Turn leads into lifelong clients with testimonial marketing.

Daniel Keever (0:01): Hi there, everybody. We're going to give a few minutes for everyone to hop on. I think I see the little eyeball showing us the count, a couple people hopping on right away. It's good to see everybody today. I am Daniel Keever. I'm the president of Evergreen Financial Marketing, and I will give a quick shout out to Brian. You want to introduce yourself?

Brian Thorp (0:20): Sure, Brian Thorp. I'm the founder and CEO of Wealthtender. Looking forward to one of my favorite topics today, talking about testimonial marketing.

Daniel Keever (0:28): I hope it's one of your favorite topics. You've built the whole business around it. I love it. And Diana, can you go ahead and say hello? Yes. Hello.

Diana Cabrices (0:28): Hello, everyone. I'm Diana Cabrices. I'm the chief evangelist at Wealthtender. My role is very much focused on education on the topic. I love helping advisors grow their businesses, especially when it comes to client stories, letting them tell their story for you. So I'm super excited for today's session.

Daniel Keever (0:28): Awesome. Well, we'll give just a minute or two here for other people to hop on. I am really excited, though, before we get going, I wanted to share we had first heard about Wealthtender maybe a little less than a year ago. And it was one of those things, like when you heard advisor testimonial marketing, it's kind of like the holy grail of trust-based marketing, right? And so just for a little backstory, for those of you that know Evergreen, we spent probably in the bell park about six months in conversations getting to know Wealthtender and their platform. And it's kind of one of those every time we did a check, it was like the too good to be true was starting to become true. So we are really excited. Evergreen is now a certified partner for Wealthtender, and we are getting ready to roll these services out to our clients. So this is two functions today. One is just to share with you the work that Wealthtender does. And if you are one of our clients watching this, this is kind of also a what we want to roll out and give you guys access to as we help you tell your story. So we'll get rolling here. I'll start with just a little bit more background. Those of you that don't know me or our firm Evergreen, we are a full service digital marketing agency for financial advisors. And we are intensely focused on helping you share your best stories and find your most distinct voice. We're not on the side of per se content libraries or ghostwriting. We do interview based marketing for our clients that help you find and capture your best thoughts. So storytelling, marketing, testimonials are right up our alley. That's why we're big fans of Wealthtender. Brian, can you give us a little bit more context for what Wealthtender is and what your mission is?

Brian Thorp (2:38): Yeah, absolutely. So I've been in the industry 25 plus years. Most recently, I was the head of the key account team at Invesco. And working there as long as I did, I often saw there were regulatory changes that would occur that created opportunities. And rather than looking at regulatory updates as impediments, it's really exciting to be able to take advantage of regulatory changes. So I've always been a big believer that regulatory changes create opportunities for disruption. And on the back of the SEC marketing rule, I started Wealthtender as the industry's first SEC compliant online reviews platform. So when the SEC came forth and said advisors can finally catch up to every other profession and have online reviews, collect requests, promote online reviews, it was our opportunity to be the first in the industry to help advisors do just that. But the SEC obviously is very prescriptive on what you can and can't do. So today we're going to talk about how we designed the platform to accommodate all those checks and hoops that advisors need to jump through in order to ensure they're compliant with their process.

Daniel Keever (3:43): Regulation creating opportunities. That is not a phrase I think I hear most advisors talking about. Brian is a total optimist. Yes, for good reason. I'll just jump in to say as well, storytelling as we all know it and we've all heard is very powerful. I want to say there's a stat, 63% of people remember stories, only 5% of people remember statistics.

Brian Thorp (4:10): That's got to be true.

Daniel Keever (4:11): And with the advisory world, we're always talking about numbers and data and market history. We have to wrap stories in that. And when people are doing research online, what better way to get them to trust you and feel, okay, this person is solving other people's problems like mine than seeing a testimonial. I want to actually show a quick clip that shows the power of this. I interviewed an advisor, Iyad Amari, and before he even implemented Wealthtender or a full testimonial marketing strategy in his firm, he had a client that randomly left a review for him online. And I want you to hear what that one single review did for Iyad.

Recorded client-review clip (4:51): A client randomly from internet traffic that I wasn't, I usually don't my clients that way, right? It's very difficult. And I asked them why they chose to call me. And the gentleman said, you had a really good review on Google, a good review, which I only had one, it was a client that unlisted, she put a review on Google for me. And so just one review, and he said, hey, I chose to call you because it was a really good review. And that was like, okay, I have to figure out a way to harness this because I knew the rule was coming, the change is coming, I think it was November of last year. So this was a couple months prior to that, it was over the summer. And then when Wealthtender came out with this process, it was only fitting that I took it upon a part of my marketing practice and you guys just made it really easy.

Daniel Keever (5:37): I love that. The one review, right? And he didn't even ask for it and as you shouldn't, which we'll get into later about with Google and Yelp and all those platforms. But that one review gave that person confidence that, okay, I really want to talk to this person. I think I want to work with this person. That's the power of other people's voices. So love, love, love that video. I know we're going to talk a bit about sort of the data in general around the power of reviews. We're also going to get specific around the power of reviews for financial advisors. But I want to also take a step back. And I want to talk about the bigger picture here of why this is important aside from the storytelling. A lot of advisors today, and I speak with advisors all the time, and a lot of them have said, I want to get clients online. I want to be able to put in the least amount of effort or not have to leave my house or I want to grow virtually. I've seen people do it. I want to be that person too. You absolutely can. But here's what you're up against. Actually, if we keep to the next slide, you're up against what the public perception is of financial advisors, the general public perception. Unfortunately, advisors have been ranked as low as almost as low as car mechanics on the trustworthiness scale. This is an article from wealthmanagement.com. It's based on Edelman research. And we're going to show you here on the next slide how that all looks. But this is not to say you're not trustworthy people. It's to say there have been people that have been burned in the past, but also people don't really understand all the time what financial advisors do. You have insurance agents that call themselves financial professionals. You have multiple different types of financial professionals, not all doing the same thing. Some people do planning. Some people don't really take the holistic approach. They're more transactional. Transparency is also an issue for consumers. Daniel, I know you've got some thoughts on this too, but I think it's powerful to understand if you want to get clients online, you first have to understand you are up against some of a negative public perception. How do we come over that? We absolutely can with reviews and stories and all the great things we're going to talk about today. It's really true. My personal experience, my dad's been a financial advisor for 30 years. He has built a phenomenally exceptional practice, successful practice. And I had the privilege, I would say, of listening to the dinner time conversations growing up in terms of there was no sales pitch happening. There was no put your best foot forward. It was someone talking about their day. And I heard two things on a consistent basis. The first is I heard the way that they impacted people's lives. It's enormous. It's life-changing support and guidance. But I also heard how frustrated he was with so much of the industry. And for him specifically, he started on the insurance side where someone said, you need to call every single person on your phone and sell every family member life insurance. And he spent enough time in the industry to realize this is not serving people. And it was funny. I just spent the last week at a conference with advisors. I heard that story so many times. Advisors know that there's a reputation issue, but it feels almost unfair because if you are a quality advisor that's doing great work for people, you see the impact you make and you see, per se, the tide that's pulling against you industry-wise. And so it's one of the reasons we even started our firm for financial advisors was it's easy for bad stories to gain traction. But you need to be the one that takes ownership and tells your own stories, right? You need to be the one that shines a light on this. And so, I mean, politicians, 6%, interesting. We're not down there. But when you think about what happens when people don't trust advisors, they don't get access to the incredible and life-changing work that you do as an advisor. And so our job, your job, is to say, how can we show, per se, the massive majority of our industry that's humbly, quietly doing incredible work? How do we put that in the digital space for people to know and see and help us stand out against this backdrop of trust issues that our industry has? And I know this is the kind of thing, Brian, you work at a high level in this space. You see the headlines. It's so hard. For people to gain that traction without doing storytelling.

