RIA organic growth systems | Fully-managed digital marketing/lead gen | Turnkey talent/software/design/ad spend/web dev/content = dead simple | Compliance focused |🗓️Secure Your Free Exec Workshop Below ⬇️

For decades, Advisories and Wealth Management Firms have been shuttered from marketing online properly. Shackled by regulation and blinded to the true essence of a great online presence:

Activities and assets that leverage the fundamentals and align with your principles.

Your industry has been tirelessly digging for gold - sweat-riddled and panic stricken - when it was never buried to begin with.

This has birthed a strange, twisted obsession with weird silver bullets; wacky, unsustainable shiny objects; online RIA directories that only represent a competitive parity; and digital marketing fads that only burn your goodwill alive.

Ironic, given that your principles are to: 
✅ ensure comprehensive fundamentals are in place
✅ respond to market activity with equanimity
✅ leverage the magic of compounding
✅ plan over long-term horizons

Yet when it comes to digital marketing and trying to grow AUM online?

Raise your hand if you've been on a roller coaster of crackpot, digital marketing tom-foolery for two decades🎢😱

Your firm deserves to market online using a diverse array of rock-solid tools and tactics, built upon a foundation of ABSOLUTELY NAILED FUNDAMENTALS.

Without the fundamentals nailed (warning: they are actually quite boring and mundane), you're running a race against Olympians with lead in your sneakers.

I'm here to pull back the wool, and show you the "secrets" that have been hiding in plain sight all along. They are no less principled than your approach to advising your clients. 

For too long, the SEC's tight grip on marketing rules was unfair, restricting you from using the most powerful, effective, and persuasive tools in the marketing toolbelt.

In 2022, the SEC officially rolled out the new marketing rule...

...but the industry is still hypnotized by shiny objects and silver bullets, having never truly understood the fundamentals of a great online presence.

So if you're ready to finally take those marketing training wheels off... 

If you're ready to stop posting links to vanilla Broadridge articles on LinkedIn that only get punished by the algorithm and drive zero engagement...

If you're ready to quit the weird silver bullets, lackluster directories, and 3rd party lead gen and appointment setters...

If you're sick of your website's "book a free consultation" button that never gets clicked...

And if you're ready to FINALLY take your own advice and build something comprehensive and diversified, to build a better future, just like you inspire and assist so many others in doing...

DM me "fundamentals".

John Swystun

We out here. #FIS26 #FearlessInvestingSummit

Growth Systems for RIAs & WealthTech | Fully-managed digital marketing/lead gen | Turnkey talent/software/design/ad spend/web dev/content​ = dead simple | Compliance focused |🗓️Secure Your Free Exec Workshop Below ⬇️

We've heard a lot of the lore around Nitrogen's Fearless Investing Summit.

How this is a conference where the mega fans come out of the woodwork to ooze satisfaction and collaborate with leadership in real time.

How the culture this organization has built stands squarely on two feet, with a twinkle in its eye, while raising a hearty toast.

How an industry-leading, scratch that, business-leading NPS score pales in comparison to the energy and enthusiasm that fills these halls.

But now, we believe it.

We know it to be true.

We've seen, felt, and heard it in the flesh.

And we too, are beyond satisfied. 

And supremely appreciative.

Thank you so very much to everyone at Nitrogen who made this happen. The sponsors and the partners. And anyone who has spent time with us, our lenses, and our microphones this week.

Special shout outs to Callie Devaney, Rachel Cameron, Regan Murray, Bridgette Olek, Dan Zitting, Nicholas Harding, MBA, Aaron Klein and so many others.

And we ain't done yet! 

Day 3 LET'S GO!

#FIS26 #FearlessInvestingSummit

PAGING ALL SNOWBOARDERS (Alright, alright, two-plankers welcome also).

Who wants to spin some laps!?

Yes, we'll be out there at Nitrogen Fearless Investing Summit, cameras in hand.

Chasing you down with a microphone. Bustin' our butts to put your hot takes in the can.

Just be ready though, because after we get the shot? I'ma be asking you:

Wanna go? Wanna go?

Duck out quick to spin some night laps at Echo? Or Keystone?

So if you're lookin' for a boardin' buddy. Or Skiier-tolerant activity compatriot.

I'm your guy. 

Let's do this 👊

Autobots assemble!

(Decepticons get nervous when Wasif Haseeb and I hit the scene!)

