It’s Friday morning, I’m writing from the end of my dining room table—laptop open, coffee in hand—looking back on the week that was.

One highlight was spending time with my friend Alex Potts, former CEO of Loring Ward. Conversations like the one we had are always a reminder of what it takes to build something enduring in this industry—and more importantly, why we do it.

Earlier this week, I published a piece in ThinkAdvisor titled “Why We Fight.” It’s not about ego or market share. It’s about conviction. It’s about showing up for what matters—to our teams, our clients, our families.

As I write this today, it’s D-Day. The anniversary of a day that changed the world—because people were brave enough to sacrifice everything for the freedom of others.

It’s a sobering reminder: there is no greatness without sacrifice.

Not in life. Not in business. Not in leadership.

So while the battles we fight today may seem small in comparison, they still matter—because they shape who we become, what we build, and how we serve others.

Here’s this week’s newsletter.

1. Why We Fight (And Why It Matters More Than Ever)

2. On the Pod: Serving Clients Holistically at Scale 🎧

3. Bookmarks

   1. AI Driven Trading with Coinbase

   2. RIA’s with AI Killed the Video Star

   3. Milemarker Nominated for Three Wealthies

4. Milemarker On the Road ✈️

Why We Fight (And Why It Matters More Than Ever)

I’ve spent most of my adult life in cities like Omaha, Nebraska and Charleston, South Carolina. Not necessarily thought of as industry giants, but cities full of people who work hard, build things that last, and believe deeply in the value of doing what’s right.

I fly over 120 times a year. And for a long time, I relied on Southwest Airlines. They weren’t fancy. But they stood for something. No baggage fees. No reserved seating. No frills. Simplicity. Consistency. 

Lately, that’s changed.

Southwest, like so many companies, started trading the things that made them unique for the promise of incremental revenue. Now they look like everyone else. And it’s costing them more than they realize because when you stop fighting for what makes you different, you don’t just lose your edge. You lose your identity.

And that story plays out far beyond airlines.

It’s happening inside our industry every day.

The Cost of Losing Your Conviction

Most firms don’t fail because they deliver bad service.

They fail because they drift into mediocrity.

We see it all the time:

• Advisors stuck using systems they didn’t choose.
  

• Clients buying products they don’t fully understand.
  

• Leaders chasing scale while culture slips through the cracks.

In the pursuit of growth, we start sanding down the sharp edges of what made us special. And slowly, we become indistinguishable.

But when a business stands for something—when it fights for something—it becomes magnetic.

Why We Fight

We fight to correct what’s broken.

We fight to serve people better than they’ve been served.

We fight because we believe business should be built around conviction—not compliance.

And when that belief is clear:

• Your team shows up with energy.
  

• Your clients feel the difference.
  

• Your brand begins to carry weight.

We don’t fight to be louder.

We fight to be truer.

The Data Makes the Case

Fighting for something isn’t just idealism.

It’s a proven way to build lasting value.

In her research, branding expert Sally Hogshead found that people are nine times more likely to remember a brand that communicates with distinction and clarity. As she puts it, “Different is better than better.”

Seth Godin, in his book Purple Cow, emphasizes that the only way to be remarkable is to stand out. Sameness doesn’t scale. Uniqueness does.

Harvard Business Review reported that companies built on a clearly defined purpose outperform the market by 42% over the long term. Purpose isn’t just a branding exercise. It’s a business advantage.

McKinsey found that employees connected to a firm’s mission are four times more engaged and five times more likely to stay. Purpose attracts. It retains. And it improves performance across the board.

Bain research shows that inspired employees—those who believe in what they’re doing—are twice as productive as those who are merely satisfied.

And EY’s research confirms that purpose-led companies often enjoy higher trust, stronger loyalty, and premium valuation multiples—particularly in the financial services and professional advisory sectors.

This Isn’t Just Theory. It’s Strategy.

