The Niche Marketing System for Financial Advisors and RIAs

At OnNiche® by Kaleido, we develop your strategy to market to your niche, turn it into weekly actions with clear owners and deadlines, and keep you on track month after month, so you're never going it alone.

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You Have the Responsibility to Bring in Business, But You're Left to Do It Alone

If you're expected to bring in business, you know the mandate. For firm owners, growth doesn't happen unless you make it happen. For employee advisors, it's the path to growth goals, higher compensation, or an ownership track. Do any of these sound like you?

  • Don't Know Where to Start

     “Everyone says content, social media, events, AEO. I have no idea where to even start."

  • No Direction

    "My firm gives me marketing help on the execution side, but I don't know what I should be doing with it."

  • Can't Stay Consistent

     "I get going with good intentions, then it all falls away when things get busy."

  • A Team Without a Plan

     "I want the other advisors in my firm bringing in business, but I don't know how to help them get started."

  • Missing the Foundation

     "I want to build my marketing function in house, but I don't know what pieces I need."

  • No Sounding Board

     "I know what I want to be doing. I just have no one to talk it through with."

Whichever one is you, the problem is the same: you're doing it alone. OnNiche® was built so you don't have to.

The onniche® system

We build it. You run it. We support it

  • What You Get

    • Your Blueprint: ideal client persona, messaging formula, unique solution, client outcome

    • Annual strategy: objective, channels, influencers, content themes, assets

    • Quarterly plans with weekly action items

    • Content topics tailored to your audience

    • Ongoing support: office hours, accountability calls, chat, the Marketing App

  • How It Works

    • One onboarding questionnaire to start; we build your Blueprint and strategy from there

    • Strategy set in two consulting sessions; quarterly plans built together every 90 days

    • Drop in with questions at weekly office hours or in chat

    • Monthly accountability calls to keep the plan on track

    • Implementation is yours: do it, delegate it, or outsource it

    • Starting at two hours a week of your time

Learn More About the OnNiche® System

What Advisors Are Saying

Who We Work With

  • Solo Advisors & Boutique RIAs

    For advisors who want clear direction and someone in their corner.

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  • Enterprise RIAs & Institutions

    For companies looking to put a support system in place so their advisors can hit their new business goals.

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Frequently Asked Questions

  • OnNiche® by Kaleido is the niche marketing system for financial advisors and RIAs. It works at the advisor level, giving them the strategy, structure, and support to consistently attract their ideal clients. The result: every advisor, whether at a boutique or enterprise firm, contributes to the firm's growth. OnNiche® is a program of Kaleido Inc., founded by Kristen Luke.

  • A niche marketing system is a repeatable structure for planning, executing, and sustaining niche marketing — combining strategy (the niche you serve and the message you use), structure (plans, actions, and deadlines), and support (accountability and guidance). OnNiche® is that system, built specifically for financial advisors and RIAs.

  • OnNiche® works across the full range of advisor-level niche marketing — niche positioning and messaging, thought leadership and content, referrals and centers of influence, speaking, events, networking, and community involvement. The system helps each advisor choose the right mix for their niche, rather than chasing every tactic at once.

  • OnNiche® is the bridge between your firm-wide marketing and each advisor's individual efforts. Your team owns the brand, website, and lead generation; OnNiche® gives each advisor the niche strategy, plan, and support that a firm-wide team isn't built to provide — so both levels work together.

  • No. A course hands your advisors information and leaves them to apply it on their own. OnNiche® combines one-on-one work on each advisor's individual plan with group accountability and support — the ongoing strategy, structure, and coaching that keep their marketing running week to week.

  • Niche marketing is focusing an advisor's marketing on one well-defined group of clients — often defined by a shared profession, life stage, or problem — instead of trying to appeal to everyone. A clear niche helps an advisor stand out, attract better-fit clients, and use their time and budget more effectively.

  • Each advisor focuses their marketing on one niche — a single audience they want to be known for. It doesn't have to be extremely narrow, and they can still serve clients outside it, but their marketing points at one clearly defined audience. One niche per advisor is what keeps the marketing focused and consistent.

  • Yes. Two or more advisors can build their marketing around the same niche and pursue it together. The reverse doesn't work, though — a single advisor can't effectively market to two niches at once, so each advisor commits to one.

  • A marketing agency executes campaigns for you. OnNiche® is different: it decides what actually drives growth — the niche each advisor should own, the message that sets them apart, and the plan to get there — then hands that to whoever executes it, whether that's you, your team, or your agency. An agency can run the tactics; OnNiche® gives them a strategy worth running.

  • OnNiche® is best suited for multi-advisor firms — where multiple advisors, each with their own niche, need to be coordinated under one company brand. That's where the complexity is greatest and the system adds the most value. Solo advisors and boutique firms benefit from the same strategy, structure, and support, and we're happy to work with them too.

See How the OnNiche® System Works

Schedule a call to see how OnNiche® would work for you or your advisors.

Schedule a Discovery Call