Episode 15
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Not every growth story begins with a yogurt shop.
But that’s where EP Wealth’s journey started. Two longtime friends working behind the counter in high school, who eventually decided to take a bigger leap: starting a financial advisory firm focused on helping families avoid the mistakes they saw growing up. One of those friends was Brian Parker, who would go on to co-found and lead EP Wealth through exponential growth, taking the firm from modest beginnings to over $32 billion in AUM and more than 20,000 clients nationwide.
And yet, EP Wealth’s success wasn’t just about growth. It was about the way they grew—intentionally, collaboratively, and with a level of humility rarely seen in the industry.
That humility came into focus the day Brian “fired” himself.
When EP hit the $1 billion mark, Brian realized his passion was working with clients, not running a national firm. So he stepped back from day-to-day leadership and brought in professionals who could take the firm to its next chapter. That move wasn’t about stepping down. It was about stepping aside for the sake of the business and it marked one of EP’s most important inflection points.
It also signaled something bigger: EP Wealth’s willingness to evolve.
Enter CEO Ryan Parker and CMO Jim Mochi. Together, they brought structure to a fast-growing firm without losing its soul. EP was already known for its client-first culture. Ryan and Jim ensured it could scale.
From the start, Jim recognized something powerful: EP didn’t need a brand overhaul. It needed results. So instead of launching a big rebrand, he focused on lead generation. He ran smart experiments, measured conversion rates, and doubled down on what worked. “Marketing is one big experiment,” Jim shared. “The secret is the data and the willingness to fail fast and try again.”
It worked. EP became a quiet leader in digital marketing, with Google rankings and reviews that made competitors ask, “How are they doing that?” The answer: organic SEO fueled by real client experiences, smart testimonial strategy, and a marketing team treated as a strategic driver, not a cost center.
And that’s the real magic of EP Wealth. Every part of their growth strategy connects back to people.
Their M&A strategy? It’s not “acquisition” as they’ve banned the word entirely. EP doesn’t acquire firms. They partner with entrepreneurs who share their vision and bring their own unique expertise to the table. It’s a two-way street: advisors gain access to EP’s infrastructure, while EP gains new perspectives and capabilities that benefit everyone.
Their advisor development? It’s peer-to-peer, not top-down. From regional leaders to in-house learning teams, EP invests deeply in their advisors—training them to grow through programs like their “wow factor” referral curriculum and accreditation tracks for key platforms.
Even their marketing strategy is hyper-personalized. Jim’s team doesn’t just build national campaigns; they collaborate with local advisors to understand each region’s strengths, style, and client base. The message stays consistent. The activation is flexible. It’s a modern blueprint for scalable, boutique-feeling growth.
And it’s not just tactical. The energy at EP is palpable. Ryan calls it “humble with a fire in the belly.” A drive to help more families. A commitment to be better tomorrow than they are today. A belief that you can grow big and still feel small.
Looking ahead, EP isn’t chasing growth for growth’s sake. They’re building toward something lasting—a $100 billion firm that still feels personal. A company where every client, no matter where they enter, gets a relationship rooted in care, clarity, and competence.
Because in the end, EP’s true strategy isn’t just to scale. It’s to serve.
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About Ficomm Partners
Ficomm Partners is the embedded growth partner for results-driven RIAs, and wealth management platforms. With a track record of helping over 250 clients achieve their growth goals, Ficomm understands that while industry patterns may repeat, each firm's growth challenges are unique. Ficomm prioritizes strategy and finds the most impactful ways to move you toward your goals. We align all your marketing activities with your business objectives, acting as your dedicated growth partner with our human-first approach, strategy-first methodology, and unrivaled team of industry marketing experts.