What we did
Media Relations
Broadcast Pitching
Market Commentary
Local Market Outreach
Speaking Opportunities
AI Visibility
Industry
Background
HB Wealth is a fee-only, fiduciary wealth management firm founded in 1989 and headquartered in Atlanta, Georgia. When Gregory began working with the firm in 2021, Homrich Berg, at the time, was a respected Southeast RIA managing approximately $9 billion in assets. Five years later, the firm manages more than $33 billion across 360+ employees and 13 offices in seven states — a more than threefold increase in AUM — following a string of strategic milestones that Gregory has supported at every stage.
Challenge
In 2021, HB had the substance of a nationally significant firm but a small media profile. The leadership team had a clear vision for growth — expanding geographically, deepening expertise, and attracting the institutional capital to fund the next chapter — but needed a consistent, credible media presence to match. As the firm scaled through leadership transitions, major acquisitions, and a PE partnership, the PR mandate grew with it: from building foundational visibility, to managing sensitive M&A and transition communications, to establishing a new CEO’s platform, to positioning a nationally recognized market strategist as a regular broadcast voice.
Solution
Gregory has served as HB Wealth’s full-service PR partner for 5 years across 4 distinct phases of growth.
Phase 1 (2021-2023): Building the national media foundation. Gregory established Stephanie Lang, former CIO, as a recurring voice on Bloomberg TV, BNN Bloomberg, Yahoo Finance, Fox Business, and Reuters, while placing the firm’s wealth planning SME bench in the Wall Street Journal, MarketWatch, Kiplinger, Money, and USA Today across personal finance, retirement, tax, and estate planning topics.
Phase 2 (2024): CEO transition and breakout year. When Thomas Carroll became CEO on January 1, 2024 — having joined the firm in 2020 as a professional manager tasked with scaling a 35-year-old firm — Gregory elevated the PR campaign to reflect the firm’s new chapter. The strategy amplified Thomas’s leadership platform, supported the TPG Growth minority investment announcement, managed communications around advisor transitions and M&A activity, spotlighted key C-suite hires (CMO Joanna Irwin, Chief Advisory Officer Michael Woocher, Head of M&A Andrew Page), and drove regional expansion coverage in Florida and the Mid-Atlantic. The campaign earned WealthManagement.com’s PR Campaign of the Year award.
Phase 3 (2025): Major milestones and rebrand. Gregory managed external communications for the WMS Partners acquisition ($6.4B AUM, January 2025), the launch of a firmwide equity participation program for all 240 non-shareholder employees in partnership with Ownership Works (July 2025), and the firm’s rebrand from Homrich Berg to HB Wealth (August 2025). Gregory also managed the announcement of Gina Martin Adams joining as Chief Market Strategist, following her tenure as Head of Equity Strategy and Fund Research at Bloomberg Intelligence.
Phase 4 (2026-present): Always-on broadcast engine. Gregory built and operates a real-time broadcast pitching program timed to HB Wealth’s Market Sense publication cadence. Each new analysis piece from Gina triggers same-day personalized pitches to producers and reporters across broadcast and national media. Gregory simultaneously manages local market outreach in Tampa, Atlanta, Maryland, and Charlotte. In mid-2026, Gregory launched an AI Visibility pilot to establish HB Wealth as a cited source in AI-generated financial content. In June 2026, HB Wealth was named to CNBC’s inaugural Elite Advisors list. In July 2026, Gregory supported the launch of HB Wealth’s Institutional Advisory and OCIO practice, led by senior advisors Mike Hill and Armond Reese, with coverage in Citywire, InvestmentNews, FundFire and Morningstar. In October 2026, Gregory managed the announcement of HB Wealth’s expansion into Texas, its seventh market, with the addition of the three-advisor Wealth Care team (approximately $700 million in AUM), covered by InvestmentNews, FA Magazine and Wealth Management.