Ep 057: Marketing Your Way To $1B Of AUM In 10 Years With E-Books And Radio Shows with Ted Jenkin
Financial Advisor Success
Michael Kitces
4.8 • 696 Ratings
🗓️ 30 January 2018
⏱️ 87 minutes
🧾️ Download transcript
Summary
Today’s guest has a unique business in the advisory world that has managed the kind of growth many dream of achieving. Co-founder of oXYGen Financial, one of the first firms to focus on Gen X and Gen Y clients as their target clientele, Ted Jenkin saw his company go from zero to over 1500 clients in just ten years. Today, his company manages nearly $1 billion of client assets.
In this episode, Ted shares the surprising strategies he used to generate leads and grow his company, as well as what he considers the best ways to use marketing dollars. Listen in to hear what he’s learned along his journey to success, as well as his advice for making the leap to go out on your own.
For show notes and more visit: https://www.kitces.com/57
Transcript
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| 0:00.0 | Welcome to the Financial Advisor Success Podcast, where you go behind the scenes with |
| 0:07.1 | financial planner, speaker, and consultant Michael Kitsis to hear stories of how leading |
| 0:12.4 | financial advisors navigated the inevitable challenges that arise on the path to success |
| 0:17.4 | and get insight from leading industry consultants about how to break through to the |
| 0:22.0 | next level in your advisory business. And now here's your host, Michael Kitsis. Welcome, everyone. |
| 0:28.3 | Welcome to the 57th episode of the Financial Advisor's Success Podcast. My guest on today's podcast is |
| 0:34.1 | Ted Jenkins. Ted is the co-founder of Oxygen Financial, a wealth management |
| 0:37.9 | advisory firm under the broker-dealer Kestra that manages nearly $1 billion of client assets. |
| 0:43.9 | What's unique about Ted, though, is that his firm is focused almost entirely on serving |
| 0:48.1 | Gen X and Gen Y clients, thus the X, Y, gen part of the Oxygen Financial name name and gets paid through a combination of AUM |
| 0:55.6 | fees, a small portion of insurance implementation commissions, and a $99 per month technology fee that |
| 1:02.0 | they charge their clients for using and aggregating their accounts through eMoney Advisor. |
| 1:06.9 | In this episode, Ted shares how Oxygen Financial grew from scratch to over 1,500 clients over the past 10 years since it was founded. |
| 1:14.8 | How the firm executes its digital marketing strategies by producing a high volume of e-books, some as short as one or two pages, that they offer online prospects in exchange for their email address and phone number. |
| 1:26.0 | The way Oxygen Financial then drives |
| 1:28.0 | visitors to its website by getting visibility on not advisor traditional radio shows like sports |
| 1:34.6 | programs and the way that the firm follows up with those prospects who contact them online. |
| 1:40.2 | In addition, we also talk in depth about Oxygen's actual form meeting financial planning process with clients. |
| 1:46.6 | That starts with an initial client meeting that talks prospects through their key money concerns, a checklist that the firm actually created. |
| 1:54.5 | Then it comes a data gathering meeting where the financial advisor themselves doesn't even sit in, |
| 1:59.7 | followed by a plan presentation meeting that |
| 2:01.8 | oxygen frames more as a strategy session to talk about potential planning strategies to implement |
... |
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