Tag: Client Experience
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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Building a Relationship-First Advisory Business with Dany Martin

Building a Relationship-First Advisory Business with Dany Martin

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What truly drives long-term growth in a financial advisory business?

Is it better tools, stronger strategies, or something far more human at the core?

In this first episode of season 4 of the Focused on the Future podcast, host Suzanne Siracuse interviews Dany Martin, partner and wealth advisor at WFA, about how relationship-first thinking shapes a sustainable advisory business. He shares how early exposure to residual income led him into financial planning, and how serving athletes and women became a natural extension of his values. 

Dany also explains how artificial intelligence is enhancing efficiency without replacing human connection, and why hiring career changers has strengthened his firm’s culture and client experience.

Key takeaways:

  • Why working with athletes revealed the need for structure, guidance, and long-term financial protection
  • How focusing on women clients led to stronger relationships and deeper, more meaningful planning conversations
  • How AI improves efficiency and service delivery without replacing human connection and trust
  • Why hiring career changers builds stronger teams through trust, curiosity, and real-life experience

Resources:

Connect With Suzanne Siracuse:

Connect With Dany Martin:

 About Our Guest:

Dany Martin, a south Louisiana native but Shreveport resident, was in search of a service-oriented, innovative, and proactive wealth management organization. He wanted a team that focused on exceeding clients’ needs and upholding the highest standard of service. His mission is to be a student of life and educate others about the profound, positive impact that sound financial planning will have on peoples’ lives and on their families. He is also a huge advocate of positive thinking and leadership.

Dany’s passion for helping others strive for financial health started during his high school years when residual income and the idea of having money work for you crossed his desk. He further pursued his enthusiasm for business and finance during college, where he attended Northwestern State University. During those 4 years in Natchitoches, he achieved a Bachelor of Science degree in Business Administration and was an active member and treasurer of Sigma Nu Fraternity. He continued his education by obtaining a Master’s in Business Administration degree from Louisiana Tech University.

Prior to becoming part of the WFA team in January of 2015, Dany spent 8.5 years at Capital One Bank, where in a very short time he worked his way up from a teller to a Financial Advisor covering 10+ branches in the Shreveport, LA area.

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Leading With Empathy and Financial Vision with Cary Carbonaro

Leading With Empathy and Financial Vision with Cary Carbonaro

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Many people want guidance that truly supports their goals, yet the way advice is delivered can shape how confident they feel.

How do you create space for every voice at the table? How do you build a client experience that reflects communication, care and long-term thinking?

In this episode of Focused on the Future, host Suzanne Siracuse talks with Cary Carbonaro, CFP, MBA, author, fee-only financial advisor, and CFP Board ambassador, about her early industry realizations, her mission to elevate the experience for women clients, and her approach to building a practice with a clear purpose. 

Cary explains how she built her firm from the ground up, why communication gaps still exist across the profession, and how empathy, education and emotional intelligence foster lasting relationships. She also discusses what advisors can do now to prepare for the great wealth transfer and better serve the clients who will soon lead it.

Key points:

  • How women were routinely left out of early client conversations and how this shaped Cary’s mission
  • The importance of empathy, education and emotional intelligence with women clients
  • Why the great wealth transfer demands changes in communication and client experience
  • How Cary maintained trust through four practice transitions
  • How media presence and clear messaging help advisors expand influence

Resources:

Connect With Suzanne Siracuse:

Connect With Cary Carbonaro:

 About Our Guest:

Cary Carbonaro, CFP, MBA, is an award-winning Certified Financial Planner Professional with over 25 years of experience in financial services. She is the Managing Wealth Advisor and Women and Wealth Ambassador at Ashton Thomas, where she leads a multimillion-dollar financial planning practice focused on empowering women.

Cary is the bestselling author of The Money Queen’s Guide and Women and Wealth: A Playbook to Empower Clients and Unlock Their Fortune (Wiley 2025), which offers actionable strategies for better serving women in financial services. Through her writing, speaking, and advocacy, she is helping reshape the industry to better support its fastest-growing client segment.

She has been honored as a CFP Board Ambassador for over a decade, named a “Women to Watch” by Investment News, and ranked six times among Investopedia’s Top 100 Financial Advisors. In 2024, Cary was appointed as the first female member of the NASDAQ Advisor Council, further cementing her leadership in the field.

Before building her advisory practice, Cary held leadership roles at JP Morgan Chase, Citibank, and Lord Abbett Investment. Today, she is a respected industry voice and frequent media contributor, with appearances on dozens of TV stations. 

Through her decades of experience, Cary remains a passionate champion for financial literacy, gender equity, and empowering women to take control of their financial futures.

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Leading With Values, Growing With Intention with Julia Carlson

Leading With Values, Growing With Intention with Julia Carlson

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Building a firm that reflects your values does not happen by accident.

