Episode Description
Growth gets harder when every firm has access to the same tools.
What separates strong marketing is not the software itself, but the judgment, structure, and empathy behind how it is used.
In this episode, Dan Gilmartin speaks with Michele Welsh, Chief Marketing Officer at Verdence Capital Advisors, about building a practical AI and marketing system inside a wealth firm. She explains how her team evaluates tools through acceleration, accuracy, and innovation, how they train AI to reflect brand voice and empathy, and why clean CRM data drives better automation.
Michele also shares how education-first content, strong prompt strategy, and patient distribution across formats help advisors build trust with high net worth prospects.
Key takeaways:
- Michele shares an AAI filter for judging tools by speed, better output, and new possibilities for teams
- She explains why empathy, tone training, and compliance guardrails make AI output more person and usable
- Thought prompts beat quick prompts when firms want content that sounds distinct and fits the brand
- Clean CRM data helped advisors adopt automation by showing why bad inputs only create more bad outputs
- Education across long, written, and short formats help firms stay on top of mind before prospects are ready
- And more!
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About our Guest:
Michele Welsh is the Chief Marketing Officer of Verdence Capital Advisors. Michele leads firm-wide marketing, branding, and content strategies. These include setting and executing technology-based marketing solutions focused on excellent client experience and unbiased, transparent financial advice. Her multifaceted career has included roles as an Art Director, Creative Director, and the Founder & CEO of two startups. Michele has been featured on national network media including GMA, Fox News, and The Today Show. Additionally, she brought her entrepreneurial teachings to the Johns Hopkins MBA program where she co-opted case studies with the Carey Business School. In her community, Michele is a co-founder and board member of Sisters Circle, a mentoring program for girls and young women from underserved communities in Baltimore.
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