Brian Thorp (10:05): Yeah, absolutely. And I think you hit the nail on the head, Daniel. One of the things that we're up against, especially in this industry, you mentioned that bad stories are easier to gain traction. And we see that in the mainstream media all the time, whether it's a Bernie Madoff or bad apples within our industry. Those are who, unfortunately, are making the headlines and getting the traction. And unfortunately, that's what people see. They're tuning in and they're hearing about all of these bad apples, which are obviously the exception and not the rule. And part of the problem, of course, is that because financial advisors haven't been able to ask their clients to write reviews and because online reviews for advisors aren't as prevalent across the Internet as you would see for doctors and lawyers, a lot of people only have that perception of what they've heard in the mainstream media. Now, I will say this. One of the other exhibits within this report that we don't have on the screen does request feedback from people who do work with an advisor. And of course, there, the trust factor is incredibly different. People who work with advisors think very highly of their advisors. And in fact, on Wealthtender, we've collected close to 1,500 reviews now, and they're almost all five-star reviews. There's a couple of four-star reviews from the type of people that say, there's always room for improvement. But the fact is, clients love their advisors. And so that's more of the opportunity for advisors being able to finally be able to tell their story via their clients telling their story for them, getting those online reviews online, and then ultimately offsetting that mainstream media negative tilt that unfortunately most people are more familiar with than all of the millions of very satisfied clients of advisors that are out there.

Daniel Keever (11:40): If I can add just one thought to that, the way you phrased it, Brian, it's like, this is why our industry works on referrals, right? People just need to know that someone they know and trust has had a good experience. We like to say that testimonials are essentially scalable referrals. Because if we put the mechanic, that's our neighbor on this chart, right? We have been blessed to have a great mechanic for my entire adult life. It's the same one my parents used. And if you were to Google search mechanics in our area, more than half of them are three stars or less. But there's a couple that are up here at the tip top where it's 4.9 stars, and you start even discrediting yourself, the person who left a one-star review, right? And so just that element of the relief someone finds when there is that credibility, we've scaled your clients' referrals by putting them in digital form. You can actively create a sense of relief and trust before they ever pick up the phone and call you. So that's one just quick thought. I would pass it back while we're on the topic of how the modern consumer handles reviews. Brian, I'd love to hear some of your thoughts on this next slide here.

Brian Thorp (12:45): Sure. So this slide is highlighting statistics from a couple of surveys that really reflect the importance of reviews and how we as consumers rely upon reviews, really, no matter the profession or the industry. And as Daniel just mentioned, that power of a review can actually be even more impactful than hearing the review from somebody who is maybe a family member. There are statistics that really highlight that, in fact, a review from somebody that an individual doesn't know talking about their experience working with a professional or someone in a particular service industry is more credible, partly for the very reason that they're not going to have that tilt that comes with it. And other statistics that you can see here, starting at the top left, nearly 90 percent of consumers talked about how online reviews played a role in discovering a local business. I don't think that's a surprise to anybody participating on the call today, because whether it's a doctor or lawyer or even a plumber, you don't want to let somebody into your house, let alone your financial life, without having the opportunity to know what other people have said about the experience working with them. And of course, if you then look in other professions where online review sites do exist, in the bottom left, you can see nearly half of consumers use online review sites to find trusted professionals in areas like attorneys. And we see statistics like this across any number of professions. So we fully expect within a few years that the same is going to hold true for financial advisors. So for the opportunity that advisors are listening today to get started with online reviews compliantly sooner rather than later, that should put you in a really good spot to stand out in the local market or your particular niche. I would also highlight that the top right, I think, is an interesting one. Nearly half of consumers willing to pay more at a business with higher reviews. We often talk about fee compression in our industry and fears that advisors are at risk of not being compensated fairly for all of the great work that you're doing. And I think this is something that's a little bit of a hidden benefit of having positive reviews, that people are willing to pay more for what they perceive to be higher quality and ultimately more trusted professionals. So offsetting that fee compression type risk that's out there. And then finally, at the bottom right, reiterating how many people, even if they get a referral from a traditional source, one of the first things that they're going to do is turn online to really read those reviews. So if you think about it, you're at that cocktail party and somebody says, oh, you should talk to my advisor. Two things are going to happen. One, if you do an actual Google search for that advisor, the first thing you're going to be looking for is, OK, do I really trust this individual? And are there other people that say great things about that individual as well beyond just the individual that I met at the cocktail party? And then two, I would also highlight that if you're an advisor and you start getting online reviews and let's say you have your profile on Wealthtender that incorporates those reviews, when somebody is thinking about referring you to a friend or a colleague, they're going online and they're likely grabbing a link to say, hey, here's the advisor that I think you should contact. And they want to look good as well. So how can you help that individual look good when they're referring you to somebody else? A great way to do that is that they can say, wow, I was right. I love my advisor. Other people are saying great things about my advisor as well. Here's the Wealthtender profile that has all these five-star reviews. Let me share that with that friend of mine to say, hey, here's the advisor I mentioned to you. You should check them out. You can see it's not just me saying this. There are a lot of other great reviews that they've received online as well.

