Turning a tax client base into a wealth management engine.
This New York firm had spent decades building a tax practice with over a thousand loyal clients. Sitting right inside that base was a fortune in unmanaged assets — clients who never knew the firm also offered wealth management, retirement planning, and 1031 exchanges. Aspen built the engine to surface that demand and turn it into closed business, essentially for free off assets they already had.
"There's $15 million worth of assets that we don't manage just in the people I spoke to in the last two weeks. We're still getting clients saying, 'I didn't know you guys did this.'"
The challenge
The firm had a deep, trusting relationship with over a thousand tax clients but no systematic way to tell them about everything it could do. Outreach was entirely reactive — "I know I'm terrible, they call me" — with two-thirds of clients going long stretches without a review. A cookie-cutter website from their broker-dealer hid their full range of services, and there was no infrastructure for proactive outreach, booking, or follow-up. The money was already in the room; nobody was asking for it.
The approach
Aspen built a cross-sell engine on top of the existing tax base. We segmented the client database and launched targeted email automation — a "tax-efficient investing" campaign to move tax clients into wealth management, a dedicated 1031 exchange campaign for real-estate holders, and a service-awareness broadcast educating the whole base on what the firm actually offers. We rebuilt their website from scratch at no extra cost with modern design, clear service articulation, SEO, and integrated Calendly booking, then handled DNS, compliance approvals, and Google Business setup. When data showed it would help, we switched the email sender to the lead CPA whose name is on every tax return — and open rates roughly doubled past 50%.
The outcome
Within two weeks the firm closed roughly $275K in new assets directly from the campaigns and built a pipeline of more than $12M in high-value opportunities — including a $6–8M prospect, a $3M review, a $1M portfolio, and a $600K account — all from clients they already had. The 1031 campaign opened a lane of high-commission deals worth $30K–$50K each. The firm went from chasing the phone to running a proactive growth machine off their own book.
What we ran
- Client database segmentation
- Tax-efficient investing cross-sell campaign
- Dedicated 1031 exchange campaign
- Service-awareness broadcast
- Full website rebuild & SEO
- Calendly booking & compliance setup
- Sender optimization & open-rate testing
- Google Business profile setup