Philadelphia-based growth consultancy Intention.ly has officially launched its new Recruitment Marketing service, following a successful 24-month pilot program with leading registered investment advisors (RIAs), hybrid RIAs, and independent broker-dealers. The service aims to help financial firms attract top advisor talent through brand storytelling, values-driven messaging, and strategic digital campaigns, rather than traditional payout-focused recruitment. With McKinsey projecting a shortage of 100,000 financial advisors by 2034, recruitment has become a critical challenge for wealth management firms. Intention.ly’s approach shifts the focus from commission structures to emotional alignment and cultural fit, helping firms build stronger connections with advisors who share their mission and vision.
During the pilot, participating firms reported significant improvements in recruitment outcomes. One firm engaged nearly 270 advisors in just four months through targeted campaigns, while Integrated Partners added eight advisory firms and nearly $2 billion in new assets under advisement in 2025, with an additional $3 billion in H1 2026, crediting Intention.ly’s branding and storytelling support. Firms also saw faster sales cycles and better cultural alignment during early recruitment conversations.
The Recruitment Marketing service is now available as part of Intention.ly’s broader growth solutions, but spots are limited to ensure high-quality, focused engagements. Interested firms must pass a vetting process based on firm type, geographic focus, and target advisor profiles, ensuring that each client receives the strategic and creative attention needed for effective talent attraction.
FAQs [Frequently Asked Questions]
Q1: What makes Intention.ly’s recruitment marketing different?
It focuses on brand storytelling and values alignment, not just payout grids, helping firms attract advisors who fit their culture and long-term vision.
Q2: Who can use this service?
Only select RIAs, hybrid RIAs, and broker-dealers that pass Intention.ly’s vetting process based on firm type, region, and recruitment goals.
Q3: What results did pilot firms achieve?
Pilot firms saw up to 270 engaged advisors in four months, faster hiring cycles, and improved cultural fit during recruitment conversations.