Barron's Advisor Bill Keen/Matt Wilson: How a Hyper-Local Niche Fueled a $1 Billion RIA
Apr 8, 2025
Bill Keen, Founder of Keen Wealth Advisors, and Matt Wilson, its President, discuss their firm’s rise to a billion-dollar RIA by leveraging a hyper-local niche strategy in the architecture and construction sectors. They dive into the importance of understanding unique employee needs for retirement planning, the shift from tax preparation to strategic planning, and the role of seamless advisor transitions. Additionally, they highlight how building a culture of generosity within the firm can foster community impact and job security for advisors.
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Early Niche Discovery Story
- Bill Keen found that his biggest clients were retirees from local corporations with retirement rollovers.
- He focused on becoming an expert in their retirement plans early on, setting his niche from the 1990s to today.
Persist in Niche Expertise
- A local corporate niche strategy still works but requires deep knowledge and perseverance.
- Advisors must become thought leaders, use digital platforms, and stay consistent to build credibility over time.
Niche Events Build Trust
- Bill Keen held biweekly lunch meetings during Voluntary Reduction in Force announcements in the 1990s.
- These niche events evolved into webinars and national conference presentations, building deep relationships and credibility.
