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Should I Break Up With My Marketing Provider? A Guide for Financial Advisors

Should I Break Up With My Marketing Provider

Working with a financial advisor marketing provider is a lot like being in a relationship (hear us out!). There are good days and bad days, but overall, your marketing provider should bring consistency, support, and make your life better, while also bringing the gift of new clients.

For financial advisors, marketing pain points can be some of the most stressful parts of running your business. You know marketing is vital to attracting and retaining A+ clients, but you often don’t have the time to develop and maintain a high-quality DIY marketing strategy.

What’s even worse than not having a DIY marketing strategy? Paying a marketing provider that doesn’t provide the consistency, comfort, or results you need. And much like a relationship, sometimes it’s necessary to move on. 

Here are 5 signs (and 10 red flags!)  it’s time to break up with your current marketing provider.

Marketing Performance and ROI

We’ll be the first to tell you that marketing strategies take time, and expecting overnight results is unrealistic. (It can take up to a year to see significant results from a brand-new content strategy.) If your marketing provider continues to promise grand results without the performance to back it up, or they don’t acknowledge how long it takes to generate a consistent lead pipeline, it may be time to break up. 

Questions to Ask

  1. Are you seeing a positive return on your marketing investment (ROI)? A good marketing ROI is 5:1; your marketing strategy should generate $5 in sales for every $1 spent.
  1. Are your number of qualified leads increasing, and are they converting into clients? Increased leads are one thing, but you’re looking for qualified leads that convert into A+ clients. If you’re seeing lead growth, but mainly in level C and D leads who ultimately don’t sign on, consider moving on from your marketing provider.

Red Flags

  1. Lack of transparency in reporting performance metrics. Does your marketing provider proactively send you information about how your strategies are performing? Or do you have to hunt for the information yourself? How do they respond if your metrics are not hitting the mark? A reputable marketing provider will have no problem providing KPIs (and they’ll even help you understand them—check out our recent blog for the 12 critical marketing KPIs you should track!).
  1. No measurable improvement in lead generation or client acquisition. If you’re working with a marketing provider, you should see a difference in the number of leads generated and clients acquired, and you should be able to track those leads to a specific marketing campaign. If you don’t have insight into any of the above, it’s time to break up. It’s also important to remember that you may receive more prospective client inquiries, but if they’re not actually converting into clients or they don’t align with the ideal clients you’re trying to attract, something is off. It could be a misalignment in your content’s voice, branding, or messaging or a mismatch with your marketing provider.

Indigo Solution 

At Indigo Marketing Agency, we provide monthly marketing metrics with all three tiers of our Total Marketing Package. We’ll look at everything from Google Analytics to your social media profiles and email marketing metrics to understand what’s working and what’s not with your marketing.

Our transparent reporting will show you exactly how your marketing efforts perform each month. Plus, you’ll have a dedicated account manager to keep you on track and adjust your strategies if the metrics aren’t performing as we’d like. There’s no setting it and forgetting it on our end; you, on the other hand, can kick your feet up and relax!

With our Growth tier, you’ll receive a custom lead magnet funnel and appointment scheduling funnel—strategies designed to maximize ROI by focusing on generating high-quality leads and making it easy to convert more A+ clients.

NEED A SECOND OPINION? SCHEDULE YOUR FREE STRATEGY CALL NOW

Communication and Responsiveness

The number-one complaint we hear from financial advisors about their previous marketing provider is that they could never get in touch. The last thing you want is to pay for a team that ghosts you after you’ve already signed on the dotted line. If this is the case for you, it’s time to break up!

Questions to Ask

  1. How often do you hear from your marketing provider? We think you should hear from your marketing provider at least once per month, but we’ve found that the most productive cadence is bi-weekly strategy calls. 
  1. Are they responsive to your questions and concerns? You should never experience a “black hole” email with your marketing provider. Consistent responsiveness and addressing your concerns are important aspects of a marketing provider relationship that can often fall by the wayside after an advisor signs on as a client.

Red Flags

  1. Long response times and poor communication. If it takes more than 2 business days to acknowledge your email and longer than a week to provide a complete response, it’s probably time to break up with your marketing provider. 
  1. Lack of proactive updates and strategy adjustments. You wouldn’t wait until the market has crashed to reach out to your clients about their financial plan and portfolio performance. Your marketing provider shouldn’t be waiting until there’s an issue to reach out to you. Proactive communication and ongoing strategy updates are key to keeping your marketing goals on track.

Indigo Solution

We pride ourselves on our proactive communication and consistent responsiveness. Our team is always available to answer your questions and provide updates on your marketing campaigns, ensuring you’re never left in the dark about your marketing efforts.

Those in our Nurture and Stand Out tiers will receive monthly communication about their content strategy and marketing metrics. Advisors who sign up for our Growth tier get access to bi-weekly calls with their dedicated account manager. No matter which tier you choose, the Indigo team is always an email away and ready to fine-tune your marketing strategy.

Customization and Personalization

Attracting and converting your ideal client doesn’t come from canned content and recycled posts. Your clients want to feel like their needs are uniquely understood (and met) by your services, so your marketing should reflect that.

Don’t settle for cookie-cutter content that doesn’t address the specific needs of your target audience. 

