Season 1 | Episode 9
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In the latest episode of “Growth Leaders of Wealth Management,” we sit down with SignatureFD, an $8.5 billion RIA based in Atlanta, to discuss their path from CPA offshoot to one of the top advisory firms in the Southeast.
Doug Liptak, who co-founded the firm in 1997 and now serves as Chief Strategy Officer, shares how their parent company, a CPA firm called Frazier & Deeter, started a wealth management arm in response to client questions outside of accounting. Over the past three decades, SignatureFD has taken on a life of its own while still maintaining their roots – hence the “FD” in their name.
In 2020, with $4 billion AUM, the company placed their first non-founder at the helm. Heather Robertson Fortner, who had been with SignatureFD as CCO and COO among other positions, became CEO and oversaw a time of moving “out of adolescence and into adulthood,” in Heather’s words. Just four years later, they more than doubled AUM to $8.5 billion.
How? As Heather would tell you, it’s “nothing sexy.” No M&A, no PE. Just a commitment to the “three-legged stool” of growth: their strategic partners, their communities, and their geography. Every tactic is focused on one of those legs, and every overarching strategy hits all three.
Much of the success of their strategy comes down to a focus on good data. With a core belief that “good people with good data make good decisions,” they invested in deep research into the RIA landscape that has guided their decisions in how, when and where to grow.
Heather also talks about the need to incorporate digital marketing into their growth strategy and the challenges it has presented for them. Four years ago, they hired their first CMO, Crystal Mathis, to help oversee that process. Crystal talks about taking the long view with marketing rather than a “results now” approach, defining their communities, as well as the creation of Net Worthwhile™.
We close out our conversation by discussing the future of SignatureFD, with a focus on client service and financial literacy. Join us for another in-depth conversation on growth tactics as we learn from the wisdom of advisors who have been there and done that!
Key Takeaways:
- When you are developing your marketing, remember that money is deeply personal. The SignatureFD leadership team is keenly aware that when you manage people’s money, you manage their security, their futures, and their ambitions.
- Growing an internal successor can be a great investment in the future of your firm. Heather didn’t just step into the role of the CEO overnight. The values and principles that have created SignatureFD’s impressive retention rate were already deeply ingrained in her.
- Keep your executive team highly aligned. Doug, Heather and Crystal have developed an impressive collaborative approach, committed to open debate and dissent in pursuit of excellence across the board. By focusing on everyone excelling at their unique set of skills and trusting one another’s expertise, they can take big bets and see remarkable growth.
Connect with us:
- Meg Carpenter on LinkedIn
- Doug Liptak on LinkedIn
- Heather Robertson Fortner on LinkedIn
- Crystal Mathis on LinkedIn
- SignatureFD 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.