In this episode of The Purpose-Focused Advisor, Rob Brown welcomes Hillary Gale, founder of Moneta Copy and host of The Finance Marketing Podcast. Hillary is a standout voice in advisor marketing, helping financial professionals craft purpose-driven content that actually connects. From her roots as a writing teacher to her passion for personal finance, Hillary shares how she helps advisors tap into authentic storytelling, build deeper trust with clients, and create marketing strategies that don’t feel like marketing. This episode is full of inspiration and practical tools for financial advisors ready to show up more powerfully in their messaging.

Key Takeaways:

• The Power of Storytelling in Marketing (05:53) – Story helps people emotionally connect and remember who you are, making it easier for them to trust you before you ever speak.
• You Already Have the Stories That Matter (12:03) – Advisors don’t need dramatic stories—real-life client wins and personal experiences are often the most powerful.
• Why Advisors Must Own Their Audience (16:22) – Social media platforms aren’t yours but your email list is—protect that channel and use it to deepen trust.
• Repetition Isn’t Spam—It’s Strategy (20:58) – People need to hear from you more than once; showing up consistently makes your message stick.
• Repurposing Is a Marketing Superpower (24:16) – Your next great email is probably hiding in a recent client conversation, LinkedIn post, or team debrief—just reshape it.

Hillary Gale: "Story really has the power to help someone else see themselves in what you do. It creates a connection that statistics and facts alone simply can't."

Rob Brown: "Rarely did you win business through one conversation. One touch leads to the next, to the next... and creates something that can last."

About Hillary Gale: Hillary Gale, founder and CEO of Moneta Copy, is a content strategist and copywriter for financial services professionals. She has been featured in MarketWatch, Wealthtender, and Clever Girl Finance, and is the host of The Finance Marketing Podcast, a show that spotlights in-depth conversations on marketing with financial professionals and finance marketing experts. You can catch her on LinkedIn most weekdays sharing marketing insights and ideas specifically for financial services pros.

Connect with Hillary Gale:

Website: http://monetacopy.com/

LinkedIn: https://www.linkedin.com/in/hillary-meehan/

Free Guide on Marketing Minus the Overwhelm: https://guide.monetacopy.com/mmto

The Finance Marketing Podcast: https://podcasts.apple.com/us/podcast/the-finance-marketing-podcast/id1733748813

Episode References:

• Truest Fan Coaching
• Business Optimization Scorecard

Connect with Rob Brown:

Website: http://truestfan.com/

LinkedIn: https://www.linkedin.com/in/truestfan/

What happens when an industry veteran who’s helped train 10,000+ financial advisors sits down to talk about what’s really missing in today’s advisor development? You get this kind of episode. In this conversation, Gary Sinderbrand, legendary producer and founder of Better Path Training, shares behind-the-scenes truths about what it really takes to succeed and build something that lasts. From early career lessons in a dial-for-dollars world to leading one of the most impactful training programs at a major firm, Gary has seen it all. Now, his mission is clear: bridge the skills gap between senior and junior advisors—before it’s too late.

Key Takeaways:

• Soft Skills Are the Real Superpower (02:00) – Success in this business isn’t just about managing assets; it’s about earning trust and building relationships that last a lifetime.
• Lead with Education, Not a Pitch (14:50) – Gary built credibility fast by giving clients clarity before talking products—because real value starts with helping people understand.
• Redefining Succession (32:15) – A real succession plan doesn’t just hand off a book—it challenges junior advisors to grow it, lead it, and own the next chapter.
• Earn It Every Day (44:00) – If you’re not finding assets or solving problems, you’re not really an advisor. This business is about showing up and proving your value—daily.

Gary Sinderbrand: “Choose your own hours. Work with who you want. Make an unlimited amount of capital—and always leave it better than you found it.”

Rob Brown: “Succession shouldn’t look like caretaking. It should look like building something new—together.”

