AI is changing how people search. But what does that actually mean for wealth management firms?

In this episode of The Wealth Marketing Podcast, Rosemary Denney sits down with Zak Ali, founder of Creative Advisor, to separate what’s real from what’s hype when it comes to AI search.

They talk about the shift away from traditional SEO, what ChatGPT and Google actually know about your firm, and why PR, earned media and the people behind your brand are becoming increasingly important to how firms get found and build trust.

They also get into the bigger marketing questions AI hasn’t changed. How do you create content people actually want? How do you measure ROI when your sales cycle can take months or years? And where should a firm start when there’s a new AI marketing tool or tactic seemingly every week?

In this episode:

• What ChatGPT and Google know about your firm
• SEO, AEO and GEO, and what actually matters
• Why producing more content isn’t necessarily the answer
• The connection between PR, reputation and search
• Why advisor and employee voices matter
• How to think about attribution over a long sales cycle
• Where firms can start without investing in another expensive platform

You don’t need to become an AI expert to start thinking differently about search. You just need to understand how your firm shows up and where there may be opportunities to show up better.

RESOURCES

• Visit Wealth Matters Consulting
• Connect with Rosemary Denney
• Connect with Zak Ali
• Learn more about Creative Advisor

The way UHNW families choose an advisor has changed. Referrals alone no longer reach the families you want, especially the next generation. More of them are searching online, and more of them are asking AI, before they ever pick up the phone. And the prospects who do reach out are increasingly showing up already knowing who you are, because they found you online first.

So how do you become the advisor that the right families choose before that first call, without turning into a marketer or sounding salesy?

In this episode of The Wealth Marketing Podcast, host Rosemary Denney answers the question she gets asked constantly: How do I show up online as an advisor? Drawing on what Wealth Matters Consulting sees across client firms every day, she explains why marketing has moved from a nice-to-have to a critical growth component, the two things that quietly stop most advisors from doing it and a simple, repeatable system to start showing up consistently so the right families find you.

In this episode, Rosemary explains:

• Why referral-only growth is shrinking, and what is replacing it
• Why being invisible online now means being invisible to AI, and what that costs you
• The two blockers that stop most advisors cold, and how to clear both
• Why the questions your clients are asking you can give you months worth of content
• Why "compliance won't let me" isn't the real reason firms hold back
• A simple formula for turning one client question into content that keeps working for you
• How to use AI to move faster without letting it water down your POV
• Why trying to be on every platform guarantees you will fail, and what to do instead
• The reason most content dies by week three, and the system that keeps it alive

Important to note:

• Any content strategy takes about a year, at minimum, to gain real traction, so consistency matters far more than intensity.
• AI should get you 50-60% of the way there, but never all the way. The content still has to be in your voice, or the families you're trying to reach will feel the difference.

Resources:

• Watch this episode on YouTube: https://youtu.be/M1Jls6MDVZE
• Wealth Matters Consulting website: https://www.wealthmattersconsulting.com/
• Connect with Rosemary Denney: https://www.linkedin.com/in/rosemarybdenney/

If you're ready to be found by the right families, follow the show and share it with an advisor who could use it. And if you want help putting any of this to work for your firm, we'd love to talk. Email us at: hello@wealthmattersconsulting.com

If you've ever wondered whether a podcast is worth the time, this episode is your honest answer.

In this conversation, Rosemary sits down with Kristin Twiford, VP of Brand and Strategic Partnerships at Nines, where she leads the Easemakers Podcast, a show built for estate managers, household staff and private service professionals serving ultra-high-net-worth families. Kristin shares exactly how she built Easemakers from the ground up, why structure is the secret to consistency and what surprised her most about the long-tail return of a well-built podcast.

What we cover:

• Why most podcasts stall after the first few episodes and the pre-launch decisions that prevent it
• How to structure interviews so guests share expertise instead of pitching their services
• The "what story do you want to tell" question every advisor should answer before recording episode one
• How a well-built podcast deepens trust with prospects, clients, and centers of influence
• Why podcasting opens partnership doors with adjacent service providers — estate attorneys, CPAs, insurance specialists, and more
• The evergreen content data that explains why podcast episodes keep earning listens years after publication
• What separates a podcast that builds a firm's brand from one that fades after the initial push

Resources:

• Watch this episode on YouTube: https://youtu.be/47Vo3VbtM8w
• Wealth Matters Consulting website: https://www.wealthmattersconsulting.com/
• Connect with Rosemary Denney: https://www.linkedin.com/in/rosemarybdenney/
• Easemakers Podcast and Community: https://ninesliving.com/easemakers-community/
• Connect with Kristin Twiford on LinkedIn: https://www.linkedin.com/in/kristintwiford/
• Acquired Podcast (Kristin's favorite): https://www.acquired.fm/
• Stop Asking Questions by Andrew Warner: https://www.amazon.com/Stop-Asking-Questions-High-Impact-Interviews/dp/1737676540

If this conversation gave you a clearer picture of what podcasting can do for your firm, subscribe wherever you listen, leave a review and share it with a colleague who's been on the fence. We'd love to hear what resonated.

Email us at: hello@wealthmattersconsulting.com