Fearless Investing Summit starts today.

And I keep coming back to the name Nitrogen chose for the conference.

What the heck does it mean to be fearless?

What are the tools you need?
Who are the folks you should surround yourself with?
And what should your philosophical bedrock be?

I love it. The name calls to me.

Not that I'm sure how to be fearless.

But I know what you need to arm yourself with in order to try.

And it's the trying that really matters.

Now, the agenda this week reflects the theme perfectly - talk about the people and ideas you want to be around!

Michael Kitces on what actually drives adviser productivity, not in theory, in practice.

Aaron Klein asking a simple question with uncomfortable implications: we’ve got to start meeting like this.

Joshua Brown Brown making the case that after all the noise, the human advisor is still the point of the spear.

And an AI panel moderated by Craig Iskowitz with Eric Clarke, Dan Zitting, Parker Ence, and Mark Gilbert, digging into the real issue: where automation helps, and where the human signal cannot be outsourced.

Fearless, in other words, is just competence under pressure.

We’ll be around all week.

And after the indoor experiments… we’re going to go test gravity for real.

HMU if you wanna do some snow slidin' after the big show!

I’m 5’4 on a good day.
Small man syndrome? Never heard of it.

When you’re the smallest guy in the room, you learn early:
you can disappear,
or grow teeth.

I chose the latter. Let's just say the elementary school bullies did not enjoy me.

Twelve years ago I spent a summer in Estevan, Saskatchewan working overhaul at a coal power plant.

12 hour days.
12 on, 2 off, repeat.

Most of the BC snowboard crowd got "observation".
Easy summer cash to fund the season.
Sit, read, count boilermakers in and out.

Someone saw my construction and concrete resume.
They put me on "heavy maintenance" instead.

Turbine casing top half removed.
Half joint gets descaled by hand. No machines.
That was me, honing steel for 12 hours a day.

I slept in my RV.
In the trailer park.
Posted up in front of my friends trailer.

The days off land on Canada Day.

Big dance at the community center.
Then a trailer park after party.
Across the street from my RV.

Around 2 AM, a posse of local boilermakers rolls in.
Big guys. Home turf.

Well known they weren't thrilled about the BC crew making summer cash in their town.

As they arrive, the hosts start a wet towel fight in their underwear.

Hilarious.

The ringleader doesn’t think so.

So he starts:
“Homos.”
“Some kind of gay thing?”
“Faggots.”

That’s when the teeth show up.
5'4" or 6'3", doesn't matter.
The wiring trips.

Like a breaker.

So I let it carry.
All the way to the back of the trailer.

I diagnose the motive for the tease…
...likely repressed sexual tendencies.

In an instant,
the towels didn’t matter.
Crosshairs on me.

We chirped a while.
Kitchen to deck. Deck to railing.
Him puffing up. Me barely looking up,
while sliding razors under his nails.

Finally:
“Cut it out, you’re going to get punched.”

I guess I didn’t cut it out.

Haymaker to the dome.

I stumble back. Deck goes quiet.
Rub my jaw, look up at him and say,
“Did you just throw a muffin at me?”

Like a match to a jerry can.

Tackles me into the railing.
Knees on my shoulders. 
Fist like a hammer on my forehead.
Expecting blood. Tears...

...Instead, I start laughing. Hysterically.

Not because it didn’t hurt.
Because the outcome he sought was simply not available.

He jumps off and storms to the kitchen.
Drawers flying. Metal clanking.
We all knew what he was looking for.

That was my cue. Outtie 9000.

I disappear into the trailer park and let the night cool off.

Next morning, proper shiner.

I ask around who he is.
Everyone thinks I’m hunting.

I’m not. I want to apologize.

Later that day, smoke break.
He walks out. We lock eyes.

“Yo.”

He comes over.
“Yeah, I heard you were looking for me.”

We sit.

I apologize for egging him on.
He apologizes for being so aggressive.
Turns out he’s from Brandon. My home province.

We chat. Finish the smokes.

“Alright. Back to work."

Teeth matter.

So does knowing when to sit on the bench the next day.

Hello! I'm Michelle, a Partner and the Chief Marketing Officer for Mission Wealth. With over two decades of experience, I've built a reputation as an energetic, innovative, and results-driven leader in marketing and business development.

