Advisors are working harder than ever, yet many still feel stuck delivering inconsistent client experiences.

What if the issue is not effort, but how services, operations, and investment management are structured in the first place?

In this episode, Andrew Evans speaks with Zach Conway, Founder and CEO of Seeds, and Kelsey McKenna, COO of Seeds, about why many advisory firms struggle to scale their services. They explore how fragmented processes, unclear positioning, and disconnected technology stacks create friction for both advisors and clients. Zach and Kelsey also explain how redefining the client experience and automating operational tasks can help firms grow without sacrificing quality.

Key takeaways:

• Why many advisors avoid building new service models due to fear of disrupting current revenue streams
• How fragmented systems and siloed thinking create inconsistent client experiences and limit scalability
• The importance of defining a clear niche to simplify offerings and improve operational efficiency
• Why advisors should focus on client relationships while automating trading and portfolio mechanics
• How aligning service, experience, and operations creates a repeatable and scalable business model
• And more!

Connect with Rossby Financial:

• (321) 209-0111
• Website: Rossby Financial
• Website: R Office
• LinkedIn: Rossby Financial
• Instagram: @rossby_wealth

Connect with Andrew Evans:

• LinkedIn: Andrew Evans
• Email: aevans@rossbyfinancial.com

Connect with Zach Conway & Kelsey McKenna:

• LinkedIn: Zach Conway
• LinkedIn: Kelsey McKenna
• Website: Seeds
• The Advice Business Podcast
• Email: hello@useseeds.com

About Zach Conway:

Zach Conway is the Founder and CEO of Seeds, an investment management platform designed to improve both the advisor and client experience. With over a decade of experience as a financial advisor, Zach built his career inside an advisory firm, where he identified gaps in how investment management and client engagement were delivered. His work today centers on helping advisors streamline operations, enhance personalization, and build businesses that can grow without losing the human element.

About Kelsey McKenna:

Kelsey McKenna is the Chief Operating Officer at Seeds, where she focuses on helping financial advisory firms build scalable, client-centered businesses. With a background in advisor technology and early-stage startups, including her time at eMoney, she brings a deep understanding of how advisors can connect service, experience, and operations into a cohesive model. Kelsey is passionate about improving how firms deliver value to clients while creating systems that support sustainable growth.

Most business owners think launching a website is enough to start generating leads. But what happens after someone clicks?

In this episode, Andrew Evans sits down with Cassia Watts, Co-Founder of HiveOne.io and Co-Creator of AnchorPoint, to unpack why most entrepreneurs struggle with marketing systems. They explore the limits of DIY website builders, the importance of funnels and follow-up, and why automation matters more than design. Cassia also shares how HiveOne evolved into AnchorPoint, an all-in-one platform built specifically for financial advisors who need marketing power with compliance built in.

Cassia highlights:

• Why building a Wix or Squarespace site is only step zero in a real marketing strategy
• The importance of lead magnets and capturing emails above the fold
• How automation and multiple touchpoints drive conversions over time
• The hidden costs of stacking tools like HubSpot, Calendly, and payment apps
• How AnchorPoint simplifies marketing, payments, and compliance for advisors
• And more!

Connect with Rossby Financial:

• (321) 209-0111
• Website: Rossby Financial
• Website: ROffice
• LinkedIn: Rossby Financial
• Instagram: @rossby_wealth

Connect with Andrew Evans:

• LinkedIn: Andrew Evans
• Email: aevans@rossbyfinancial.com

Connect with Cassia Watts:

• LinkedIn: Cassia Watts
• Website: HiveOne.io
• Website: AnchorPoint

About our Guest:

Cassia Watts is the Co-Founder of HiveOne and Co-Creator of AnchorPoint, bringing over a decade of experience in marketing operations and systems design. She specializes in helping entrepreneurs and financial advisors build streamlined, automated marketing infrastructures that move prospects from first click to committed client. With a strong focus on practicality and affordability, Cassia has worked with solopreneurs and growing teams to simplify tech stacks, improve email deliverability, and create scalable backend processes that support long term business growth.

Career paths rarely follow a straight line and sometimes the best opportunities come from unexpected places.

What happens when you find yourself in a role that doesn’t align with your values? How do you discover work that truly matters?

In this episode, Andrew Evans interviews Leslie Lipscomb, Senior Vice President at Financial Independence Group, about her journey from hating her first insurance job to building a nearly 20-year career she loves. She shares how FIG’s technology platform helps advisors simplify their legacy business, the growth of women in financial services, and the meaningful “why” that drives her work every day. Leslie also discusses the challenges women advisors face and how organizations can better support them.

Leslie discusses:

• Her path from a $30,000 millionaire at a big box insurance company to senior leadership at FIG
• How advisors miss opportunities by not connecting their legacy book of business to technology platforms
• The acceleration of women entering financial services and the confidence gap many still experience
• The story behind FIG’s founding and the personal legacy that motivates her work after nearly two decades
• Why women advisors are more likely to build sustainable succession plans than their male counterparts
• And more!

Connect with Rossby Financial:

• (321) 209-0111
• Website: Rossby Financial
• Website: ROffice
• LinkedIn: Rossby Financial
• Instagram: @rossby_wealth

Connect with Andrew Evans:

• LinkedIn: Andrew Evans
• Email: aevans@rossbyfinancial.com

Connect with Leslie Lipscomb:

• LinkedIn: Leslie Lipscomb
• Website: Financial Independence Group
• (704) 971-7760

About our Guest:

Leslie Lipscomb joined Financial Independence Group in 2006 as a Sales Consultant in the annuity division. During her 10 years as a consultant, Leslie was recognized as one of the most successful insurance Sales Consultants in the country.

In 2017, Leslie was promoted to Senior Vice President and currently leads a private client group that supports independent financial professionals across the country. Her private client group focuses heavily on comprehensive and holistic planning using life insurance, annuity and long term care products. In an ever-changing industry, Leslie plays a vital role in helping her agents build a business and marketing plan unique to each individual practice. Once a plan has been developed, Leslie and her team take a hands-on approach to ensure the plan is fully implemented.

Working for a family owned and operated company, Leslie prides herself on the fact that Financial Independence Group is truly an independent marketing organization which allows her to offer her agents and their clients an unbiased opinion when recommending insurance products. Leslie strives to work with her agents daily to assist them in fulfilling their client’s specific retirement or legacy needs. Leslie currently holds her Life and Health license as well as Medicare Supplement and Long Term Care license.

Leslie grew up in Charlotte, NC and graduated from Methodist University in 2005 with a Bachelor of Science in Business and Marketing. When she isn’t working with her agents, you can find her paddle boarding or boating on Lake Norman and spending time with her family. Leslie and her husband David reside in Cornelius, NC with their two dogs Jackson and Savannah.