A $10B+ RIA firm shifts from acquisitions to sustainable organic growth
March 2025
Horizon Wealth Partners had achieved what many advisory firms aspire to: $10 billion+ in AUM, offices in New York, Chicago, and San Francisco, and a roster of advisors with an impressive amount of experience. However, their growth had been predominantly inorganic, acquiring smaller firms rather than attracting new clients organically. This approach had created cultural inconsistencies and higher integration costs. Leadership recognized a critical gap in their growth strategy; their digital presence wasn't generating the quality or quantity of leads needed to sustain their ambitious organic growth targets.
"We had the expertise, the credentials, and the track record. What we lacked was a digital strategy that could effectively communicate our value to the right prospective clients."
— Jennifer M., Chief Marketing OfficerRecognizing the need for a more sophisticated digital approach, Horizon implemented AdvisorFinder as part of a comprehensive strategy focused on data-driven growth. Their implementation unfolded in three key phases:
Before creating profiles, AdvisorFinder conducted an advisor audit to identify distinct advisors within their advisor team who would be best suited for AdvisorFinder. They were impressed by AdvisorFinder's seamless and easy onboarding process, which allowed them to quickly roll out the platform to all client-facing advisors across their three offices. A centralized marketing manager oversaw profile creation and ensured consistent quality, but the intuitive interface meant minimal training was required.
"The onboarding process was remarkably straightforward. We had all our advisors set up within a week, compared to the months-long implementation we experienced with other martech solutions."
— Jennifer M., Chief Marketing OfficerUnlike other lead generation platforms that only matched prospects to the firm logo and basic information, AdvisorFinder enabled Horizon to create detailed advisor-specific profiles. Each profile was customized to emphasize the advisor's unique value proposition:
This advisor-centric approach attracted highly aligned prospects who were searching for specific expertise rather than generic wealth management services.
"The ability to find advisors directly by their expertise rather than just our firm was game-changing. Clients are choosing an advisor, not just a firm, and AdvisorFinder recognizes this fundamental truth about how people actually select financial guidance."
— David K., CEOHorizon treated AdvisorFinder as an extension of their broader marketing ecosystem:
Within six months of implementation, Horizon experienced remarkable improvements in their digital client acquisition metrics:
Perhaps most significant was the improved quality of digital leads. Before implementation, only 22% of online inquiries met Horizon's client suitability criteria. Post-implementation, that number jumped to 63%.
"The prospects we now connect with through AdvisorFinder arrive already educated about our approach and expertise. The initial conversations are more substantive, and we're able to demonstrate value much earlier in the relationship."
— Michael T., Senior Wealth AdvisorThe impact of AdvisorFinder extended far beyond simple lead generation numbers:
AdvisorFinder gave Horizon a scalable way to spotlight the diverse expertise of its team. Rather than rely solely on the firm's brand, each advisor became discoverable for their individual strengths. This proved especially valuable for advisors with niche specializations that might otherwise be overlooked.
One of the most significant benefits was how AdvisorFinder helped Horizon's advisors show up in Google search results. The platform's SEO-optimized and indexed profiles gave advisors visibility they couldn't achieve through the firm's website alone:
"Before AdvisorFinder, our individual advisors were practically invisible in search results. Now they're ranking for the specific terms that their ideal clients are searching for, without us having to become SEO experts ourselves."
— Jennifer M., Chief Marketing OfficerBy reallocating a portion of their digital ad spend to AdvisorFinder, Horizon decreased their cost per qualified lead by 42%. The lifetime value of digitally-acquired clients is currently tracking 18% higher than traditional channels, making the ROI calculation even more compelling.
"What surprised us was how AdvisorFinder enhanced our existing marketing channels. Even referrals were researching us online before reaching out. Having a strong discovery presence meant that all our marketing efforts performed better."
— Jennifer M., Chief Marketing OfficerThe firm discovered that:
The process wasn't without hurdles. Horizon initially struggled with:
Based on Horizon's experience, here are key recommendations for firms looking to implement a similar strategy:
"AdvisorFinder made it easier to connect with the types of clients I want to serve. The platform aligns with how I actually work with clients."
— Senior Wealth Advisor"For the first time, I'm getting inquiries from prospects who already understand my specialty in sustainable investing. It's transformed my initial consultations."
— Wealth Management DirectorFor Horizon Wealth Partners, their AdvisorFinder implementation transformed how prospects discover and evaluate their services. By focusing on helping the right clients find them, rather than chasing every potential lead, they've created a more sustainable and efficient growth model.
As Jennifer M. concludes: "The most valuable aspect isn't just the increased number of prospects. It's that these prospects are finding us based on the specific expertise they need. That alignment from the very beginning creates stronger client relationships and better outcomes for everyone involved."
The shift toward organic growth has also strengthened Horizon's culture. "By growing organically through AdvisorFinder rather than just acquiring firms, we've built a more cohesive culture," notes David K. "New clients choose us because they align with our philosophy from day one, not because we purchased their advisor's practice."
Horizon's experience demonstrates that in today's digital-first financial landscape, being discoverable by the right clients at the right time is more than a marketing tactic, it's a fundamental business strategy for growth-minded RIAs.
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Schedule a MeetingDisclaimer: This case study has been anonymized to protect client confidentiality. The firm name, individual names, and certain identifying details have been changed, but the fundamental business challenges, implementation process, and results accurately represent a real client experience with AdvisorFinder. Results may vary based on firm size, market conditions, and implementation approach.