About Gary Sinderbrand: Gary Sinderbrand brings decades of elite production experience and transformative training expertise to financial advisors. As co-creator of the Payne-Sinderbrand Program, he helped shape the careers of over 12,000 FAs. A former Private Wealth Advisor at UBS and multi-million-dollar producer, Gary now leads BetterPath Training, specializing in multi-generational advisory teams. He equips next-gen advisors with battle-tested client acquisition strategies and helps seasoned professionals optimize succession plans. With a unique blend of real-world experience and practice management innovation, Gary provides the tools advisors need to build, grow, and protect their businesses for lasting success.

Connect with Gary Sinderbrand:

Website: http://betterpathtraining.com/

Email: gary.sinderbrand@gmail.com

LinkedIn: https://www.linkedin.com/in/gsinderbrand/

Episode References:

• Truest Fan Coaching
• Business Optimization Scorecard

Connect with Rob Brown:

Website: http://truestfan.com/

LinkedIn: https://www.linkedin.com/in/truestfan/

In this episode of The Purpose-Focused Advisor, Rob Brown welcomes Lauren Hong, Founder and CEO of Out & About Communications, a branding and marketing agency transforming how financial firms show up in the world. Lauren has spent over a decade helping RIAs ditch stale, cookie-cutter branding and embrace a more authentic, strategic approach. With a background in graphic design and a passion for storytelling, she’s on a mission to help advisors align their identities with their business goals. Whether you’re thinking about a website refresh or wondering how to measure client satisfaction beyond AUM, Lauren drops insight after insight to help you elevate your brand and build trust that lasts.

Key Takeaways:

• How branding in financial services has evolved—and why it’s time to ditch the navy and gray. [03:00]
• The real reason your website matters more than you think (yes, people are looking). [08:25]
• Why the Net Promoter Score (NPS) is a game-changer—and how to use it as a strategic advantage. [10:21]
• Marketing that leads vs. lags—how growing firms can shift their strategy and culture. [21:00]
• What it really looks like to build a marketing partnership that grows with your firm. [25:30]

Lauren Hong: "At the end of the day, marketing is about taking care of people. It’s a human-to-human business.”

Rob Brown: “Marketing isn’t just a website or color scheme—it’s a reflection of who you are and where you’re going.”

About Lauren Hong: Lauren Hong founded Out & About Communications in 2013. She has grown the agency to a team of 25+ and a client base of dozens of firms across the country. Focused exclusively on financial services, Lauren has consulted with firms ranging in size from $250M to $20B in AUM to grow, scale, and leverage marketing as a strategic asset. Today, she spearheads the strategic direction and business development of Out & About while leaning into the industry to pay it forward.

Connect with Lauren Hong:

Website: https://www.outandaboutcommunications.com/

Email: lauren@outandaboutcomm.com

LinkedIn: https://www.linkedin.com/in/honglauren/

Podcast: On Purpose: https://podcasts.apple.com/us/podcast/on-purpose/id1704209930

Episode References:

• Truest Fan Coaching
• Business Optimization Scorecard

Connect with Rob Brown:

Website: http://truestfan.com/

LinkedIn: https://www.linkedin.com/in/truestfan/

What happens when a marketing entrepreneur dives into financial planning? You get Brandon Snyder, CEO of Alpha Capital Strategies—a visionary redefining how to serve high-net-worth clients. In this episode, Brandon shares his journey from event marketing to building a full-service RIA with in-house experts. It’s a conversation about deep client relationships, smart growth, and staying ahead in a fast-changing industry.