Questions to Ask

  1. Is your marketing strategy tailored to your specific needs and goals? A good marketing provider will customize the recommended marketing strategy to your goals rather than make generic promises. A great marketing provider will allow you to pick and choose the services that make the most sense for your business rather than forcing you to pay for services you don’t need.
  1. Do you feel your provider understands your business and target audience? This is such an important question. Marketing agencies are a dime a dozen, but there are only a few who truly understand the financial services industry and even fewer who tailor content to connect with advisors’ specific audiences.

Red Flags

  1. One-size-fits-all strategies with little customization. There is no one-size-fits-all solution for financial advisor marketing. If your current provider doesn’t allow for custom content and strategies, you likely won’t experience the long-term marketing success you’re looking for.
  1. Lack of understanding of your unique value proposition and target market. What is marketing if not being able to deeply understand the value of a product or service and being able to effectively communicate it to the audience most likely to purchase it? A marketing provider that doesn’t take the time to truly understand what you do or who you work with won’t be able to effectively communicate your value. This is a huge sign that it’s time to break up.

Indigo Solution

At Indigo, we specialize in creating personalized marketing strategies tailored to the specific needs of financial advisors and their clients. Many of our account managers and writers have firsthand experience in the financial services industry. We even have a few CFP® professionals and CPAs on staff!

Our onboarding process involves an in-depth kickoff call, during which we get to know you, your financial advisory business, your goals, and most importantly, your target audience. The result is a fully customized marketing approach that reflects who you are as an advisor and resonates with your ideal clients.

Content Quality and Relevance

You’ve probably heard the phrase “quality over quantity.” We like to say quality and relevance over quantity when it comes to a marketing content strategy. Any marketing provider can post a blog every month, but what’s the point if the content doesn’t connect with your ideal audience?

Questions to Ask

  1. Is the content relevant and valuable to your audience? Posting just to post won’t increase your followers or convert prospects into clients. Relevant and valuable content is the number-one way to improve the performance of your marketing strategy.
  1. Are you getting original, high-quality content regularly? Be honest: how often do you get high-quality content that you are proud to post versus content that’s just okay but you don’t have the time to revise yourself? It’s. Time. To. Break. Up.

Red Flags

  1. Poorly written, generic, or irrelevant content. There’s nothing worse than poorly written marketing materials, but generic and irrelevant content is close. For example, if you work with mid-career professionals but your marketing provider is giving you content about retirement withdrawal strategies and how to claim Social Security, it’s another sign you’re ready for a breakup.
  1. Inconsistent content delivery. If you wanted inconsistent content, you would stick to a DIY marketing strategy. Missed or delayed deadlines, inconsistent posting, and irregular communication are all signs that your current marketing provider is not the one.  

Indigo Solution

Our team of experienced content creators and talented writers focuses on producing high-quality, relevant content that speaks directly to your audience’s needs and interests. The first step in our marketing process is to identify and optimize your social media and email branding to create a writing style guide unique to each advisor we work with.

Once completed, we incorporate your unique voice, tone, and branding elements into each piece of marketing collateral produced. During onboarding, we also create a 12-month marketing calendar to identify topics that will engage your ideal audience and keep us on track for consistent content delivery.

Innovative Strategies

As a financial advisor, you know the importance of staying up to date on continuing education and industry trends. Without a forward-looking, growth-oriented focus, you wouldn’t last as an advisor! The same could (and should) be said for financial advisor marketing providers. As the digital market continues to evolve, innovation is necessary to keep your business top-of-mind for potential clients.

Questions to Ask

  1. Does your provider stay updated with the latest marketing trends and technologies? Connecting with industry influencers, attending marketing conferences, and posting regular content focused on industry thought leadership are great ways to stay up to date. 
  1. Are they bringing innovative ideas to the table? If you’re the one doing all the legwork to identify fresh ideas and new marketing strategies, it could be time to break up with your marketing provider. 

Red Flags

  1. Reliance on outdated tactics with no innovation. Posting articles on LinkedIn and PDFs on your blog, avoiding SEO, and pretending social media and videos don’t exist are all outdated tactics that should have no place in your marketing strategy. If your marketing provider is not encouraging you to innovate, it’s probably time to break up.
  1. Lack of new ideas or strategies to keep your marketing fresh. Has your marketing strategy been status quo for the last few years? That is a huge red flag. Marketing tools and technologies are constantly changing, and your strategy should adapt to include the latest techniques. (Pro Tip: Has your marketing provider talked to you about the power of financial advisor videos or Instagram Reels yet?)

Indigo Solution 

At Indigo Marketing Agency, we stay at the forefront of marketing trends and technologies by continuously innovating and adapting our strategies and services, ensuring your marketing efforts are effective and relevant. 

From social media marketing, webinars, and SEO to custom modern websites, personalized blog content, and our partnership with Wealthtender, we bring the latest ideas to help you stay ahead of the competition.

It’s Time to Break Up—Now What?

If your current marketing provider is falling short in any of these areas, it might be time to consider a change. We know breaking up is never easy, but sometimes it’s the right choice. 