Daniel Keever (16:19): If I can add one quick thing, Brian, something you said just piqued a thought in my mind. You talked about people being willing to trust maybe this body of reviews more than like a family member. That is a critical soundbite when we talk about the generational wealth transfer coming. A lot of advisors are hoping, I think some with some success, that as their older clients continue through retirement and as some of them pass away, that there's an opportunity to work with generation two of the adult children, right? But I think what advisors don't count on is that there is a very different trust-building metric. Now, we work with advisors where the family bonds are really healthy and generation two has a deep trust and respect for the success of generation one. Great. But a lot of times, advisors are talking about the gap between generation one and generation two. Let's just say you have generation one who tells their kids, hey, you should have a conversation with my advisor. I think you guys are getting to that point now. They pull it up. Do you want that referral entirely resting on the weight of gen one or do you want them to show up and see 20 to 30 five-star reviews of their peers who have had great experiences? I think when you're talking about multi-generational longevity for your business, that is a huge factor to actually winning gen two new business. That's got a little bit of a sidetrack, but that thought just came as you were talking about the family member dynamic.

Brian Thorp (17:43): Yeah, and I would just come over the top with an additional comment related to that. When people are looking at your reviews, absolutely having those shiny gold stars out there is helpful, but ultimately, people are diving in to read what people are writing about you as an advisor because they're looking for that emotional connection. They're looking to understand, is this advisor serving people like me? Are they providing services that are along the lines of what I'm looking for? As they're reading those reviews and the ways that you've helped different individuals, whether it was saving for their children's college or becoming empty nesters and approaching retirement, that's what's really resonating and providing them with that aha moment to say, hey, it's not just the experience and education of this advisor, but clearly, this is the service that they're providing and doing a very good job of it. Here's somebody that I know when I have that initial conversation. They've already checked a lot of boxes, and now you've got a prospect that's sitting down with you for the first time already feeling like they know you to a degree and really ready to get started talking about how to get started as opposed to questioning or being on their back feet trying to have a healthy skepticism that might exist otherwise.

Daniel Keever (18:51): That's awesome. Let's dig into a little bit of the nuts and bolts here. Diane, I think this is up your alley a little bit. We've this one. There's one quick comment on it. It is funny. When I first saw this slide, we were talking through this. It said 81% of consumers in January 2023 said online reviews are very important when making decisions about financial services. This caught my attention because it's one of those, weren't online reviews just allowed for advisors? But it really just highlight that question of the rest of the world operates this way, and advisors don't really have the excuse anymore of I'm not allowed to. Like Brian said, the regulatory environment creates opportunity, not just restriction. This is a space that if advisors want to be competitive, if going forward into the future, future clients, future generations, this is the norm even though it is new. I just wanted to touch on that. Diana, this is up your alley though in terms of the actual decision making process. Can you talk us through a little bit of how testimonials fit into the decision making that we've just been discussing? Yeah. Well, similar to what you just said. In every other industry out there, people are going online, they're looking for reviews to get that sense of relief. Like, okay, I'm making an empowered decision on my hairdresser, on my plumber, on my accountant, whatever it might be, my doctor even. People want to make empowered decisions. They want to buy based on their own accord. They don't want to be sold to. I'm sure if you're on this webinar, you've heard this before. People don't want to be sold to. They want to buy on their own accord. That's exactly what's happening here. In fact, when you think about the way people buy, you can really split it up into two sections. You've got facts. Okay, is this person credentialed? What education do they have? How much experience do they have? Where are they located? Those are all the factual parts of the buying process. But then we often forget to think about the emotional side as well. Well, is this person solving the same problem that I have for other people? Can I find that information through these online reviews? Or did somebody that I know and trust refer them to me? Word of mouth, right? Those are the emotional sides. Often too, if you think about the nature of people looking for financial help, it's usually based on some sort of catalyst, some sort of emotional catalyst. Like, I'm having a baby, or I need to send my child to college, or my parent just passed away. There's something emotional going on there. That is usually what's prompting them to take action. This is also why you don't give up on people in your email list, because they will be ready one day. Maybe not today, but they will be ready. And it's almost similar to like, we're all on Zillow, right? We're always looking at our dream houses. At least I am. And I fill out some forms here and there, and I get emails. And I don't respond to them, because I'm not ready. But one day in the future, I will be ready. And if you're continuing to stay in touch with me, then you're probably going to be top of mind for me when I'm ready to take that action. So we take facts, we take emotions, we bring them together. And that is that hiring decision. So they need that anxiety relief. It's going to help them make their ultimate decision. There's no better way, in my opinion, than having those stories online, those experiences that your clients get to share. I love your comment, though, in terms of like, online reviews almost bridge the gap of facts and emotions. But their key value is that they are a mirror to your ideal prospect who says, I see myself in what you do. Where a lot of advisors, and I think this is everybody, but advisors are especially guilty. It's the I focused brand voice. This is what we do. This is how we help. But when you can hold up a literal, per se, mirror for your clients' experiences, your prospects come and be like, oh, this is what they do. Way more willingly than if you're pitching them on what you do. And it's just one of those things when you talk about if you have a target client, especially if you're in a niche, people are going to give the reviews, but you kind of prompt them like, hey, answer these three questions. What was the challenge you were facing? What is your experience with us? And if let's just say you have a niche, how has our specialization provide any more value to you as our client? Things like this. The more you can make that a mirror for the ideal person you want to work with, these reviews are one of, if not the best asset you have in making your brand prospect focused, helping people see themselves in your body of work. So I mean, I'm a little excited, but we'll… No, I love it. And I have to comment on top of that. I could not agree more. I'm actually working on a keynote presentation I'll be giving next month and in front of a group of advisors. And my topic is on relatability. And I have a section in there about mirroring the psyche. So people want to look and say, do I find myself in this? And often when they land on an advisor's website where all the language we don't really connect to or nor do we understand, and it's usually more about the advisor than it is about them, they don't really find that connection or that relatability. But when they see those reviews and they read through them, which they will be reading through them, they can find themselves in those reviews. Like, oh, that's my situation. Or yes, that's exactly what I want. And so I love that you use the word mirror. It's the perfect keyword, mirroring the psyche, mirroring themselves. It's perfect. I don't know where we ended up. A little off track, but that was just got a little carried away. All right. I think we're moving into our next section, which is exciting, because now we're going to really get into the weeds, if you will, right? Like, what does a compliant review look like? And what is the SEC saying? And how can you implement this in a compliant way, especially with the help of Evergreen and Wealthtender in combination? So I'm happy to kick this one off, guys, unless there's anything else you want to add. One quick thing. This is the part that I know probably has the most questions. Every advisor wishes they could use reviews, but is kind of scared of what the SEC might do if they get it wrong, right? So I would really encourage you, we're going to go through our part of this, but if you have questions, the comments are open and we will pull them up in real time, answer your questions. You don't need to wait for Q&A. So as we go through, feel free to take advantage of that comment Q&A section. Love it. Please do. Okay. So the first thing I want to sort of unveil here, if you will, is what makes a review SEC compliant. So hopefully you can see the screen okay. But what we have here is a screenshot of a compliant review. This is actually pulled from one of our advisors' profiles on Wealthtender, but you could sort of mock this whichever route you decide to take with your strategy. But what we see here is we have a review which has got a title and it's got five stars, and then we can see what the actual review says, right? Just a quick, you know, excerpt. I've enjoyed getting to know Allison ever since we attended college together. Then you have sort of these three bullet points right below. And the right next to that review in the same exact font, we call these the three C's. That's the disclosures that every single review must have if it is being in a place where you are promoting it. So on your website, on social media, et cetera. What are the three C's? Client, compensation, and conflicts of interest. Is this person a client or not? Have I compensated this person for the review or not? And are there any conflicts of interest in our relationship? What you'll notice as these little side arrows here is these disclosures have to be clear and prominent, and they have to be in the same font size as the review. They cannot be linked. They cannot be hidden where you can click a button and they come up on a drop down. They can be brief as long as they're hitting on those three C's, but those have to be the same size. What you see below that is room for additional disclosures. These can be more fine or print. They can be linked. They can be hidden. Brian, I know you're such an expert on the compliance side, and I definitely want to hear from you next on what is the SEC saying right now? Anything that you would add there from the additional disclosure standpoint?

