The End of the Generalist Advisor: Niching Down

Brad Morgan is a former Procter & Gamble employee turned financial advisor who has spent more than a decade serving the P&G community. With a deep focus on tax planning and long-term strategy, Brad helps clients make confident financial decisions through every stage of life. He’s built his practice around lasting relationships, defining success as earning his clients’ complete trust and confidence through personalized guidance and tailored solutions.

Ashley leads Savvy’s in-house marketing agency, where she helps advisors build scalable, client-first marketing programs that accelerate growth. Her team partners directly with advisors to develop brand strategies, niche positioning, and personalized campaigns designed to attract ideal clients and deepen engagement. Ashley has spent over a decade in financial services marketing, advising both independent RIAs and large enterprises on digital growth and client acquisition.

Robert Sofia is the founder and CEO of Snappy Kraken, a leading marketing automation platform used by thousands of financial advisors and enterprises. Drawing on years of data across advisor campaigns, Robert has developed proven frameworks for helping advisors attract, nurture, and convert high-quality leads through targeted, compliant marketing. A frequent keynote speaker and published author, Robert has been recognized as one of the financial industry’s most innovative voices in advisor growth and digital engagement.