Branding Without the Buzzwords: Ali McCarthy on Creativity and Client Experience

“Stop the jargon and connect more.”

That was the rallying cry from Ali McCarthy, founder of Amplify Your Voice, during her interview at the 2025 RIA Edge conference in Nashville.

In a short but insight-packed conversation, Ali sat down with Three Crowns CEO Johnny Sandquist to unpack what’s changing in financial advisor branding.

From authenticity and emotional intelligence to the role of AI in client relationships, her message was clear: It’s time for wealth management firms to meet people where they are.

Beyond Portfolios: A Brand That Connects the Dots

Too often, branding in wealth management has meant showcasing credentials or clinging to terms few consumers understand. But Ali sees a shift happening, one where brands use words to connect with people and not prove how smart they are.

It’s not about dumbing things down, though. It’s about being human.

Ali emphasized that the most successful firms are those who understand their role as not just investment managers, but life partners who journey with their clients through every experience that comes their way. The brand has to reflect that. It has to speak to spouses, children, and future generations. And it has to evolve beyond the technical to be emotionally resonant.

Communication Across Generations

As advisors think about succession, talent pipelines, and managing multi-generational wealth, Ali encourages them to think about the whole picture.

Yes, your core competency might be investment management, but that’s just the beginning.

This next-gen focus isn’t about checking boxes. It’s about storytelling, shared values, and showing up in ways that feel meaningful to every member of a household.

AI, Tech, and the Human Element

No conversation at a wealth management conference in 2025 would be complete without a mention of AI. Ali acknowledged that AI will remain a key talking point across the industry for the foreseeable future, but the firms who succeed will be the ones who integrate it with intention.

Rather than fearing disruption, she sees an opportunity to dream bigger and to reimagine the advisor-client experience from the ground up, with technology supporting rather than replacing the human element.

A Future Built on Storytelling and Strategy

Ali’s optimism about the next chapter of wealth management is contagious. She sees a rising generation of talent, a renewed emphasis on creativity, and an industry that’s finally embracing the power of story.

Her final message?

Let your brand speak with people, not at them. Be bold enough to sound like yourself. And don’t underestimate the role of feelings in finance.

Watch the full interview with Ali McCarthy below.