At Indigo Marketing Agency, we are committed to helping financial advisors like you realize your marketing goals with tailored, high-impact strategies that deliver results. We offer:

  • Comprehensive marketing strategies including content marketing, social media, SEO, email campaigns, Google Ads, Facebook Ads, custom website design, and more.
  • Monthly analytics to help you make data-driven decisions about your marketing strategy. 
  • Custom content that matches who you are as an advisor and resonates with your ideal audience.
  • Proactive communication to address all your marketing needs and concerns promptly.
  • Innovative and adaptive solutions that ensure your marketing efforts are aligned with the latest best practices.


Are you unsure if it’s time to part ways with your current marketing provider? How about getting a free second opinion from our team? 

End the Struggle Today!

Free Website Audit FAQs

A good marketing ROI is typically 5:1, meaning your marketing strategy should generate $5 in sales for every $1 spent. To determine if your marketing provider is delivering a good ROI, assess whether your number of qualified leads is increasing and converting into clients. Additionally, ensure your provider offers transparent reporting and can track leads to specific marketing campaigns, showing a measurable improvement in lead generation and client acquisition.

Signs of poor communication and responsiveness include long response times (more than 2 business days to acknowledge an email and longer than a week for a complete response), lack of proactive updates and strategy adjustments, and experiencing “black hole” emails where concerns are not addressed. Consistent and proactive communication is crucial for a successful marketing provider relationship.

Customization and personalization ensure that your marketing strategy is tailored to your specific needs and goals, effectively addressing the unique needs of your target audience. One-size-fits-all strategies with little customization can lead to generic content that doesn’t resonate with your ideal clients. A marketing provider should understand your business, value proposition, and target market to create content that connects with and attracts the right clients.

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Ethan Roberson

Website Project Manager
Raleigh, North Carolina
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Ethan Roberson is responsible for overseeing the development and management of various web projects, and his role involves ensuring smooth communication between teams and delivering high-quality, user-friendly websites. What Ethan enjoys most about his role is the opportunity to bring websites to life. As a self-taught web developer, he’s always been passionate about solving problems and building websites that make a difference. Ethan obtained an associate’s degree in business administration, but taking on a full-time role in digital marketing and web development shaped the path he’s on today.

Originally from a small town called Kittrell, NC, about an hour north of Raleigh, Ethan grew up in a quiet, rural area surrounded by farmland, which gave him an appreciation for simplicity. In his free time, he loves staying active and exploring the outdoors. Whether it’s playing golf, disc golf, shooting hoops, or flying his drone, he finds joy in activities that keep him connected to nature.

Indigo Marketing Team Member Lisa Gaines

Lisa Gaines

Content Deployment Manager
Fort Hood, Texas
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Lisa Gaines spends her work days uploading blog posts to our clients’ websites and LinkedIn profiles, drafting emails, and making adjustments to content as advisors request. Lisa has learned a lot as a long-time member of the Indigo family and has enjoyed seeing the processes evolve to become more streamlined and efficient over time. And she loves working with the amazing Indigo team! 

Lisa is a proud alum of Texas A&M University, where she received a Bachelor of Business Administration in Finance. As a military child, Lisa feels as though she grew up everywhere; however, she claims central Texas as home where most of her family is originally from. She currently lives in Fort Hood, Texas, with her husband, Korey (an active-duty Army officer), and two kids, Madelyne and Jameson. As a military family, Lisa moves quite a bit—often to areas where the job market is small. She loves that Indigo provides her with a steady job she can take with her wherever she goes. When she’s not working, Lisa enjoys dabbling in interior design, binging a good Netflix series, and spending time with friends and family.

Read more about why Lisa loves working with Indigo.

Hugo Fernandez CEO of Indigo Marketing

Hugo Fernandez

CEO
Whispering Pines, North Carolina
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Leading the Indigo team with heart, Hugo Fernandez is passionate about helping our financial advisors attract a flood of their A+ clients with sustainable marketing campaigns. He enjoys running companies that are wildly successful and wearing a black t-shirt every day of his life. When his two favorite things come together, you have an average day at Indigo.

Hugo Fernandez is also CEO of Indigo’s partner company, Just Digital, and author of The Client Acquisition Blueprint. He has personally helped hundreds of entrepreneurs grow their business through his proven blueprint for creating an EPIC marketing strategy and online presence.

Kelli McLeod Director of Client Services

Kelli McLeod

Director of Client Services
Colorado Springs, Colorado
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Kelli McLeod plays an integral role at Indigo while overseeing the Account Services Team, providing customer service, getting financial advisors onboarded and in serving as their primary point of contact during that process. Her team looks to her for her leadership and decision-making abilities For Kelli, the most rewarding part of this role is working with clients one-on-one to ensure they’re happy and that their needs are met.

Kelli has a bachelor’s degree in communications and public relations from Pacific Lutheran University. More recently, she’s done extensive work in the corporate housing and property management industries.

Kelli currently lives in Colorado Springs, Colorado, with her husband, Ian, who is an officer in the U.S. Army, and their two sons, Zachary and Cameron. When she’s not working, you can find her running or hiking, attending group fitness classes, and cooking. Kelli’s also an avid book club enthusiast, so be sure to reach out to her if you’re looking for a new read.

