How to Drive Organic Growth: Insights From FINNY

Growth: The Good, the Bad and the Reality

Eden opened with a look at industry growth trends. On the surface, 2023’s 18.2% average AUM growth looks strong. But here’s the catch: over half of that came from market performance, not new clients. Strip that away, and growth from net new clients was closer to 7%.¹

Even more striking? Over 62% of firms grew by less than 5%, while a smaller group achieved growth rates of 20% or more.¹ These standout firms didn’t just get lucky—they used targeted strategies and innovative tools to differentiate themselves.

The takeaway? Organic growth is possible, but it won’t happen without a plan—and the right tools.

Key Strategies to Win at Organic Growth

1. Differentiation Is Essential

Standing out in a crowded market is essential. A unique value proposition and strong online presence help prospects see why they should choose you. Eden explained, “A clear value proposition doesn’t just help with cold outreach; it’s critical for every growth channel, including referrals.”

Without meaningful online information, even referred prospects might pass you over. Make sure your brand is compelling and easy to find.

2. Invest in Marketing

Marketing isn’t just an expense—it’s an investment. Firms spending 3% or more of revenue on marketing—compared to the 1.5% industry average—often see double the growth.¹ Eden noted, “It’s not just about volume; it’s about building meaningful connections and standing out in a crowded market.”

Align your marketing efforts with your value proposition and client needs to expand your reach, build trust and create lasting connections that fuel long-term success.

3. Focus on Affluent Clients

Clients with $500,000 to $1 million in assets often strike the right balance between growth potential and service costs. Eden explained, “These clients present an efficient growth opportunity, especially if you can deliver value during the onboarding phase.” They require less ongoing service than ultra-high-net-worth clients, making them a profitable segment to target.

Avoiding Common Pitfalls

While identifying strategies for success, Eden also outlined critical missteps that advisors should avoid:

• Being undifferentiated: Generic advisors rarely thrive. Build a personal brand that resonates with your target clients.

• Chasing bigger clients: Ultra-high-net-worth clients may seem appealing but often result in slower growth, higher servicing costs and lower margins.

• Relying solely on referrals: While referrals remain powerful, they can’t be your only strategy. Diversify your client acquisition efforts to stay competitive.

How AI Can Help You Grow Smarter

If you’re overwhelmed by the day-to-day grind of prospecting, FINNY might be the solution you need. This AI-powered platform streamlines client acquisition by identifying high-potential leads, enriching data and automating outreach. It handles everything up to the first meeting, freeing you to focus on building relationships.

Eden shared a success story about Nick, a 29-year-old advisor targeting tech executives. Using FINNY, Nick went from booking one meeting every 6–8 weeks to securing one qualified prospect meeting every week. His secret? A laser-focused niche and consistent, value-driven outreach.

Looking Ahead: Winning in 2025

With organic growth being a persistent challenge, advisors must adopt a multi-channel approach to client acquisition. Blend traditional methods like COI (centers of influence) relationships with digital marketing and AI-driven tools to maximize your reach.

“Growth isn’t about choosing between COIs and cold outreach—it’s about leveraging every channel effectively,” Eden said. By combining targeted marketing, differentiated branding and innovative technology like FINNY, advisors can position themselves for sustained success.

Ready to Level Up?

If organic growth feels challenging, now’s the time to rethink your approach. Ask yourself:

• Is my value proposition clear and compelling?

• Does my online presence support client acquisition?

• Am I using tools to streamline repetitive tasks?

With the right strategies and tools, you can stand out, win more clients and grow your practice sustainably. Let’s make 2025 your best year yet.

Explore how WisdomTree’s Advisor Solutions platform and FINNY can help you thrive.

For more news, information, and strategy, visit the Modern Alpha Channel.

This article originally appeared on WisdomTree's website and is reprinted on VettaFi | ETF Trends with permission from the author. For more information, please visit WisdomTree.com.

¹ True Ensemble TM Data Insights 2024 Survey

Disclosure Information

U.S. investors only: Click here to obtain a WisdomTree ETF prospectus which contains investment objectives, risks, charges, expenses, and other information; read and consider carefully before investing.

There are risks involved with investing, including possible loss of principal. Foreign investing involves currency, political and economic risk. Funds focusing on a single country, sector and/or funds that emphasize investments in smaller companies may experience greater price volatility. Investments in emerging markets, currency, fixed income and alternative investments include additional risks. Please see prospectus for discussion of risks.

Past performance is not indicative of future results. This material contains the opinions of the author, which are subject to change, and should not to be considered or interpreted as a recommendation to participate in any particular trading strategy, or deemed to be an offer or sale of any investment product and it should not be relied on as such. There is no guarantee that any strategies discussed will work under all market conditions. This material represents an assessment of the market environment at a specific time and is not intended to be a forecast of future events or a guarantee of future results. This material should not be relied upon as research or investment advice regarding any security in particular. The user of this information assumes the entire risk of any use made of the information provided herein. Neither WisdomTree nor its affiliates, nor Foreside Fund Services, LLC, or its affiliates provide tax or legal advice. Investors seeking tax or legal advice should consult their tax or legal advisor. Unless expressly stated otherwise the opinions, interpretations or findings expressed herein do not necessarily represent the views of WisdomTree or any of its affiliates.

The MSCI information may only be used for your internal use, may not be reproduced or re-disseminated in any form and may not be used as a basis for or component of any financial instruments or products or indexes. None of the MSCI information is intended to constitute investment advice or a recommendation to make (or refrain from making) any kind of investment decision and may not be relied on as such. Historical data and analysis should not be taken as an indication or guarantee of any future performance analysis, forecast or prediction. The MSCI information is provided on an “as is” basis and the user of this information assumes the entire risk of any use made of this information. MSCI, each of its affiliates and each entity involved in compiling, computing or creating any MSCI information (collectively, the “MSCI Parties”) expressly disclaims all warranties. With respect to this information, in no event shall any MSCI Party have any liability for any direct, indirect, special, incidental, punitive, consequential (including loss profits) or any other damages (www.msci.com)

Jonathan Steinberg, Jeremy Schwartz, Rick Harper, Christopher Gannatti, Bradley Krom, Kevin Flanagan, Brendan Loftus, Joseph Tenaglia, Jeff Weniger, Matt Wagner, Alejandro Saltiel, Ryan Krystopowicz, Brian Manby, and Scott Welch are registered representatives of Foreside Fund Services, LLC.

WisdomTree Funds are distributed by Foreside Fund Services, LLC, in the U.S. only.

You cannot invest directly in an index.

---

A message from Advisor Perspectives and VettaFi: To learn more about this and other topics, check out our most recent white papers.

© WisdomTree, Inc.

More Active Management Topics >