Inside the RIA Edge CMO Roundtable on AI and Growth

At this year’s RIA Edge conference in Los Angeles, Gregory FCA’s Marketing Matchup podcast went live on stage.

The conversation brought together four chief marketing officers who are shaping how advisory firms use artificial intelligence to grow: Justin Barish of Lido Advisors, Michelle Winkles of Mission Wealth, Michele Welsh of Verdence Capital Advisors, and Daniel Gilmartin of Catchlight.

Together, they dished on the practical, concrete uses of AI to attract clients and measure success. (Watch the whole conversation in the embedded video below!)

Barish opened the discussion with a view from his first 90 days as CMO at Lido Advisors, a $40 billion firm. He said his goal is to scale digital lead generation while preserving the personal relationships that drive referrals.

“We’re building a program that delivers best-fit leads to our advisors without them having to lift a finger,” Barish said. “My focus is to learn what a great prospect looks like for each advisor, then build systems that deliver those people to them.”

Gilmartin, who leads marketing for Catchlight, described how AI and data analysis are changing prospecting.

“When leads don’t work, it’s often because they’re a bad fit for that advisor,” he said. “If that same lead went to a different advisor, the outcome might be completely different. Data helps us make those matches.”

Both see AI as a way to strengthen human work rather than replace it. When machines handle the screening, advisors can focus on service and connection.

Don’t ignore the fundamentals

Welsh, who oversees marketing for Verdence Capital Advisors, reminded the audience that no technology can fix weak fundamentals.

“Your brand has to be strong, your data has to be accurate, and you have to know thyself,” she said.

Before layering on automation, she said, firms should confirm that their brand voice, client records, and internal processes are consistent. To keep her team focused, Welsh uses three filters for every AI idea:

• Accelerate: Will this make us faster or more efficient?
• Accuracy: Will this improve the quality of our decisions?
• Innovate: Will this open new opportunities or markets?

That structure gives her permission to explore new tools without losing control of the message. But not every firm has moved quickly to embrace this technology. Many are stalled by fear, compliance concerns, or simple information overload.

“It can feel like the pack is so far ahead that it’s not even worth starting,” Barish said. “But the playing field is actually level. Most of us are still learning.”

Winkles agreed. Mission Wealth, she said, now tracks more than 60 AI-enabled tools across eight departments. Marketing uses the most, which makes her both proud and cautious.

“The challenge is knowing which tools to keep, whether they’re secure, and how to use them properly,” Winkles said.

Her firm created an internal AI Council that brings department leaders together to evaluate software, set policies, and share results. The goal is to move forward responsibly while building institutional knowledge.

Trust over volume

As algorithms begin to influence discovery, credibility matters more than volume. Winkles described how Mission Wealth launched an automated testimonial program that gathered nearly 40 Google reviews in its first two months.

“Those reviews feed AI algorithms and tell the machine we’re trustworthy,” she said.

Welsh added that even criticism can strengthen a brand. “A bad review gives you a chance to respond, show accountability, and earn respect.” Gilmartin framed it in practical terms: “A referral is one-to-one. A testimonial is one-to-many.”

Together, they pointed to a future where authentic social proof becomes the new marketing currency.

The panel ended with a shared list of priorities for firms starting their AI journey:

• Start small. Identify one process where AI can save time or improve results.
• Protect the brand. Establish guardrails, documentation, and training before rolling out tools.
• Experiment often. Small tests reveal insights faster than long planning cycles.
• Stay human. Technology should amplify empathy, not replace it.

Don’t miss the full episode of Marketing Matchup, below or on your podcast platform of choice!