The Wealth Conservatory Case Study

The Company

The Wealth Conservatory is a financial planning firm with offices in Lebanon, NH, Winston-Salem, NC, and Plymouth, CA. They are NAPFA-certified, fee-only, fiduciary financial advisors, so their income is derived solely from the holistic management of their clients' financial lives. This includes retirement planning, tax planning, estate planning, asset management, and more. 

The Situation

By nature, they are not a sales-oriented company. This is due to two factors: they don’t sell products like most banks and brokerage firms and the team members are more comfortable behind the desk than at the Chamber of Commerce business after hours. As such, they don’t acquire leads and prospects from traditional, in-person networking sources and sales processes. Historically, most of their clients have been referred by others. The challenge, therefore, was to find other ways to maintain a steady pipeline of prospects and achieve desired growth.

In addition, potential clients for financial advising services have changed how they research options for achieving their goals. They have become empowered consumers, researching companies and alternatives online in the awareness stage of the buyer's journey before considering options. Therefore, today's savvy financial advising and retirement planning companies have positioned themselves to attract prospects online through comprehensive inbound marketing and sales strategies.

The Process

Hydrate began our Fractional CMO interaction with discovery; developing a full understanding of the company, the target customer personas, and the competition, including areas of differentiation, messaging, positioning, value, niches, and markets. Then, we researched new target customer personas, performed keyword research, and created a keyword-optimized website based on that research and an inbound marketing plan. Using the HubSpot inbound marketing platform, we implemented a content marketing strategy with supporting marketing tools and processes that lead their target markets to their website, guides them through the 7 behaviors of the customer journey, nurtures them with automated workflows, and drives leads, conversions, and advocates that refer business.  

Brand Refresh

In 2024, it was time to refresh the company's brand. The Hydrate team engaged in brand discovery & alignment project, interviewing team members, clients, and stakeholders to gain a deep understanding of their target markets, competitors, and industry trends. Then we crafted positioning, brand pillars, core messaging, and new visual branding to support the brand's marketing activities. 

A website refresh and cross-platform marketing campaigns followed the branding project in order to better reflect the company's brand and messaging. The website was optimized for SEO and customer experience, and special attention was paid to maximizing all behaviors of the customer journey.

In addition, the Hydrate team was retained to offer Marketing Leadership as a Service (MLaaS)  while perform all aspects of marketing strategy development and the implementation of marketing tactics. These include:
 - Lead generation & customer acquisition
 - Content creation for the website, blogs, and email
 - Email marketing and CRM database management
 - Social media marketing 
 - Graphic design
 - Direct mail
 - Digital & print advertising
 - Event promotion
 - Podcast production
 - Video production

The Result

The Wealth Conservatory has increased inquiries, leads, and conversions in all geographic and target markets. This led to a 22% increase in revenue in the first 18 months of implementation, and continual increases across all KPIs year to year.

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