Brian Thorp (27:04): Yeah, I think you hit the most important point. So those three C's are really what we see predominantly. And then the additional disclosures is a field that's available for the kitchen sink. The SEC explicitly requires that these three C's, those three disclosures, are very brief. So unlike a pharmaceutical ad in a magazine where it could just be a page full of text, the SEC says, look, we want to make sure people are actually reading these disclosures. So the three clear and prominent have to be very succinct, current client or not, not compensated or not, conflict of interest or not. But then if you have a compliance officer who says, we want kitchen sink, that additional disclosure is a great field to do it. And unlike the other fields that need to be right there within the four corners of the review itself, the additional disclosures can expand as we do on Wealthtender with an accordion feature. There could also be a link to a disclosures page on your website. So it's an area that really just provides that flexibility if additional disclosures are required. But most importantly, are those three clear and prominent disclosures that you see with all the information required by the SEC?

Daniel Keever (28:08): Here's a quick question that I've gotten from an advisor, too. When it comes to a disclosure language, obviously everything has to go through a compliance officer. But does Wealthtender provide any kind of guidance on how to tailor different language, especially maybe around conflicts of interest or things like that? Because relationship, very simple. Compensation, very simple. Conflict of interest. Is that something you guys provide any guidance in terms of language?

Brian Thorp (28:35): So a few thoughts on that front. You know, one with the thousand plus reviews that we have seen on Wealthtender, what you're going to generally see and advisors can certainly do this is the opportunity to go out, read what other people are doing from a disclosure perspective. And again, more often than not, it really is it's a current client. They were not compensated and there are no conflicts of interest. But if you do have additional color that you would like to add, especially in those instances where maybe somebody was compensated and you want to provide a little bit more context as to the nature of that compensation, perhaps it's, you know, look, we decided we wanted to move forward with an approach where we offer a gift card or a donation to charity in the name of the client. If they're willing to write a review, yes, you see it says that's totally fine. It simply needs to be disclosed. But those could be examples where you might want to provide that detail. And you really don't have to overthink it. So we do provide a playbook and have resources that can provide guidance in terms of additional disclosures to consider. But most importantly, I would suggest just keeping it very straightforward. If it's an accountant that you refer business back and forth with, then the conflicts of interest disclosure should reflect the nature of that relationship that that accountant has a vested interest to say positive things because they have a benefit by business that you're sending their way. Right. But you really don't have to overthink it. The SEC is not looking for a very particular language. They really want it to be plain English, straightforward for the benefit of consumers as opposed to being for the benefit of a compliance library or somebody looking to see how you use this particular word or another word.

Daniel Keever (30:12): Is it weird to say I like this regulation? It makes so much sense. It's not weird. It's there for a reason.

Brian Thorp (30:20): They really did a good job with the marketing rule. I give the SEC a lot of credit in this case. The silver lining of not allowing reviews for 60 plus years is that they know what the experience and expectations are of consumers. And they've seen some of those disclosures like pharmaceutical ads that people just don't read. And they wanted to make sure that just the opposite was happening here with advisors. So kudos to the SEC for a change.

Daniel Keever (30:45): I love it. And I know especially because the SEC came out a while ago, I think there was an initial wave of early adopters that kind of sprinted ahead and maybe didn't follow all the best practices, a couple of which were holding our breath. But I would love for you to comment on next slide here. The SEC updated some guidance, updated a warning. And this is right up your alley as far as your sweet spot with compliance more than most of us. I'd love for you to speak to the last risk alert.

Brian Thorp (31:14): Sure. So nerd alert too. So this can get a little bit nerdy. But the risk alert referenced on the page here. So when we think back to the SEC marketing rule, it's what the SEC refers to as a principles-based rule, which means in many instances, you're not necessarily going to have black and white guidance on certain areas. The SEC expects you to follow the rules and the regulations they've put out with an eye towards the principles that are outlined within the rule. And what they've identified in the risk alert is starting to get a little bit more black and white and have also suggested that enforcement actions are coming, which are going to be super black and white or a little bit more red for those firms that have fines that they have to pay. So within the risk alert, the SEC basically said, look, we put out this principles based rule. It articulated the types of things that we expect to see. And then in the risk alert, they said, hey, we're doing exams, we're doing sweeps, and we're not seeing all of the disclosures being provided appropriately. We're not seeing the reviews. In certain instances, we're seeing reviews that are being published with prohibited content, maybe talking about investment performance or language that's promissory. And so importantly, within that risk alert, it was kind of the shot across the bow from the SEC to say, hey, we're here, we're coming, we're paying attention to this. And then I was attending the National Society of Compliance Professionals Conference, I think in November last fall.

Daniel Keever (32:39): I don't know. Of course, my pleasure. Absolutely.

