Wealth Management: Elite Marketing to Elite Clients

Recap

FCS Philadelphia gathered for its fourth event of 2024 to discuss “Elite Marketing Strategies for Elite Clients.” The event, hosted at the headquarters of Lincoln Financial Group, featured in-depth research presented by Meredith Lloyd Rice from Escalent, on the high-net-worth and ultra high-net-worth investor segments. The conversation then transitioned to a panel of elite HNW marketers, including Wendeline Dill of J.P. Morgan Wealth Management, Patty Quinn McAuley of Clark Capital Management Group and Melissa Brandt of Lincoln Financial.

Some key takeaways from the event included:

  • The HNW Experience: Panelists talked about their learnings about the goals and concerns of HNW investors. Most notably, this segment is so highly sought after that everyone is bombarding them with offers, opportunities and investment products. It’s critical for marketers to understand how sought after this audience is, and create a high-end experience for them that helps them move from “No” to “Yes”.
  • Core Objectives: Marketers acknowledged several key, consistent themes on the minds of high-net-worth individuals: taxes, wealth transfer, and wealth preservation. By building products and solution sets that help meet these objectives, the panel were seeing success in engaging this audience.
  • Not a Monolith: The panel described the importance of going beyond the simple “HNW” moniker and building strategies for specific segments of the market. This could include emotional personas like “Cautious Givers” or “Leisure Seekers,” or it could mean marketing to unique niches like business owners, doctors, athletes or celebrities.
  • Impending Wealth Transfer: Wealth transfer was a huge topic of the discussion, with the panel talking about key strategies to help financial advisors engage with the next generation of wealth. Sample strategies included the importance of advisor teaming, helping advisors understand generational differences in communication, and more.
  • The Impact of Advisor Succession: The panel also discussed how an aging advisor population was impacting the HNW segment. As advisors increasingly retire, panelists were seeing vasts amounts of institutional knowledge leaving the category – most pointedly, the most effective ways to engage with and meet the needs of the HNW segment.

–reported by Phil Edelstein, founder of Substance Strategy & Creative and chapter president of FCS Philadelphia

FCS Philadelphia returns to the Main Line and the offices of host sponsor Lincoln Financial for a breakfast event on Wealth Management. Join us on Wednesday, September 25, when we discuss “Elite Marketing to Elite Clients.” The event will begin with custom research on the unique needs of high net worth clients, presented by Meredith Lloyd Rice, Vice President of Cogent Syndicated, a division of Escalent, the human behavior and analytics advisory firm. Meredith will then moderate a panel discussion featuring high net worth marketers from the region, including:

  • Wendeline Dill, Head of Advisor & Field Marketing, J.P. Morgan Wealth Management
  • Patty Quinn McAuley, CFP®, SVP, Head of Marketing, Clark Capital Management Group
  • Melissa Brandt, VP, Annuity & Investment Management Marketing, Lincoln Financial

As part of the FCS philanthropic mission to support children’s charities, we will donate $1,000 to Philadelphia Financial Scholars in gratitude to our event’s speakers.

Like all FCS events, this breakfast is sponsorable. For information, please contact FCS CEO Kevin Windorf. Content Champion sponsorships include 5 tickets plus branding before and at the event ($625).

For more information about FCS Philly or to get involved, please contact chapter president Phil Edelstein, founder of Substance Strategy & Creative.

  • Start September 25, 2024 08:30 AM EDT
  • End September 25, 2024 10:00 AM EDT
  • Location Lincoln Financial 150 N Radnor Chester Road Radnor, PA

Speakers

Panelist Wendeline Dill

Head of Advisor & Field Marketing

Wendeline Dill is the Head of Advisor & Field Marketing at J.P. Morgan Wealth Management. Known for her deep understanding of Advisors, Wendy directs a multi-functional team of 12+ professionals who create and execute sales and marketing initiatives for 1,450+ Advisors and 100+ Specialists nationwide, in the ultra-high and high-net-worth channels. Her mantra, “We serve […]

Panelist Patty Quinn McAuley, CFP®

SVP, Head of Marketing

Patty McAuley is the Senior Vice President, Head of Marketing for Clark Capital Management Group. In this role, she is responsible for aligning the firm’s marketing and communications objectives to business goals, all in support of helping financial advisors deliver successful investment outcomes to their clients. Her work has been recognized by the Money Management […]

Panelist Melissa Brandt

VP, Annuity & Investment Mgmt. Marketing

Melissa Brandt serves as Vice President of Annuity and Investment Management Marketing at Lincoln Financial Group. In this role, Melissa leads a cross-functional team that’s focused on driving brand recognition and affinity, and developing the short and long-term strategy that powers the growth of Lincoln’s broad Annuity offering. She’s led the go-to-market strategies of many […]

Presenter/Moderator Meredith Lloyd Rice

Vice President

Meredith Lloyd Rice is Vice President of Cogent Syndicated, a division of Escalent. Meredith leads the firm’s syndicated research and evidence-based consulting focused on the financial advisor market and is the lead author of the Advisor Brandscape® report. She has 20 years experience managing research initiatives in the wealth management industry and has explored a […]

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