Sara Dressler

Director of Operations

DuPont, Washington

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Sara Dressler manages all systems and operating processes while overseeing several departments. Sara is responsible for supervising many activities within Indigo and identifying areas of improvement to better meet company goals. She functions as the bridge connecting management to every department.

Sara has a bachelor’s degree in business administration and a minor in communications from Pacific Lutheran University. She leverages this degree, along with her years of experience as a virtual assistant, to keep our company running like a well-oiled machine. Sara is happiest when spending time with her family. Her three young boys and life as a military spouse keep her busy, but she wouldn’t trade it for the world. She lives an active lifestyle and loves working out, getting outside, and watching sports with her family (whether it’s on TV, at her kids’ games, or in the backyard).

Elizabeth Reider

Director of Marketing
Clearwater, Florida
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Elizabeth Reider is a woman of many talents. She spent 10 years as a Chief Marketing Officer for a top-level independent financial advisor, and since her entry into financial services, she has networked and become friends with many advisors. Elizabeth admires their empathy, knowledge, and passion for their work, and has seen how independent advisors are more than professionals providing investment and planning advice; they are trusted confidants, life coaches, and guides. Over time, they become a part of their clients’ extended family—and she loves coming alongside that. (Check out this video to hear directly from Elizabeth about why she loves working with financial advisors.)

As Director of Marketing, Elizabeth helps get the word out about how partnering with Indigo can take an advisor’s marketing to the next level and beyond to grow their business and increase their productivity.

Elizabeth earned her bachelor’s degree in management information systems from the University of South Florida Muma College of Business. She also holds a life, health, and variable annuity license, which gives her a special understanding of the many products and services advisors offer. Originally from Clearwater, FL, Elizabeth loves to travel and has visited 12 countries, including extended visits to eSwatini, Africa, to visit family and assist with humanitarian relief programs. She has seen firsthand how independent financial advisors are providing advice to their clients that outpours into the lives of their own families, staff, community, and sometimes across the globe. When she’s not working, Elizabeth enjoys attending orchestral and theater productions with her husband, David, and taking their son, Julian, to art museums, as well as family evenings in the backyard playing baseball with her son and shih-tzu poodle, Wrigley. She is also an active participant in overseas humanitarian work—using her skills to make a difference in the lives of others.

Indigo Marketing Team Member Katie Cress

Katie Cress

Digital Marketing Consultant, Sales & Client Strategist
Cincinnati, Ohio
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It’s Katie Cress’s mission to help financial advisors reach their ideal prospects through custom digital marketing. On any given day, you can find Katie meeting with new financial advisors to learn more about their marketing goals, who they love working with, and why they’re passionate about helping others. Her favorite part of her job is meeting new advisors every day and continuing to learn how each firm and individual advisor is different, and using her marketing and small business background to help them craft a game plan that empowers them to grow their business and enhance their services. Often described by loved ones as a “helper” and “caretaker,” Katie is passionate about advocating for her advisors’ needs and supporting her coworkers to help them succeed.

Katie holds an MBA from Xavier University and a BA in Economics from Ohio University. A Midwest girl for life, she lives in Cincinnati, Ohio, with her husband, Brandon (who’s also a marketing guru), and their three kids, Charli, Lucy, and Teddy. She and her husband also own Clean Eatz Cafe, where they use their collective marketing prowess and love of food to create a welcoming space for employees and hungry customers alike. Katie is passionate about and for small business owners, being raised by her father who was an entrepreneur, being one herself with her husband, and working with them every day at Indigo. She loves the spirit, creativity, and drive of entrepreneurs. When Katie’s not working or helping run the family business, she enjoys working out with her husband at Orange Theory, loving on her three kids, and cooking delicious food.

Indigo Marketing Team Member Lori Koepke

Lori Koepke

Account Manager
Boise, Idaho
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Lori Koepke plays a major role as a liaison between Indigo Marketing Agency and its wonderful clients. She works directly with our advisor clients on their marketing strategies, marketing calendars, article creation, editing processes, compliance approvals, deployment of their content, and more. Lori enjoys helping strategize and be a support to her clients, and loves the camaraderie among the Indigo team members.

Before joining the Indigo team, Lori was a schoolteacher for 10 years. She has a Master of Education and Bachelor of Arts in Elementary Education from Concordia University in Portland, OR. She was born and raised in Vancouver, B.C., and lived in Vancouver, WA, for 25 years before moving to Boise, Idaho, where she currently resides with her husband, Jeremy, and four wonderful kids, Sophie, Tanner, Jonas, and Violet. In her free time, you can find Lori reading, watching football, and driving her kids to all their activities.

Watch this video to hear why Lori loves working with Indigo.

Indigo Marketing Team Member Heidi Wilson

Heidi Wilson

Account Manager

Alexandria, Virginia

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Heidi Wilson thrives on helping advisors create an online voice and streamline their marketing efforts. With her mother being a retired financial advisor and her brother-in-law currently a CFP® professional, she’s passionate about taking the marketing pressure off of advisors so they are able to focus on their clients. She loves when advisors tell her something we did for them helped; it can be as simple as taking something off their very busy plate or helping them land a new client with one of the articles we wrote. With broad-based consumer and B2B marketing experience, Heidi is constantly thinking outside the box and brings a fresh perspective to the Indigo team.

