Intention.ly has officially launched its Recruitment Marketing service offering following a successful 24-month pilot with leading RIA, hybrid RIA, and independent broker-dealer clients. The service shifts recruitment focus from payout-driven narratives to values, brand, and culture, addressing the impending advisor shortage of 100,000 by 2034 reported by McKinsey.
Intention.ly launched Recruitment Marketing service after a 24-month pilot with top RIAs and independent broker-dealers.
McKinsey reports an impending advisor shortage of 100,000 by 2034, driving demand for strategic recruitment.
One pilot client saw nearly 270 actively engaged advisors in just four months through targeted marketing campaigns.
Integrated Partners added $2B in new assets in 2025 and an additional $3B in H1 2026 through purposeful recruitment efforts.
The service focuses on building brand magnetism and emotional alignment to attract philosophically aligned advisors.
Space is limited to select firms to ensure strategic and creative focus on each engagement.
Intention.ly, the growth engine design consultancy serving fintech and financial services firms, is officially launching its Recruitment Marketing offering following a successful pilot program with select RIA, hybrid RIA, and independent broker-dealer clients.
With McKinsey reporting an impending advisor shortage of 100,000 by 2034, the initiative marks a significant transformation in how firms connect with top advisor talent, shifting the focus from a traditionally payout-driven narrative toward strategies based in values, brand, and culture.
Intention.ly's Recruitment Marketing service is designed to generate meaningful opportunities with advisors who are aligned not just financially, but philosophically with a firm's mission, ethos, and long-term vision.
"Recruitment in our industry is broken," said Kelly Waltrich, CEO and Co-Founder of Intention.ly. "Too often, it's about nothing more than spreadsheets and payout grids. But advisors are people, not math problems. We developed this program to build brand magnetism, create emotional alignment, and empower firms to show up in a way that drives growth by attracting the right advisors."
Available now as part of Intention.ly's broader suite of growth solutions, the recruitment marketing service offering has already been road-tested through bespoke pilot engagements with top RIAs and independent broker-dealers who have worked closely with Intention.ly to reimagine their recruiting efforts.
Moving beyond traditional metrics and deal structures, each firm refocused on authentic narratives, distinctive branding, and a forward-looking digital presence, catalyzing more meaningful advisor connections and driving several key outcomes:
Enhanced visibility among advisor audiences aligned with the firm's core values
Increased advisor engagement and interest captured through strategic marketing campaigns tailored to recruitment goals (one firm saw nearly 270 actively engaged advisors in just four months)
Elevated share of voice indicated by accelerated sales cycle velocity and cultural fit in early recruitment conversations
For Integrated Partners, purposeful recruitment efforts helped the firm in its momentous 2025 growth, adding eight advisory firms and bringing nearly $2 billion in new assets under advisement to its platform. Through the first half of 2026, the firm has attracted an additional $3 billion in assets.
"Telling our story and holding fast to what makes Integrated authentic has helped us attract growth-minded advisors who truly align with our values, culture, and vision for partnership," said Adrian Duran, Vice President and Head of Advisor Recruiting for Integrated Partners. "Intention.ly has played a crucial role in helping us compete and tell our story in a way that resonates with the right advisors for Integrated Partners."
About Intention.ly
Intention.ly is the go-to growth consultancy and marketing agency for financial services. Bringing together a team of cross-functional growth specialists, Intention.ly partners with fintechs, RIAs, broker-dealers, custodians, and asset managers to design and execute integrated strategies that drive pipeline, revenue, and profitability. Services span marketing, branding, communications, AI enablement, advisor recruitment, talent acquisition, HubSpot optimization, and events, all built around the specific demands of the financial services industry. Advisor Brand Builder, the firm's proprietary AI-powered platform, generates personalized brand identities, websites, and content libraries for financial advisors at a fraction of the traditional time and cost.
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