![]() ![]() And he ultimately brought me to the leaders of the firm, and I was 23. And what happened is a friend who worked at an RIA said, "Hey man, our industry is really far behind, and the stuff you're doing could revolutionize this space." And I was intrigued by that. I had a lot of great success there in my early career right out of school in my early 20s. However, I did pursue education around marketing. It was just hand to mouth like, "Hey, do we have enough for groceries and tennis shoes?" So financial services was not something I looked forward to. I grew up in a family where finance was not ever a discussion. I mean, I think I turned 18, got my first credit cards, maxed them out, ruined my credit. No, man, I didn't even know what financial services were. So tell me, how did you even get into the world of financial services in the first place? Was it something you always wanted to do? Did you end up here some other way, like a lot of folks have, what's your background? As a newbie, you don't have a choice even if you said no, but anyone who's new to the show has to start at the beginning. But first, Robert, while I do know you, are you ready to pay the first-timer's toll? And on this week's show, we're going to dive into topics like AI marketing and the compliance concerns that come with it, the importance of good old fashioned video content and marketing during really tough economic times. But I have had the chance to kind of pick your brain for some marketing tips and tricks as we have covered the industry and the importance of getting the word out as an advisor in today's environment. We'll talk about that a little more later. And I have had the pleasure to connect with Robert a time or two before, both in the pages of FP and on the beaches of Huntington Beach, California. Their goal? Create a complete digital marketing system for financial advisors who care about making meaningful connections. As of 2023, Snappy Kraken serves more than 6,000 advisors, 200 enterprises and more than 6 million individual investors. Over the past decade, Robert has supported thousands of companies across the spectrum of financial services, including solo advisors, ensembles, family offices, broker-dealers, custodians, TAMP, insurance companies, you name it, with their marketing efforts. But if you don't, that's all good because his focus is making sure the world knows you. Now, if you don't know Robert, first of all, you should. Robert, thanks so much for stopping by the show this week, man. ![]() And it is my pleasure to introduce this week's guest, Robert Sofia, founder, chairman and CEO of Snappy Kraken. Welcome to the Financial Planning Podcast. Good morning, good afternoon and good evening. Listen to the new episode - as well as to all future and past episodes - by subscribing to the FP Podcast on Apple, Spotify or wherever you get podcasts. Mack, Sofia talks about how he went from not knowing what financial services was to having an 18-year career in it, some of the practical ways AI is being used in advisor marketing today, and why video is such a powerful weapon in an advisor's arsenal. READ MORE: Why wealthtech running out of 'free money' isn't as bad as it soundsÄuring his conversation with FP Podcast host and lead editorial producer Justin L. And that has never been possible the way it is today." It helps them to move faster, reach more people and help more people. "Those are the things that, with technology, we are trying to help advisors do. "Because we can hyper-personalize things with AI based on data and then send one-to-one communications, it changes the reception of those communications. ![]() "There's an intersection of data, AI and communications that have the potential to absolutely transform how advisors communicate and market themselves," Sofia said. ![]() But understanding the right way to leverage all these new tools is not an easy task. New innovations like AI and advanced video capabilities stand poised to change the way advisors and clients connect. Sofia, founder and the CEO of industry marketing firm Snappy Kraken, stops by the Financial Planning Podcast this week to talk about the evolving advisor marketing landscape. ![]()
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