Brian Thorp (32:44): And the SEC had staff in attendance. They were presenting and they reiterated that enforcement action is forthcoming. So we know they've had their eyes focused in other areas like the Bitcoin regulation as those types of ETFs have come to market. But I think any day now, but of course, being the government, it could be any month now. But at some point, probably in the first half of this year, we're going to see enforcement action. So beyond risk alert, actual fines being administered and more publicly admonishing firms for doing particular actions. And that's going to make very black and white beyond that principles outline within the rule as to the types of activities that the SEC has explicitly identified as problematic. And so we'll provide further guidance for firms to make sure that they're not doing those types of things. With that said, I do think the SEC did an incredible job within the rule to articulate very clearly what firms can do today to button up themselves from a compliance perspective. And everything we've done with Wealthtender is really focused with compliance at its core to ensure that advisory firms getting started on our platform are going to have that more conservative approach to ensure that there is no regulatory risk by taking the approach that we really recommend and follow.

Daniel Keever (34:02): I think what some people heard was reviews are allowed and they charged ahead.

Brian Thorp (34:07): And that's exactly correct.

Daniel Keever (34:08): The way you explain that disclosures, it seems very straightforward and it is. And then the fact that they put out a risk alert, I think highlighted that there were people taking some assumptions and charging ahead with them. So definitely worth being aware of. Let's dig into a little bit, because I know for a lot of people, when they think reviews, the first thing they think of is Google reviews. But can you walk us through a little bit how the difference between Wealthtender exists for a reason, what's the contrast to something like Google or Yelp here?

Brian Thorp (34:42): Sure. So I'll go quickly on this and then we can take any questions if they come in as well. But there's two things. There's the regulatory issues and then there's just the general business issues. So really reflected on this slide, I'm going to start with the general business issues that neither Google nor Yelp, believe it or not, allow solicited reviews, specifically compensated reviews. And in the case of Yelp, any form of solicited review, which seems a little crazy knowing that we see people asking for Yelp reviews all the time and Yelp posters and that type of thing. But both of these platforms specifically use their algorithms to try and identify reviews that they believe are solicited. In the case of Google that are also compensated to then weed those out. And in some cases, in the case of Yelp, they'll generally demote those reviews so they don't even appear prominently on a profile. In the case of Google, they'll sometimes just delete perfectly good reviews altogether. There are also certain keywords or things like phone numbers that if somebody puts certain numbers in a review, that can get flagged and just immediately deleted. And then what Google will generally tell you is, hey, once our algorithm removes a review for whatever reason, it cannot be reinstated. So generally, a bad experience if somebody took the time to write a review for you and all of a sudden it's deleted and the work is for not. In the case of Google, they also don't allow anonymous reviews. So if you have concerns about putting your entire client list out on an online review platform, that's definitely a risk. On a platform like Wealthtender, you can have fully anonymous reviews. The SEC says totally anonymous reviews are OK, but you as an advisor need to know who they are so you can provide the appropriate disclosures. So we make sure that we have a way for you to do just that. But in the case of Google, if you have a client that's like, hey, you know, I'd be happy to write a review for you, but I don't want to put my name out there, or you would prefer not to put their name out there, Google doesn't accommodate that. So something to be aware of as well. And I think really importantly, one of the things that we're seeing, you know, Daniel, as you mentioned, is a number of people just charged ahead and said, OK, great, you know, we can get Google reviews. And they started getting Google reviews, and they started getting reviews written by clients that had the best of intentions. But those reviews include problematic and prohibited content in the form of, you know, some in some way, shape, or form speaking about investment performance language that's promissory. And now that review is published, and all of a sudden, your Google business profile is toxic. You literally can't tell people to go look at your Google business profile, it lacks the appropriate disclosures required to be an advertisement. And now you have prohibited content. So the day that SEC examiner walks into your office, you got some explaining to do. And so unfortunately, even with those best of intentions, it just becomes problematic. Now, to be clear, unsolicited reviews on a platform like Google have never been an issue. We obviously know and the SEC respects that unsolicited reviews happen. And in those instances, you know, you can still have problematic reviews with prohibited content, but as long as they were not solicited, and you're not telling people to, hey, go look at my Google reviews, then that kind of flies under the radar. But if they see that you've solicited that review, that you're promoting your reviews that you're referencing, linking to them, you know, anything like that, you've got a problem on your hands.

Daniel Keever (37:52): What's the phrase don't take tax advice from someone who's never been audited? Is that the because I hear people talking about like, I'm getting reviews, and it's helping me get new clients and things like that. But it's just, it's it's not the same game if you don't know the rules. And that's, that's huge. I think the biggest thing here is not just collecting reviews, but the ability to promote them as pieces assets in your marketing, right. And so it's not really worth collecting things you can't share. That's, that's a huge piece of this. Slide ahead here. This is the process for wealth vendors reviews, which is a bit different, obviously, Google or Yelp. Can you talk us through a little bit, just eye level how this process works for an advisor?

Brian Thorp (38:37): Sure. And generally, I would say whether it's on the Wealthtender platform, or for advisors, advisory firms that are looking to collect reviews compliantly, this could also apply if you chose not to join a platform like Wealthtender and simply wanted to collect reviews, let's say, on your own website. This is really the process that you want to follow. So the review when it's first submitted on Wealthtender, it's not immediately published. And so that's very different from a platform like Google, where even if there's prohibited content, whatever the issues are, it's immediately published. And now it's out there in the public domain. And you have to deal with it if there are problems. In the case of Wealthtender, or if you're doing this on your own website, the best practices is to have a form like we do. And then the details come in. But before that review gets published, what we do with Wealthtender is we're going to provide an email to you that includes all of the details of the review. So you have that available for record keeping purposes. And then we link to a form where you can then go out and update the disclosures. So that now once you've added the appropriate disclosures, and only then will the review then be published on Wealthtender and start to get indexed by search engines, etc. We also offer tools so that you can display those on your website as well with all of those compliant disclosures too. So highly recommend that again, whether you wanted to use a platform like Wealthtender or just set this up on your own having this type of an approach where the reviews aren't immediately published would certainly be best practices to keep you out of hot water.

