Every advisor knows their clients love them. So why are so few using testimonials in their marketing?

Andrew Johnson is the founder of Testimonial iQ — now FMG Testimonials, following a recent acquisition by FMG — and one of the sharpest minds in advisor marketing and compliance. In this episode, Andrew breaks down the state of testimonials three years after the SEC marketing rule changed everything, why the biggest firms are finally all-in, and what advisors need to understand about AEO before their competitors do.

What You'll Learn

• Where testimonials actually stand — FINRA, the SEC, and the states that are still catching up
• Why most advisors still aren't collecting reviews — and why the hesitation has shifted from compliance to something more personal
• The rules around collecting testimonials — what you can and can't do, and why the paper trail matters more than you think
• How testimonials feed AEO — and why LLMs are quietly becoming the most important research tool your prospects use
• What "durable growth" actually looks like — the strategy the fastest-growing RIAs are building right now
• The Amazon analogy that explains everything — why reviews have become the default heuristic for high-stakes decisions
• Trust badges are back — why CFP® designations and awards are suddenly more valuable in an AI-driven search world
• What's next for FMG Testimonials — Andrew's vision for getting client feedback into every corner of the advisor marketing ecosystem

Guest

Andrew Johnson — Founder of Testimonial IQ, now Director of Product at FMG as FMG Testimonials. Previously founded Dataline, a lead gen platform for financial advisors. He's worked with some of the largest and fastest-growing RIAs in the country.

Resources Mentioned

Connect with Andrew: https://www.linkedin.com/in/andrew-b-johnson/

Check out FMG Testimonials: https://fmgsuite.com/features/testimonials/