At Mission Wealth, I've spent over 9 years collaborating closely with department leaders and ensuring our marketing efforts align seamlessly with our business goals across B2B, B2C, and M&A segments. My primary focus is on accelerating our digital growth and optimizing our marketing technology stack to efficiently generate and nurture new business opportunities. I'm deeply involved in shaping end-to-end marketing strategies that advance our messaging, communications, branding, digital presence, support, demand generation, content, research, and thought leadership. 

Founded in 2000, Mission Wealth is a national Registered Investment Advisory firm, managing over $14 billion in client assets. We are pioneers in integrating advanced financial planning and investment strategies with cutting-edge technology, offering services like investment counsel, tax strategies, estate planning, philanthropic advice, and asset protection, all tailored to our clients' unique needs.

Our vision at Mission Wealth goes beyond financial management—we are dedicated to empowering families to achieve their life dreams. Our commitment to a client-first approach, comprehensive planning, and proactive service ensures that our clients' financial strategies are always aligned with their personal values and goals.

I would be honored to connect with advisors, firms, or other like-minded marketing professionals in the RIA Industry. 

If you've read this far, don't hesitate to connect and say hello!

Michelle Winkles

I’ll be heading to Future Proof Citywide in Miami, FL, March 8–11, and am looking forward to a few days of big ideas, bold conversations, and meaningful connections. 🌅  I am attending with John Wernz and Sara Pierce Clark from Mission Wealth. 

These events are always a powerful reminder of how fast our industry is evolving, especially across digital marketing, AI, and growth strategy for RIAs!

I’ll also be speaking at the CMO Collective with Intention.ly on Monday, March 9th, and would love to see fellow marketing leaders there. If you’re attending the collective or the conference and want to connect (to talk growth, brand, AI, marketing, or just grab a coffee), I’m open to meeting.

Let’s make it a great week in Miami! 🌴🤝

Michelle Winkles, MBA

Partner & Chief Marketing Officer @ Mission Wealth | RIA CMO of the Year 2025 by Wealthmanagement.com | 2025 Top Women in Business by PCBT

This week I had the privilege of attending our Mission Wealth Lead Advisor Symposium in Scottsdale, AZ with members of our Central and West coast Sr. Wealth Advisor teams, and alongside several incredible leaders from across Mission Wealth.

There is something powerful about stepping out of the day-to-day to listen, learn, and get aligned. I loved gaining deeper insight into how our advisors are growing their businesses, celebrating their wins, and collaborating on solutions to their challenges. As a marketing leader, it was especially energizing to share the strategies we’re focused on this year and provide a preview of our 2026 brand and messaging refresh… all with the goal of helping our advisors build stronger, more sustainable growth.

What stayed with me most, though, was the people. Hearing firsthand why Mission Wealth means so much to our team reinforced what I’ve always believed: a great business starts with great culture.

I left feeling grateful, inspired, and incredibly lucky to be part of a firm filled with talented professionals I’m proud to call colleagues and many, dear friends.

Moments like these remind me that when you invest in your people, growth naturally follows. 🫶🏻📈

Seth Streeter Dannell Stuart Jenna Rogers, MS, CFP Ryan Niedbalski, CFP®, CLU® Mitch Grushen, CFP® Ethan Cooper, CFP® Jose Monreal, CFP®, RICP® Joyce Franklin CPA, CFP® John Wernz Jessica Neves, MSHRM, PHR Wes Patton MBA, CFP®, MS Steve Caltagirone, MBA, CFP® Peter Ahrens, CFP®, ABFP® Cole Haddock, CFP® Byron E. Valles, MSFP, CFP® Gregory Prince, CFA, CFP® Joey Khoury Matthew Adams Eric Smith, CFP® Rory Macdonald, MA, CFP® Jeff Avila, CFP® Will Foley, CFP®, MBA, CDFA®

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When Angela Giombetti invites you on her podcast, you say yes. 🙌 

Angela is one of those people in this industry who is both wildly accomplished and deeply generous. She’s someone I can call when I need perspective — and someone I genuinely look up to.

This conversation meant a lot to me because it wasn’t just about career milestones. It was about growth, friendship, and the people who shape us along the way.

Would love for you to give it a listen. ❣️ 
https://lnkd.in/gGMuAZ6i

Open video: The In Crowd Podcast: Mission Wealth's CMO Michelle Winkles on vimeo.com

The In Crowd Podcast: Mission Wealth's CMO Michelle Winkles

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The Battle

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