Key Takeaways:

• The road to success is not always a straight line (03:19) – Brandon’s path from print marketing to financial advising was shaped by early business experiences and a powerful lesson in risk and resilience.
• The right team makes all the difference (08:46) – Bringing specialists like tax attorneys and valuation experts in-house allows advisors to provide a deeper level of service without adding unnecessary complexity for clients.
• The industry is changing faster than many realize (19:05) – Advisors who fail to evolve with AI and automation may struggle to compete as technology transforms client expectations and business models.
• Most advisors are overlooking a key piece of the puzzle (28:04) – Business owners often do not recognize how much of their wealth is tied up in their company, and advisors must integrate business planning to serve them fully.
• Clients value honesty over perfection (37:13) – Building trust does not require knowing every answer—it comes from asking the right questions and being willing to learn alongside the client.

Brandon Snyder: "We spend 100 hours behind the scenes so our clients can make confident decisions in a one-hour meeting—that’s the kind of care they deserve."

Rob Brown: "The advisor who is reaching out and stretching is probably even able to charge more and increase fees because you're going really, really deep with the questions you're asking your clients and the things you're helping them solve."

About Brandon Snyder: Charles “Brandon” Snyder is the founder and CEO of Alpha Capital Strategies, where he leads with a clear vision for growth and a passion for helping clients move more powerfully in life and business. A longtime member of the National Association of Financial Advisors and a nine-time Million Dollar Round Table qualifier, Brandon is known for building deep, trusted relationships and delivering high-impact strategies for business owners and high-net-worth families.

Connect with Brandon Snyder:

Website: http://alphacapitalstrategies.com/

Email: brandon@darkpuppet.net

LinkedIn: https://www.linkedin.com/in/brandonsnyder/

Pursuing Alpha Podcast: https://podcasts.apple.com/us/podcast/pursuing-alpha/id1717483130

Episode References:

• Truest Fan Coaching
• Business Optimization Scorecard

Connect with Rob Brown:

Website: http://truestfan.com/

LinkedIn: https://www.linkedin.com/in/truestfan/

In this episode of The Purpose-Focused Advisor, Rob sits down with Joe Moss—author, advisor tech expert, and connector in the financial services space. Joe is on a mission to help advisors navigate the ever-evolving world of technology. Joe has become a trusted resource for financial professionals seeking clarity and confidence in their tech decisions. Joe shares the backstory behind his new book, The Ultimate Advisor Tech Stack 2025, and explains how financial advisors can use it to simplify their tech choices, stay focused, and build more efficient practices. This episode is a masterclass in cutting through noise and making intentional decisions in your business and life.

Key Takeaways:

• The Power of Learning from Industry Leaders (04:47) – Studying industry leaders leads to valuable insights that highlight the gap between theory and real-world practice.
• From Blog Post to Essential Guide for Advisors (08:52) – Transforming a simple idea into a structured resource helps advisors make better technology decisions.
• Building a Tech Stack That Drives Efficiency and Growth (15:57) – Selecting the right tools rather than accumulating too many ensures efficiency and maximizes impact.
• Avoiding the ‘Shiny Object’ Trap and Staying Focused (22:29) – Limiting focus to a few key initiatives per quarter prevents distractions and leads to meaningful progress.
• Mastering the Art of Saying No for Greater Success (27:25) – Eliminating unnecessary commitments allows for greater clarity, productivity, and personal fulfillment.

Joe Moss: “It’s easy to stay busy and keep grinding—but real growth happens when you slow down, focus, and make the tough decisions that actually move the needle.”

Rob Brown: “The faster we go and the thinner we spread ourselves, the less we work on what truly matters most. Slowing down isn’t weakness—it’s wisdom.”

About Joe Moss: Joe is a prolific writer in the advisortech space and the driving force behind Conneqtor, a platform that connects and builds community for advisors, operators, consultants, and advisortech. He’s the author of The Ultimate Advisor Tech Stack 2025, a practical guide for navigating advisor technology with clarity and confidence. Joe is also the founder of the “Supergrow for Financial Advisors” Skool community and the RIAjobs.io industry job board.

