In today’s Advisor Website Showcase, we are joined by Nicole Burdick of Money Maven Financial. Nicole is excited to answer our burning questions about the firm. Including the firm’s history, the site’s design, and much more. In fact, we both hope you enjoy the showcase as much as we enjoyed making it.
First off, we have to acknowledge the sense of style that the Money Maven website has. In this instance, the second you click on the site, you’re instantly met with Money Maven’s unique design. In this case, it involves bright colors and great navigation.
Anyone could tell that a lot of thought and effort went into designing and creating the Money Maven site. Using a clean and elegant design for great ease of use. The website does a wonderful job highlighting the firm’s goals and wants for its clientele.
Read on to see our Q&A with Nicole and find out what makes Money Maven so unique. Nicole was more than happy to share some of the firm’s history, strategies, and insights. We hope her answers can inspire ideas for your own website.
1. Can you tell us a little more about your services and the history of your firm?
I started as a solo advisor with Waddell & Reed in 2015. We were always planning-focused, and I offered financial planning as a standalone service from the very beginning. After having my first child, I teamed up with two colleagues in 2019, and we grew together for a few years. While the efficiencies of teaming were nice, I missed my independence and wanted a more female-focused brand. But the comp structure at my firm was not conducive to being on my own with my production levels at the time, so I waited and basically stuck to my comfort zone. When LPL bought Waddell & Reed in 2021, it opened some doors as the pay structure was more conducive for small practices and they offer a lot of optional add-on services, like virtual assistants. It was still scary to think about branching out, but I remember the day I realized I needed to. Sam Russell was presenting at LPL Focus, and she talked about how a truly magnetic brand will attract and repel- I realized our team’s brand was so neutral, no one would be repelled. I deeply craved a magnetic brand, something that would suck my ideal community in and make them feel like they couldn’t possibly NOT work with me.
My new brand also allows me to focus more on creating- I’m currently writing a book, and breaking out some of the chapters into workshops on topics like money mindset and money and relationships. I’m very excited about what 2023 has in store.
2. As you’re based in Washington, how has the pandemic affected your business plan and the way you communicate with clients? What have you learned and changed about the way you communicate with clients if there have been changes?
Like so many other people, the pandemic opened the door for me to connect with clients who would normally struggle to get to an office meeting during business hours, even if they live in my town. One client works at the university and it would have taken her whole lunch break to get across campus to her car and drive over, then get back. Zoom has been a godsend.
I also shifted to networking more on Linkedin- not for clients really, but to connect with peers. The pandemic was a time of re-evaluating what I wanted my practice to look like and realizing I wasn’t seeing an example that resonated with me in my local market. I think the pandemic helped me realize the line isn’t between “real friends” and “internet friends”; people on Linkedin are humans too! It’s really “in-person friends” and “virtual connections”. I’ve built some great relationships virtually that helped me grow my vision of what’s possible.
3. What would you say inspired the Money Maven site’s design theme? Was it something you thought up quickly or did you have to really think about it?
I’d been thinking about the Money Maven brand for over a year, as it’s the premise of my book. I wanted something with a feminine tone as the industry as a whole tends to have a rather masculine vibe. But I also wanted it to have a calm, “safe space” feel, so super bright colors like magenta or fuschia were out. I settled on a soft pink for the feminine tone, with black for an authoritative feel, and some earthy green to balance out the pink as needed.
I also looked a lot at non-financial brands. I wanted to emulate a brand that made people FEEL a certain way, and I didn’t see any other advisors creating the feeling I wanted. I followed realtors, lenders, creators, speakers, as well as non-licensed money bloggers to get some great ideas.
4. What led you to update or create a new site with FMG? Has this inspired you to edit or create other things to improve your online presence?
I couldn’t pass up on the one-click compliance! I was considering building my own with a regular web designer, but as a solo advisor, I just don’t have time to get every single edit approved through compliance before going live. I create a lot of content and didn’t want “submitting things to compliance” to become a time suck. I also like the other content they have available for use in addition to the website.
5. If you could advise other advisors on redesigning or creating their website, what would it be?
Know what you want before you start. Browse examples of advisor websites and decide what you do and don’t like. Ask some of your clients what is a value add and what is just noise. Asking for honest feedback is vulnerable but rewarding.
I recommend working with a branding designer prior to starting the web design. They’ll help nail down logos and colors and fonts- these things seem simple, but involve a lot of micro decisions. You don’t want that part of the process to hold up your website build.
6. How has your overall experience with FMG been so far?
Great! I think I’ve stretched the design team a bit perhaps, as I’m pretty particular about what I want, and it doesn’t all fit into the templates. They did a great job adapting and making stuff work for me.
7. As a female-owned business, have you had to face any hardships due to this? If so, what have you done to overcome these challenges? What have you learned?
I honestly feel like being a woman in the industry is a competitive advantage right now. Women control more wealth than ever before, we live longer, and we often want to work with fellow women. The math speaks for itself- over half our population is female, yet only around 20% of financial advisors are women. The industry is suddenly scrambling to cater to women, and the way I see it, as women advisors, we’re already on the winning team.
I still struggle with some imposter syndrome and limiting beliefs connected to gender expectations and what society taught me my place was growing up, but those are internal. I have always felt respected, supported, and valued by my company and my male colleagues. I’ve cried in front of them, been talked out of quitting multiple times by them, and been mentored by them- I’m super grateful for my colleagues that paved the way for me, as I know this has not always been the case, and still isn’t the norm across the board.
8. What would you say best sets you apart from other advisors in Washington?
I’m passionate about working with the not-yet-wealthy and have set my services and pricing to reflect that. I could probably charge more, or impose a minimum like many colleagues, but I want to be as accessible as possible.
I’m also more interested in the balance in your life than the balance of your portfolio. Not that I’m not interested in your investments, I just use a different measure of what “success” looks likes. I want to help my clients get clear on what’s important to them, and then figure out how to get their money to match their values. Too many people stifle their passions and ignore what’s important to do what they think they’re “supposed to” with money. As financial advisors, we have a real opportunity to help our clients stop and think about whether they’re fulfilled and what they could do differently to be more aligned with their values.
9. Your site shows that you host events and workshops. How often do you plan on hosting these events?
My goal is at least 10 for the year, around half of which will be in person. Definitely a stretch goal for me haha.
10. With the holidays coming up, what are you most looking forward to this winter season?
Reading books under a blanket in front of our fireplace, under the magical light of the Christmas tree. Also hanging out with my 5-year-old and 3-year-old kiddos, and all the family we’ll have in town.
Your website is the most public expression of your brand. It only takes visitors 50 milliseconds to form an opinion – so make it count.
