Stand Out: How Strategic Positioning Can Help RIAs Grow

The registered investment advisor (RIA) sector in the U.S. is booming. In 2023, the number of SEC-registered investment advisors (RIAs) reached a record high of 15,396, according to a joint report issued by the Investment Advisor Association (IAA) and compliance-focused consultancy firm COMPLY. In addition to SEC-registered advisors, there were 16,296 advisors registered with state authorities. Including people working as non-registered advisors, the US Bureau of Labor Statistics estimates that 272,190 people offered professional financial advice in the US.

How can you stand out?

In this crowded field, how can the average RIA hope to stand out and grow their business? Many RIAs are satisfied with the traditional method of building their business—referrals from existing clients, friends, family, and other professionals (including certified public accountants and trust/estate attorneys).

However, there’s another way to grow your business—one that can help you bring in more of the clients you want most. It starts with a clear, benefit-based strategic positioning for your RIA firm. This refers to how your firm differentiates itself in the market, communicates its unique value to clients and prospects, and aligns its services with the needs, wants, and expectations of its ideal client base.

A well-defined strategic positioning strategy will ensure that your firm stands out in the crowded financial advisory sector and attracts (and retains) the right clients. Doing so requires a mix of authenticity, client-centric messaging, and a clear competitive differentiation. Here’s how to do it.

1. Define your core identity, value proposition, and authentic storyline

To connect with clients and prospects authentically, your RIA firm should start from within by answering the following questions:

• Why did the senior team members decide to become RIAs? Identify the personal stories, values, or experiences that shaped their approach to doing business.
• What does your firm stand for? What are your guiding principles in wealth management and client service?
• What’s your investment philosophy? Do you focus on evidence-based investing, socially responsible investing, legacy planning, or client risk-tolerance assessment and management?
• Whom do you serve? Define your ideal client profile, including characteristics like age, occupation, geographic location, or wealth management needs.
• What problems do you solve? Which key wealth management pain points can you help alleviate?
• How do you solve problems better than your competitors? Do you offer a more personalized service, bespoke wealth management strategies, generational wealth transference plans, or highly credentialed staff (e.g., CFA Charterholders)?

Action: Craft a personal narrative for each member of your senior team that resonates both intellectually and emotionally. After all, people do business with other people, and this will show transparency and help build trust.

Example: Instead of “We provide fiduciary, fee-only advice,” try:

“We started this firm because we saw too many hard-working people making financial decisions without trusted and informed professional guidance. Our firm exists to empower our clients with clear, confident choices to secure their long-term financial future and well-being.”

2. Identify what your clients value most

An effective strategic positioning focuses on what matters most to your clients—not just the services you offer.

• Conduct client interviews (or send out an online survey) to uncover what they appreciate about your services (and why they’d recommend you to friends or family).
• Identify common pain points: Do these include retirement uncertainty, capital market volatility, tax efficiency, generational wealth transference, or aligning wealth with values?
• Look for emotional drivers: For example, peace of mind, empowerment, or freedom.

Action: Reframe your messaging to emphasize how you solve client problems or address pressing concerns with service that provides tangible benefits.

Example: Instead of “We manage portfolios for high-net-worth clients,” try:

“We help professionals and retirees simplify their financial lives so they can focus on what truly matters—family, legacy, and enjoying meaningful experiences.”

 3. Find your unique differentiators

Your RIA’s positioning should be distinct from competitors. Consider:

• Your specialization: Do you focus on small-business owners, physicians, tech professionals, or retirees?
• Your investment philosophy: Do you champion passive/active investing, behavioral coaching (avoid emotional decisions), or alternative assets?
• Your approach to relationships: Is your firm a high-touch boutique shop focused on personalized and relationship-driven services or a digital-first approach for younger, mass-affluent clients? Do you offer both and a choice?

Common RIA niches include:

• Small-business owners (exit strategies, tax optimization)
• Tech professionals and startup founders (equity compensation, liquidity planning)
• Medical professionals (student loan management, practice transition)
• Alumni networks (high-profile universities, state schools, private colleges)
• Retirees and pre-retirees (income planning, estate planning, generational wealth transfer)
• Women investors (divorce, inheritance, financial independence)
• Impact investors (sustainable & ESG-focused portfolios)
• Gen X/Millennials (tech-enabled remote investment management)

Action: Develop a one-line positioning statement that captures your uniqueness. Use this simple positioning formula: “We help [target audience] achieve [core benefit] through [unique method].”

Example: For RIAs focusing on small-business owners, a positioning statement could be: “We help successful business owners turn their business success into personal financial security through tax-efficient wealth strategies and succession planning.”

4. Develop your positioning statement

Based on the information you’ve gathered and the decisions you’ve made so far, create your strategic positioning statement. Make sure it addresses:

• Whom you serve (ideal client profile)
• How you solve clients’ problems better than competitors
• The unique philosophy, service model, or niche services that set you apart

Example: “We help C-suite professionals navigate the complexities of stock options, tax strategies, and long-term wealth building so they can turn executive compensation into lasting financial security.”

5. Leverage thought leadership and content strategy

Once you’ve developed your strategic positioning statement, it’s time to put it to work by establishing authority in your niche. A solid content strategy can help you do that. Effective content strategies for RIAs typically include:

• Blog posts and white papers for sharing your unique perspectives on topics that matter to your target audience
• Social media posts to build brand awareness and generate leads
• Podcasts or webinars to educate and generate leads
• Prospecting emails to generate referrals and build relationships

Action: Create valuable content that positions your RIA as the go-to expert for your audience. Post frequently and consistently to keep your audience engaged and demonstrate your leadership in the category.

Copylab can help

With 20+ years of experience creating content for the world’s leading financial brands, Copylab is uniquely positioned to help RIAs uncover, articulate, and promote their unique positions in their markets. To learn more, contact Christopher Abelt, Business Development Director at Copylab, at chrisabelt@copylabgroup.com or 917.592.4098.