In this episode of Focused on the Future, host  Suzanne Siracuse talks with Julia Carlson, founder and CEO of Financial Freedom Wealth Management Group, about creating an inclusive culture, serving clients without traditional minimums and using technology to strengthen relationships. Julia also shares insights from her new book, Let’s Get You Fired, which helps entrepreneurs step back so their companies can grow.

Julia also describes how she built Financial Freedom from the ground up, why she hires from her client base, how the Inspired Wealth program supports emerging investors, and how AI is reshaping client service and advisor training.

Key takeaways:

  • How Julia went from a 19-year-old bank teller to launching Financial Freedom Wealth Management at age 23
  • The way her own “misfit” experience sparked an inclusive, values-driven culture that hires from unexpected places
  • How the Inspired Wealth program lets the firm serve people below traditional asset minimums while staying profitable through revenue-based design and focused coaching
  • Why her upcoming book Let’s Get You Fired helps entrepreneurs step back, build strong teams, and grow values-based and valuable companies with a strong lens on generosity
  • How JUMP AI, Salesforce and Microsoft Copilot are reshaping notetaking, prep, training and client experience while freeing advisors to focus on real conversations

Resources:

Connect With Suzanne Siracuse:

Connect With Julia Carlson:

 About Our Guest:

Julia Carlson is the Founder and CEO of Financial Freedom Wealth Management Group, LLC. She founded the firm at the turn of the century, and with its successes, she has become a thought leader in the financial industry. Julia is an entrepreneur, speaker, author, educator and expert on the investment landscape. She is recognized as being especially knowledgeable on topics relating to tax strategies for retirement and distribution planning, as well as exit planning for business owners.

Julia has been identified as an InvestmentNews 2020 Women to Watch honoree. She was also recognized as one of Forbes’ 2018-2022 Top Women Wealth Advisors as well as a 2018-2021 Top Wealth Advisor Mom by Working Mother magazine and SHOOK Research. Furthermore, Julia provides her knowledge through a financial column in a local newspaper. She actively participates in her community as a Rotary member, Chamber of Commerce member and Vice President for the Pacific Communities Health District Foundation Board. Julia works from our office in the beautiful coastal community of Newport, Oregon, where she resides with her husband and their three children.

Julia has been interviewed by Barron’s, Forbes, Financial Advisor Magazine, CIO Views, MSN, Reuters, InvestmentNews, USA Today, yahoo! Finance, TD Ameritrade Network and Nasdaq.

Julia is an Investment Advisor Representative and Registered Principal with LPL Financial. She has her Series 24, 7, 63 and 66 Securities registrations held with LPL Financial, as well as her state Life and Health Insurance licenses.

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The Power of Evolution: Building a Purpose-Driven Firm with Liz Miller

The Power of Evolution: Building a Purpose-Driven Firm with Liz Miller

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In this episode of Focused on the Future, host Suzanne Siracuse speaks with Liz Miller, founder and president of Summit Place Financial Advisors and current chair of the CFP Board, about how she’s built a purpose-driven firm that prioritizes clarity, culture, and continuous evolution.

Liz shares her journey from institutional portfolio management to launching a boutique firm focused on multigenerational families, and why personal connection became central to her definition of impact. She also reveals how a marketing mindset and persona-based messaging help attract the right clients.

From community service to professional development and the growing role of artificial intelligence, Liz emphasizes the importance of staying flexible and always evolving to meet client and team needs in a changing profession.

Resources:

Connect With Suzanne Siracuse:

Connect With Liz Miller:

 About Our Guest:

Liz Miller, CFP® CFA®, is the founder and President of Summit Place Financial Advisors, LLC, an independent SEC-registered advisor, offering personalized investment management and financial consulting to elite families and individuals.

Previously, Liz was a principal owner of the investment manager, Trevor Stewart Burton & Jacobsen Inc., in NYC. In addition to managing portfolios and client relationships, she led the firm’s equity research activities and stock selection of the investment committee. Liz started her career as a mergers & acquisitions analyst for The First Boston Corporation. She went on to become a portfolio manager for Oppenheimer Mutual Funds. In 2008, she founded Summit Place Financial Advisors, LLC to focus on the complex financial needs of today’s multi-generational families.

Liz has been a leader in the development of wealth management. She led the first Private Wealth Management committee at the CFA Society of NY, where she was honored with a Volunteer of the Year award, and later served on the Board of Directors. Liz also served on the Wealth Management task force for CFA Institute, contributing to the initial curriculum on wealth management for CFA candidates.

Liz is the author of “Clutter-Free Wealth: A Goal-oriented Guide to Gaining Control of your Affluence” and is a member of the editorial advisory board for Trusts and Estates Magazine.

Liz received a B.S in economics from The Wharton School at the University of Pennsylvania and an M.A. from Columbia University. Liz is the proud mother of grown twin daughters, and she and her husband reside in New York City.

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