Click HERE to watch NICHE STRATEGY VIDEO

Many financial advisors believe that casting a wide net is the best way to grow their business. But the most successful advisors I’ve seen do the opposite—they niche down and focus on a specific type of client. And the results? Huge growth in assets under management!

I’ve personally seen advisors who specialize in working with engineers or Certified Registered Nurse Anesthetists (CRNAs) grow their business by hundreds of millions of dollars. Why? Because when you deeply understand a profession, its challenges, and financial needs, you become the go-to expert for that community. Clients trust you more because they know you “get” them.

But here’s another strategy that’s gaining traction—developing multiple niche markets instead of just one. I’ve worked with advisors who focus on four or more client types—like physicians, business owners, corporate executives, and retirees. This approach expands your reach while still making each group feel like you specialize in their unique financial situation. The result? Significant new business growth  because prospects believe you can help them individually.

The key is positioning. When your messaging speaks directly to the needs of a specific group, you build trust faster and shorten the time from introduction to engagement.

So, whether you go deep into one niche or develop multiple specialties, the most successful advisors don’t market to everyone—they speak directly to the right people. Are you?

Maribeth Kuzmeski, PhD, President of Red Zone Marketing, is a marketing strategist, advisor to financial services companies, bestselling author of nine books, and a professional speaker rated as a Top 25 C-Suite Speaker as seen in Meetings & Conventions Magazine. She speaks on topics including marketing, branding, sales, and customer service.

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