Connect with Joe Moss:

Website: http://www.advisortechbook.com/ and http://www.conneqtor.org/

Email: joe@conneqtor.org

LinkedIn: https://www.linkedin.com/in/joemoss-xyz/

Book: The Ultimate AdvisorTech Stack for 2025: https://www.amazon.com/Ultimate-AdvisorTech-Stack-2025-Independent-ebook/dp/B0DV5N6ZRC

Episode References:

• Truest Fan Coaching
• Business Optimization Scorecard

Connect with Rob Brown:

Website: http://truestfan.com/

LinkedIn: https://www.linkedin.com/in/truestfan/

In this episode of The Purpose Focused Advisor, Rob Brown and Phil Calandra welcome Ari Galper, the world’s leading authority on trust-based selling. Ari brings a radically different approach to sales, shifting away from traditional tactics and instead focusing on building trust. For financial advisors looking to shorten sales cycles and eliminate chasing, Ari’s insights are a game-changer. Advisors who embrace this mindset will stop being seen as commodities and instead become the trusted experts clients turn to with confidence.

Key Takeaways:

• Trust Comes Before Relationships (03:20) – Building trust must happen first; without it, the sales cycle is unnecessarily long, and prospects remain skeptical.
• The biggest mistake advisors make: Selling too soon (07:00) - Many advisors jump into solutions too quickly, thinking their expertise alone will win clients. Instead, they must diagnose before they prescribe, just like a doctor.
• The power of the right questions (18:00) - The best advisors don’t focus on facts first, they uncover concerns and priorities by asking deeper questions. Instead of asking, "What are your goals?", try "What are your biggest financial concerns right now?"
• "Doctors don’t do coffee." (28:00) - Advisors should stop treating potential clients like social connections and instead position themselves as professionals with a structured, proven process—just like a doctor wouldn’t grab coffee before diagnosing an illness.
• Ditch the Follow-Up—Ask for Feedback Instead (31:14) – The traditional follow-up approach feels like chasing; instead, advisors should ask for feedback to keep the conversation open without pressure.

Ari Galper: "Your job as an advisor is not to show value—which I know sounds so contrarian to what we've been taught all these years… Your only job is to provide clarity—clarity on the depths of their problem and the impact of it."

Rob Brown: "Truth speaking is a huge part of trust. If you’re beating around the bush, you’re not helping your clients. Be direct, be honest, and guide them to clarity."

About Ari Galper: Ari Galper is the world’s #1 authority on trust-based selling and the founder of Unlock The Sales Game®. Ari has revolutionized the sales world with his innovative “One Call Sale” system, helping businesses shift from a “selling” mindset to a “doctor” mindset so they can create deep trust in every conversation. He’s the author of seven best-selling books, including Trust In A Split Second!, and his work has been featured in Forbes, CEO Magazine, and other prestigious publications. Get ready to learn how to thrive in the “Trust Recession”!

Connect with Ari Galper:

Get 3 free books: http://thetrustbook.com/

LinkedIn: https://www.linkedin.com/in/arigalper/

Episode References:

• Truest Fan Coaching
• Business Optimization Scorecard

Connect with Rob Brown & Phil Calandra:

Website: http://truestfan.com/

LinkedIn: https://www.linkedin.com/in/truestfan/

In this episode of The Purpose Focused Advisor, Rob sits down with Vance Barse, founder of Your Dedicated Fiduciary (YDF), to explore the critical intersections of financial planning, tax strategy, and advanced wealth management. Drawing from his decade-long experience advising top-tier private wealth teams, Vance shines a light on common yet often overlooked planning gaps—especially between taxes, investments, and estate planning—and shares why proactive collaboration among client advisors is essential. This episode goes beyond standard industry talk and touches on how advisors can blend personal passion and business growth, prioritizing meaningful client relationships and living a life aligned with their values.

