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.

Most people don’t struggle because they lack information; they struggle because they can’t clearly see what they already have.

What if the real issue isn’t strategy, but how it’s communicated and understood?

In this episode, Andrew Evans interviews H. Adam Holt, CEO & Founder of Asset-Map, about his journey from financial advisor to building a platform used by thousands of advisors. He shares how simplifying financial conversations through visualization helped him grow rapidly, why the industry often overwhelms clients, and how advisors can create stronger engagement by showing instead of telling.

Adam also introduces the concept of financial fire drills and explains how purpose, not money, drives long-term fulfillment.

They discuss:

• How visual financial mapping replaced complex reports and helped clients understand their full financial picture
• Why many advisors lose client engagement by relying on overwhelming data and analysis instead of clarity
• The six financial fire drills every client should plan for to avoid major disruptions in their lives
• How shifting from telling to showing improves trust, communication, and decision-making with clients
• Why purpose and relationships matter more than financial outcomes in both business and personal life
• And more!

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 H. Adam Holt:

• LinkedIn: H. Adam Holt
• Website: Asset-Map

About our Guest:

Adam Holt is the Founder of Asset-Map, a widely adopted financial planning platform that helps advisors simplify complex client situations through visual mapping. With nearly three decades of experience in financial services, he began his career in insurance and evolved into a holistic financial planner, eventually building one of the top practices in his broker-dealer. His work focuses on improving client engagement by making financial information easier to understand and act on. Beyond Asset-Map, Adam is also passionate about purpose-driven initiatives, including building communities like Rebel Dads, which supports entrepreneurial fathers in balancing leadership at home and work.

Creating content can feel overwhelming, especially when time and skills don’t seem to align.

What actually works when it comes to video, and how can professionals stay relevant without burning out?

In this episode, Andrew Evans interviews Laura Garfield, Co-Founder of Idea Decanter, about why many advisors struggle with video content and how to approach it more effectively. They explore the pitfalls of doing everything yourself, the rise of AI-generated content, and the importance of authenticity. Laura shares insights from her State of Advisor Video Report, including how top advisors build simple, repeatable systems. The conversation also highlights trends like short-form attention grabbers and long-form depth for niche audiences.

Laura discusses:

• Why many advisors waste hours editing video instead of focusing on client-facing work that drives value
• How AI-generated content can appear convincing while delivering inaccurate or misleading information
• The importance of building a simple, repeatable content system that saves time each month
• Why specific, niche-focused content performs better in a crowded digital environment
• The balance between short-form videos for attention and long-form content for deeper engagement
• And more!

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 Laura Garfield:

• LinkedIn: Laura Garfield
• Website: Idea Decanter
• laura@ideadecanter.com
• The Real #Finfluencers Podcast

About our Guest:

Laura Garfield spent her teenage years idolizing Jane Pauley and Katie Couric. A thirst for learning and a love of writing had her hooked on broadcast journalism – where you didn’t have to know everything except how to ask the right questions. After graduation, Laura landed her first news gig at a tiny TV station in Hastings, Nebraska. Over the span of more than a decade, she worked her way up through stations in Omaha and New Orleans to a position at CBS News in New York and then CNN in Atlanta.

Along the way, she has written a book, worked as a foreign correspondent, and has lately been drawn to the emerging possibilities of digital storytelling. Instead of a company relying on a big ad spend, with the Internet, you can be a broadcaster of your own brand. Laura believes that all you need to pull it off is a talented content marketing team (like Idea Decanter!) to help you craft your message.