Daniel Keever (40:08): And I think I'd love to jump in here because this first off, this is a really awesome process. So as Brian said, like outside of Wealthtender, right, you could sort of mirror something like this within your own firm, but we are obviously here to help. The point at the bottom about search engines like Google and Bing are now indexing your review, we just kind of talked about why you shouldn't be really soliciting Google or Yelp reviews because you just can't really do anything with them as they stand on Google. But what the beauty of having a tool like Wealthtender or a platform is Google sees us as an official review site. So now it's going to start sort of indexing and picking up those reviews. We've seen them sprinkled in many different places. We've seen them when you search for an advisor's name, Google brings them right up to the top where you can see different reviews and sort of like that first sentence in the review. We've seen them on Google My Business profile. I think it's still called that. I don't know. I know they changed the name, but on that side panel where you have their reviews and then you scroll down a little bit below and you can see reviews from other sites like Wealthtender. So I think that's really cool. A lot of advisors, you know, now that you sort of know this process, right, you might be asking yourself in this moment, well, how do I even start with asking for a review? So I want to go to this next slide here because we're going to talk a little bit about that. And this is where we are such a powerful partnership and combination for you because we're here to help you every step of the way. But whether you work with us or not, all the information you're going to get here is going to help you be able to really kick off a testimonial marketing strategy for your business. So first and foremost, let's just talk about what I like to call the imposter syndrome around reviews because there are advisors who feel, we're not sure what our clients are going to say. We don't know if we're going to get all five star reviews. We don't know if there's some angry people. And I think there's more like layers to that onion that need to be peeled back a bit. Like, have you been in touch with them in the last year or are you, you know, communicating regularly or are you not? That's a big issue we know the industry is up against. But in general… Evergreen can help with that, just a heads up. Absolutely. In general, we've seen even on Wealthtender, like 99% of the reviews on Wealthtender for advisors are five stars. And even the ones that aren't five stars, they're still great reviews. In fact, people do even find it more authentic if you don't have a perfect 5.0 star. So over 60% of consumers said they're likely to rewrite a review after a good experience when a business follows up. So we've seen it time and time again. You ask for the review, you're going to get the review. That's an exciting, you know, experience our advisors have had with reviews. How do you get started? Well, there's a couple different pathways here. First and foremost, there is this thing called cherry picking with the SEC. We don't want that to happen to you. We don't want them to think that you're only picking your best clients for reviews. So whenever you communicate to sort of like the whole broad general client base, sort of an email broadcast, if you will, this is a great place to add in the ask. So that might look like a newsletter for you. I know Daniel, you know, your team, you know, works with your advisors and some of them have some newsletters, great place to do it. You could also just send an email to every single one of your clients, asking them to leave a review. Just make sure you cover all of the client base. We don't want the SEC to think you are cherry picking. Again, that's really important. Really cool story here. I met an white gloves host university back in August and he told us the story that on his birthday, this is his strategy. On his birthday, he sends an email to all of his clients saying, hooray, it's my birthday. And one of the things that I would love in return is your feedback on how I've helped you. Right. And he has gotten like the best reviews and everyone gets so excited about it. So I think that's a really cool way of going about it. At the bottom of the slide, take 100 percent of that idea. That's amazing. Do it, do it, do it, do it. At the bottom of the slide too, you'll see you can also invite other people to leave a review. You don't just have to get reviews from clients. You can get reviews from people in your sort of centers of influence, from people who work with you in some sort of way, your partnerships, people who know about your character in general. You can also ask them for reviews. Mm-hmm. I think there's a quick note on that. A lot of our strategy at Evergreen involves creating overlap moments with your centers of influence, CPAs, estate attorneys, that kind of thing. And I think anytime you can share, like you get that I am willing to be seen with you thing and put it in a referral for them. And so just even to the extent that, say you get a review from a CPA you work closely with, if you do something like a webinar or an e-book with them, that is a great place to display that this person you're working with, this is what they think about you more explicitly. And so stuff like that, highly, highly recommend considering which COIs you have a healthy, strong relationship with that would be able to lend their voice to your brand in that way. Couldn't agree more. On the next slide I want to share just some other ideas. And Daniel, I know this is where you and your team really shine. You know, Wealthtender has done a great job with sort of building the technology, the platform and the process. But this is, you know, multi-channel, multi-tier approach, right? You don't need to just send one email and get a review on Wealthtender. You want to blast this out. You want this to be on as many marketing channels as possible. So I'll just do a quick review and then Daniel, I'm going to pass the baton over to you. But your email signature, it's a great place to put a link for people to leave you a review. You can even have a QR code. We talked about your newsletter. You could even have a flyer sort of on that, like a little stand up banner in your office for when people come in. A dedicated section on your website. Obviously, that's a golden place to put your reviews. The client review process, that is an amazing time to ask for a review. It is immediately after you have delivered them some value. Every time I get my hair done, my hairstylist always says at the very end, hey, go ahead and leave me that review. I'll give you $25 off the next time you come, right? So it's just a little example there. But also charitable donation. That is absolutely a way that you can compensate people to leave you a review. So if you want to have your clients, if philanthropy is very important to them, choose the charity of their choice. You're going to donate in exchange for the review. That's a possibility. Nope. That's super good. I think there's also, just as a side note, one of the reasons why Evergreen are so excited for this is that we are constantly doing implementation and messaging and content for our clients. And one of the key conversations we have a lot is a lot of people struggle to get results in marketing because I would say they are doing marketing instead of being marketable or doing things that are marketable. And things like this, this is a tether to the real world, right? This isn't just you talking about what you do. We're talking about your values, your philosophy. This is something in the real world that's happening that you're then documenting and showcasing. And so stuff like this, we definitely recommend for advisors that it is a subtle part consistently of your touchpoint. So she talked about email signature section in the newsletter, things like that. But we love the thought of building kind of the automated process, right? When you have a client review meeting, in the follow-up email, if you send them supporting materials like PDFs or if it's in-person physical documents, things like that, we love having a, if this was a great experience for you, we'd love for you to leave a review. I think having a consistent and especially where you can automate a strategy of asking for reviews makes it way easier to sustain it to get the results you're looking for. And bonus points for creativity, things like proposed charitable compensation. There are a lot of things for your advisors where it's not just like, well, they asked me for a review, I should give them a review. But even just that element of like, we will donate to a charity on your behalf if you leave a review, it reminds them of the kind of person you are too. It's not just a transaction of a review, but it's saying like not only does he per se, he or she provide great service for me as a financial advisor, but like their heart is bent towards charitable giving or their heart is bent towards family. Creative ways that you can highlight your values in the process of asking for review, you are just layering your brand's value one on top of the other and if you work with Evergreen, we help you build these strategies and build this implementation. But whatever the outcome, just look for ways that your brand's values and voice are really highlighted in how you ask for a review. I love that. Let's click on here. Go ahead, Diana. Nope. I was just going to say, I think moving from here, just other ways that you can really amplify your ROI with online reviews, different marketing channels. We're going to focus a little bit more into Wealthtender for a moment because we do have the process to build the technology and get the review in a compliant way, but we can also help maximize that for you. If you're a bigger firm, if you're more of an organization, enterprise style firm, what you're going to see ahead is also going to be very helpful to you. But even if you're a one person shop, what you'll also see will be helpful to you as well. Brian, I'm going to pass the baton over to you. I know you love to talk about this. We've worked with some pretty big firms over at Wealthtender, and they've had a lot of success with this feature.

