To compete with the big firms, a boutique must sharpen its message.
By David L. Goetz, author of Native Tongue: Translating your message into the language of prospects, is founder and president of CZ Strategy, a marketing strategy company that works with consulting and professional services firms.
The start-up was a cliché, typical of the ever-expanding universe of wealth management firms.
A successful sales executive from the private client side of a major brokerage left the firm, tip-toed around his non-compete, and launched an RIA. A year later, two others from the same brokerage joined the start-up. Within three years, the firm was humming, with almost $400MM in assets, a good start.