Heidi holds a bachelor’s degree in public relations from Florida State University and hails from Tampa, Florida. Her husband, Chris, is in the U.S. Army, and as they are constantly moving, they take every opportunity to explore the new areas where they’re living. Some of their favorite places they’ve called home include Hawaii and New Orleans. Heidi is thankful for the opportunity to work remotely with Indigo, which allows her to take her job with her, no matter where the Army moves her family next.

Watch this video to hear why Heidi loves working with Indigo.

Indigo Marketing Team Member Jillian Segrue

Jillian Segrue

Account Manager
Columbus, Georgia
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Jillian Segrue acts as a liaison between clients and the Indigo team, using her 12 years of customer service experience in fields such as healthcare, financial services, and risk management to help hone their message and deploy it effectively and efficiently. Jillian enjoys building unique relationships with each of her clients as she uniquely helps them reach their ideal target audience.

Jillian has a bachelor’s degree in healthcare administration and a minor in business administration from SUNY Brockport. Originally from Rochester, NY, she currently lives in Columbus, GA, with her husband, Tim (an Army captain), daughter, Macie, son, Henry, and two cats. As a military spouse, Jillian appreciates the flexibility Indigo provides—allowing her to juggle motherhood and excelling in her career—and its unmatched positive, supportive, and uplifting company culture. In her free time, Jillian loves to read, shop, and go running outdoors (just not in the Georgia heat!).

Indigo Marketing Team Member Amanda Laskey

Amanda Laskey

Account Manager
Pittsburgh, Pennsylvania
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Amanda Laskey works with clients one-on-one to develop and implement marketing strategies that help spread the word about who they are and how they help. In her role, Amanda strives to deliver outstanding customer service to our clients. She is tech-savvy, an independent problem-solver, extremely organized, an excellent communicator, and thrives on helping others. She appreciates the ability to work remotely in a collaborative team environment while supporting her family.

Amanda holds a Bachelor of Arts in Education and a Master of Arts in Inclusive Education from Seton Hill University and has over 10 years of experience in secondary classroom teaching and over 3 years as an Executive Assistant. A proud Army spouse, Amanda resides in Pittsburgh, PA, with her husband, Brandon, their two sons, Jackson and Harrison, and their sheepadoodle, Waylon, and goldendoodle, Cash. Outside of work, Amanda enjoys spending time with her family, relaxing at the beach, traveling to new places, dessert, and all things Disney.

Indigo Marketing Team Member Beverly Anderson

Beverly Anderson

Account Manager
Portland, Oregon
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Beverly Anderson is the go-to contact point for advisors to create a targeted and cohesive marketing strategy that is unique to their specific goals. She loves seeing her clients experience positive results from their marketing efforts, and as a world traveler, she appreciates the ability to work remotely and connect with clients from any country.

Beverly holds a Bachelor of Science in Business Administration from Oregon State University. In addition to traveling, she enjoys making music as a singer/songwriter and anything outdoors (she’s an avid snowboarder and rock climber). She and her partner have a rescue pup, Toro, a former street dog in Cabo, Mexico, before they adopted him. Beverly has three older sisters, with whom she is very close, and they all, along with her mother, live in the Portland area. Although she spent the first half of her childhood in Fountain Hills, Arizona, Beverly considers Portland to be home.

Watch this video to hear why Beverly loves working with Indigo.

Indigo Marketing Team Member Kasey Yhap

Kasey Yhap

Account Manager
Ellicott City, MD
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Kasey Yhap’s commitment to her clients is the driving force behind her work. Her diverse educational background (a bachelor’s and master’s degree in vocal performance from the Peabody Conservatory of Music and a master’s degree in communications from Syracuse University) has equipped her with the unique skill set required for success. Kasey’s strong communication skills and creative mindset, combined with her passion for helping her clients, make her a valuable asset to the team.

In her free time, Kasey stays active and maintains a healthy lifestyle through yoga, CrossFit, and spending time outdoors. These hobbies complement her professional life by allowing her to recharge and bring new ideas to her work at Indigo.

Indgio Team Member Dan Corcoran

Dan Corcoran

Account Manager
Madison, Wisconsin
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Dan Corcoran enjoys being on the front lines of financial advisor marketing, working directly with advisors to help them build a strong marketing plan to get their firm’s message out. Working remotely can be a challenge as talking to others, brainstorming, and sharing experiences recharges him; he maximizes touchpoints to connect with others to make every day at Indigo rewarding.

Dan holds a bachelor’s degree in journalism and mass communication from the University of Wisconsin-Madison. He enjoys drone photography and videography (he owns his own drone business, Forward Focus Photography), sports broadcasting (he was a hockey broadcaster for four years prior to COVID), spending time with family, camping/hiking, running, swimming, and road biking.

Originally from Sun Prairie, WI, Dan has three siblings, and prior to joining Indigo’s team, he worked for an RIA in Madison for two years.