Brian Thorp (49:46): Sure. So what we refer to as review sync, synchronize, if you will, is an opportunity that when you collect reviews on your advisory firm profile on Wealthtender, we can synchronize those reviews to each of your multiple advisors who are featured on the platform. And in the process, that means that now those reviews are not only associated with your firm, but they're also associated on Wealthtender and displayed with each advisor's profile on Wealthtender. So helping with visibility with the nearly half a million consumers that visit our site each year. And then those reviews are also getting indexed in search engines like Google for each advisor in addition to the firm. And then we have the embeddable widgets that can then be provided for the advisor's website as well. So a really kind of cool way to take advantage of this feature. The other thing that I would highlight is we often hear about advisory firms that maybe they do have a handful of unsolicited reviews on their Google business profile. And if somebody does a search for the firm by name, they're going to see those reviews when that Google business profile appears. However, more often than not, we really think that people are Googling the names of advisors that they're hearing about working with, not so much the firm. And so we do have a tool where we can import reviews from Google to Wealthtender that of course go through the same compliance workflow. So they're not published on Wealthtender until all of the appropriate disclosures are added. But part of the benefit of this review sync feature is that we can synchronize those reviews. So now instead of just being associated in search results with the firm name, those reviews are now going to be visible on the advisor's profiles on Wealthtender. And then again, ultimately recirculated back to where they're going to be showing up. Now if somebody Googles the name of an advisor, they're going to see those gold stars that are sending positive trust signals to Google's algorithm, helping that advisor's Wealthtender profile rank even higher in search results and providing additional visibility there. So a cool feature that we're really excited about and seeing a lot of interest in the marketplace.

Daniel Keever (51:53): And just to add to that really quickly, if you're an enterprise firm, adding advisors to your firm, trying to recruit advisors to your firm, this is an amazing recruiting strategy. Like the moment you come into this firm, we're going to set you up with this profile and we're going to dump all of our Google or our reviews on your profile, whether they came from Google or not, because we do import Google reviews folks to make them compliant. But we're going to go ahead and put those on all on your profile. So now in the future with SEO, people searching your name, they're doing the research on you, you're going to have these, you know, just glowing reviews right away. That is an amazing recruiting strategy. I love that. We hear that a lot. Young advisors coming in need to borrow, per se, from the trust of the brand. This is a very literal way to do that.

Brian Thorp (52:37): Yep.

Daniel Keever (52:39): Cool. Sliding along, Brian, this is one thing that's kind of funny. We focused a lot on advisor's reviews today. And from our end, that's a huge part of what we're focused on in terms of implementation. But one of the secret, almost value props of this is that Wealthtender has become, in a lot of ways, an SEO juggernaut, just as far as being able to get in front of people when they are in search mode for a new advisor. It's not just, well, it's an asset on the side that you can use, which a great one at that, but you guys are actually getting in front of the prospective clients. Can you share a little bit about the find an advisor aspect of Wealthtender?

Brian Thorp (53:17): Sure. So when we launched Wealthtender, we actually looked at best practices in other trust-based professions like doctors and lawyers, where online review websites have existed and really become, as we saw in those statistics earlier, one of the top places where people are going first when they turn online to find a doctor, to find a lawyer. And so we really recognized that as online reviews become available for financial advisors, we could really replicate what's worked well and proven in other professions to now become a really powerful way to drive consumers to advisors. And an important part of that is it's great to have the online reviews on a site like Wealthtender, but it's especially beneficial if you know that there's going to be traffic coming directly. So not just getting the benefit of those reviews appearing indexed in search results, but also traffic that is coming to Wealthtender.com itself. And as I mentioned earlier, we see about half a million consumers a year that visit Wealthtender. And the way that they're finding our website is predominantly through articles that we're publishing and then through our own SEO efforts to rank those resources near the top of search results. So if somebody is doing a search for high net worth wealth managers or small business financial advisors or other examples that you see on this page, along with many others, the goal is that those resources on Wealthtender are showing up on the first page of Google. Consumers are then clicking through. And essentially a benefit for advisors is these consumers are really already self-selecting who it is that they are looking to ultimately work with. So if they're searching for high net worth wealth managers, that clearly is a reflection of who they are and what they're going to be looking for. So when advisors join Wealthtender, if that's an area of focus, they're going to get featured in that particular resource, or if they work with small business owners, or we get much more granular. So it could be for educators, engineers, doctors, attorneys. And the goal then being any of those areas of specialization that are important to you as an advisor, you're going to get featured there. And then we're always doing that work to rank those types of articles on the first page of Google. And collectively, these are what Google or SEO nerds like a handful of us here would say are long tail keywords, meaning there's not millions of people searching financial advisor for attorney every month. But I can assure you people who are searching financial advisor for attorneys or for doctors, lawyers, guess what they're looking for and who they are. I mean, right, they're getting exactly to the type of resource that's important to them. And now they're only getting to know the advisors in our community who are specialized and working with them. And so the beauty of this as well is when a consumer does come to your profile on Wealthtender, they quite often have come to you through an article or a resource that already narrows in on the type of demographic that you're looking to work with. Whether it's these areas of specialization, or we also have guides for advisors focused more on a particular geography. So if somebody is looking for an advisor in Denver or Oklahoma, we've got a lot of great resources to help them get connected with the advisors that are right there in their backyard.

