What Financial Advisors Think About Your Marketing


On May 6th, FCS Philadelphia hosted a roundtable of financial advisors who shared their unfiltered feedback on what works – and what doesn’t work – when it comes to marketing to them as a key target audience for asset managers.  Sitting on the panel were Christopher Borden of Janney Montgomery Scott; Zahya Beall of Damefender Financial Partners; and Bill Dougherty of Main Street Financial Solutions. Matt Majewski, AVP of Marketing at Lincoln Financial Group, served as moderator for the session.

Among some of the key learnings from the session:

  • The 2024 Client Mindset: The advisors on the panel discussed some of the top challenges they were facing in their practice. Most notable were managing client anxiety in the midst of the election; helping clients stay focused on their financial plan despite a general “risk on” mindset stemming from the bull market; and wrestling with misinformation clients learned from social media.
  • Trust is Where Effective Communications Start: Advisors mentioned two ways financial marketers could break through in their communications: First, by sending communications through a trusted wholesaler or key personality within the firm. Second, by building trust and likeability at a brand level. If advisors were engaging with a brand or a person within a firm they liked, they were more likely to engage with a given marketing material.
  • Simplify the Complex for Clients: Advisors did not need client-facing materials for simple financial products like mutual funds. However, they did have a need for educational materials surrounding complicated solutions like alternatives or direct indexing.
  • More Podcasts, Less Email: Advisors mentioned a high regard for a wide variety of podcasts, from providers, thought leaders, or media properties. The convenience of being able to listen to a podcast in the car or the sheer entertainment value were mentioned as reasons for engaging with podcasts. Meanwhile, email was discussed as being incredibly cluttered and difficult to focus on – advisors receive so many emails that they just don’t have the time to engage with them.
  • Social Challenges: Advisors frequented LinkedIn and have found it to be a great way to follow many of the personalities they follow in the news and/or on podcasts. However, they discussed a more pressing issue with social media beyond LinkedIn – clients engaging with influencers on Reddit, TikTok and elsewhere, and then bringing misinformation or preconceived ideas to client meetings. Advisors expressed a need for help combating the financial misinformation found on these platforms.

— reported by FCS Philly chapter president Phil Edelstein, founder of Substance Strategy & Creative

FCS Philly’s first virtual event of 2024 gives financial marketers the opportunity to hear directly from financial advisors about what works – and doesn’t work – when it comes to marketing to intermediaries. Three advisors will share their experience in receiving marketing from the likes of asset managers, insurance companies, and fintechs. In this panel discussion, you’ll learn about:

  • How financial brands successfully distinguish themselves in the eyes of the financial advisor
  • What the most effective channels are for engagement
  • What content is considered most useful, and
  • How FAs want you to help them engage their clients.

Matt Majewski, AVP, Life and MoneyGuard Marketing, Lincoln Financial Group, will moderate our panel, featuring:

  • Christopher Borden, CFP®, EVP, Wealth Management, Financial Advisor, Janney Montgomery Scott
  • Bill Dougherty, CFA,CFP®, Wealth Manager/Portfolio Manager, Main Street Financial Solutions
  • Zahya Beall, AAMS®, CIMA®, Founder & Financial Planner, Damefender Financial Partners

This is a free event for FCS Members and marketing, communications, and media professionals across the industry. Registration is required.

For more information about FCS Philadelphia, contact chapter president Phil Edelstein of Substance Strategy & Creative.


  • Start May 6, 2024 12:00 PM EDT
  • End May 6, 2024 12:45 PM EDT
  • Location ZOOM


Moderator Matt Majewski

AVP, Life & MoneyGuard Marketing

Matt Majewski is AVP, Life and MoneyGuard Marketing at Lincoln Financial Distributors, the wholesaling distribution organization for Lincoln Financial Group. In this role, Matt helps build marketing strategy, sets priorities, and delivers content to align with Lincoln Financial business goals. He is the Product Owner of the LifeGuards pod where he supports MoneyGuard, Executive Benefits […]

Panelist Christopher Borden, CFP

EVP, Wealth Management

Chris joined Janney in 2008 after graduating from Temple University’s Fox School of Business. He is an Executive Vice President/Wealth Management and is a member of Janney’s Financial Advisor Advisory Council. He holds the Certified Financial Planner™ professional (CFP) designation. This prestigious certification is awarded by the Certified Financial Planner Board of Standards, Inc. to […]

Panelist Bill Dougherty, CFP®, CFA

Wealth Manager, Portfolio Manager

Bill Dougherty, CFP®, CFA, has more than 25 years of experience in the financial services industry. Bill has helped people navigate their investments and understand how those investments impact their lives. From his deep knowledge of capital markets to his belief that investments are the keystone of financial independence, Bill helps individuals and families to […]

Panelist Zahya Beall, AAMS® CIMA®

Founder & Financial Planner

Twenty-year industry veteran Zahya Beall is a Financial Planner at Damefender Financial Partners, which she founded in 2024.