changes, the power of client referrals, and the challenges that come along with growth as the advisory landscape evolves.

Natalie Bergsma is a seasoned consultant and executive coach with over 20 years of experience working in the financial services industry. Her journey began unexpectedly, shifting from academia in physical chemistry to financial services, where she became a key player in helping advisory firms implement best practices. After realizing her career path was being driven by external expectations, she pivoted to focus on personal fulfillment and professional growth. Natalie has built a successful practice, BeyondFA, that combines her consulting expertise with a strong focus on mindset and personal development, guiding advisors and firms toward purposeful growth. She is passionate about helping leaders and businesses overcome mental blocks, achieve meaningful change, and align their personal and professional goals. Having relocated to Costa Rica and experienced her own personal transformation, Natalie integrates life coaching and mindset work into her practice, enabling clients to achieve success with balance and intention. Featured Resources  Natalie Bergsma on LinkedIn Natalie Bergsma on Twitter BeyondFA on LinkedIn BeyondFA.com Enjoyed This? You’ll Also Love:   How to Develop and Infuse Generosity Into Your Company Culture  Six People You Need In Your Life To Develop Your Career How to Align Your Values With Your Career and Service Model Tune in now as we chat with Natalie about how to overcome imposter syndrome while pursuing intentional growth, attaining success by customizing best practices, and the importance of alignment between leaders and their teams.