Indigo Marketing Team Member Anne Wheeler

Anne Wheeler

Marketing Assistant
Cincinnati, Ohio
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Anne Wheeler is responsible for a variety of administrative tasks as well as updating social media pages for clients. Anne enjoys the creative side of her position and the ability to collaborate with the team to help advisors get started with Indigo.

Anne holds a bachelor’s degree in communication from the University of Tennessee. Outside of work, she enjoys walking, baking, spending time with her husband, Rick (a structural engineer), and two sons, Thomas and Turner. Anne loves being a full-time mom, and appreciates that Indigo gives her the opportunity to work part-time while still caring for her boys.

Indigo Marketing Team Member Sarah Robichaud

Sarah Robichaud

Social Media Manager
Rochester Hills, Michigan
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Sarah Robichaud uses her love of spreadsheets to create engaging content calendars for our clients’ social media pages. Sarah holds a bachelor’s degree in psychology from Salisbury University and a master’s degree in marriage and family counseling from Liberty University. In addition to her role at Indigo, Sarah volunteers as a virtual administrator for Army Wife Network, a nonprofit organization that aims to empower and educate military spouses through blogs, podcasts, and various other resources.

Born and raised in Maryland, Sarah currently lives in Rochester Hills, Michigan, with her husband, Andrew, two children, Emily and Logan, and two fur babies, Penny and Chewbacca. As a military spouse and mother, Sarah loves working for Indigo because of the flexibility it affords her, allowing her to continue to build her career while frequently relocating around the globe and working on her own schedule to accommodate a busy lifestyle. Sarah also loves Indigo’s supportive team atmosphere. Outside of work and volunteering, you can find Sarah enjoying time outdoors with her family, typically running, camping, or traveling. An avid traveler, she’s visited 16 countries and is always planning her family’s next great adventure.

Indigo Marketing Team Member Jennifer Farrior

Jennifer Farrior

Lead Writer & Proofreader
Louisville, Kentucky
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Jennifer Farrior is Indigo’s go-to for all things proofreading and editing. Her attention to detail is unmatched, and she takes pride in making sure every article is clean and concise before it heads out to our financial advisors. She says, “Even a single typo can affect an advisor’s credibility, and we strive for perfection when it comes to how they’re presented online.” As Lead Writer, Jennifer trains and manages the team of writers, and also writes and collaborates with team members to create Indigo’s blog posts and promotional material.

Jennifer holds a bachelor’s degree in English from UCLA. In addition to her role at Indigo, she runs her own copy editing and proofreading business, She Proofreads LLC. Jennifer hails from San Diego, California, but now lives in Louisville, Kentucky, with her three kids, Joshua, Julia, and Joel, and goldendoodle, Dexter. She loves working at Indigo because it provides her with the income, flexibility, and the community she needs as a stay-at-home mom. Outside of work, you can find her spending time with her kids, friends, boyfriend, or working on a puzzle while watching Netflix.

Jacob Dekok

Account Manager
Stratford, ON, Canada
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Jacob brings energy and enthusiasm to the team, embracing the variety that each day offers and finding joy in seeing the satisfaction of clients when new business comes their way. His passion for marketing is evident as he creates and runs successful campaigns for financial advisors.

Born and raised in Stratford, Ontario—the hometown of Justin Bieber—Jacob holds a Bachelor of Business Administration with a specialization in finance from Brock University. Outside of work, he’s an avid reader with a particular interest in history and business biographies. He also enjoys staying active by playing sports like basketball, badminton, and pickleball. When he’s not working or staying fit, Jacob loves diving into new marketing strategies to further help advisors grow their businesses.

Peter Wardenaar

Peter Wardenaar

SEO Specialist & IT Lead
Cali, Colombia
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As a natural problem-solver, Peter Wardenaar uses his skills to help financial advisors find new ways to grow their site traffic and attract more clients they love. Peter enjoys the dynamic nature of his role; the challenges are never the same as every situation is unique and requires a different approach. But don’t let Peter’s technical prowess fool you—he also has quite the creative side! Before joining the Indigo team, he worked as a first-grade teacher and university English professor in Cali, Colombia.

Peter has bachelor’s degrees in education and in music from Portland Bible College and a master’s degree in music production and technology from Berklee College of Music. In his spare time, he loves writing and recording music, graphic design, engaging with people, and studying leadership and theology. Peter is also one of the most well-traveled people you’ll ever meet! He was born and raised in the Netherlands but lived in the Pacific Northwest for over 12 years. Today, he resides in Cali, Colombia, with his wife, Gloria Isabel, and their three kids, Emanuel, Paloma, and Violet.

Indigo Marketing Team Member Kourtney Kearney

Kourtney Kearney

Tech Support
Antelope, California
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Kourtney Kearney is a data-driven woman with a knack for coding. On any typical day, you can find her building web pages, troubleshooting bugs in code, and setting up automations to make life easier for our clients. Thanks to her technical background, Kourtney has a vast understanding of the inner workings of websites and the data associated with them. She’s always on the lookout for new technology that will help us improve our workflows so we can focus on what we do best—helping financial advisors grow their business. Kourtney enjoys the variation of tasks and loves the challenge of taking an existing website and making it better without completely rebuilding it.

