A national brand built in weeks. A year ahead of plan.
This Tennessee firm had found a growth engine that worked: weekly educational webinars attracting retirement prospects who actually showed up. The next move was bigger. A national consumer brand, a new entity, and an interactive planning experience that would keep prospects engaged until they were ready to meet. With Aspen Agent running the marketing infrastructure, the second brand went from idea to launch-ready in weeks, not quarters. A next-year project became a this-quarter priority.
"Well, that was a lot easier than I expected."
The challenge
The firm's regional name worked locally. Outside its market, it needed an explanation before prospects understood the offer. The partners wanted a national consumer brand that made its purpose clear, with the advisory firm behind it when someone was ready for advice. But a second brand typically brings a second stack: a website, ad accounts, tool pages, email sequences, contact management, and member logins. Months of work before the first campaign. The firm had also learned that booking a meeting was not the same as earning one. Standalone tools, including a Roth conversion calculator, generated bookings, but those prospects rarely showed. Webinar attendees did. The new brand needed one connected destination to educate prospects, capture their interest, and nurture them until the timing was right.
The approach
Aspen Agent built the engine before expanding it. Webinar registration, tagging, and follow-up sequences gave every registrant a next step, whether that was a meeting or the next event. Interactive planning tools added reasons to stay engaged. An AI-generated founder video helped test a fixed-indexed-annuity rate offer. Then came the national brand. In two days, the founder prototyped a planning experience covering income, expenses, savings, bucket allocation, stress tests, tax modeling, Roth conversions, and a free member community. The brand launched with its own website and secure member access to that experience, and every sign-up became a contact the team could see and nurture. One agent ran the ads, webinars, sequences, and content for both brands. Advisors remained the destination for prospects who wanted personal advice.
The outcome
In under eight weeks, the national brand was launch-ready, with its own entity, website, member planning experience, ads, webinar, and YouTube channel, while the regional firm kept running as it always had. The second brand had been planned for the following year, largely because managing two brands alongside an active firm felt overwhelming. With Aspen Agent running the marketing work for each brand, that overwhelming part became manageable, and the launch moved forward roughly a year ahead of schedule. The result was not just a faster launch. It was a second brand the firm could operate without building a second marketing team, with advisors focused on the conversations that mattered.
What we ran
- Webinar registration & follow-up sequences
- Interactive planning & Roth conversion tools
- AI founder video for offer testing
- Second-brand account & domain setup
- Member planning portal & secure accounts
- Contact capture & nurture for every sign-up
- Multi-brand ads, content & sequences