Skip navigation
Edge TV

The Importance Of Marketing In Wealth Management With Robert Sofia and Penny Phillips

Robert Sofia, Snappy Kraken, and Penny Phillips, Journey Strategic Wealth, examine the importance of marketing within the wealth management industry and what crucial tricks advisors are missing out on.


Shannon Rosic, Flyer Financial Technologies, is joined by Robert Sofia, CEO at Snappy Kraken, and Penny Phillips, co-founder & president at Journey Strategic Wealth, to examine the crucial first steps to building a brand, the misconceptions when it comes to advisors and their marketing and what key marketing trends within the industry.

Sofia is the chairman and CEO of Snappy Kraken, an automated growth program for financial advisors. During the better part of two decades, Robert has served thousands of companies across the spectrum of financial services, including RIAs, family offices, broker/dealers, TAMPs, IMOs, custodians, insurance and investment companies. He has authored four books, including his latest bestseller; Blend Out – How Advisors Can Market Like The Greatest Brands In The World. His writings on marketing appear in publications including Forbes, INC Magazine, The Wall Street Journal, FOX Business, Business Insider, InvestmentNews, Financial Planning,, ThinkAdvisor, The Journal of Financial Planning and many other publications.

Phillips has spent most of her career coaching and consulting financial advisors and institutions. She is the co-founder and president of Journey Strategic Wealth, a registered investment advisor built for advisors seeking independence and hands-on practice management support. Prior to founding Journey, Phillips founded Thrivos Consulting, a practice management coaching company. She has worked in various leadership positions across the financial services industry and has authored multiple practice management training programs focused on helping financial advisors prepare for the next generation of wealth holder. As an industry speaker and workshop facilitator, she has spoken at financial services conferences across the U.S. and Canada. She is a monthly contributor to and runs an advisor practice management community called The Study Group. Phillips was nominated for Thought Leader of the Year at the 2021 Wealth Management Industry Awards. On a personal note, she currently sits on the board of her alma mater the Macaulay Honors College at CUNY.

TAGS: Marketing
Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.