Month: May 2026
Why Advisors Are Rethinking Marketing for AI Search with Susan Theder and Samantha Russell

Why Advisors Are Rethinking Marketing for AI Search with Susan Theder and Samantha Russell

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Marketing is changing fast, and many advisors are wondering how to stay visible as artificial intelligence tools reshape the way people search for information.

How can firms stand out when clients are asking questions directly to AI platforms instead of clicking through websites? What signals actually help advisors get noticed online today?

In this episode of Focused on the Future, Suzanne Siracuse speaks with Susan Theder, chief marketing  and experience officer at FMG, and Samantha Russell, chief evangelist at FMG, about how advisors can adapt their marketing for AI-driven search. They share practical ideas around testimonials, authenticity, FAQ content, podcasts and third-party endorsements. 

The conversation also explores how AI tools are changing advisor workflows, improving client communication and creating more time for meaningful human connection.

Key takeaways:

  • Why authenticity and values-driven branding can help advisors attract stronger client relationships
  • How testimonials and third-party mentions influence AEO rankings and online visibility today
  • Why FAQ sections and transcript-based content help AI tools understand advisor expertise
  • How advisors can use LinkedIn events and webinars to generate leads without paid outreach
  • Why AI may create more space for human connection instead of replacing financial advisors

Resources:

Connect With Suzanne Siracuse:

Connect With Susan Theder and Samantha Russell:

About Susan Theder:

Susan Theder is the Chief Marketing and Experience Officer at FMG and a member of the company’s Senior Leadership Team. Susan places an emphasis on the importance of customer-focused strategies that leverage data and technology to deliver personalized and customized experiences that WOW.

She has a passion for helping financial professionals grow and market their businesses and is an active supporter of women and diversity initiatives. She was named CMO of the year by WealthManagement.com in 2019 and a Women to Watch by Investment News in 2019. Susan currently serves on the Board of Directors for SMARSH and ComplySci, both leading SaaS/RegTech companies serving the financial services industry.

Before joining FMG, Susan served as Chief Marketing Officer at both Advisor Group and Cetera Financial Group where she was responsible for all aspects of marketing and advisor marketing. Prior to that, she was a Managing Director at Pershing/BNY Mellon and held senior positions in marketing, product management and practice management at Fidelity Investments.

About Samantha Russell:

Samantha teaches financial advisors how to utilize digital marketing strategies to produce exponential growth through website development, content marketing, SEO, social media and video.

Her cutting-edge thought leadership is recognized throughout the financial services industry and has led to her being awarded an Investment News 40 Under 40, ThinkAdvisor “Luminary” and Wealth Management Ten to Watch.

In addition to being a trusted, go-to resource for advisors looking to grow through digital marketing strategies, Sam is also known as a voracious reader, avid runner and hiker, and master juggler of 3 kids under 6.

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How AI Is Expanding Advisor Capacity and Elevating Human Connection with Dani Fava

How AI Is Expanding Advisor Capacity and Elevating Human Connection with Dani Fava

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What happens when technology removes friction instead of adding to it?

And how does that shift reshape the value of human advice?

In this episode of Focused on the Future, host Suzanne Siracuse interviews Dani Fava, chief strategy officer at Carson Group, about how artificial intelligence is transforming financial advice by increasing advisor capacity and enhancing client relationships. Dani shares how Carson’s proprietary AI assistant is helping advisors streamline workflows, prepare for meetings and access client insights instantly. 

She also explains why the demand for human connection is rising, how advisors can scale without losing personalization and why the future of advice is more relationship-driven than ever.

Key takeaways:

  • How early automation shaped her career and led to a focus on efficiency through technology innovation
  • Why natural language interfaces are removing barriers and changing how advisors interact with systems
  • How AI tools are boosting advisor capacity and allowing them to serve more households effectively
  • Why human connection is becoming more valuable as automation increases across industries
  • How firms can integrate technology while still relying on expertise to serve high-net-worth clients

Resources:

Connect With Suzanne Siracuse:

Connect With Dani Fava:

About Our Guest:

Dani Fava serves the pivotal role of Chief Strategy Officer at Carson Group, wielding over two decades of experience in wealth management to drive our strategic direction. Charged with enhancing the client experience through differentiated products and services, Dani’s leadership is instrumental in shaping innovative growth strategies and advancing the industry on financial advice and the use of AI.

Before joining Carson Group, Dani held influential positions at Envestnet and TD Ameritrade, where she spearheaded initiatives such as digital onboarding, strategic partnerships, and AI integration. Dani’s contributions include the development of advisor technologies like iRebal and the Model Market Center, reflecting her commitment to empowering advisors with cutting-edge tools and insights. Her impact and forward-thinking vision earned her a spot on FinTech Magazine’s Top 100 Women in FinTech (2021), InvestmentNews’ Women to Watch (2020), and ThinkAdvisor’s 2020 IA25, underscoring her status as a trailblazer in wealth management innovation.

In addition to her professional achievements, Dani is recognized for her thought leadership in the industry, often speaking at conferences and contributing to discussions on the future of financial technology. Dani also serves on the board of Language & Culture Worldwide (LCW), a culture consulting company. This work is an extension of her commitment to see more inclusion in the wealth management industry.

Beyond her professional pursuits, Dani finds joy in the company of her loved ones, including her life partner, Julie, and their two children, Camryn and Frankie. Their family is completed by three beloved dogs—Slim Shady, Ghostface and Dolly Parton. When not immersed in strategy, Dani indulges her obsessive passion for pickleball, a testament to her commitment to both work and play. Embracing the guiding principle of “Per aspera ad astra” (from the ashes to the stars), Dani embraces resilience and determination in her pursuit of transformative opportunities for advisors in an ever-evolving market landscape.

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