Ep 400: Sizing Up Versus Scaling Up To Build An Enduring Advisory Business with Mark Tibergien
Aug 27, 2024
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Mark Tibergien, a former CEO and thought leader in financial advisory, shares insights on the vital difference between merely expanding an advisory firm and achieving true scalability. He discusses how genuine scale occurs when revenue growth outpaces expenses and highlights the nuances of industry consolidation. Tibergien stresses the importance of personalized success metrics, proactive succession planning, and how smaller firms can thrive by focusing on local excellence. His extensive experience sheds light on the evolving landscape of financial services and enduring best practices.
True scale in advisory firms is achieved when revenue growth outpaces expenses, emphasizing the importance of sustainable profitability over mere size.
Proactive succession planning is crucial for advisory firms to maintain continuity and client relationships, preserving the founder's vision even after their exit.
Establishing a strong brand presence and diversifying client acquisition strategies are essential for advisory firms to thrive in a competitive marketplace.
Deep dives
Understanding Scale vs. Size
Advisory firms need to differentiate between mere growth in size and achieving true scale. True scale occurs when revenue increases at a rate faster than expenses, signifying efficient operational growth. Mark emphasizes that many firms mistakenly equate increasing headcount with success, neglecting the importance of sustainable profitability. A firm that operates with a margin of 30 to 35 percent is likely reinvesting in its future, while excessively high margins may indicate underinvestment.
The Importance of Succession Planning
As advisory firms expand, having a clear succession plan becomes critical to ensure that the business continues to operate according to the founder's vision. Without it, the risk of chaos and declining service quality increases if a founder exits unexpectedly. Mark believes that proactive succession planning can preserve client relationships and maintain the advisory's reputation. This process should start well in advance of any planned exit, creating a culture of continuity and accountability.
The Evolution of Consolidation in the Industry
Mark discusses the ongoing trend of consolidation, noting that different types of buyers—financial, tactical, and strategic—each have distinct motivations. Understanding these motivations is crucial for advisors considering a sale or acquisition. He argues that despite the consolidation wave, well-positioned smaller firms can thrive by establishing themselves as leaders in specific niches or geographical areas. They can leverage their local expertise to survive and even prosper amidst industry changes.
Challenges of Relying on Referrals
Mark raises concerns about advisory firms that depend heavily on client referrals as a growth strategy, arguing that this approach is often insufficient for scaling. High-growth firms actively cultivate their brand presence and engage in proactive marketing efforts to attract clients. By diversifying their client acquisition strategies beyond referrals, firms can better position themselves for sustained growth in a competitive environment. This shift is essential for longevity, especially as generational wealth changes hands.
Defining True Success in Advisory Firms
Success in running an advisory firm transcends revenue numbers; it encompasses the impact on clients and communities. Mark urges advisors to consider what success means not just in terms of financial metrics, but also the legacy they leave behind. By defining personal and professional goals that include impactful contributions, advisors can create more meaningful relationships with clients. This holistic view of success fosters a more rewarding business journey, emphasizing the importance of personal fulfillment alongside profitability.
The Role of Brand Presence in Growth
A strong brand presence is essential for attracting the right clients, particularly in a landscape saturated with options. Mark highlights how relevance in the market is closely linked to effective branding that resonates with target demographics. Firms must actively position themselves as leaders in their specific service offerings or client niches to increase visibility and engagement. This approach transforms how potential clients perceive advisory services, leading to more substantial organic growth.
Mark Tibergien is the former CEO of Pershing Advisor Solutions, a former Principal with Moss Adams Consulting, and a longtime practice management consultant and thought leader in the financial advisory industry. Over his 50-year career in financial services, Mark has witnessed the evolution of the financial advice industry and has actively defined best practices for advisory firms aiming to scale up and build enduring businesses. His extensive experience has enabled him to measure and track the key strategies that help firms not just grow in size, but also enhance their scalability and operational efficiency.
In this episode, Mark shares his insights on the crucial distinction between growing in size and truly scaling an advisory firm, emphasizing that genuine scale is achieved when revenue increases outpace expenses. He also discusses the ongoing industry consolidation and outlines the different types of firms looking to acquire RIAs—financial, tactical, and strategic buyers—highlighting how smaller firms can still thrive by focusing on local excellence or specific client demographics. Listen in to learn about the importance of proactive succession planning and defining personal measures of success, which influence both strategic decisions and the broader impact of the advisory business on the community and the industry.