In this byline for FA Magazine, FMG Chief Marketing and Experience Officer Susan Theder lays out four pillars of an AI-era marketing strategy for financial advisors – covering discoverability, visibility, consistent communication, and authentic connection.
The piece responds directly to the shift in prospect behavior: where advisors once competed for Google rankings, they now compete to be the answer an AI platform surfaces. Theder notes that while 15% of advisors already report receiving leads through AI search, most haven’t updated their marketing approach to reflect that reality, leaving meaningful ground unclaimed.
