Barron's Advisor John Furey: When RIAs Should Rebrand—and How to Make the Call
Dec 2, 2025
John Furey, founder and managing partner of Advisor Growth Strategies, discusses the critical timing for RIAs to consider rebranding. He shares insights on how market research can reveal that a brand no longer reflects true value. Furey outlines key signs it's time for a change, such as stagnant growth and outdated messaging. He emphasizes the importance of embedding brand strategy within team processes for consistency. The conversation also highlights tailoring communication to ensure clients feel understood, ultimately guiding RIAs toward innovative growth.
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Validate Rebrand With Market Research
- Do market research before rebranding by asking clients, prospects, and lost prospects about perception and value.
- Use findings to decide what the brand should communicate and where it falls short.
Undersold Capabilities Hurt Growth
- A strong reputation in one service can hide other capabilities if you don't promote them.
- Furey discovered his firm was known for consulting but not recognized for M&A work.
Bring In Pros To Rebrand Strategically
- Hire an experienced branding agency rather than doing it internally to ensure a strategic, not just visual, rebrand.
- Rebrand beyond visuals: repositioning, sales messaging, and client pitch matter most.