Barron's Advisor John Furey: When RIAs Should Rebrand—and How to Make the Call
Dec 2, 2025
John Furey, founder and managing partner of Advisor Growth Strategies, discusses the critical timing for RIAs to consider rebranding. He shares insights on how market research can reveal that a brand no longer reflects true value. Furey outlines key signs it's time for a change, such as stagnant growth and outdated messaging. He emphasizes the importance of embedding brand strategy within team processes for consistency. The conversation also highlights tailoring communication to ensure clients feel understood, ultimately guiding RIAs toward innovative growth.
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Brand As A Strategic Asset
- Treat brand as a strategic asset that guides strategy, culture, and innovation.
- Brand management should drive programs and long-term growth, not merely manage image.
Position As A Business Transformer
- Reframe your firm's story to reflect strategic transformation, not just a catalog of services.
- Use a clear tagline and positioning to signal higher-value, transformational capabilities.
Stop Willful Underinvestment In Brand
- Increase brand investment; many RIAs underinvest compared with other industries.
- Allocate resources thoughtfully to clarify your value for clients, recruits, and the community.