Great financial advice is not just about what you recommend. It’s about how clients experience every step along the way.

What if the biggest gap in financial advice is not knowledge, but how that knowledge is delivered, explained, and felt by the client?

In this episode, Andrew Evans continues his conversation with Zach Conway and Kelsey McKenna of Seeds, exploring why financial advisors struggle to connect client discovery with actual portfolio outcomes. They break down how poor onboarding experiences can shape client perceptions for years, the importance of understanding client feelings, and why scalable frameworks matter. The discussion also highlights how firms can turn internal processes into repeatable systems that enhance both client experience and business value.

Key takeaways:

• Why many advisors fail to connect discovery insights with portfolio decisions, creating long-term client disconnect
• How early onboarding experiences can shape client trust and perception for years after the first interaction
• The importance of understanding client feelings and feedback to improve the overall advisory experience
• Why scaling a firm requires turning personal insight into repeatable systems and documented processes
• How firms can increase valuation by proving consistent, repeatable client outcomes beyond market-driven growth
• And more!

Resources:

• Fixing the Broken Advisor Experience with Zach Conway and Kelsey McKenna (Part 1) (Ep. 13)
• Lindsay Evans on Building Products People Actually Want (Ep. 2)

Connect with Rossby Financial:

• (321) 209-0111
• Website: Rossby Financial
• Website: R Office
• LinkedIn: Rossby Financial
• Instagram: @rossby_wealth

Connect with Andrew Evans:

• LinkedIn: Andrew Evans
• Email: aevans@rossbyfinancial.com

Connect with Zach Conway & Kelsey McKenna:

• LinkedIn: Zach Conway
• LinkedIn: Kelsey McKenna
• Website: Seeds
• The Advice Business Podcast
• Email: hello@useseeds.com
• Email: zach@useseeds.com

About Zach Conway:

Zach Conway is the Founder and CEO of Seeds, an investment management platform designed to improve both the advisor and client experience. With over a decade of experience as a financial advisor, Zach built his career inside an advisory firm, where he identified gaps in how investment management and client engagement were delivered. His work today centers on helping advisors streamline operations, enhance personalization, and build businesses that can grow without losing the human element.

About Kelsey McKenna:

Kelsey McKenna is the Chief Operating Officer at Seeds, where she focuses on helping financial advisory firms build scalable, client-centered businesses. With a background in advisor technology and early-stage startups, including her time at eMoney, she brings a deep understanding of how advisors can connect service, experience, and operations into a cohesive model. Kelsey is passionate about improving how firms deliver value to clients while creating systems that support sustainable growth.