If your firm is clear on what it’s fighting for, you’ll make better decisions.

You’ll attract people who believe what you believe.

You’ll avoid the trap of trying to be everything to everyone.

And you’ll build something that lasts.

Because the most dangerous thing a business can become is forgettable.

Ask the Question

This week, ask your team a simple question:

What are we fighting for?

Not what are we selling.

Not what’s our quarter-end target.

But what are we committed to improving?

That’s your cause.

That’s your differentiator.

That’s your true value.

Final Thought

The best firms don’t compete on convenience.

They compete on conviction.

So fight for something that matters.

Fight for your clients.

Fight for your culture.

Fight for a better version of your industry.

The world doesn’t need more noise.

It needs more clarity, more courage, and more people willing to say—

“This is what we stand for. And we’re not backing down.”

______________________

On the Pod: Serving Clients Holistically at Scale

Episode 096: On this week’s episode of The Connected Advisor,  Kyle Van Pelt sits down with  Jonathan Blau, President and CEO at Fusion Family Wealth. Known as a “trusted advisor to trusted advisors,” Jonathan brings decades of experience partnering with accounting and law firms to offer comprehensive financial guidance.

Kyle and Jonathan discuss behavioral finance, how Fusion Family Wealth is disrupting traditional investment strategies, and what it takes to stand out as an independent financial advisor. Jonathan offers a unique perspective on investing, challenging conventional wisdom around risk and safety. He also shares his passion for philanthropy and his work with Sunrise Day Camp, an organization supporting children with cancer and their families.

(00:00) - Intro

(02:05) - Jonathan's money moment

(04:08) - Why Jonathan chose to go independent

(05:59) - Redefining the investor problem: volatility vs. purchasing power

(12:10) - The impact of media on investor decision-making

(18:06) - Strategies for organic growth

(19:50) - Jonathan's thoughts on the future of the industry

(21:14) - Sunrise Day Camp and Jonathan's philanthropic work

(23:31) - Jonathan's boating journey

(25:45) - Leveraging technology for behavioral finance and coaching at scale

(29:28) - Jonathan's Milemarker Minute

⚡️Bookmarks

AI-Powered Advisors? Brian Armstrong Predicts the Future of Wealth Tech

To ponder as it flew in my Twitter feed this week.

Coinbase CEO Brian Armstrong envisions a world where AI bots act as your personal investment advisors—directly in the app. “Put in $10K, tell it to go make you money.” The future of financial advice might be one tap away.

RIA’s with AI Killed the Video Star

Earlier this week, I came across a powerful piece from advisor Zach Ashburn—a commercial for his firm created using Google’s new VEO 3 technology.

Not long ago, it was rare to see an independent advisory firm running a commercial. The airwaves were dominated by Fisher Investments, Creative Planning, and of course, the wirehouses and custodians.

But that’s changing.

With tools like VEO 3, advisors now have the power to create high-quality, thought-provoking content that once required massive budgets and production crews. Zach’s video is a great example of that shift—and I’m excited to see what other advisors begin to create in this new era.

Kudos, Zach. You’re ahead of the curve.

We’re a Finalist!

Last but not least, I want to give a big shoutout to the team at Milemarker.

This week, we were honored with three nominations for the Wealth Management Industry Awards—recognizing our work in innovation, data lakes, and The Connected Advisor podcast.

We’re incredibly thankful to be recognized, but even more grateful for the opportunity to do meaningful work that helps wealth management firms grow, simplify, and better serve their clients.

Huge congrats to the Milemarker team—thank you for all you do.

Milemarker on the Road
Catch my team on the road at the following events or cities:

1. June 10-13 - Boca/North Palm Beach/Miami, FL

2. June 22-28 - Minneapolis, MN

3. July 29-31 - Denver, CO

If you’re in any of those cities and want to arrange a meeting time, reply to this email, and we’ll get something on the calendar.

Jud Mackrill