Key Takeaways:

• True financial advice goes beyond managing wealth—it’s about uncovering hidden opportunities that genuinely improve clients' lives (04:50).
• Overlooking details like tax returns is akin to ignoring a roadmap; essential clues to client wellbeing are often hidden in plain sight (05:30).
• Collaboration isn't optional; it's essential. Real value emerges when advisors, CPAs, and estate planners truly unite around the client’s goals (10:45).
• Being a fiduciary isn’t a label—it's a commitment to always choosing the client's best interest, even when no one’s watching (18:20).
• Real success isn't measured solely by financial growth, but by the quality of the life you lead and the impact you have on those you love (32:10).

Vance Barse: "I wake up every day and literally never feel like I'm going to work. It's the greatest honor to help clients live their lives to the fullest."

Rob Brown: "Every day you're writing your autobiography, and it’s either one your kids and grandkids will want to read, or one that's devoid of real purpose and meaning."

About Vance Barse: Vance Barse is a wealth strategist and founder of YDF. Prior to founding YDF, Mr. Barse spent a decade consulting leading private wealth teams on how to allocate their high-net-worth clients’ capital. In that role, Vance saw firsthand that many advisors are often limited in their approach to advanced planning, thus leaving clients underserved. Vance founded YDF with a simple mission: to be authentic, transparent, and have a positive impact on the lives of clients via sophisticated planning and familial unity. The firm dutifully serves 61 families nationwide, and Vance routinely lectures at industry conferences and in financial media.

Connect with Vance Barse:

Website: http://www.yourdedicatedfiduciary.com/

LinkedIn: https://www.linkedin.com/in/vancebarse/

Episode References:

• Truest Fan Coaching
• Business Optimization Scorecard

Connect with Rob Brown:

Website: http://truestfan.com/

LinkedIn: https://www.linkedin.com/in/truestfan/

YouTube: https://www.youtube.com/@truestfancoaching

Mark Hansen has spent decades in financial services, evolving from a young advisor into a seasoned professional who now helps advisors manage risk more effectively. In this episode, Mark shares his journey from an analytical engineer to a financial planner and eventually to an asset manager specializing in tactical risk strategies. His work at White Rock Capital Management focuses on active portfolio management, ensuring clients and advisors minimize losses during market downturns while maximizing long-term gains.

Key Takeaways:

• [03:27] From Engineering to Financial Planning: Mark’s transition from engineering to financial planning was fueled by his analytical mindset and passion for working with people.
• [06:12] The Importance of Discipline: Success in financial advising requires self-motivation, perseverance, and continuous growth.
• [11:11] Managing Risk More Effectively: Mark created White Rock Capital Management to solve a major industry problem—reducing losses during downturns through tactical investment strategies.
• [19:16] Shifting from Clients to Advisors: Mark now coaches and provides solutions to financial advisors rather than individual clients.
• [28:58] Differentiating as an Advisor: Mark challenges advisors to ask, “What makes me different in a crowded industry?” and “Am I truly managing risk effectively for my clients?”

Mark Hansen: "I've always said that with people and their money, it hurts worse to lose money than it feels good to make money."

Rob Brown: "If you’re not careful, you can fall into a sea of sameness. What are you doing to stand out as an advisor?"

About Mark Hansen: Mark is the owner of Hansen & Associates Financial Group, an independent RIA firm, and managing partner of White Rock Capital Management. A Certified Financial Planner (CFP®) since 1989, Mark has dedicated his career to helping clients achieve financial security. Alongside his partner, David Yelle, he co-founded White Rock to provide advisors with proprietary, risk-managed investment portfolios designed to protect and grow client wealth.

Connect with Mark Hansen:

Website: http://www.whiterockcap.net/

Email: mark@whiterockcap.net

Phone: +19163453555

LinkedIn: https://www.linkedin.com/in/mark-hansen-chfc-cfp-aa263b25/

Episode References:

• Truest Fan Coaching
• Business Optimization Scorecard

Connect with Rob Brown & Phil Calandra:

Website: http://truestfan.com/

LinkedIn: https://www.linkedin.com/in/truestfan/

YouTube: https://www.youtube.com/@truestfancoaching