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Ken Fisher built a massive wealth management business ($275B AUM) by using content marketing and aggressive direct response advertising to acquire clients. His approach shows how to convert newsletter/content readers into wealth management clients.
Key Components:
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Content Marketing Foundation:
- Forbes columnist for 20+ years
- Multiple books published
- Regular market commentary and investment advice
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Aggressive Marketing Strategy:
- Spends $60M/year on marketing (6% of revenue)
- Heavy presence on Fox News, Forbes, WSJ, MarketWatch
- Uses outbrain/taboola ads that look like WSJ articles
- Landing pages optimized for conversion with free guides/books
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Target Customer Profile:
- People with $500k+ retirement portfolios
- Focus on retirement-age demographic
- Created 6 different mental profiles of how people think about retirement/savings
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Sales Process:
- Free guides and books as lead magnets
- Army of cold callers following up
- Estimated $14k customer acquisition cost
- Charge 1-1.25% annual management fee
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Marketing Psychology:
- Uses founder's face in ads to build trust
- Positions as someone who "wakes up and cares" vs faceless institution
- Testing showed male faces convert better than female faces
- Targets common retirement fears and concerns
The business generates ~$1B in annual revenue by charging 1-1.25% fees on $275B in assets under management, proving the model of using content marketing to build a massive wealth management business.
Sam Parr
Host of MFM and fitness influencer
Sam Parr is a serial entrepreneur and business media pioneer.
In 2016, he founded The Hustle, a business news media company that started in his kitchen with just $12 and grew to eight figures in revenue.
Sam led the charge in making newsletters popular when few believed in their potential.
After four successful years, he sold The Hustle to HubSpot, a publicly traded company. Now operating as HubSpot Media, The Hustle reaches 3 million readers daily, employs a team of nearly 100, and has been the launchpad for dozens of its staff to found their own media companies and newsletters.
Sam remains the host of the popular business podcast, My First Million, and continues to start and sell companies. He also co-founded Hampton, a highly vetted community for entrepreneurs, founders, and CEOs, and teaches people to write better through his platform, Copy That.