Kourtney is originally from Newark, CA (Bay Area), but currently resides in Antelope, a suburb of Sacramento, and holds a Bachelor of Arts in Art History and Curatorial Studies. Outside of work, Kourtney spends her free time reading, playing volleyball, baking with her two sons, and hanging out with family.

Indigo Marketing Agency Adrian Bachini

Adrian Bachini

Web Developer & Tech Support
Manila, Philippines
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Adrian Bachini works on tasks requiring technical knowledge and other various administrative tasks. A software developer by day, prior to joining Indigo, Adrian had very little knowledge on how nontechnical positions operate. His position at Indigo allows him to both learn and experience a variety of platforms and gain more knowledge about how to maximize marketing initiatives.

Adrian holds a bachelor’s degree in computer science with a specialization in software technology from De La Salle University Manila. Adrian considers himself somewhat of a workaholic, with a full-time day job in addition to working with Indigo. When he’s not working, he enjoys watching documentaries, action movies, and anime, and also loves cycling on muddy downhill trails or cross-country rides, playing video games, and simply resting when he can. He is also a licensed commercial pilot and flies in his free time; he obviously also enjoys traveling. Adrian lives with his family and more than a few pets (11 dogs, 6 cats, a few birds, and fish)—he has more pets than humans in his home!

Claire Akin

Claire Akin

Founder
San Diego, California
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Claire Akin founded Indigo Marketing Agency with the mission to help financial advisors leverage marketing to grow their businesses. As a former Investment Advisor Representative and proud daughter of an independent advisor, she’s seen first-hand the value advisors bring to their clients and community. Claire transferred ownership of Indigo Marketing Agency to Hugo Fernandez in 2022 to spend more time with her family.
Indigo Marketing Team Member Adriana

Adriana Escalante

Website Project Manager
San Antonio, Texas
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Adriana Escalante thrives on creating an online representation that looks and feels true to our financial advisor clients as she builds their websites to best represent them and their businesses. Her experience working on travel and tourism websites motivates her to make sure every site she works on is exciting and engaging to web visitors. A graduate of University of Texas in Austin, Adriana double-majored in International Relations and a Liberal Arts program called Plan II. She also received a certification for front-end development from a coding academy in Austin, which has equipped her to serve as a great liaison between developers and clients.

After living in Austin, TX, for most of her adult life, Adriana now resides in San Antonio, TX (a city with a ton of history and many things to do), with her partner, Russell, and their dog, Abbey. She also has a brother and sister with whom she’s very close and tries to see a few times a year. Most of Adriana’s hobbies revolve around nature. She grew up spending lots of time on a sailboat or at a beach, and her family has a small cabin in Creede, CO, where she spends half the year hiking, camping, skiing, or snowshoeing (depending on the season). When she’s in Texas, she tries to get out most weekends to kayak. A Texas Master Naturalist, Adriana loves learning about all the plants, birds, and animals in her home state. She also dabbles in making stained-glass suncatchers!

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Kaitlin Thornal

Account Manager

Fort Moore, Georgia
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Kaitlin Thornal helps clients onboard as they begin their marketing journey with Indigo, and she loves meeting new people and learning new things. She holds a Bachelor of Arts in Journalism and Mass Communication/Public Relations, International Studies, and a minor in French from the University of North Carolina at Chapel Hill, as well as a Master of Arts in Communication and Leadership Studies from Gonzaga University.

Kaitlin was born at Fort Lewis, Washington, but she moved around a lot growing up, spending the most time in North Carolina. She now resides in Fort Moore, Georgia, with her husband, Mason, and their four children, Caroline, Mason, Jack, and Bo. Kaitlin’s favorite place to live has been Europe (Italy, Ireland, and Belgium) and she would go back in a heartbeat! In her spare time, she enjoys long-distance running, reading, and spending time in the mountains of western North Carolina.

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Samantha Triglia

Marketing Assistant
Queens, New York
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In her integral role, Samantha Triglia schedules social media posts, deploys email campaigns, and updates Google Business Profile pages for clients’ new blog posts. She also assists with lead generation/tracking and other administrative tasks. Helping out wherever she’s needed, Samantha appreciates the opportunities she has to learn and grow in her position. She says, “I love being a part of the team, especially when content deployment involves many moving parts and collaboration to get done and ready to go.”

A former teacher for 14 years, Samantha holds a Bachelor of Arts in Childhood Education from St. Francis College in Brooklyn, New York. She also holds a Master of Arts in Middle School Earth Science Education from CUNY Brooklyn College and a Master of Science in Educational Administration and Leadership from the University of Scranton. (Yes, TWO master’s degrees!) While in college, Samantha was the assistant to the Chief Compliance Officer of a brokerage firm on Madison Avenue in New York City for high-net-worth individuals and families, so she’s quite familiar with the types of clients Indigo serves.

Born and raised in Brooklyn, Samantha currently lives in Rockaway Beach in Queens, New York (the place the Ramones song is about!), with her husband, Matt (a Navy veteran and currently a New York City Firefighter), and their three sons, Matthew, Thomas, and James. Outside of work, Samantha enjoys spending time with her family riding bikes on their neighborhood boardwalk and going to the beach. They love to travel, including yearly family trips to Hershey, Pennsylvania, and Universal Studios in Florida (they’re big Harry Potter fans!). Samantha also stays active exercising and playing on a women’s softball team and a co-ed beach volleyball team with her husband.

