Financial Advisors – In the Money

Balancing Operational Efficiency with a Strong Brand Story for Growth with Randy Lambert and Joe Steuter (Ep. 28)

By In the Money | June 26, 2025

Are you struggling to articulate your brand’s story or connect with clients in a meaningful way? Discover the art and science behind building a powerhouse brand that supports growth and client trust.

In this episode, Rusty Sommer speaks with Randy Lambert and Joe Steuter from Intention.ly about transforming growth through strategic brand messaging. They explore the map to supercharge growth and build a cohesive brand narrative in the ever-evolving financial industry. The conversation highlights practical insights from decades of industry experience, emphasizing the balance between operational efficiency and compelling storytelling. Learn how understanding customer needs, simplifying your brand message, and maintaining internal alignment can differentiate your firm in a competitive landscape.

Randy and Joe discuss:

(03:09) The importance of building strong customer relationships and uncovering their pain points
(04:34) Why simplified storytelling boosts engagement and growth
(07:55) Navigating brand messaging and organizational alignment during mergers and acquisitions
(10:36) The role of core values in managing growth and cultural alignment
(18:23) How brand impacts the recruitment and retention of advisors
(20:39) Tactics for building a strong internal brand that drives external growth

We unravel the elements that make a brand powerful and trustworthy, both inside and out. Tune in and refine your own brand strategy!

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Connect with Joe Steuter:

Connect with Rusty Sommer:

About our Guests:

Randy Lambert is Intention.ly’s EVP and Head of RIA Solutions. With three decades in the Registered Investment Advisor (RIA) and FinTech space, Randy Lambert has a proven track record of scaling operational processes to manage elite-level growth. By comprehensively understanding the RIA operational process, Randy can enhance processes and provide value that creates a great client and employee experience. His passion is leading a talented team that supports our mission to help every client maximize their Orion experience. Their team does this by championing a proven process that empowers advisors to focus on their top priorities with the highest impact for the advisory firm.

In business and in life, the art of the message matters most when building a connection. As the Chief of Communications at Intention.ly, Joe Steuter brings 20 years of brand consulting experience in message development, brand building, and communications strategy to inform, engage, and inspire action. Throughout the past two decades, his work has impacted financial services in varying degrees, from helping independent financial advisors mold their personal stories to building brands at the firm level and playing a central role in articulating brand messages for one of the country’s fastest-growing RIAs in the country.

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How Technology is Revolutionizing IRAs with Brian Hamburger (Ep. 22)

By In the Money | March 21, 2025

Are you keeping pace with the rapidly changing landscape of independent financial advice? If your practice isn’t evolving, you might be left in the dust.

In this episode, Rusty Sommer sits down with Brian Hamburger, JD, CRCP, President and CEO of MarketCounsel, to explore the ever-evolving world of independent advisors. Brian shares his insights on evolving business models, the impact of technology, and what advisors need to know about current industry trends. Tune in to find out how innovation is reshaping client relationships and what the future holds for regulatory changes.

Brian discusses:

(02:05) The importance of creating a community for CEOs and founders in wealth management
(02:49) Key takeaways and themes from this year’s conference
(05:38) The evolving landscape for independent advisors and emerging opportunities
(07:00) How technology and pandemic-driven changes are reshaping advisor-client dynamics
(08:42) Navigating regulatory changes under shifting political landscapes
(13:32) Market Council’s role in supporting RIAs
(15:08) Predictions for the financial regulatory environment in 2025

Connect with Brian Hamburger:

Connect with Rusty Sommer:

About our Guest:

Brian Hamburger, JD, CRCP, is the founder, president and CEO of MarketCounsel Consulting, the leading business and regulatory compliance consultancy to the country’s preeminent entrepreneurial independent investment advisors. Brian is also the founder and chief counsel of the Hamburger Law Firm, a boutique law firm with its practice in virtually all areas related to the investment and securities industry, entrepreneurial and employment matters. The MarketCounsel companies and the Hamburger Law Firm reflect Brian’s unrelenting entrepreneurial drive and genuine desire to provide an unparalleled combination of preeminent counsel and uncompromising service to the wealth management profession. Hamburger is also the president of MarketCounsel Productions, a company that has built community within the wealth management profession by hosting events such as The MarketCounsel Summit, MarketCounsel Supper Clubs and MarketCounsel After-Hours. The MarketCounsel Summit is the industry’s capstone event of the year and a forum for debate and dialogue on some of the most critical issues facing leaders of wealth management firms.

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How AI is Changing Wealth Management with Jason Pereira (Ep. 15)

By In The Money | September 11, 2024

Is your financial advisor about to be replaced by AI? The answer isn’t as simple as yes or no.

Tune into this episode to discover how AI is doing more than just automating repetitive tasks—it’s redefining the role of financial advisor and reshaping the entire financial landscape.

As AI drives significant change in wealth management, the industry stands at a crossroads. Join host Rusty Sommer and fintech professional and industry thought leader, Jason Pereira, as they discuss whether financial advisors are at risk of being replaced by AI, and unpacking the reasons why the answer isn’t an easy one. They also discuss what steps advisors can take to harness the benefits of AI in order to enhance their practice while preserving the vital human touch required to maintain client relationships.

Key Highlights:

Unpacking AI Myths: Dispels misconceptions about AI and highlights the rise of Large Language Models (LLMs) like ChatGPT in finance
Boosting Efficiency: Shows how AI automates tasks, freeing advisors to focus on client relationships and strategic decisions
Advancing Portfolio Management: AI enhances rules-based systems by reducing false positives and automating rebalancing
Protecting Client Data: Discusses AI tools that anonymize data, ensuring compliance while maximizing AI’s benefits
AI as an Ally: Emphasizes that AI enhances, but doesn’t replace, the human touch in understanding client behavior and goals
Industry Networking: Highlights key conferences like Future Proof, with a growing Canadian presence in US events
Client Care at the Core: Stresses that client care remains central, with AI aiding in more personalized financial planning
And much more!

Connect with Connect with Jason Pereira:

Connect with Rusty Sommer:

About Jason Pereira:

Jason is a financial planner who has lived and breathed topics related to financial planning for over 20 years. In that time, he has become a recognized writer, commentator, speaker, podcaster, teacher, and expert in the areas of financial planning, practice management, and fintech. He has also obtained two degrees, nine professional designations, been nominated for or won over 30 industry awards, and produced over 600 articles, podcasts, and interviews. www.JasonPereira.ca is his conduit for sharing his thoughts, views and learning that he has amassed over the years.

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