The Niche Marketing System for Financial Advisors and RIAs

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 built for multi-advisor firms, where several advisors each need their own niche, their own strategy, and their own plan, coordinated under one company brand. That’s where the complexity is greatest and the system adds the most value. Solo advisors and boutique firms use the same system to get the direction and structure they don’t have in house.