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Amanda Bicknese

Marketing Assistant
Colorado Springs, Colorado
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Amanda wears a few hats at Indigo, bringing value to the team by creating custom social media posts for advisors, assisting with the onboarding process of new team members, and tackling behind-the-scenes team tasks. She loves to collaborate with our amazing clients and supportive team members.

Born and raised in Fort Myers, Florida, Amanda holds a bachelor’s degree in English Literature from the University of Central Florida and a master’s degree in education from North Carolina State University. She worked as an educator for about a decade before pivoting to a career in writing and marketing. Amanda currently resides in Colorado Springs, Colorado, with her two children, Mikayla and William, and dog, Daisy. When she’s not reading or writing fiction in her spare time, Amanda enjoys hanging out with family, hiking, trying new foods, and traveling.

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Adam Spera

Account Manager
Astoria, New York
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A marketer at heart, Adam finds satisfaction when consulting, strategizing, and implementing strategies to improve his clients’ business. He specializes in organic and paid social campaigns, as well as email and SEO optimization.

Adam holds a bachelor’s degree in philosophy from the University of Central Florida and a Juris Doctor degree from Thomas Jefferson School of Law. Raised in Boca Raton, Florida, by his mom (an event planner) and dad (a private boat charter captain), Adam currently lives in Astoria, New York, with his wife, Olivia, who works in pet care. When he’s not cooking up killer marketing strategies, he enjoys role-playing games, Brazilian jiu-jitsu, and reading non-fiction and philosophy books.

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Melanie Valdez

Account Manager
Vancouver, Washington
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With her marketing expertise, Melanie Valdez leaves no stone unturned when helping clients hone their marketing strategy. She loves interacting with clients and brainstorming new ideas to enhance their marketing results. No two days are ever the same, and that’s the way Melanie likes it!

Melanie holds a bachelor’s degree in psychology from Western Washington University as well as an MBA from Western Governors University. When she’s not rocking her role at Indigo, she enjoys cooking (trying out new recipes every week), painting, and discovering new restaurants with friends. She and her husband, Dat, love to travel and go on walks with their dog, Brutus, a pomeranian-chihuahua whose personality is definitely not proportionate to his small size!

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Joshua Yanson

Web Developer
Negros Occidental, Philippines
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Joshua spends his days developing client websites, implementing automations, and troubleshooting website issues. He enjoys the challenge of working with websites while simultaneously learning new tips and tricks to optimize them for maximum efficiency.

Originally from Pulupandan, Negros Occidental, Philippines, Joshua holds a Bachelor of Science in Information Technology, and in his free time enjoys playing computer games and watching anime and movies.

Jordan Pinelli

Account Manager
Denver, Colorado
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A born strategist, Jordan always starts with “why” when brainstorming marketing tactics with her financial advisor clients. With recommendations rooted in data and industry best practices, she loves growing advisors’ awareness of their strategies’ positive impact on their business.

Jordan obtained her bachelor’s degree in business administration (with an emphasis in marketing and management) and her master’s in communication and media management from Colorado State University. Before joining Indigo, Jordan already had 6+ years of financial services experience and 8+ years of marketing/project and campaign management experience under her belt—making her a powerhouse addition to the team! Outside of strategizing for her advisors, Jordan’s hobbies include pottery, hiking (when she’s in shape), and ordering delivery or takeout. She is happily married to her husband, Max, and a dedicated dog mom to her oversized golden retriever, Kai.

Celena Cavala

Account Manager
Nashville, Tennessee
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A storyteller at heart, Celena thrives on crafting strategies that help clients connect authentically with their audience. With over 10 years of experience in marketing management, she excels in helping clients tell their unique stories and reach the right people.

Celena studied ballet choreography in Florence, Italy, and the Danish language in Copenhagen. Originally from Nashville, TN, she has also lived in Florence, Paris, Dublin, and Copenhagen, making her fluent in Danish and Italian—though she rarely uses these languages in Nashville!

When she’s not crafting compelling marketing strategies, Celena enjoys spending time outdoors with her rescue pup, Ollie, and her boyfriend, chipping away at her fiction trilogy, and indulging in plant-based cuisine. Celena also loves visiting her mom, sister, and nieces, who all live nearby.

Hugo Fernandez CEO of Indigo Marketing

Hugo Fernandez

CEO
Los Angeles, California
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Hugo Fernandez acquired ownership of Indigo Marketing Agency from founder Claire Akin in 2022. Leading the Indigo team with heart, Hugo is passionate about helping our financial advisors attract a flood of their A+ clients with sustainable marketing campaigns. He enjoys running companies that are wildly successful and wearing a black t-shirt every day of his life. When his two favorite things come together, you have an average day at Indigo.

Hugo Fernandez is also CEO of Indigo’s partner company, Just Digital, and author of The Client Acquisition Blueprint. He has personally helped hundreds of entrepreneurs grow their businesses through his proven blueprint for creating an EPIC marketing strategy and online presence.

To get in touch with Hugo, email him or connect with him on LinkedIn.