Gregory CEO Joe Anthony recently spoke with PLANADVISER about a new study looking at how the CNBC FA 100 firms present themselves online. The takeaway is pretty straightforward. Even some of the most successful RIAs in the country end up sounding a lot alike when you read through their websites.
Anthony pointed out that this isn’t a performance issue. These firms are strong businesses with long track records. The problem is how they talk about themselves. When every firm leans on the same language, it becomes harder for a prospective client to understand what actually makes one different from another.
The article makes the case that clearer, more specific messaging can have a real impact on growth. As more prospects start their search online, firms that sound distinct tend to stand out earlier, which can influence who gets the first conversation.