Agili, Your Personal CFO

Challenge: Among the most competitive markets in the United States is financial planning and investment management. Estimates generally put the number of financial advisors at over 300,000 and the industry is expected to grow more than 13% by 2032. It can be challenging for firms to differentiate themselves in this crowded marketplace and demonstrate that they can be trusted advisors. Agili, a national financial planning and investment management, was a pioneering fee-only financial advisory firm when it launched 30 years ago. Through the years, the firm built an exceptional team and was an industry leader in terms of client retention. The firm, with offices in Richmond, VA and Bethlehem, PA, wanted to increase visibility and attract more clients.

Solution: Gray Ryan Communications developed and implemented a national media relations campaign that emphasized the firm’s expertise and depth of talent. The campaign focused on three key audiences, including potential clients, doctors, and corporate executives or business owners. The campaign positioned Agili team members as experts and trusted advisors that help clients achieve their financial goals. By serving as a personal CFO, their clients could focus on what they loved and have confidence in their financial future. 

Bottom Line: The campaign targeted media outlets in high-level trade publications and national news sources. In a 2.5-year period, the campaign yielded over 5,000 media placements. Five of the firm’s leaders were featured in news stories or contributed columns to key media outlets, such as Medical Economics. The firm’s president, Michael Joyce, became a regular contributor to a financial advice segment, Watching Your Wallet, that airs on local news broadcasts in over 50 markets around the country. Both the number of client inquiries and new clients have increased over 20% during the campaign.