Why up to 50% of Savvy Wealth’s marketing budget goes towards experimentation

Savvy Wealth is an AI-enabled platform for independent financial advisors — solo operators and small teams — that handles everything from CRM and billing to compliance, investment management, and financial planning. In this episode of BUILDERS, I sat down with Ritik Malhotra, Founder & CEO, to get into the GTM mechanics behind selling into one of the most trust-locked markets in financial services: advisors who don't just buy software — they move their entire business.

Topics Discussed:

• What Ritik took — and deliberately inverted — from watching Brex scale from ~$5M to $100M in revenue in a single year

• Why Savvy's GTM motion is structurally closer to recruiting than B2B sales — and what that means for team design

• How a data science-driven "likelihood to move" model shapes top-of-funnel targeting

• What's actually driving growth: brand trust and advisor word-of-mouth over outbound

• Why cold email and conference booths underdelivered, and the experimentation framework Ritik runs instead

• How Savvy deliberately blends adjacent-industry sales talent with wealth management insiders

• Why the "AI replaces the advisor" framing gets the value prop of human financial guidance fundamentally wrong

• The long-term vision: a fully vertically integrated operating system for financial advisors, orchestrated by proactive AI agents

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