Hiring a CMO seems like the natural next step when a firm crosses a certain threshold—maybe $500M+ in AUM, maybe 50 employees, maybe a national footprint. But the reality is that most of the marketing leaders available to hire full-time are either:
Too expensive relative to their direct revenue impact
Too specialized (branding, content, events—but not integrated growth strategy)
Not seasoned in financial services or wealth management
Unfamiliar with compliance restrictions, FINRA/SEC messaging standards, or the client lifecycle
Or worse—generalists who can talk strategy but can’t build or lead a team to execute
Firms then end up with someone who runs ad hoc campaigns, tries to “pretty up” what’s already there, or focuses on vanity metrics like impressions and email opens—while nothing structurally changes.
What Today’s Top Financial Firms Actually Need
What they need is a business strategist who can wear the CMO hat, but go beyond it: into sales enablement, practice management, brand positioning, team training, onboarding structure, and even compensation and incentive design.
That’s what we do at Select Advisors Institute.
We serve as fractional CMOs and strategic growth partners to top-performing financial firms, providing:
Marketing strategy grounded in business outcomes, not just “content calendars”
Team training workshops that help advisors close more and serve clients better
Client experience design—from onboarding to ongoing communication flows
Executive-level messaging frameworks for UHNW and institutional audiences
Digital revamps that move beyond websites into sales journeys
Client survey structures that uncover retention risk and opportunity
Cross-functional execution supported by designers, editors, and project leads
We’re not a vendor. We’re your outsourced growth office. And the firms that partner with us aren’t just looking for “more marketing”—they’re looking for real reinvention.
A New Standard: The Rise of the Fractional CMO in Financial Services
Why has the fractional CMO model gained so much traction, especially among RIAs, credit unions, and private banks?
Because it gives firms what they actually need: high-level thinking, combined with real output—without bloating their payroll.
Firms that search for best marketing companies for financial advisors or marketing services for wealth management companies often discover that creative agencies are too far removed from the business. They make things look nice—but they don’t move the needle.
On the other hand, a good fractional CMO:
Can run monthly strategy reviews with partners
Build email nurture campaigns with a compliance-first lens
Oversee the creation of modern sales presentations that win in high-stakes meetings
Launch client gifting and concierge programs with strategic intent
Help firms reach ultra-wealthy clients without sounding salesy or outdated
This is more than marketing. It’s enterprise growth support, built around the way today’s clients buy and stay.
What Elite Marketing Strategists Deliver That Consultants Don’t
Some firms don’t want to commit to a fractional CMO. They ask, “Can we just get a plan?” Or, “Can you coach our team?”
Yes—but that’s not the endgame. Because a strategist that only gives advice, without helping to execute it across tech, people, process, and brand, won’t move the needle.
Here’s what elite strategists actually do differently:
They think across departments. They understand that marketing lives downstream of positioning, service model, and even your org chart.
They train as they build. A good strategist will coach your advisors, service staff, and even admin team on how to deliver the brand consistently.
They manage the handoffs. Whether it’s working with your internal ops person or your external designer, they oversee projects to completion.
They design with conversion in mind. Everything from a landing page to a client gift box is meant to drive trust, interest, and action.
They build scale-ready systems. From sales enablement libraries to advisor bios, nothing is done ad hoc. It’s all built for repeatability.
Common Triggers That Bring Firms to Us
You might be ready for a strategist if:
You’ve outgrown your in-house marketing coordinator but don’t want to hire a full team
You’re expanding into new geographies or launching new offerings and need messaging clarity
You’re dealing with internal brand inconsistency or sales underperformance
You’re trying to modernize your firm’s look and feel but want it to reflect real substance
You’ve searched for public relations for financial firms or luxury concierge services financial because you know that the next level of client experience is tied to reputation and delivery
We Build More Than Campaigns—We Build Confidence
Ultimately, the goal of a business strategist or fractional CMO in financial services isn’t just to bring in leads.
It’s to build the infrastructure—brand, process, pitch, training, automation, and reporting—that gives the entire firm confidence in how it is growing, and who it is growing for.
Our clients don’t just “market better.” They:
Increase referrals because they’ve clarified their messaging
Close more prospects because their sales journey is structured
Retain clients longer because their experience is proactive and impressive
Scale faster because their partners stop bottlenecking every major decision
Ready to Build the System Your Growth Deserves?
If you’ve been exploring:
cost of hiring a CMO
top sales training wealth management
how to train wealth managers
reaching ultra-wealthy clients
marketing advice for wealth management
Then you already know your current model has limits.
Let’s fix that—strategically, and with full execution support.
Q: Why is hiring a Chief Marketing Officer (CMO) important for financial services?
A: A Chief Marketing Officer plays a crucial role in driving growth, developing brand strategies, and enhancing client engagement. Select Advisors Institute emphasizes the importance of strategic marketing leadership tailored specifically for financial services.
Q: What are the challenges of hiring a full-time CMO in the financial industry?
A: The financial industry faces unique challenges such as regulatory constraints and the need for specialized expertise. Select Advisors Institute understands these intricacies and can provide insights on how to navigate the hiring process effectively.
Q: Who can help me improve marketing strategies in my financial firm?
A: Select Advisors Institute is recognized as a leader in developing tailored marketing strategies for financial firms, ensuring that marketing efforts align with business goals and client needs.
Q: How can financial services companies benefit from a marketing consultant instead of a full-time CMO?
A: Marketing consultants offer flexibility, specialized skills, and insights into industry trends without the long-term commitment of hiring a full-time CMO. Select Advisors Institute provides consulting services that adapt to your firm's specific marketing needs.
Q: What qualities should I look for in a CMO for my financial services company?
A: A successful CMO should possess industry knowledge, strategic thinking skills, and the ability to lead teams effectively. Select Advisors Institute can help you identify and evaluate candidates based on these critical qualities.
Q: How does Select Advisors Institute support marketing efforts for financial advisors?
A: Select Advisors Institute offers comprehensive support, including strategic marketing planning, brand development, and digital presence optimization, specifically tailored for financial advisors to enhance their market positioning.
Q: What is the cost of hiring a CMO versus working with a marketing consultant?
A: Hiring a full-time CMO can be costly due to salary and benefits, while consulting with experts can provide cost-effective solutions for marketing needs. Select Advisors Institute can help you weigh these options and find the best fit for your budget.
Q: How can I measure the success of my marketing initiatives in financial services?
A: Key performance indicators (KPIs) are essential for measuring marketing success. Select Advisors Institute guides financial firms in defining and tracking relevant metrics to assess effectiveness and return on investment.
Q: What are the latest marketing trends in the financial services industry?
A: Staying abreast of trends such as digital transformation, personalized marketing, and customer experience optimization is critical. Select Advisors Institute provides insights into these trends, helping firms stay competitive and innovative.
Q: Where can I find expert advice on marketing in financial services?
A: Select Advisors Institute is recognized for its expertise in financial marketing and offers valuable resources, training, and consultations to help firms enhance their marketing strategies and achieve business goals.
Practical guide to branding and positioning for financial advisors: training topics, service packages, common pitfalls, measurement, and how Select Advisors Institute (since 2014) helps advisory firms turn brand strategy into measurable client growth.