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#4 Marketing to New Investors & Retaining the Old

Marketing to new investors and retaining the old doesn't take two different marketing approaches. Let's chat on adapting to digital.

Why did it take the onset of COVID-19 to start hearing about advisor marketing and technology adaptions? April Rudin, Founder and CEO of The Rudin Group, has been helping advisors make this switch since 2008. Marketing to new investors and retaining the old doesn’t take two different marketing and communication approaches. Times are changing and current clients are jumping on board with the new generation of digital. Are you?

In today’s episode, we’ll discuss why advisors are hesitant to implement new marketing strategies, from compliance concerns to common misconceptions. April will share some of the best and worst advisor marketing and communication strategies and how these strategies can make or break a firm in today’s environment.

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April Rudin

Founder & CEO | The Rudin Group

An acclaimed financial services and wealth management marketing strategist. A digital and traditional media expert, April is distinguished by her ability to forecast, analyze and illuminate critical trends in the industry and create campaigns for enhancing brand and professional visibility for people. The Rudin Group, founded in 2008, designs bespoke marketing campaigns for some of world’s most prestigious banks, wealth management/family office firms. The Rudin Group's core expertise is: wealth, next-gen, technology. April is a regularly featured source of expert commentary to international news and business outlets, trade publications and broadcast media. She was a featured speaker at CES 2017 - Digital Money Forum on millennials/financial services, and digital currency/payments. April is recognized by IBM as an “Influencer” in both wealth management and fintech. She has also created and maintains an extensive thought leadership domain that includes wealth management/fintech/financial services blogs featured on Huffington Post, American Banker, CFA Enterprising Investor, Family Wealth Report, Fundfire, Investment News, Wealthmanagement.Com, and many other trade publications. April is a judge for Family Wealth Report’s Annual Wealth Management Industry awards, she is a member of the PAM (Private Asset Management) Advisory board, and serves on the Global Board of Directors for the Hedge Fund Association (HFA) and chairs the High Net Worth Advisory Board. April is also a heads the editorial board for NexChange, a global financial services’ networking start-up.

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Sarah Johnson

Host | SS&C Advent

Sarah is part of SS&C Advent’s advisory marketing team, with her primary focus being the Black Diamond® Wealth Platform. Along with writing and managing sales enablement content, she also develops client communications, coordinates webinars, and portrays the value of integration through her work with complementary partner solutions. Sarah began her marketing career in financial services in 2009, holding roles at Atlantic Coast Bank and TIAA Bank before transitioning to financial technology in 2018 when she started with SS&C Advent. She holds a BBA in management with a minor in communications from the University of North Florida.

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Trent Berry

Host | SS&C Advent

Informally known as ”The Voice of University,” Trent Berry joined SS&C Advent at the turn of the century in 2000, having previously worked in Support and Consulting before occupying his current long standing role as Advent’s Senior Instructional Designer As such, he is responsible for client and employee training for products such as APX, Axys, and Geneva. In his spare time when not working or perfecting French cooking techniques in his kitchen, Trent owns and operates Dreamrack Studios, a professional recording studio in San Francisco where he can be found producing and engineering music for various artists.