Episode 7
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This time on Growth Leaders of Wealth Management, we’re talking to Allworth Financial, a $23 billion RIA with 33 locations across the country. From their early days working with retirees from the phone company to acquiring 31 firms in five years, Allworth has stood out for their focus on marketing – as well as their radio show “Money Matters,” which is about to enter its third decade on the air.
Key Takeaways:
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How did Allworth's marketing-first approach set them apart early on? Co-founder and Vice Chair Scott Hanson took a patient, consistent approach to marketing at a time when most advisors were focused purely on sales. While others chased quick wins, Allworth invested in campaigns and saw them all the way through. That discipline was rare in the early '90s, and it built a brand that compounded over decades.
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What role has the "Money Matters" radio show played in their growth? A massive one. The show is about to enter its third decade on the air. In their home market of Sacramento, it made Allworth a household name. When they began expanding nationally, one of the biggest challenges was entering markets where nobody knew who they were. The radio show had given them something most RIAs never build: genuine brand awareness at scale.
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What does Allworth's acquisition strategy look like? Thirty-one acquisitions in five years across 33 locations. Scott talks openly about the challenge of going from a market where everyone knows your name to new cities where you're starting from zero. Every acquisition brings integration questions around culture, process, and how to make the Allworth experience consistent from Sacramento to the newest office.
Meet Allworth Financial
Scott Hanson, Allworth’s Co-founder and Vice Chair, talks about how their patient approach to marketing was unique among the sales-hungry advisors of the early ’90s. Some years ago, after taking out ads in papers to promote a series of workshops on a new tax law, Scott is able to look back and laugh at the fact that only four people turned up – total! “We burned a lot of money on that one,” he said. “But that’s part of the learning and growing process.”
Scott also talks about their journey from one to 33 locations nationwide, including 31 acquisitions in a five-year period. He details how they addressed the challenges of going from their home market in Sacramento where everyone knew them from their radio show, to new markets where they are completely unknown.
Allworth's Cutting-Edge Expansion
As Allworth expanded to more and more locations, they brought in Victoria Bogner as their Director of Client Experience to standardize their processes. Victoria talks about their combination of proprietary tools as well as outside vendors that has allowed them to stay on the cutting edge when it comes to providing clients with the best experience.
We close our episode talking about the future of Allworth with their CEO, John Bunch, who says his number one priority is keeping their people inspired and passionate about their work to ensure clients are being served at a high level. He also touches on the role of AI in the future of wealth management and why he believes it will be the “biggest transformational change that we’ve seen in the last 30 years.”
A marketing-first mindset requires commitment. FiComm Partners helps RIAs build the kind of consistent, strategic marketing that compounds over years, not just quarters. Book a consultation to start building your brand.
Connect with us:
- Meg Carpenter on LinkedIn
- Scott Hanson on LinkedIn
- Victoria Bogner on LinkedIn
- John Bunch on LinkedIn
- Andrew Dodson on LinkedIn
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.
Last updated April 2026