Progress often begins with understanding how people think and how their choices take shape. Firms today face more noise, more channels, and more competition than ever.

How do you reach people in a way that feels clear and genuine? How do you adapt to longer research paths and shifting expectations?

In this episode, Chip Kispert speaks with Nick Ilev, CEO of ProperExpression, about the changing buyer journey, the value of authentic content, and how structured marketing gives firms a steadier path forward. Nick also explains how AI supports efficiency without replacing human judgment and why a consistent framework helps lift both visibility and growth.

Nick discusses:

• Building authentic content strategies that connect with audiences where they are, not where you want them to be
• Why traditional SEO still matters alongside AI search optimization and how the two work together for visibility
• Using LinkedIn ads effectively for advisor acquisition and the importance of communicating cultural fit through content
• Implementing closed-loop marketing systems that track results and feed insights into future campaign planning
• How AI serves as a tool to accelerate efficiency without replacing human connection and inherent marketing value
• And more!

Resources:

• Beacon Strategies, LLC Podcast
• Advisor Marketing Made Simple podcast
• The Compound – YouTube

Connect with Chip Kispert:

• Beacon Strategies, LLC
• LinkedIn: BeaconStrategies
• LinkedIn: Chip Kispert

Connect with Nick Ilev:

• LinkedIn: Nick Ilev
• Website: ProperExpression

About Our Guest:

Nick helps RIAs and WealthTech firms turn marketing into a measurable revenue engine. His background includes time as an in-house CMO guiding growth at a successful startup and experience as an agency founder leading marketing transformation across multiple sectors.

His mission is straightforward: to generate short-term ROI while building the foundation for long-lasting growth. He believes in alignment where strategy, execution, and analytics work together to accelerate results.

At ProperExpression, Nick and his team focus on building and optimizing the full funnel for wealth management organizations, covering strategic planning, content creation, digital advertising, conversion, and CRM enablement.

The wealth management industry is at a crossroads, and those who fail to adapt will get left behind.

In this episode, Chip Kispert welcomes back Michelle Feinstein, General Manager of Financial Services at Salesforce. With three decades of experience across Pershing, BNY Mellon, and Salesforce, Michelle offers an insider’s look at how firms can modernize, scale, and lead through disruption.

Together, they explore what it means to move from “builder” to “steward,” why AI and data strategy now define success, and how to break down silos between technology and talent.

What to expect:

• How firms can unify people, process, and technology to scale smarter
• The game-changing impact of AI, data, and MCP integration
• Why firms must choose strategic partners over endless integrations
• Practical ways to embrace innovation without losing human touch
• And so much more!

Resources:

• Beacon Strategies, LLC Podcast

Connect with Chip Kispert

• Beacon Strategies, LLC
• LinkedIn: BeaconStrategies
• LinkedIn: Chip Kispert

Connect with Michelle Feinstein:

• LinkedIn: Michelle Feinstein
• Salesforce

About Our Guest:

Michelle Feinstein is general manager and vice president, Global Wealth and Asset Management Solutions and Strategy for Salesforce Industries. Her expertise is in digital transformation for wealth management. This process of digitization is complex; it requires firms to accelerate plans to harness data, digitize advisor-client experiences, and modernize service to scale and support growth.

Marketing in wealth management is evolving faster than ever, with new technology, client expectations, and competitive pressures reshaping how firms grow.

In this episode of Beacon 1% Better Every Day, Chip Kispert speaks with Robert Sofia, CEO of Snappy Kraken, about the state of marketing in wealth management and how firms can accelerate growth. Robert shares insights on authentic client engagement, systematic nurturing, and the role of AI in speeding up and personalizing marketing strategies.

Key takeaways:

• The increasing competition from private equity-backed firms and the challenges advisors face in standing out
• Why authentic, quality messaging is harder to find and more important than ever
• How nurturing leads systematically can increase conversion rates by 200–300%
• The balance between referrals, digital channels, and social media for sustainable growth
• How AI is transforming speed, precision, and personalization in advisor marketing strategies
• And more!

Resources:

• Beacon Strategies, LLC Podcast

Connect with Chip Kispert

• Beacon Strategies, LLC
• LinkedIn: BeaconStrategies
• LinkedIn: Chip Kispert

Connect with Robert Sofia:

• Snappy Kraken
• LinkedIn: Robert Sofia

About Our Guest:

Robert Sofia is the founder, chairman, and CEO of Snappy Kraken, a digital marketing strategy company built specifically “for financial advisers who care about meaningful connections.” Over the years, Snappy Kraken has earned awards such as Best Overall Content Marketing Company from Martech Breakthrough Awards and has been recognized five times as an honoree of the Inc 500/5000. Over the past decade, Robert has supported thousands of companies across the financial services spectrum, including solo advisers, ensembles, family offices, broker-dealers, custodians, TAMPs, insurance firms, and more.