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RFG Advisory, the Birmingham, Ala.-based hybrid RIA platform with about $6.5 billion in client assets, has relaunched StrongHer Money, an internal program for training and coaching advisors on serving female investors.
The growth program went live this week with a pilot cohort of a dozen RFG advisors, split evenly between men and women. The firm wanted to start with a smaller pool of advisors so that it could conduct case studies to see how the program is impacting participants and their growth.
“StrongHer Money is more than a business growth strategy for advisors that want to focus on the women’s market,” said Jillian Berry, senior director of StrongHer Money, in a statement. “As the industry is evolving, advisors have been asking for practical, actionable ways to effectively serve women at all life stages, and we built the StrongHer Money Ambassador program to answer that call.”
Berry was brought on earlier this year to build out the program. She said the 12-month program consists of on-demand training, track-based training rooted in behavioral science and user experience, and one-on-one coaching.
The program will also provide advisors with marketing and sales enablement tools, co-branded event kits, financial literacy guides and curated client education content.
The idea is to have different cohorts of advisors starting the program throughout the year.
Unlike other coaching programs in the industry, where the onus is on the advisor to implement it, this one is supported by the ecosystem surrounding the advisor, said Abby Salameh, chief growth officer at RFG. That includes RFG’s technology, marketing automation, etc.
RFG has also assembled a group of industry leaders to serve as the program’s advisory council. Those members include Kate Healy, CEO and founder, Advokate IQ; Suzanne Siracuse, CEO and founder, Suzanne Siracuse Consulting Services; Heather Ettinger, CEO, Luma Thrive; Christine Weddell, wealth adviser, Volare; Dany Martin, partner and wealth adviser; Liz Fritz, co-founder and chief brand evangelist, F2 Strategy; and Kathleen Burns Kingsbury, founder and money mindset coach, KBK.
“We’ve been implementing what we have learned from our peers, and it’s been a force multiplier,” Martin said in a statement. “Growth objectives are not achieved via hope—women are looking to form trusted advisor relationships today, and those who act swiftly will be best equipped for success.”
The new program comes a few months after another new RFG initiative. In June, the firm launched a suite of active ETFs. The ETFs were born out of Bluemonte Investment Management, the internal investment management arm for RFG, which is run by RFG President and CIO Rick Wedell.
In April, RFG attracted advisor Tyler Brown, formerly of Edelman Financial Engines, to launch TurnPoint Wealth, an RIA with over $100 million in client assets.
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