Daniel Keever (56:24): I just want to add too, because this is funny. Before we launched Evergreen, we had a full service agency that was called Industry Agnostic. And a big pillar of what we did was technical SEO. And when we moved into the advisor space, we actually kind of swore off SEO because most advisors don't have the budget or the bandwidth to really compete with the big brands that are doing it well, right? It's very hard to do that. And when you talk about other advisor listing sites, it's usually like by geography, right? Or maybe they do a little bit of like, this person specializes in you, but none of those have reviews. And so when I've consulted with other firms that are on listing sites or things like that, first of all, they usually get a lead. And then like eight people are reaching out to that lead. And that's challenging to differentiate as it is. And additionally, you're only per se claiming things like, I claim to be close to you, or you might be like, I claim to work with doctors, I claim to work with lawyers. But let's just say you specialize with doctors. And in your review process, you've said, what did you reach out to us? What has your experience been like? Has there been any additional value we've been able to help you because of our work with doctors? And if you're searching for advisors who specialize in doctors, and your reviews are chock full of that kind of person, this is a listing site where you actually get the chance to stand out versus being thrown into a pool of piranhas, right? And so just the extent that we tell advisors probably 90% of the time not to pursue SEO because they don't have the resources to do it. Being on the Wealthhender platform is a phenomenal way to borrow SEO value of a big firm like Wealthhender and not get lost in the noise and the equally credible claims and all that kind of stuff. So this is kind of a side benefit, but for a lot of advisors, it's a bigger impact than they realize. I'll take a quick pause right here. We're about to wrap up here in just a few minutes. If you have a comment or a question that you'd love to leave, you'd love for us to discuss, this is probably the best time for you to hop over to the comments section and drop that in. If you are watching this from LinkedIn, feel free to drop it in the comments there, and we will be able to put that up on screen here as well. So as we wrap up, just want to give you a thought, this is probably the best time for you to drop your questions. It will also be available for you guys to email your questions in after the event. So we'll come down the homestretch here. I do want to talk about, obviously, this is the, maybe not the most important thing, but this is the most practical thing. Brian, can you talk through the different tiers and a little bit of the pricing here?

Brian Thorp (58:58): Sure. So importantly, we wanted to make sure this is a very affordable platform for advisors, no matter their size or budget. And so we do offer plans both month to month with no long-term commitment, or if you're interested in signing a 12-month contract, we offer an even deeper discount. But importantly, most advisors start with just that month to month where that most popular plan that we offer, the growth tier, is on a monthly basis $49 a month. You can see what it equates to if you do an annual contract there as well. And starting with the starter plan on the left, we want to make sure that advisors that are interested in getting started with online reviews, getting the SEO optimized profile, have an ability to do that. And that's really what the starter plan encompasses. So SEO optimized profile, getting featured in a local guide, all of the benefits of the online reviews. So getting those reviews featured on Wealthtender, getting the visibility in search engines, as well as the tools to put them on an advisor's website. At that next level, our most popular plan, that growth tier, also includes opportunities to get featured in those specialist category guides as we were referring to, such as if you're focused on doctors or attorneys or any areas of specialization like high net worth. And also we have writers and reporters who are reaching out each week looking for quotes from advisors who are interested in getting featured in the media, national media publications, building your authority, and also benefiting your SEO, as many of the writers that we work with are really good about including a link back to the advisor's website. So a great way to strengthen SEO as well. And then that final tier, the elite plus AGC references advisors growing as a community. This is a community of advisors launched in 2019 by a couple of practicing advisors, Justin Costelli and Taylor Schulte, highly regarded in the industry. It's grown to about 150 advisors today that come together online as well as meetups at various industry events. And for advisors that are looking for that opportunity, whether you're a solo advisor, maybe working from home and lacking the camaraderie of others to work with in your office, or maybe you work in an office and you just don't like hanging out with the other people in your office, it's a really tremendous community of advisors focused on both personal and professional growth. And Diana and I both spend a lot of time in the community. And importantly, it's not just the professional growth. There's a lot. In fact, Diana leads a group focused on wellness as well. So striking that right balance to help advisors succeed on both fronts there.

Daniel Keever (1:01:26): I love that. And I will say, if you work with Evergreen, our standard recommendation is going to be the growth platform. Partially because the review, we're over the moon about the review capabilities. But I think the ability to be featured in media pitches is a really big one that is really hard to do by yourself. And so the ability to have access, again, to the brand strength of a wealth tender and the ability to tie that back to opportunities for your firm, I think is a really big part of this. I will say we've dug through some of the logistics of this. It's not a hard platform to set up on your own. And if this is something that you're a little bit on the brave DIY personality, I think this is a very accessible platform. If you are a client of Evergreen, so we offer this exclusively to our monthly clients. We integrate this as part of your strategy. There's a one-time setup fee. But we manage part of the implementation. It's very much ongoing. A lot of it is automated. So we're able to maintain your review profile at this point. We do that at no additional cost. So don't do wealth tender only setups. There's probably some other people that Brian can commend that specialize in some of the one-time setup. But again, if you work with Evergreen for your marketing partner, we can handle the setup and implementation of review requests and distribution and showcasing it on your email, your website, your social, things like that. Highly, highly recommend. Brian, if someone is interested in reaching out to you guys and trying a DIY, what's the best thing for them to do?

Brian Thorp (1:03:04): Brian Feroldi Sure. So you have the URL on the bottom of the page, that wealthtender.com forward slash grow. And on that page, we highlight a lot of the benefits as well as a link if you're interested in setting up a Zoom call with me directly. You'll see the ability to do that out there as well. And also an overview video from Diana, additional resources, and in fact, playbooks, templates that you can access out there as well. So it's a great place to start. And then certainly, if anybody wants to reach out to me directly by email, Brian, B-R-I-A-N at wealthtender.com.

Daniel Keever (1:03:36): Trey Lockerbie Dawn's on me. I don't know if anyone's watching on their computer. We'll come back to that reward in just a second. Here's a QR code that you can scan to take you to that page. And if you're interested in learning more about Evergreen as well and how we do what we do, especially on the broader marketing message generation, that's a good place to go. I did just realize that we have one little slide here at the end that's worth a quick shout out.

Brian Thorp (1:03:59): Brian Feroldi And we appreciate that. So thank you. We were thrilled. This was actually the second year in a row that advisors have rated Wealthtender as extraordinary within the T3 Advisor Software Survey. So we definitely appreciate the kind words from all of the clients that have helped us get to the place where we are today.

Daniel Keever (1:04:17): Trey Lockerbie I love it. Well, thank you, guys. I see that we have one or two comments coming in. It sounds like you guys have had a good time. I know we've had a number more on social media. If this is something that you're interested in, I highly encourage you to either reach out or if you need to do some more due diligence, go for it. I'm happy to answer any questions. I know Brian and his team are also happy. Diana is just, she's all over the place and is a great resource for anything you need in the advisor world. But to the extent that this, I hope this has been a really helpful use of your time in 2024 is when we're recording this. This is one, I think, the best things that you can do to gain a competitive advantage in your digital marketing. And yeah, I'll keep talking in circles and just keep telling you to do it. But thank you, guys, so much for joining us today. Thank you, Brian. Thank you, Diana. Best of luck to everybody. Hope this is a good year for you guys. Thank you so much for having us. Take care, everyone.